As the Manager for Direct-to-Consumer Marketing, you will be part of a team responsible for growing sales for Mumm Napa and Kenwood Vineyards. The Marketing responsibilities include overseeing branded touchpoints and programs for wine club (acquisition/retention), ecommerce, loyalty, and tasting room experiences. Your creative thinking, attention to detail, savvy digital toolkit are all equally critical to marrying engaging branded content with exceptional consumer journeys, advancing our digital ambitions and the DTC business.

The role requires a highly motivated self-starter with strong leadership, analytical, organizational, and interpersonal skills as well as the ability to collaborate effectively across functions with passion and enthusiasm. Strong entrepreneurial ability to work around obstacles, results driven, and a bias for action with a pilot/learn/scale approach. Must be able to both lead and influence teams. On-site presence to adequately assess and implement programming.

Marketing Management:

•  Marketing Plan: Manage the annual DTC marketing plan. Create, track and execute a cohesive marketing plan for the tasting room & retail shop, wine club, ecommerce, social channels, events & sponsorships. Deliver a consistent brand message and programming that increases acquisition, lifetime value and revenue.

•  Creative Asset Development: Partner with the agencies and cross functional teams to drive a consistent brand message and vision through all consumer touchpoints. Manage the asset creation and content needed to support tasting room & retail shop, wine club & newsletters, emails, website content, social channels, experiences, and events.

•  Promotions: Develop engaging and profitable offers, executing with a test and learn mindset utilizing A/B testing and performance tracking with insights

•  Digital: Work with agencies and internal partners to deliver engaging and measurable CRM strategies. Drive growth in data collection. Oversee the execution of the consumer journey for our various target audiences. Maintain an updated website, constantly assess user-experience, and be the first point-of-contact to troubleshoot site outages or errors.

•  Analysis and Reporting: Lead the analysis and reporting of experience results, campaigns, consumer feedback/reviews/ insights, pricing, and competitor trends to identify salient business opportunities. Assess traffic drivers to the tasting and website. Identify and amplify the referrals and investments sending the most qualified leads.

•  Brand Training: Train and coach brand home (tasting room) personnel on brand message and experience expectations. Work with key tasting room individuals to effectively train, execute and deliver on brand expectations in the tasting room.

•  Trade/VIPs: Liaise with necessary Brand and Commercial teams to design experiences for trade guests. Develop training materials and scripts needed to train tasting room staff.

•  Events/Sponsorships/Donations: Develop the criteria and oversee the programs for brand appropriate events (inclusive of club events), partnerships, donations and sponsorships.

•  Contracts and Budget: Manage annual A&P budget allocation, invoice processing, vendor setup and adhere to spend guidelines. Maintain a monthly view of budget with diligent tracking and reconciliation.

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

•  Sustainability and Responsibility: Develop programming, compliant collateral, and engaging consumer facing messaging aligned with Pernod Ricard’s Sustainability & Responsibility roadmap.

Skills / Qualifications / Experience:
Essential:
•  Minimum Bachelor’s degree (or equivalent)
•  5+ years of previous related direct-to-consumer marketing experience.
•  Highly energetic, strategic, and innovative thinker
•  Strong entrepreneurial spirit
•  Must be highly organized and able to multi-task
•  Basic to advanced knowledge of wine, including knowledge of viticulture and winemaking
•  High level of proficiency with MS Office programs including Word, Excel, and Outlook.
•  Excellent organizational and multi-tasking skills. Strong planning skills.
•  Ability to manage priorities and workflow
•  Strong communications and presentation skills in order to coach hospitality and events team to deliver on brand pillars through storytelling and engaging experiences.

Desirable:
•  MBA or advanced degree preferable
•  Experience with Commerce 7 and TOCK experience a plus.

Special Conditions:
•  Some out of hours work may be required;
•  Intra/Interstate travel as required; may require additional travel up to 10% of the time;
•  Current driver’s license.
•  Work is performed in a typical field environment with moderate demands for movement and lifting.

Pay Transparency Disclosure: The base pay scale offered for this position is $95,000-$110,000 plus bonus potential. These figures represent what we reasonably expect to pay for this position, but the actual compensation offered will depend upon numerous job-related factors, including but not limited to candidate qualifications, skills, experience, education, location, and alignment with market data. The Company reserves the right to modify the range in the future.