Digital Director - Teremana Tequila

Company Information:

Launched in early 2020, Teremana Tequila is an ultra-premium, small-batch tequila founded by Dwayne ‘The Rock’ Johnson. It is crafted at Destileria Teremana de Agave in the highest peaks of the Jalisco highland mountains with three expressions: Blanco, Reposado, and Añejo. Made from 100% fully mature Blue Weber Agave slow roasted in small traditional brick ovens and distilled in handmade copper pot stills, Teremana is one of the most awarded tequila brands in the world. Teremana has a simple goal; to create a high-quality, responsibly sourced tequila that is accessible by everyone to enjoy. To date, Teremana is one of the fastest-growing spirits brands in the world, reaching almost a million 9L cases sold in the rolling 12 months, faster than any other spirits brand in history.

Teremana loosely translates as ‘spirit of the earth’. The Latin word ‘terra’ meaning earth, and the Polynesian word ‘mana’, meaning spirit. Teremana stands for taking care of what and whom we love. From taking care of the land where we source our agave, to the painstaking process of creating our tequila, to the people we work and spend time with.

Learn more about Teremana: http://www.teremana.com/

Select trade press coverage:

Just Drinks- https://www.just-drinks.com/interviews/dwayne-is-i...,

The Spirits Business- https://www.thespiritsbusiness.com/2022/01/the-big...

Position Summary:

Teremana Tequila is looking for an experienced, results-driven, and analytical Digital Director to help drive the continued success of this high-growth brand. This role is responsible for leading overall digital strategy and execution across organic owned & operated channels, paid media, and e-commerce. This role would report directly to the VP of Marketing and has one direct report. We are looking for the individual in this role to bring their expertise for e-commerce, website, email, data, and social platforms, as well as strategically and creatively support commercial programming. The role will require close collaboration with the internal marketing team, external agency and sales team partners to ensure alignment across all consumer touchpoints. Excellent communication and industry knowledge are important to succeed in this role.

Core Responsibilities:

• Responsible for the strategy, design, implementation, and measurement of innovative digital strategy and execution in support of the brand strategic plan:

1. Manage organic and paid digital plans from brief to execution to measurement.

• Organic Social: lead content calendar planning, content creation, creators/influencer strategy, and reporting & analysis to drive audience growth and engagement across existing and new platforms.

• Paid Media: lead strategy and briefing process across all paid channels, inclusive of paid social, video, search, and custom media partnerships.

• Web: develop a best-in-class site strategy inclusive of content, layout, and funnel to drive site traffic through SEO/SEM, on-site engagement, data capture, and sales conversion. Knowledge of Shopify is a must.

2. Develop shoppable media & e-commerce plans from brief to execution to measurement.

• The role will enable increased volume, value, and share growth by developing and expanding effective partnerships and creative/experience deployment online.
• Manage all online activity in relation to traffic acquisition, conversion, creative testing, and reporting across O&O brand shop, 3rd party marketplaces, pure players, and national accounts e-commerce.
• Responsible for digital shelf performance management and improvement.
• Analyze various data sets across partners, channels, media, and first-party to deliver data-driven strategies to deliver top performance and achieve KPIs.
• Establish tracking and reporting processes to monitor and correlate activities to sales, ROI, and brand lift metrics
• Knowledge of Shopify is a must.

3. Develop a CRM strategy with the objective of recruitment, engagement, and retention.

• Create detailed customer journey flows with actionable trigger points to drive conversion and engagement based on insights.
• Execute campaigns and programs across multiple parts of the user journey, from acquisition to onboarding to retention.
• Lead email marketing testing scenarios and campaign opportunities.
• Knowledge of Klayvio is a must.

• Drive digital innovation and channel excellence to build a best-in-class online ecosystem for the brand and internal organization. This role will need to stay on top of the latest platform, data, and online regulatory updates to ensure that Teremana is well ahead of the curve.

• Lead, mentor, and coach a team of digital marketers (this role currently has one direct report) to help deliver breakthrough and effective digital plans.
• Develops and fosters strong relationships with agency partners, external resources, and vendors. We work in a very entrepreneurial environment and do not rely on big-box agency partners to drive strategy and execution. This role will need to be hands-on and nimble.
• Ability to lead, guide, direct, and develop marketing colleagues and collaborate with key stakeholders.

Requirements

• Bachelor’s Degree is required.
• 10+ years of experience in digital marketing, with experience working on consumer-packaged goods brands. AlcBev experience is a plus but not required. 
• Experience in developing and executing successful digital marketing strategies and plans across organic channels, paid channels, and e-commerce.
• Proven ability and understanding of online performance marketing tactics such as customer acquisition, data capture, targeting, and driving retention.
• Bold, embraces risk, and wants to solve the tough problems that other competitors may fear. 
• Proven record of driving successful retail brands and digital initiatives over the long term.
• Thrives in an entrepreneurial environment where there is not a lot of structure or too many processes.
• Passionate about driving business growth through innovative and creative digital initiatives.
• Commitment to problem-solving, unafraid of shifting priorities and cutting through red tape

Benefits

• Competitive compensation package.
• Comprehensive healthcare, dental, and vision benefits.
• 401(k) retirement plan.
• Opportunities for career growth and development within a dynamic and fast-paced environment.
• Joining a brand strongly committed to quality, sustainability, and responsible sourcing