Brand Manager, Wine JUSTIN Vineyards & Winery
- Date Posted June 23, 2011
- Location Los Angeles, CA
- Category Business / Production
- Job Type Full-Time
The Brand (Senior) Manager WINE plays a leadership role in the development and implementation of the marketing plans that drive corporate volume and profitability objectives for our growing wine portfolio. Stays abreast of changes in the marketing environment and wine industry to best serve the objectives of the organization, and adjusts strategies and plans accordingly.
Responsibilities include:
- Brand Steward: Develop, maintain and consistently communicate a compelling brand position. From this positioning; demonstrate discipline in providing creative direction and demonstrate thought leadership by pushing for innovation, recommending and gaining alignment on key initiatives, and measured risk within the team.
- Brand Management: Manage all aspects of the brand – packaging, advertising, in-store, PR, online, planning, etc.
- Sales/Financial Acumen: Manage all financial budgets to plan; stay on top of volumes, allocations, inventories by item and vintage
- Product Advocate: In-depth understanding and appreciation of wine products and an ability to communicate product attributes to a diverse set of audiences (e.g. consumers, customers, distributor sales, FIJI sales, etc).
- Strategic Planning: Lead development and publication of annual brand plans ensuring timely briefing of all cross-functional
- Sales Support: Driving development of consumer and trade promotional programs to support wine releases, display, sales execution
- Events Strategy: Lead role in development of brand event programming and strategy
- Cross-Functional Management: Work effectively within a cross-functional organization, planning and execution of marketing programs (consumer and trade) to ensure compliance and grow business within each channel of distribution
- Relationship Marketing: Leverage relationships with premium customers, cross-promotional partners, etc. to grow the brand and reinforce brand positioning
- Creative Management: Managing the in-house and external agency activities/projects, providing direction for all necessary marketing/creative material produced internally or externally. Ensure a comprehensive and consistent program and positioning.
- Data Analysis: Managing available data sources (including syndicated data) to monitor state of business including distribution, brand share, promotional effectiveness, and category trends
- Web Presence: Managing website, online marketing and consumer database initiatives
- Public Relations: Manage internal/external resources to support wine and lifestyle press relations and strategy
- DTC Team: Work closely with wine DTC team to ensure consistency of brand messaging and brand identity in all consumer touch points; support creative needs of DTC team ad hoc
- Four to seven years of sales or marketing experience in CPG (consumer packaged goods), beverage, or luxury goods
- Minimum of 2 years in the wine industry
- Additional Food/Beverage experience a plus
- Premium/luxury product experience a plus
- People management experience a plus
- Documented experience in all aspects of brand management (e.g. finance, packaging, sales, data analysis, brand planning, etc.)
- BA/BS required / MBA preferred
- Excellent communication and presentation skillsAbility to think strategically and also execute with excellence
- Strong bias for action and sense of urgency
- Nimble communication skills – ability to work closely with Sales
- Strong analytical and project management skills
- Ability to multi-task and work in a fast-paced environment
- Ability to work in a complex culture, serving disparate needs would be ideal
- Self-driven to achieve goals; high energy level is essential, strong, dedicated work ethic
- Knowledge in working with distributors would be a plus
- Some PR experience would be a plus