Digital & Marketing Manager
Reports to: Director of Commerce & Brand
Works closely with: Agency & Specialist Partners
Location: Hermanus preferred; flexible arrangements may be considered for Western Cape-based candidates able to work regularly from the estate.
1. Role Purpose
At Bouchard Finlayson, we believe remarkable brands are built through thousands of carefully considered interactions — how we communicate, how we engage our customers, how we show up digitally and how consistently the experience of our brand is carried through every touchpoint.
The Digital & Marketing Manager plays a critical role in bringing this to life.
Working within the brand strategy set by the Director of Commerce & Brand, the Digital & Marketing Manager owns Bouchard Finlayson's day-to-day digital marketing activity. The role translates brand and commercial priorities into effective content, customer engagement and measurable digital performance.
This is a hands-on, execution-led role operating within the established brand strategy and direction set by the Director of Commerce & Brand. The Digital & Marketing Manager develops and delivers digital and content plans, oversees social and digital channels, produces high-quality short-form content, and serves as the internal owner of customer data quality, segmentation and lifecycle marketing discipline. The role uses data to improve engagement, conversion and commercial performance.
The role requires strong digital capability and sound judgement in premium brand execution. The successful candidate must ensure that all content and digital interactions reflect Bouchard Finlayson's distinctive character, history, craftsmanship and standards.
The Digital & Marketing Manager also supports the wider marketing and commercial agenda. Working with the Director of Commerce & Brand, agency and specialist partners, and estate teams, the role delivers trade collateral, point-of-sale materials, events, campaigns, activations and customer communications to the required standard.
The successful candidate must be able to plan, create, execute and evaluate marketing activity. They will work with curiosity, pace, sound judgement and accountability, leading where appropriate, collaborating effectively and delivering against agreed strategic direction.
Success will be measured by the consistency and effectiveness of the estate's digital presence, the quality of customer engagement, the growth and effective use of the CRM ecosystem, measurable commercial results, and the standard of execution across marketing touchpoints.
The Digital & Marketing Manager will help build a more connected, data-informed and digitally capable business while protecting the quality, care and distinctiveness of the Bouchard Finlayson brand.
2. Key Responsibilities
Digital, CRM & Content Management
- Manage Bouchard Finlayson's social media presence, content calendar and day-to-day digital engagement across all relevant platforms, in line with the established brand strategy and agreed priorities.
- Act as the internal owner of CRM discipline, including customer data quality, database governance, segmentation and lifecycle marketing, using customer and behavioural insight to improve acquisition, engagement, retention, conversion and advocacy.
- Plan, build, execute and optimise email and CRM campaigns, including customer journeys, targeted communications and lifecycle initiatives.
- Manage and continuously improve the Bouchard Finlayson website and digital channels to ensure they remain current, engaging and commercially effective.
- Plan, create, brief and oversee high-quality content and digital marketing assets across relevant channels, including social campaigns, paid advertising, email and campaign assets.
- Work closely with agency and specialist partners to ensure all content, copy and campaigns align with brand strategy, storytelling priorities and tone of voice.
- Take ownership of high-quality short-form copywriting across social media, email, digital campaigns, promotional materials and day-to-day marketing communications, ensuring alignment with the Bouchard Finlayson brand, tone of voice and strategic objectives, while working with specialist partners on long-form brand content.
- Ensure accuracy, consistency and premium presentation across all digital touchpoints, applying sound judgement for how a luxury brand should look, sound and behave.
- Continually test, learn and optimise across digital channels, using performance data and customer insight to strengthen engagement, conversion and commercial outcomes.
Marketing & Trade Execution
- Execute consumer marketing campaigns, launches, activations and seasonal initiatives aligned to agreed brand and commercial priorities.
- Support the implementation of trade marketing initiatives and B2B activation plans developed by the Director of Commerce & Brand, ensuring high-quality execution of collateral, point-of-sale material, tastings, trade events and related activity.
- Prepare briefs, support execution, and oversee outcomes for agency partners to ensure brand standards are met and upheld.
- Manage relationships with suppliers, printers, designers, and external service providers to ensure quality, consistency, and timely delivery.
- Act as a trade and media liaison, supporting communication and relationship management with trade partners, media contacts and local wine and tourism stakeholders.
- Identify and recommend marketing opportunities that could strengthen brand visibility, customer engagement and commercial performance, and execute approved initiatives to the required standard.
- Translate brand and commercial priorities into clear marketing actions, ensuring campaigns are delivered on time, to standard and with strong attention to detail.
- Develop and maintain an annual marketing calendar aligned to commercial priorities, key events, seasonal opportunities, and brand objectives.
- Work with sales, hospitality and wine club teams to identify marketing opportunities that support revenue, guest experience and brand visibility.
Estate & Hospitality Brand Support
- Provide marketing and brand support to hospitality, wine club, sales and operational teams in the delivery of guest-facing initiatives, events and estate experiences.
- Ensure associated communications, collateral and marketing touchpoints remain current, accurate and aligned to brand standards.
Performance, Insight & Optimisation
- Track and report on digital, CRM and campaign performance across relevant channels.
- Analyse customer behaviour, engagement and conversion to identify actionable insights and opportunities for improvement.
- Use data and insight to continually optimise content, targeting, customer journeys and digital marketing performance.
Systems & Marketing Administration
- Maintain marketing asset libraries, content calendars and campaign trackers.
- Set and maintain the required standards for customer data quality, accuracy, consent, completeness and organisation across relevant CRM and marketing systems.
- Coordinate updates to Google Business Profiles and relevant external partner platforms.
- Manage submissions for wine competitions and trade shows compiling the necessary supporting information and marketing collateral.
General
- Act as a positive ambassador for Bouchard Finlayson, ensuring every action, decision and interaction reflects the values, philosophy and reputation of the estate.
- Champion a culture of exceptional care, professionalism, creativity, accountability and continuous improvement, recognising that excellence is a pursuit rather than a destination.
- Collaborate across all teams, recognising that remarkable guest experiences and exceptional wines are created through collective effort rather than individual success.
- Demonstrate curiosity, initiative and sound judgement, continually identifying opportunities to improve, innovate and elevate every aspect of the business.
- Take pride in showcasing not only Bouchard Finlayson, but also the remarkable people who make the estate unique.
- Act as a responsible steward of the estate, respecting our land, resources, people and heritage while contributing to the long-term success and sustainability of Bouchard Finlayson.
- Embrace ownership, taking responsibility for outcomes, solving problems proactively and always acting in the best interests of the estate and our guests.
3. Skills & Competencies
- Strong hands-on digital marketing capability across social media, email, CRM, websites, content and digital campaigns.
- CRM and customer lifecycle marketing capability, including segmentation, customer journeys and database-driven marketing. Strong analytical capability and confidence interpreting digital, campaign and customer data to improve performance
- Excellent short-form copywriting, storytelling and communication capability.
- A discerning eye for premium and luxury brand execution, with sound judgement around visual identity, tone of voice and content
- Commercial awareness and an understanding of how marketing contributes to customer acquisition, engagement, conversion, retention and advocacy.
- Ability to translate established brand strategy and commercial direction into practical, high-quality marketing execution, without assuming ownership of brand strategy.
- Demonstrated ability to distinguish between premium and mainstream marketing execution, applying sound judgement to content, imagery, tone of voice, customer communication and overall brand presentation.
- Strong organisational and project management skills able to translate strategic direction into practical execution.
- High attention to detail and commitment to premium brand standards.
- Proficient in Canva, CMS platforms, digital tools and basic design/layout requirements.
- Ability to manage suppliers, briefs, deadlines and multiple workstreams.
- Proactive, solutions-oriented and highly accountable.
- Able to move comfortably between planning, hands-on creation, execution and analysis. Comfortable working independently while collaborating across internal teams and external partners.
4. Qualifications & Experience
- Degree, diploma or certification in Marketing, Communications, Digital Marketing, Branding or related field preferred.
- 5–8 years' relevant marketing experience, with meaningful hands-on responsibility for digital marketing, CRM, email and content, preferably within a premium, luxury, hospitality, wine or lifestyle environment
- Demonstrated experience managing social media channels, digital platforms, content calendars, email marketing and websites or CMS platforms.
- Demonstrated experience working with CRM or database marketing, customer segmentation, lifecycle communications and customer journeys.
- Strong evidence of high-quality short-form copywriting and content creation.
- Experience briefing and managing designers, agencies printers or external marketing partners.
- Experience using digital analytics and reporting tools and translating performance data into practical action.
- Experience supporting trade marketing, events, activations or B2B marketing execution would be advantageous.
- Valid driver’s licence and willingness to travel occasionally if required.
Please send a detailed CV with contactable references to recruiment@bouchardfinalyson.co.za.