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DTC Marketing Manager

Rutherford, CA
Major Responsibilities / Accountabilities

Marketing Management:

- Own and deliver the annual strategic planning process by translating brand sales and goals into a marketing program in line with budget. Lead and implement the development of breakthrough consumer centric experience programs.

- Partnering with the agencies and cross functional team to drive the brand positioning and vision to experiences, for all audiences who visit the brand home, and helping to develop platforms/executions that maximize business results.

- Develop, deliver, and iterate plans continuously while using resources efficiently and a continuous improvement mindset with a focus on proving a case for brand home expansion.

- Results-orientation and ability to operate with in a test and learn mindset.

- Lead a cross functional and agency working team, which includes but not limited to brand owners, agencies, tasting room teams, sales (trade) and other business departments fostering and building a strong multifunctional team. This individual will connect the dots across all groups to ensure consumer experience is cohesive and aligned with the brand. Collaboration, alignment, and influence is key to success.

- Lead the analysis and reporting of experience results, consumer feedback and competitor trends to then translate into insights and business issues/opportunities.

- Competitive Analysis and Implications: Lead the development of the strategic brand home review by analyzing developing trends in experiences, consumer targets, innovation opportunities, and implementation strategies.

- Train and coach winery personnel on brand experience expectations and develop key experts and leaders to effectively execute and deliver expectations.

- Manage A&P budget and drive spend guidelines where applicable. Communicate risks and opportunities within budget.

- Drive and implement visitor center asset creation (in conjunction with agencies and brand) and training materials for flawless rollout and execution of experiences (training materials with on-brand scripts), driving sales results and business objectives.

- Work with digital teams to deliver on-site CRM strategies (data collection, consumer journey experience, etc.)

- Ensure cultural sensitivity and inclusiveness of experiences, in coordination with Brand teams and/or Director of Multicultural & Inclusivity.

Frequent and weekly on-site presence to adequately assess and implement programming. May require additional travel up to 10% of the time.

The salary range for this role, based in Rutherford, California is $96,000 to $130,000. Base salaries are determined during our interview process, by assessing a candidate's experience, skills against internal peers and against the scope and responsibilities of the position.

Key Competencies


- Minimum Bachelor's degree (or equivalent), MBA or advanced degree preferable

Experience / Background:

- 5-8+ years of business experience, with experience in a senior level role in hospitality such as tasting room/winery/distillery. Must have solid experience developing strategies grounded in insights and analytics. Must have experience in managing and partnering with a broad set of stakeholders in a matrix organization as well as agency partners. Must have experience managing financials and business performance including budget management. Ideal candidate will have experience in direct-to-consumer marketing channels.

Work is performed in a typical office environment. Limited demands for movement and lifting. Normal visual, hearing and language acuity required for correspondence and computer usage.

Work is performed in a typical field environment with moderate demands for movement and lifting. Normal visual, hearing and language acuity required for correspondence and computer usage. Frequent travel by land and/or air in diverse weather conditions is required.

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