Digital Marketing Specialist

The opportunity

We sell wine storage and serving products, ranging from tabletop accessories to custom wine cellars that cost tens of thousands of dollars. We’ve built the business through print catalogs, product expertise and organic and paid search, primarily on Google. We have almost no formal social media marketing program, and that's one of the main priorities of this position. This is our first dedicated digital marketing hire. You won't inherit a machine to optimize. You'll help determine what actually drives revenue, build the measurement to prove it and decide where we should invest. This position can be a consultancy or, if the role is large enough, then full-time.

Why is this role different?

Our business has two very different customer journeys. Accessories behave like e-commerce: fast decisions, high volume, thinner margins and success driven by feed quality, merchandising and conversion rate. Cooling systems, wine cabinets, racks, and custom cellars are considered purchases. The sales cycle can take 3–18 months, may involve a designer, builder or contractor and often closes over the phone. For these opportunities, the immediate conversion is often a lead rather than a sale. Our sales team develops and closes the opportunity, but we still need to understand which marketing efforts ultimately generate valuable leads and revenue. Those businesses cannot be marketed or measured the same way. One of the biggest risks is optimizing toward inexpensive, fast conversions simply because they are easiest to see in a dashboard.

What you'll own

Social. This is our biggest opportunity: building a successful program that generates new customers through paid social, influencer marketing and organic content.

Measurement. We use GA4 and other tools to evaluate marketing performance, with ROAS as our primary metric. As we expand beyond lower-funnel marketing, you'll help determine how we measure upper- and mid-funnel programs, including how leads ultimately translate into revenue.

Search. We already rank organically. Your job is to determine whether we rank for traffic that converts. You'll connect SEO to revenue, shift content toward commercial intent and run high-intent paid search — starting narrow and expanding only when the economics work.

Digital selling tools. We have decades of photography, specifications, product knowledge and copy in print. You'll identify opportunities to turn those assets into configurators, sizing tools, comparison pages, project galleries and other tools that generate leads and help customers buy.

Email. You'll coordinate your efforts with our existing team, which will continue to have primary responsibility for creating and sending email marketing.

Trade marketing. Designers, builders, contractors, and other professionals specify our products. You'll develop digital programs that help us acquire, educate and retain these partners.

Agencies and vendors. You'll set priorities for the specialists and vendors we work with, manage their efforts, and hold them accountable for results.

What we're looking for

3–4 years of digital marketing experience, ideally with considered purchases, B2C, dealer/trade channels or longer sales cyclesDemonstrated ability to build and analyze performance metrics and analyticsStrong paid search and SEO judgment, including knowing when not to spendCommercial thinking: comfort with lead value, close rate, customer acquisition cost, contribution margin and paybackSelf-direction. There is no existing digital playbook, and no one above you who already knows the answer. You'll need to form a point of view, test campaigns, analyze the data, present the results and make recommendations.Nice to have

Email marketing expertiseKnowledge of wine, spirits, and/or home productsLocation and schedule

This role will be for a candidate based in the Bay Area, with occasional on-site work in Petaluma when appropriate. That matters because much of what you need to learn initially isn't in a database. It lives in sales conversations, customer questions and the products themselves. Recurring exposure to live sales conversations will remain part of the role even after the schedule becomes more flexible.

How to apply

In your note, tell us how you would measure the success of a marketing program in which a sale may take six months and ultimately closes over the phone. What would you track, and how would you connect the original marketing activity to the eventual sale?

Benefits:

401(k)Dental insuranceFlexible scheduleHealth insuranceVision insurance

Education:

Bachelor's (Required)Experience:

very relevant: 3 years (Required)Ability to Commute:

Petaluma, CA 94954 (Required)Salary: Market level

Work Location: In person