E-Commerce Manager

Description

O’Neill Vintners & Distillers was founded in 2004 with a simple idea from our founder, Jeff O’Neill, that great wines should be enjoyed by all. We believe those wines must be of exceptional quality, centered around our core belief that doing the right thing for our employees, consumers, partners, and the planet is key to a sustainable future. As our family-owned business has grown, so has our belief in business as a force for good. We are proud to be an industry leader in sustainability and a Certified B Corporation.

We are one of California's largest wineries, with operations in Larkspur, Sonoma, Paso Robles, and Parlier, CA. Our award-winning portfolio of consumer brands includes Line 39, FitVine, Harken Chardonnay, Rabble, Charles Woodson’s Intercept, Robert Hall, Allegro Cellars, Ram’s Gate, Substance, ViNO, 209 Gin, and BrandyLab.

The E-commerce Manager is a hands-on leader responsible for the execution and optimization of our e-commerce ecosystem. This role will manage site operations, digital merchandising, promotional activity, and performance analytics to enhance the consumer experience and drive online and cross-channel revenue. Beyond ecommerce sales, this position plays a vital role in supporting integrated promotions, seasonal campaigns, and brand storytelling across the broader DTC and hospitality landscape, including tasting rooms, wine clubs, events, and virtual experiences. The E-commerce Manager will partner closely with teams across marketing, hospitality, customer experience, and operations to ensure a cohesive, omnichannel consumer journey.

This position is a hybrid role and can work from either our Paso Robles or Sonoma locations.

Duties And Responsibilities

The following reflects management’s definition of essential functions for this job, but does not restrict the tasks that may be assigned. Management may assign or reassign duties and responsibilities to this job at any time due to reasonable accommodation or other reasons.

E-commerce Strategy & Execution

• Manage the e-commerce roadmap in partnership with the Director, DTC Strategy to align with overall brand, revenue, and customer experience goals.
• Lead all aspects of website operations, including product merchandising, content updates, navigation, UX enhancements, and technical troubleshooting.
• Implement seasonal and promotional campaigns that support both e-commerce performance and broader DTC and hospitality initiatives.
• Ensure the digital expression of brand experiences is aligned with in-person programs, including tasting room events, membership activities, and promotional activations.
• Support brand sustainability initiatives by aligning ecommerce practices with environmental goals, such as optimizing packaging for minimal waste, promoting eco-conscious shipping options, and integrating sustainability messaging into digital storytelling.
• Lead all aspects of website operations, including product merchandising, content updates, navigation, UX enhancements, conversion optimization, and technical troubleshooting.
  
  

Cross-Channel Promotion & Program Support

• Collaborate with hospitality and membership teams to translate in-person experiences and offers into digital formats that drive engagement and conversions.
• Support planning and execution of integrated campaigns that span e-commerce, text, social media, and on-site programming.
• Maintain promotional calendars and coordinate timing, assets, and execution across digital and physical channels.
• Ensure all e-commerce touchpoints reflect and reinforce the broader brand narrative and DTC priorities.
  
  

Performance & Data Analytics

• Monitor and report on e-commerce KPIs, including traffic, conversion, AOV, and campaign performance.
• Use analytics to identify consumer trends, test hypotheses, and inform short- and long-term strategy.
• Maintain and evolve e-commerce dashboards and analytics tools to support transparency and data-driven decision-making across teams.
  
  

Digital Marketing & Acquisition

• Partner with digital marketing to execute paid media and SEO campaigns that support acquisition and retention across all DTC channels.
• Ensure the site is optimized for organic search and integrates seamlessly with marketing efforts.
  
  

Operations & Fulfillment Support

• Serve as the digital operations lead for e-commerce order flow and fulfillment logistics.
• Partner with customer service and hospitality teams to ensure a premium and consistent post-purchase experience.
• Ensure digital compliance with alcohol regulations and manage age gate, shipping restrictions, and tax logic as needed.
• Identify and implement sustainable practices within the team/department to align with the company’s environmental goals.
  
  

Requirements

QUALIFICATIONS:

To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. The requirements listed below represent the knowledge, skills, and abilities required. Reasonable accommodations may be made to enable individuals with disabilities to perform essential functions.

• 5+ years of experience managing e-commerce platforms and digital retail programs.
• Experience leading e-commerce initiatives that connect digital and physical experiences.
• Proficiency in Google Analytics, e-commerce platforms (e.g., Shopify, Commerce7), and CRM/email platforms.
• Strong planning, collaboration, and communication skills.
• Experience in premium or luxury wine, spirits, or lifestyle brands.
• Understanding of hospitality-driven commerce and consumer behavior in experiential environments.
  
  

CULTURAL BEHAVIORS

O’Neill team members are Forward Thinkers. Hard Working without Drama. Friendly Problem Solvers who work as One Team to Always Deliver.

Physical/Mental Requirements

While performing the duties of this job, the employee is frequently required to do the following:

• Sit for prolonged periods.
• Perform some repetitive motion activities.
• Coordinate multiple tasks simultaneously.
  
  

Work Environment

• Work normally occurs in a temperature-controlled office environment with low to medium noise levels.
  
  

O’Neill Vintners & Distillers offers a competitive salary and comprehensive benefits package, including medical, dental, vision, and life insurance coverage, short- and long-term disability, a 401(k) with a company match, Paid Time Off, holidays, and more.

O’Neill Vintners & Distillers is an equal-opportunity employer. All aspects of employment, including the decision to hire, promote, discipline, or discharge, will be based on merit, competence, performance, and business needs. We do not discriminate based on race, color, religion, marital status, age, national origin, ancestry, physical or mental disability, medical condition, pregnancy, genetic information, gender, sexual orientation, gender identity or expression, veteran status, or any other status protected under federal, state, or local law.

All candidates must pass a comprehensive background check and drug screen and adhere to all Company, Federal, and State Food Safety Regulations and Policies. This organization participates in E-Verify.