Multichannel Marketing Manager

at  Firstleaf

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.

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
• 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.

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.