Marketing Manager - The Spire Collection

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Santa Rosa, CA, United States


Develop and execute the annual strategic brand plan with efficiency and effectiveness to deliver the brand vision and key brand and business objectives across the three channels (3-Tier, DTC & International) at the highest level of luxury. Recommend future strategic initiatives and endeavors to address market opportunities and maximize the business at the top level of the wine world.  A key responsibility of the position is to manage the effectiveness of the brand team by maintaining a high degree of motivation, setting clear goals and milestones, and assisting with the prioritization of key initiatives.

Key Roles & Responsibilities

  • The development and execution of the annual and long-term strategic plans
  • Manage annual sales forecasts and planning by channel, including global allocations by item, inventory management, and trend analysis
  • Manage all packaging development and execution
  • Effective management and establishing cross-functional relationships across the brand team (e.g. Marketing Coordinator, PR Manager, Direct to Consumer (DTC) team & Creative Designers) output and development
  • Frequent presentations to sales, senior management, and ownership to secure approval for large and small initiatives
  • Align with sales and deliver against key opportunities
  • Create, manage and maintain key strategic luxury partnerships both domestically and internationally
  • Manage all strategy and planning with support teams for in-market activity including winemaker and spokesperson market work
  • Travel to both domestic and international markets as needed
  • Act as brand ambassador and host at events, wine dinners, trade events, distributor presentations and account visits both domestically and internationally
  • Analyze trends and recommend changes in courses of action where necessary
  • Communicating brand positioning, key selling points, programs and new initiatives to DTC, International & 3 Tier support teams
  • Manage relationships/programs with trade organizations
  • Reinforce selling messages & brand strategies between various departments:
    • Mid and long term volume planning to ensure accurate production volumes, liaising with winemaking and General Managers
    • Liaise with PR, International, 3 Tier and DTC to manage efficient execution of brand initiatives and develop strategies and ideas for programs, luxury materials, email blasts, events, etc.

Experience & Skills Required

  • College degree (marketing or related field strongly preferred), MBA a plus
  • 5-10 years minimum previous wine marketing experience (luxury brand experience required)
  • Robust and consistent track record of successful brand growth
  • Strong wine knowledge and appreciation
  • Team leadership experience
  • International experience a plus
  • Previous P&L management experience
  • Track record of creative program development and execution
  • Understanding of the 3-tiered distribution system
  • Understanding of global wine market
  • Ability to host wine events, dinners and educational programs to a dynamic range of audiences.
  • Advanced analytical skills
  • Ability to interpret market data (internal sales, demographics, consumer attitudes, usage occasions) recognizing marketplace opportunities. Advanced understanding of various pricing strategies across multiple markets and channels
  • Advanced presentation development and delivery experience
  • Strong writing and editing, copywriting experience a plus
  • Time management & prioritization
  • Strong understanding of wine production
  • Strong understanding of product engineering (COGS, etc.)
  • Advanced understanding of social networking
  • Advanced program understanding (Excel, PowerPoint, Word, etc.)
  • Previous hospitality/DTC experience a plus

Pre-requisite Core Competencies

  • Business acumen
  • Ability to work well in teams
  • High sense of urgency
  • Flexibility
  • Drive for results
  • Ability to travel globally comfortably
  • Sophisticated and elegant presentation style
  • Creativity
  • Managing vision and purpose
  • Strategic agility
  • Ability to deal with ambiguity
  • Strong communication skills
  • Time management
  • Trust & Integrity
  • Personal accountability for success

Additional Core Skills & Competencies Practiced in Role

  • Enhancement of brand identity & luxury cues
  • Brand repositioning and renovation (where applicable)
  • Advanced financial analysis and comprehension
  • Advanced consumer marketing principles and theory
  • Advertising and communications planning and creative development
  • Re-enforced knowledge of fine wines

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