We are seeking a tech-savvy, commercially minded Direct-to-Consumer (DTC) Specialist to lead and
optimise our direct customer channel. This role is responsible for managing customer databases,
email marketing, e-commerce performance, and social media integration to drive primarily sales,
but also engagement, and long-term brand loyalty.
The ideal candidate combines strong digital marketing capability with a deep understanding of customer journeys, and analytical thinking,
This is a role that requires that the incumbent be full time on site, and is not a hybrid role.
Key Responsibilities
Database & CRM Management
• Own and maintain the customer database (Mailchimp/CRM/e-commerce backend).
• Ensure data accuracy, segmentation, and compliance (POPIA where applicable).
• Build and manage audience segments for targeted campaigns.
• Develop and optimise automated customer journeys. This is includes but is not limited to;
welcoming and first time experience, abandoned carts, post-purchase follow-up, and re- engagement flows.
• Track customer lifetime value, repeat purchase behaviour, and retention metrics.
Email Marketing & Campaign Execution
• Plan and execute strategic and timeous mailers and campaign-based communications.
• Develop email content calendars aligned with seasonal campaigns, on site events and wine releases.
• A/B test subject lines, content structure, and calls to action.
• Analyse open rates, click-through rates, and conversion metrics.
• Continuously optimise campaign performance based on insights.
E-commerce & Sales Optimisation
• Work alongside brand/marketing team to manage online store performance and productlistings.
• Monitor online sales analytics and customer purchasing trends.
• Identify opportunities to increase basket size, repeat purchases, and conversion rates.
• Collaborate on promotional strategies and limited releases.
• Ensure a seamless customer journey from discovery to checkout.
Social Media Integration & Growth
• Work alongside brand/marketing team to align social content with DTC strategy.
• Ensure social platforms drive traffic to email sign-ups and online store.
• Develop campaigns to grow mailing list organically.
• Monitor engagement metrics and audience growth.• Identify collaboration and partnership opportunities that support DTC growth.
Reporting & Strategic Insight
• Deliver monthly performance reports on:
◦ Email marketing
◦ Database growth
◦ Online sales
◦ Campaign ROI
◦ Customer LTV
• Provide actionable insights and recommendations.
• Assist in developing long-term DTC growth strategy.
Required Skills & Experience
Technical Skills
• Strong working knowledge of CRM and email platforms (Mailchimp, Klaviyo or similar).
• Comfortable with e-commerce platforms (Shopify, WooCommerce, etc.).
• Proficient in analytics tools (Google Analytics, Meta Business Suite, email analytics dashboards).
• Solid understanding of segmentation, automation, and data hygiene.
• Basic design sensibility (Canva or similar).
Experience
• 3+ years in DTC, digital marketing, or CRM management.
• Experience in wine, hospitality, FMCG, or premium consumer brands advantageous.
• Proven track record of driving online sales growth.
Personal Attributes
• Highly organised and detail-oriented.
• Analytical but creative.
• Commercially minded.
• Self-driven and proactive.
• Passionate about brand building and