Vintage Wine Estates, Inc.

  • User Acquisition Manager

    Job Locations US-CA-San Francisco
    Type
    Full-Time
    Category
    Marketing
    Location : Name
    Cameron Hughes Wine
  • Overview

    Cameron Hughes Wine was founded in 2001 as a family-run wine trading company, and was acquired by Vintage Wine Estates in 2017. Today, we continue to source luxury wines from top producers worldwide and sell these lots exclusively direct-to-consumer online. The company’s model is founded on a core belief - deliver great wines at affordable prices to everyone. We’ve been described as the “Warby Parker/Away Travel/Everlane of the wine industry.”

     

    Our attitude has always been customer first, and our mission is producing and delivering exceptional wines and a superior customer experience at every step of the journey: Discovery, Acquisition, Retention, Resurrection, and beyond. We operate like a small startup, and our goal is to offer the most exciting workplace in the wine industry that enables truly exceptional talent to thrive.

     

    The User Acquisition Manager at Cameron Hughes Wine has a key responsibility: acquire new customers.

     

    He/she will design and execute new campaigns for our digital marketing efforts, and will manage and be accountable for Cameron Hughes’ presence in the digital advertising, social, and influencer ecosystems.

     

    Most of the wine sold in the US is mass produced and purchased by customers from store shelves. The UA Manager’s job is to find these customers and convert them to chwine.com. Age, geography, income, hobbies, occupations, social cause alignment… there are countless potential cohorts out there to target and convert. The UA manager will identify, evaluate, test, and engage with new customers and bring them into the funnel via independent efforts as well as collaborative ones with external vendors and branded partnerships.

     

    Responsibilities

    • Spearhead and execute a disciplined user acquisition strategy to grow sales at chwine.com.
    • QA any needed software integrations with chwine.com, work with vendors and support teams to resolve bugs, and be the intermediary between internal and external development teams.
    • Facilitate continued testing on new offers and landing pages for new customer acquisition.
    • Be a creative thinker who can brainstorm innovative ideas/strategies to support brand initiatives with focus on editorial storytelling and consumer engagement.
    • Use and understand raw data (session lengths, clicks, data navigation, conversion, abandonment, etc) to help optimize a user experience ultimately focused on retention.
    • Work with cross functional teams, from internal design and programming to external agencies supporting web advertising, public relations, and influencer management.
    • Utilize our cohorts’ analyses and develop insights into actionable steps that the programming team can implement to improve our eCommerce business.
    • Identify & develop relationships with external partners to execute branded partnerships.
    • Oversee social platforms (Instagram, Facebook, Twitter).
    • Benchmark and research competitor and industry leaders.

    Qualifications

    • Bachelor’s degree.
    • 3+ years of experience developing and delivering user acquisition strategy in a dynamic, fast-paced environment.
    • A "driver" mindset. You are self-managing, are biased toward action, work well with a small team, and regularly oversee projects from beginning to end.
    • A good sense of Conversion Rate Optimization (CRO) and the ability to create landing pages for new customer acquisition, as well as onsite A/B testing.
    • Strong direct response copywriting skills that translates to landing pages, ad copy, email, etc.
    • Analytical mindfulness. You obsess over data and can digest and present its story in an insightful way. You are also aware of its limitations and how it doesn’t always tell the whole story.
    • Expertise with SEO, Google AdWords, Web analytics, content categorization, development and measurement of editorial governance to make sure content matches our brand style and tone.
    • Experience collaborating with designers on direct response/acquisition campaigns.
    • Experience managing components for affiliate programs (offers, banners, templates, etc.).
    • Excellent writing, project management, presentation, cross-functional collaboration, and relationship-building skills.
    • Strategic business analytical skills. Presentations to executives detailing program approaches and measurable results will be required.
    • Experience in managing brand presence on social networks, measuring campaign performance and analyzing metrics to support overall social strategy.
    • Familiarity with managing influencer initiatives through the lens of ROI.
    • Wine expertise a plus, but not required.

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