Multichannel Marketing Manager

WHO ARE WE?

Firstleaf is transforming the $70B US wine market by empowering consumers to experience wine in a whole new way: theirs!

Firstleaf launched in February 2016, with the vision to be the world’s most customer-centric wine company.  We created a flexible direct-to-consumer model combining the roles of winery, importer, and retailer into one vertically integrated company. By eliminating the middleman and dealing directly with the world’s finest wineries, we provide our members with an exclusive selection of world-class wines at significant savings.  We source from vineyards around the globe and have our own talented winemakers on staff.  Our wines have won over 3,000 awards, including 500+ 90 point scores.  

We understand that wine is a complicated and intimidating category to shop, especially if you’re a new wine drinker.  We exist to make it easy for consumers to confidently find wines that they will love, not because a fancy sommelier in Bordeaux told them it was good, but because they actually love the way it tastes!  

Our custom algorithm uses millions of data points to produce and curate each shipment of award-winning wine from around the world so that members can explore new bottles and discover new favorites tailored to their taste. Founded by Philip James, a wine industry veteran and Oxford-educated chemist, the subscription service unites the art and science of wine. With a wide variety of wines from around the world, we have over 82 million combinations of wines possible and 98% of our monthly boxes are unique. We’re constantly refining wine recommendations based on the ratings of our members, who control which wines they get, how much, and how often. 

This process begins with a chemical analysis of all our wines so that we understand at the molecular level what is in each bottle.  As a result, after our customers take our quiz and rate 3 bottles, we know exactly what it is that they like or don’t like (level of tannins, acidity, sugar, etc), enabling us to refine their wine profile, recommend additional wines AND make choices on which wines to produce with 96% accuracy!

We have been recognized by Fast Company’s Annual List of the World’s Most Innovative Companies for 2022 and named to Quartz's Best Companies for Remote Workers 2022. Over one million people have tried Firstleaf since our inception and we continue to disrupt an industry that hasn’t changed in nearly a century.

JOB PURPOSE

The Multichannel Marketing Manager will grow and scale Firstleaf acquisitions in three ways: 1) directly manage a range of upper, mid, and low-funnel acquisitions channels, with particular emphasis on the Nift gifting platform, 2) lead promotional and evergreen campaign development, and 3) test into new channels aligned to our growth goals.

This role will ultimately increase Firstleaf's wine club membership by more efficiently driving new member acquisitions via a range of direct-to-consumer strategies and tactics. This individual will work closely with Marketing Channel Managers and the Integrated Marketing Manager to orchestrate our promotional strategy and launch new wine offerings in the marketplace. They will work closely with our CRO lead to deliver extraordinary customer experiences tailored to each channel. This individual must also be a highly motivated, KPI-driven, marketer who excels at leveraging relationships to drive growth.

This is a fully remote position with travel 1-4 times per year for in-person meetings.

WHAT YOU’LL DO 

MULTICHANNEL MANAGEMENT

• Manage budgets, promos, campaigns, and audience targeting across an evolving mix of upper, mid, and low-funnel acquisitions channels. Channels include but are not limited to Direct Mail, Podcasts, and the Nift gifting platform.
• Influence channel budgets and provide monthly and yearly performance forecasts. Effectively manage performance to those budgets and in line with growth goals.
• Optimize channels to achieve team volume, CPA, and customer quality targets using multiple data sources and attribution models.
• Independently manage media and agency relationships, delivering high-impact, timely, campaigns and sourcing industry and competitive insights.
• Set audience and targeting criteria with an emphasis on attracting high-quality club members
• Drive each channel’s end-to-end creative strategy for both evergreen and promotional campaigns, partnering closely with Channel Managers and the Integrated Marketing Manager to deliver strong direct-response ads. Includes concepting promos, briefing creative, and reporting on performance.
• Partner with CRO Manager, Product, and Engineering to bring new conversion experiences to market.

NIFT PARTNERSHIP MANAGEMENT

• Nift is a third-party gifting platform and an important part of our channel mix. This Manager will own the partner relationship, end-to-end growth strategy, and campaign execution.
• Gain expert understanding of the Nift platform’s customer flows, bidding algorithm, and test capabilities to inform strategic marketing choices.
• Partner closely with our Account Managers to set bids, pricing, and product choice. 
• Develop and execute strategic testing roadmap aligned to growth goals.
• Conceptualize new ways to introduce Firstleaf wines to Nift gift recipients. Partner with Product and Engineering to bring concepts to market.
• Work closely with the CRO Marketing Manager to improve the channel’s landing page conversion rate.
• Lead performance measurement and coordinate QBRs focused on trends and future growth opportunities.

CHANNEL TESTING

• Develop a robust, hypothesis-driven learning agenda within and across new and existing channels, flawlessly executing that test plan in support of growth goals. Test roadmap must include ideas for channel, creative, promo, product, and audience learnings.
• Leverage multiple testing methodologies to enact tests across various ad platforms. Partner with agencies and our Analytics team to measure results and share learnings.
• Independently evaluate, onboard, and manage new media partners to support channel testing and development.
• Follow industry media trends to identify new testing opportunities, sharing learnings with broader Marketing team.

REPORTING & ANALYTICS

• Manage weekly channel-level tracking and reporting including spend pacing, conversions, conversion rate, CPA, and LTV. Involves working across multiple ad platforms, reporting tools, and leveraging multiple attribution models.
• Share channel and industry trends over time, regularly presenting results to Marketing, Product, and Executive audiences.
• Leverage web, landing page, and customer data to identify opportunities to improve conversion performance and customer quality. 
• With media partners and agencies, coordinate QBRs focused on trends and future growth opportunities.

REQUIREMENTS

ESSENTIAL EXPERIENCE & KNOWLEDGE

• 5+ years experience in a multichannel acquisitions marketing role, with demonstrated mastery of 2+ direct-to-consumer channels (e.g., paid search, direct mail, paid social); Experience with online and offline channels preferred;
• Experience scaling at least 1 acquisitions channel from <$10k/month to $50k+ per month;
• Effective budget management;
• Deep understanding of CVR, CPA, and LTV optimization, alongside demonstrated ability to combine audience, creative, and promo learnings to drive growth;
• Strong grasp of channel metrics with ability to tie back to financial metrics;
• Adept at reporting on and analyzing data from multiple platforms, highlighting trends and building a story about performance;
• Demonstrated ability to prioritize opportunities and pivot approaches as needed;

• Ability to manage and build relationships with multiple vendors/agencies;
• Clear written and verbal communications; 

• Eligible to work in the United States.

DESIRABLE KNOWLEDGE & SKILLS

• 5+ years experience in a DTC e-commerce or subscription-based environment;
• Understanding of cohort-based reporting, performance, profitability, and unit economics;
• Familiarity applying multiple attribution models to analyze and optimize performance;
• Prior experience with Amplitude and Tableau.

BENEFITS

Yearly Compensation: $115k - $145k /year dependent on relevant experience.

Working with the world's best wine company isn't enough? Seriously though, we offer remote work and unlimited PTO. We offer a competitive compensation package and stock options grants, plus choices with medical, dental, and vision coverage, as well as flexible spending accounts, life insurance, 401(k), employee assistance program, and discounted pet insurance. And to top it off: a monthly wine credit with our wine club!

Firstleaf is proud to be an Equal Opportunity and Affirmative Action employer. We do not discriminate based upon race, religion, color, national origin, sex (including pregnancy, childbirth, or related medical conditions), sexual orientation, gender, gender identity, gender expression, transgender status, sexual stereotypes, age, status as a protected veteran, status as an individual with a disability, or other applicable legally protected characteristics. Firstleaf is committed to providing reasonable accommodations for candidates with disabilities in our recruiting process.