Avaline is looking for a VP of eCommerce & Media to own and scale our digital growth engine. You’ll lead full funnel Media planning, DTC e-commerce, retention, and affiliate programs - driving both brand awareness and measurable performance.

This is a role for a true growth architect: you’ll run high-performing paid media programs that spark cultural awareness and deliver strong ROI, oversee our DTC site and strategy, fuel retention with smart lifecycle marketing, and make affiliate a real revenue driver. You’ll manage our media agency, partner with creative to keep the funnel fed with high-impact content, and turn performance data into strategies that scale.

Reporting to the CMO. Managing a team of two.

What You'll Do:

• Paid Media & Growth Channel Ownership:
  Full Funnel Media planning that supports both general brand awareness, retail and DTC performance.
  Set and refine company goals to be a digital-first wine company.
  Optimize awareness drivers to support Avaline’s national retail footprint while fueling measurable online growth.
• DTC E-Commerce Ownership:
  Own the DTC strategy, operations, and conversion optimization to maximize site performance and customer experience.
  Ensure e-commerce initiatives integrate seamlessly with broader brand campaigns and messaging.
• Retention & Loyalty Marketing:
  Define and execute a refreshed Avaline Wine Club strategy that galvanizes and strengthens community loyalty.
  Build an engagement plan that goes beyond discounts - delivering unique value, experiences, and brand connection.
  Redefine and execute the ECRM marketing plan.
• Affiliate Program Development:
  Design and manage a high-impact affiliate strategy, leveraging affiliate networks, influencers, and partnerships to extend reach, drive conversion, and optimize ROI.
  Content & Funnel Support:
  Fuel growth channels with optimized creative and messaging. Partner across teams and with agencies to ensure paid media, e‑comm, and retention efforts are supported by high-performance content and consistent brand storytelling.
• Cross‑Functional Collaboration:
  Work in partnership with the VP of Brand and Trade Marketing Director to support the larger awareness and retail goals of the business.
  Work hand in hand with the Creative team to ensure DTC creative is in step with the larger brand campaign/ethos while delivering on key messages for conversion.
• Team Leadership & Agency Management
  Lead and mentor 1–2 direct reports.
  Management of National Media Agency and Multi-million dollar media budget
  

Qualifications:

• E-Commerce & Media Expert: 10+ years in leadership roles across DTC and omnichannel brands, with deep experience in paid media, e-commerce operations, retention, and affiliate strategy — and a proven ability to balance both brand awareness objectives and direct-to-consumer performance goals.
• Brand + Performance Mindset: Understands the interplay between upper-funnel awareness and lower-funnel conversion; can craft media and e-commerce strategies that drive ROI while protecting and enhancing brand equity.
• Strategic & Tactical: Can architect integrated growth strategies that connect awareness, acquisition, and retention - and execute the daily levers of media, conversion, content, and lifecycle marketing.
• Agency Leadership: Skilled at managing and optimizing relationships with paid media agencies to extract high performance and creative excellence.
• Startup-Mindset: Nimble, resourceful, and energized by scaling in a fast-moving, entrepreneurial environment.
• Consumer & Data-Centric: Grounds strategies in customer insights and performance data to ensure relevance, efficiency, and sustained growth.
  

The VP eCommerce & Media position will offer a salary of $180,000 -225,000 per year + annual bonus, based on a variety of factors. This position is remote with regular travel to Los Angeles, CA.

Avaline's benefits package includes Medical (90% employer contribution), Dental (75% employer contribution), Vision (75% employer contribution), Equity Share Options, Unlimited PTO, 15+ paid holidays, Wine Allowance, Electronics Allowance, FSA/HSA, 401k, Paid Parental Leave, Life & Disability Insurance, Employee Discounts and much more!

Please apply by submitting your resume to careers@drinkavaline.com.

Avaline is an Equal Opportunity Employer. We actively seek to create a diverse work environment and we encourage candidates from all backgrounds to apply. Selection for roles will be based solely on job-related qualifications and abilities, and discriminatory practices are prohibited at every level of the organization.