What are the responsibilities and job description for the Ecommerce Revenue Manager position at Foley Family Wines Inc?
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 Revenue 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
Understanding of segmentation, targeting, and personalization strategies
Knowledge of direct-to-consumer (DTC) wine sales environment, including wine club marketing, compliance sensitivity,
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!
Salary : $100,000 - $120,000