Brand Manager, Terlato Family Estates
Terlato, Napa, CA, United States
We are currently seeking a dynamic marketer with an entrepreneurial mindset to manage a portfolio of luxury wine brands. We are looking for a highly motivated, agile leader who can hit the ground running. This position is responsible for applying classical marketing knowledge, strategic concepts and leadership to drive profitability and enhance brand equity for the portfolio of brands. This role will report to the Vice President of Marketing & DTC and will be based in Napa Valley. The Terlato Family Estates Brand Manager has wide-ranging responsibilities across both wholesale and DTC channels, including design of the brand strategy, marketing mix implementation, cross functional leadership and P&L ownership. This role requires an experienced brand leader who has strong wine marketing experience in the luxury and DTC segments, can synthesize data and drive the business forward, and can balance thinking strategically with the key execution priorities on the business. The ideal candidate will embrace the opportunity to be a brand “business owner” and exemplify the Terlato family philosophy, passion, and company culture.
Position Responsibilities
Conduct situation analysis that synthesizes current brand performance, market conditions and organizational capabilities to identify brand risks, implications, and growth opportunities across both wholesale and DTC channels
Lead the annual strategic marketing plans identifying sales and financial goals, strategies and tactics to meet or exceed objectives, and measures to support growth while balancing vintage/winery production levels
In collaboration with DTC Director, develop and execute annual DTC marketing plans for relevant brands
Maintain superior level of communication and partnership with Direct to Consumer teams and winemaking to ensure consistent and uniform brand strategy across all business channels.
Design & Execution of Consumer, Trade & DTC Marketing Initiatives
Owns key consumer marketing touchpoints and tactics: Advertising, POS, Social Media, Websites, SEO/SEM
Work in partnership with Sales to support the Trade to achieve goals, including providing brand education, point of sale support, sales materials and presenting at general sales meetings
Create trade training materials that clearly communicate and support the brand positioning to all stakeholders for each segment
Lead collaboration with agency partners as well as internal cross-functional teams
Travels to key markets to support brand activation, as needed
Supports DTC Director and Sr. Retail & Hospitality Managers by implementing programming to help grow local brand awareness and drive foot traffic to tasting rooms
Responsible for DTC email marketing programs, including email marketing strategy, segmentation, copywriting and deployment
Designs and executes e-Commerce programming for winery websites and Uncorked.com
Leads commercialization strategy and user experience of Uncorked.com
Supports execution of Napa Valley partnership programs (Napa Valley Vintners, Visit Napa Valley, etc.)
Collaborate with PR on earned media initiatives, both locally and nationally
Represents brand at events as needed, both locally and nationally
Brand Positioning, Products & Packaging
Defines target consumer, brand positioning, and vision for assigned brands
Understands and helps manage entire product portfolio composition and brand architecture
Lead innovation pipeline and new product development for portfolio of brands and spearheads in-market execution of innovation and new vintage launches
Provides packaging thought leadership and spearheads packaging optimization projects
Own P&L and identify key financial metrics, interpret gain, manage risk to a minimum
Develop and adhere to brand marketing budgets across wholesale and DTC channels
Continually monitor performance and progress versus plan and develop and implement solutions to overcome barriers to plan as needed
Manages COGS and other costs impacting brand contribution margin
Serve as the liaison/contact for all sales positions and provides ad hoc sales support
Demand & Supply Forecasting Support
Provides insights on product performance and future outlook to help inform Demand & Supply decisions
Aligns with VP on updates to volume forecasts
Supports VP and DTC Director on DTC volume forecasts and production requirements
Attend and participate in Demand & Supply meetings
Professional Qualifications
5-7 years of alcoholic beverage marketing/luxury branding experience or equivalent required. Spirits experience preferred.
Undergraduate in marketing or business.
Experience managing marketing and digital marketing agencies
Background in the luxury and/or luxury wine and spirits space
Solid Brand/ Consumer Package Goods Marketing (CPG) Experience
Experience with building strategic brand plans and a track record of strong execution
Strong analytical ability and high level of comfort with analytical tools and systems
Successful candidate will be a very motivated self-starter and be able to work without daily guidance
A passion for and desire to be immersed in the wine and spirits business
DTC marketing a plus
Salary Range: $100,000 - $135,000
Terlato is an equal opportunity employer and is committed to creating an inclusive workplace. We do not discriminate against applicants or employees on the basis of race, color, religion, creed, sex (including pregnancy, childbirth, breastfeeding, and related medical conditions), gender, gender identity, gender expression, sexual orientation, national origin, ancestry, age, physical disability, mental disability, medical condition, genetic information, marital status, reproductive health decision-making, military or veteran status, or any other characteristic protected by federal, state, or local law. Terlato is committed to providing reasonable accommodations to qualified individuals with disabilities and for sincerely held religious beliefs, practices, or observances, in accordance with applicable law. If you require an accommodation during the application or recruiting process, please contact Kimmy Sheehy at 847-604-5715. The salary/rate range listed for this position is the range Terlato reasonably expects to pay for this position at the time of posting. Actual compensation will depend on a number of factors permitted by law, including relevant skills, job-related factors, experience, qualifications, geographic location, internal equity, and business needs. This position may also be eligible for bonuses, commissions, equity, and benefits, where applicable.
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Position Responsibilities
Conduct situation analysis that synthesizes current brand performance, market conditions and organizational capabilities to identify brand risks, implications, and growth opportunities across both wholesale and DTC channels
Lead the annual strategic marketing plans identifying sales and financial goals, strategies and tactics to meet or exceed objectives, and measures to support growth while balancing vintage/winery production levels
In collaboration with DTC Director, develop and execute annual DTC marketing plans for relevant brands
Maintain superior level of communication and partnership with Direct to Consumer teams and winemaking to ensure consistent and uniform brand strategy across all business channels.
Design & Execution of Consumer, Trade & DTC Marketing Initiatives
Owns key consumer marketing touchpoints and tactics: Advertising, POS, Social Media, Websites, SEO/SEM
Work in partnership with Sales to support the Trade to achieve goals, including providing brand education, point of sale support, sales materials and presenting at general sales meetings
Create trade training materials that clearly communicate and support the brand positioning to all stakeholders for each segment
Lead collaboration with agency partners as well as internal cross-functional teams
Travels to key markets to support brand activation, as needed
Supports DTC Director and Sr. Retail & Hospitality Managers by implementing programming to help grow local brand awareness and drive foot traffic to tasting rooms
Responsible for DTC email marketing programs, including email marketing strategy, segmentation, copywriting and deployment
Designs and executes e-Commerce programming for winery websites and Uncorked.com
Leads commercialization strategy and user experience of Uncorked.com
Supports execution of Napa Valley partnership programs (Napa Valley Vintners, Visit Napa Valley, etc.)
Collaborate with PR on earned media initiatives, both locally and nationally
Represents brand at events as needed, both locally and nationally
Brand Positioning, Products & Packaging
Defines target consumer, brand positioning, and vision for assigned brands
Understands and helps manage entire product portfolio composition and brand architecture
Lead innovation pipeline and new product development for portfolio of brands and spearheads in-market execution of innovation and new vintage launches
Provides packaging thought leadership and spearheads packaging optimization projects
Own P&L and identify key financial metrics, interpret gain, manage risk to a minimum
Develop and adhere to brand marketing budgets across wholesale and DTC channels
Continually monitor performance and progress versus plan and develop and implement solutions to overcome barriers to plan as needed
Manages COGS and other costs impacting brand contribution margin
Serve as the liaison/contact for all sales positions and provides ad hoc sales support
Demand & Supply Forecasting Support
Provides insights on product performance and future outlook to help inform Demand & Supply decisions
Aligns with VP on updates to volume forecasts
Supports VP and DTC Director on DTC volume forecasts and production requirements
Attend and participate in Demand & Supply meetings
Professional Qualifications
5-7 years of alcoholic beverage marketing/luxury branding experience or equivalent required. Spirits experience preferred.
Undergraduate in marketing or business.
Experience managing marketing and digital marketing agencies
Background in the luxury and/or luxury wine and spirits space
Solid Brand/ Consumer Package Goods Marketing (CPG) Experience
Experience with building strategic brand plans and a track record of strong execution
Strong analytical ability and high level of comfort with analytical tools and systems
Successful candidate will be a very motivated self-starter and be able to work without daily guidance
A passion for and desire to be immersed in the wine and spirits business
DTC marketing a plus
Salary Range: $100,000 - $135,000
Terlato is an equal opportunity employer and is committed to creating an inclusive workplace. We do not discriminate against applicants or employees on the basis of race, color, religion, creed, sex (including pregnancy, childbirth, breastfeeding, and related medical conditions), gender, gender identity, gender expression, sexual orientation, national origin, ancestry, age, physical disability, mental disability, medical condition, genetic information, marital status, reproductive health decision-making, military or veteran status, or any other characteristic protected by federal, state, or local law. Terlato is committed to providing reasonable accommodations to qualified individuals with disabilities and for sincerely held religious beliefs, practices, or observances, in accordance with applicable law. If you require an accommodation during the application or recruiting process, please contact Kimmy Sheehy at 847-604-5715. The salary/rate range listed for this position is the range Terlato reasonably expects to pay for this position at the time of posting. Actual compensation will depend on a number of factors permitted by law, including relevant skills, job-related factors, experience, qualifications, geographic location, internal equity, and business needs. This position may also be eligible for bonuses, commissions, equity, and benefits, where applicable.
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