DTC / Ecommerce Manager

An exciting opportunity to join the team at Vinca Wine

Who We Are

We believe wine is better shared. So, we made Vinca, a range of wines worth sharing. Our award winning cans and aluminium bottles are made for moments, big and small: festivals, trains, football matches, dinner on the sofa. And our range won't stop there. We've got more innovation in the pipeline.

We're growing fast, and we're just getting started.

The Opportunity

We're looking for a DTC Manager to take ownership of Vinca's direct to consumer channel and turn it into a core growth engine for the business. This is a full remit role: you'll set the DTC strategy from the ground up, then get hands on with building and running the campaigns that deliver it.

You'll own paid acquisition end to end, planning, building, launching and optimising campaigns across Meta, Google and TikTok, as well as the customer journey once someone lands on site: conversion rate, retention, CRM and lifetime value. You'll work closely with our Brand team to make sure everything you run looks and sounds like Vinca, and with Operations to make sure what we promise on site (stock, delivery, fulfilment) is what we can actually deliver.

This is a hands on, build it yourself role. You won't be inheriting a mature function or a big team of specialists, you'll be the specialist, and you'll be judged on the numbers: ROAS, CAC, LTV, conversion rate and the overall profitability of the DTC channel.

What You'll Be Responsible For

This is a hands on role, not a strategy only one. You should be comfortable setting direction and getting into the platforms yourself, day to day:

• Own and evolve Vinca's DTC strategy, setting the roadmap for how direct to consumer becomes a meaningful, profitable channel for the business.
• Plan, build, launch and optimise paid media campaigns directly in Meta Ads Manager, Google Ads (Search, Shopping, PMax) and TikTok Ads Manager (alcohol advertising is restricted or limited on TikTok in a number of markets, so approach and eligibility will depend on region and current platform policy), including campaign structure, audience/interest and lookalike targeting, bidding strategies (for example tCPA or ROAS based bidding), budget pacing and creative rotation, managing budgets to hit CAC and ROAS targets.
• Own tracking and measurement infrastructure, including pixel and server side tracking (Conversions API/CAPI) setup, UTM tagging conventions and GA4 event configuration, diagnosing tracking or attribution discrepancies across platforms so spend decisions are made on clean, trustworthy data.
• Read and act on core performance metrics, ROAS, CAC, CPA, CPC, CPM, CTR, AOV and LTV, knowing which levers to pull when a metric moves.
• Run a structured testing programme across creative, audiences, offers and landing pages, using A/B and multivariate tests, with clear hypotheses, controls and a read on statistical significance, to continuously improve CPA, CTR and conversion rate.
• Manage the DTC website end to end on Shopify (or a similar ecommerce platform), including conversion rate optimisation, checkout flow, app integrations, page speed and merchandising.
• Own email and SMS marketing in a CRM/ESP such as Klaviyo, building flows, campaigns and segmentation that improve retention, repeat purchase rate and customer lifetime value.
• Partner closely with the Brand team to brief, review and adapt creative for paid social and performance channels, ensuring everything shipped is on brand while still built to perform.
• Work with Operations on stock forecasting, fulfilment and delivery experience, ensuring DTC promises made in marketing are deliverable in practice.
• Own full funnel reporting, from impressions and click through to purchase and repeat rate, building simple, clear dashboards and presenting commercially minded readouts on performance and investment decisions.
• Manage the DTC media budget with full accountability for spend, pacing and return on investment.
• Identify and test new channels and platforms as they emerge (noting that alcohol brands face advertising restrictions on some platforms, TikTok included, depending on market), bringing a test and learn mindset to where Vinca should show up next.

What We're Looking For

• At least 3 to 4 years' experience in a DTC, ecommerce or performance marketing role, ideally within a fast growing consumer or FMCG brand.
• Hands on experience running paid acquisition across Meta, Google and TikTok, with a track record of hitting CAC and ROAS targets.
• Strong working knowledge of tracking, attribution and analytics tools (GA4, Meta/Google pixels, CAPI).
• Experience with Shopify or a similar ecommerce platform, and with an email/SMS platform such as Klaviyo.
• A test and learn mindset, comfortable setting up experiments, reading results and acting on them quickly.
• Commercially minded, with a strong grasp of unit economics, margin and how DTC performance rolls up into the wider business.
• A self starter who's happy building a function from scratch, comfortable with ambiguity and moving fast.
• A collaborative operator who can work closely with Brand and Operations, not just performance marketing in isolation.
• Positive, ambitious, self sufficient, and a real team player.

What You'll Get

• Competitive salary, based on experience
• Wine allowance (obviously)
• Day off on your birthday
• Hybrid working, we're in the office at least 3 days a week, and flexible on the rest
• Guestlist access to some of the UK's best music and sports events for you and your friends
• Team trip to our vineyards in Sicily
• Space to grow, learn, and shape the role as the company scales