Job Description

In spring of 1996, Bill & Carol Foley purchased 1,000 acres of lush and fertile earth within the then relatively unknown Sta. Rita Hills region of Santa Barbara County. Their plan – produce hand-crafted Chardonnay and Pinot Noir that reflected the best of California’s Central Coast. Named for their two daughters – Lindsey & Courtney – Lincourt Vineyards was born, and with it, the beginning of Foley Family Wines & Spirits.

Summary

The Ecommerce Manager is the enterprise revenue owner for direct-to-consumer digital commerce over a dozen Wines & Spirits brands. Accountable for ecommerce sales performance, webstore optimization, AI search visibility, digital merchandising strategy, and customer lifetime value growth.

Owns the full digital commerce ecosystem — ensuring brand websites are technically sound, highly discoverable, conversion-optimized, and aligned with a luxury omnichannel customer experience. The role is responsible for building scalable ecommerce strategies across multiple brands while maintaining brand integrity and performance discipline.

Focuses on maximizing revenue once demand reaches owned digital properties. This includes structured data optimization, product discoverability, site architecture, UX performance, checkout optimization, personalization strategy, and ongoing conversion rate improvement.

This is both a strategic and operational leadership role. The individual will manage and develop direct reports, establish scalable processes across brands, build performance accountability frameworks, and elevate enterprise ecommerce maturity.

Success in this role requires enterprise ecommerce expertise, strong technical and analytical fluency, experience scaling multi-brand digital businesses, and the ability to lead teams in a fast-moving, performance-driven environment.

May occasionally require evenings or weekends during major launches, system deployments, or peak selling periods.

This is a hybrid role. M & F remote optional, Tues - Thursday onsite.

Requirements

Roles and Responsibilities

• Understand and uphold FFWS core values, brand standards, and multi-brand identity guidelines across all digital communications· Own enterprise ecommerce revenue targets across all brands
• Develop annual digital commerce growth strategy and multi-year roadmap
• Build forecasting models tied to traffic, conversion, AOV, and retention levers
• Identify scalable opportunities to increase customer lifetime value
• Establish KPI frameworks and executive reporting cadence
• Drive disciplined prioritization of initiatives based on measurable revenue impact
• Lead ongoing conversion rate optimization (CRO) strategy
• Improve site architecture, navigation clarity, and overall user experience
• Optimize checkout flows to reduce abandonment and increase completion rates
• Strengthen digital merchandising strategy including collections, bundling, cross-sell, and upsell initiatives
• Ensure mobile-first experience excellence across brands
• Improve page speed and technical performance benchmarks
• Implement structured A/B and multivariate testing frameworks
• Lead structured data and schema implementation to enhance product discoverability
• Optimize product feeds and metadata for AI-driven and search-based shopping
• Improve ecommerce crawlability and reduce unnecessary JavaScript dependencies that hinder indexing
• Strengthen organic product ranking through technical SEO best practices
• Oversee site indexing health and search visibility performance
• Ensure technical infrastructure supports scalable ecommerce growth
• Develop enterprise merchandising standards that balance brand storytelling with performance
• Optimize product detail pages for clarity, persuasion, and conversion
• Improve visual hierarchy, call-to-action placement, and urgency messaging
• Refine pricing presentation, promotional framing, and offer strategy
• Align seasonal releases, club offerings, and allocations with optimized digital presentation
• Build enterprise dashboards to monitor CVR, AOV, revenue, engagement, and retention
• Analyze behavioral data including funnel drop-off, heatmaps, and purchase patterns
• Identify friction points and deploy optimization plans
• Implement personalization strategies across brands to increase relevance and conversion
• Translate data insights into actionable revenue-driving initiatives
• Standardize ecommerce workflows across brands to enable scalability
• Create repeatable systems that support efficient optimization cycles
• Establish documentation and governance standards for site updates
• Improve speed-to-market for site enhancements and merchandising updates
• Establish clear goals, KPIs, and accountability standards for direct reports

Education & Experience

• 5–10+ years of progressive ecommerce leadership experience
• Enterprise-level experience managing multiple brands or business units
• Deep understanding of ecommerce architecture and digital sales funnels
• Strong knowledge of structured data, schema markup, and technical SEO
• Experience improving AI-driven product discoverability
• Strong understanding of site crawlability and performance optimization
• Proven ability to scale ecommerce revenue in a DTC environment
• Strong leadership presence and people management experience
• Experience in direct-to-consumer wine, beverage, hospitality, or luxury ecommerce strongly preferred

Required Knowledge, Skills & Other Abilities

• Must be at least 21 years of age
• Advanced hands-on experience with Klaviyo is required; candidate must demonstrate the ability to independently build, deploy, troubleshoot, and optimize campaigns and automated flows
• Working knowledge of email marketing architecture including templates, segmentation, triggers, and lifecycle flows
• Knowledge of RedChirp SMS platform preferred but not required

Company Core Values

Teamwork – Be a Spirited Partner

Commitment – Crush Every Day

Quality – Good vs. Grape: It’s All in The Details

Integrity – It Takes a Community

Safety – Tend the Vines

Entrepreneurship – Love the Wine You’re With

Fun! - Smile! You Have Purple Teeth!

Foley Family Wines & Spirits provides equal employment opportunities (EEO) to all employees and applicants for employment without regard to race, color, religion, sex, national origin, age, disability, sexual orientation.

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