Job Details

ABOUT US

K&L Wine Merchants is widely recognized as one of the leading independent wine retailers in the United States. We offer a world-class selection of wine, spirits, and beer at four retail locations and through our website. We are a growth-minded company made up of a tight-knit team dedicated to providing excellent, knowledgeable service to our loyal customers. This role does not require prior wine and spirits knowledge, but if you are seeking an exciting career and an 'all-access pass' to the business and culture of wine and spirits, K&L Wine Merchants is the perfect match!

WHAT WE'RE LOOKING FOR

K&L Wine Merchants is seeking a hands-on, strategic Digital Marketing Manager to lead all digital channels including email, paid social, and paid search while partnering with our expert buying team to craft compelling content that reflects our authority in wine and spirits. This role directly impacts business performance by driving engagement and revenue through smart, innovative campaigns. You will work closely with senior leadership and our buying team, own end-to-end campaign execution, and continuously optimize performance based on key KPIs. If you are a seasoned digital marketing manager who is looking to leverage data to shape the voice of one of the country's top fine wine and spirits retailers, we would love to hear from you!

BENEFITS

• Medical/Dental/Vision insurance - K&L pays 100% of individual premium
• FSA/HSA availability to support healthcare and dependent care expenses
• 401k plan, with company contribution
• 3 weeks of paid time off per year - time off accrual increases at 5 years of service
• 8 paid holidays
• Generous product discount
• Weekly staff tasting and sales training; exposure to world-class products and producers

PRINCIPAL RESPONSIBILITIES

Email Marketing Channel Ownership

• Owns end-to-end performance of the email marketing channel.
• Authors clear, compelling email marketing copy (with assistance and feedback from the K&L Buying team) that appeals to wine and spirits collectors - ensuring it is accurate and on brand.
• Effectively communicates and organizes campaign priorities and timelines across the organization; assigns product review, copy needs, and campaign targets to generate offers in advance; sees that targets and deadlines are met.
• Completes all HTML coding necessary to produce final email content in a timely manner.
• Owns the hypothesis-driven A/B testing plans for email marketing with development of tests, and implementation of learnings into future campaigns.
• Development, testing, and updates for email journey campaigns.
• Directly impacts business results through email marketing efforts and associated KPIs to achieve their stated objectives. Shares results with the broader organization on sales trends and performance.

Paid Social and Search Marketing Channel Ownership

• Own campaigns from concept through reporting and optimization, executing both strategy and tactics.
• Regularly monitors and acts upon performance across the Google suite of advertising solutions, with a focus on paid search, shopping, and Youtube ads, adjusting for campaign and budget optimization.
• Develops Meta campaigns for impact across top-funnel, mid-funnel, and bottom-funnel strategies focused on building the K&L Brand, generating sales through storytelling of our wines and spirits, and driving traffic to our stores through events and other tactics.
• Monitors other channels regularly for performance and suggests budget and performance optimizations accordingly.
• Digital marketing efforts and associated KPIs including ROAS, CLV, CAC, Impressions, Clicks, Revenue, Profit, etc) to achieve their stated objectives. Shares results with the broader organization on sales trends and performance.

Other Marketing Team Initiatives

• Opportunity to engage in diverse marketing projects, gaining experience beyond digital channels including events, brand marketing of private labels, and in-store marketing.

REQUIREMENTS

• Bachelor's degree in marketing, communications, business, or related field preferred.
• 3 - 5 years of digital and email marketing experience.
• Experience in fast-paced retail or e-commerce settings with large SKU assortments is highly desirable.
• Wine & Spirits knowledge or industry experience isn't required, but a willingness to work with experts in the field to learn and develop wine and spirits knowledge is important for success in the role.
• Broad digital marketing skillset with a focus on leveraging data to drive results.
• Demonstrated results with ROAS improvement, reduction in CAC, optimized CLV/CAC ratio, or similar results.
• Excellent verbal and cross-functional communication skills.
• Attention to detail and an ability to incorporate feedback from multiple stakeholders.
• Strong working knowledge of HTML coding.
• Exceptional copywriting, proofreading, and editing skills.
• Proficient design skills to aid in the development of email and paid media campaigns.
• Proficient in Office 365, Tableau, Mailchimp, and Adobe InDesign/Canva/Similar Design tool.
• Hands-On Experience in Google Ads, Google Merchant Center, Google Analytics 4, Google Tag Manager, Meta Business Suite, Meta Ads Manager, and similar digital marketing platforms.
• Flexibility to work early, late, or varied days on occasion.

PHYSICAL AND ENVIRONMENTAL REQUIREMENTS

• Ability to perform desk-based work for all or the majority of an 8-hour workday.
• Ability to concentrate on individual tasks and make and receive phone calls in an open plan office environment.
• Dexterity to enter and retrieve data using a computer keyboard and to operate standard office equipment.
• Visual acuity to review text and images on a computer screen.

Join us at K&L Wine Merchants and be a part of a unique journey in the world of wine and spirits, where your expertise and passion will help shape the future of our company and the experiences of our loyal customers.

K&L Wine Merchants is an Equal Opportunity Employer. Applicants are considered for all positions without regard to race, color, religion, sex, national origin, age, marital or veteran status, sexual orientation, disability, or any other status protected by law.