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Sales and Marketing Director

Sonoma, CA

Job Description:

Sales and Marketing Director will oversee one of the most important components of the winery. This position requires a passionate appreciation and respect for wine as well as desire to educate and share this with our customers. The Sales and Marketing Director is responsible for; the leadership, development and management of all outside sales channels, implementing effective and innovative new membership generation strategies, upholding the integrity and building of the winery brand image.

Essential Duties:
External Placement–Wine Distribution:
•Develop a strategic plan with the General Manager, and lead the implementation of wine placement in specific locations (ex: restaurants, clubs, hotels/resorts, private jets, trains)
•Establish and exceed annual distribution goals, reporting on monthly, quarterly and annual results.
•Oversee all broker and/or distributor relationships and performance

Brand Development:
•Lead the continual refinement of the brand messaging, firmly establishing the winery as one of the premier producers of outstanding quality wines. Ultimately, developing an iconic wine brand
•Build mutually beneficial partnerships with like organizations such as hotels, transportation, wineries, automobiles and other luxury product categories
•Direct all Public Relations activities in conjunction with the General Manager and potential Public Relations consultant. Inspire media worthy activities, especially those which showcase the wines
•Oversee and coordinate all “outreach” activities, effectively improving our connectivity with local business and wine clubs to understand, visit and promote the winery
•Define and oversee presence at significant wine events

•Manage the winery website making certain all elements are updated in a timely manner, and overall effectiveness in driving site visitors, bottle sales and memberships. Search engine optimization (SEO) being a component of this responsibility
•Continually improve upon social media presence (ex: Facebook, Blog, etc.) by creating new, exciting and/or informative content
•Proactively direct the creation of all e-campaign materials and distribution including new wine releases, member events and special activities or offerings
•Oversee all copy writing for digital and print material making certain of consistency and the appropriate style and tone exist
•Proactively manage the planning, design, production and distribution of all print material ensuring the highest quality and controlling expenses
•Build support and excitement among peers and staff of Sales and Marketing related initiatives

Winery Visitor Generation:
•Collaborate with the Private Event Director to attract the highest number of target market, wine-centric parties
•Partner with the Hospitality Director to generate significant levels of appointments and drop in guests, which are potential members

Departmental Management:
•Manage and direct all aspects of the Sales and Marketing department to include developing thoughtful budgets, expense control, employee performance and moral
•Build support and excitement among peers and staff for Sales and Marketing related initiatives.
•Oversee the execution of successful ‘on brand’ email campaigns. Strives to meet sales goals, marketing objectives and drive higher visitation, membership and mailing list subscriptions
•Manage the Branding and Communications Manager and winery Ambassador

•Manage all inbound reservations/appointments, capturing the highest amount of quality guest information
•Leverage the member and general mailing list to generate the greatest amount of sales utilizing “outbound hospitality”
•Oversee and report other department’s contributions to the winery's data base

Membership Development:
•Define and lead overall business strategies for current and future wine club programs
•continually evaluate membership tiers and pricing to attract the largest number of memberships in the most efficient manner possible with a style and manner consistent with winery standards
•Effectively market the membership through public relations, digital media and creating partnerships with associations, other organizations
•Collaborate with the Hospitality Director and Membership Manager to develop and implement membership marketing programs and tactics that are utilized by the tasting room staff to ensure we are maximizing the opportunity to sign-up new members
•Analyze customer purchase histories, both Tasting Room and Membership, and develop programs to increase sales by creating new membership programs, customer service initiatives, promotions, special events, etc.

•Successful experience selling and marketing specialty luxury products and services, preferably in a winery environment
•College degree preferred, ideally in the area of business management, marketing, sales or equivalent experience
•Strong proficiency with Microsoft Word, Excel, Access and Outlook; prior experience with database management systems and POS; Web-savvy
•Demonstrated ability to fiscally manage the assets of a comparable volume business including all operations, expenses, visual presentation, inventory integrity and quality of work environment.
•Proven track record in developing or enhancing a marketing program
•Creative, strategic thinker who knows how to use marketing channels and personal communication to gain loyalty, sales and membership conversions
•Excellent interpersonal and organizational skills and good attention to detail. Friendly and attentive manner towards guests and members
•Financial acumen to extract data and deliver quality reports using Excel, inventory management and membership management systems
•Ability to work effectively with internal and external teams to gain consensus and achieve goals
•Advanced writing and communication skills with a polished, professional presentation
•Highly accurate, organized and detail oriented

Additional Information:

Job Posted:
Wednesday, June 25th
Type of Work:
Full Time
Job Category:
Salary Information: