As owners of exceptional vineyards in premier wine growing regions, Crimson Wine Group is committed to crafting benchmark wines for the pleasure and benefit of those we serve.
Using our three strategic pillars of quality, focus and growth as guides, we seek to enrich lives through uniquely wonderful wine experiences.
Our properties include Pine Ridge Vineyards (Stags Leap District, Napa Valley); Seghesio Family Vineyards (Sonoma County); Archery Summit (Dundee Hills, Willamette Valley); Chamisal Vineyards (Edna Valley, Central Coast); Double Canyon (Horse Heaven Hills Washington); Seven Hills Winery (Walla Walla Valley, Washington); and The Estates Wine Room (Seattle, Washington).
Crimson Wine Group is a publicly held company and all the wineries are 100% owned and managed. These wines are sold nationally, and many are exported and sold around the world with a focus in Canada and Europe.
A Brand Manager at Crimson Wine Group leads the development and implementation of marketing plans to improve the volume and profitability within established objectives. This role is responsible for identifying opportunities, performing analysis and making strategic recommendations to drive growth. The person in this role will be expected to embrace and reflect the CWG philosophy and culture of creating and sharing uniquely wonderful wine experiences.
ESSENTIAL DUTIES & RESPONSIBILITIES
This person will be responsible for leading brand management efforts for Seghesio Family Vineyards, Chamisal Vineyards and Malene Wines. The following reflects our definition of essential functions for this job but does not restrict the tasks that may be assigned.
Lead and develop strategic brand marketing plans 30%
-Identify brand opportunities to grow or improve business results.
-Create a solid brand positioning reflecting brand strengths and benefits.
-Participate, when appropriate, in the creation and execution of brand advertising.
-Synthesize current brand performance, market conditions and organizational capabilities to identify brand risks and growth opportunities (Pull DIVER reports to help analyze risks and opportunities).
Develop and execute tactical plans for brand(s) 30%
-Create specific plan of action on how to accomplish brand goals – identify and execute initiatives.
-Co-ordinate with sales and other internal departments to ensure tactical execution of plan and monitor programs as assigned.
-Monitor progress versus plan through monthly business tracking and report variances to the executive team.
-Conduct on-going analyses of competition, including pricing actions, sales volume, consumer promotion, and tracking studies.
Provide Marketing support to the Wholesale and Direct-to-Consumer sales teams 15%
-Provide and create sales/distributor/broker brand presentation templates (domestic & export).
-Responsible for creating and implementing POS programs, tracking and reporting.
-Attend and participate in sales blitzes.
-Provide vintage updates, tasting note releases, creative briefs and public relation briefs to sales teams.
-Responsible for creating promotional pieces for events, wine club and tasting room.
-Create and update effective brand educational materials.
-Coordinate logistics and represent brands at key wine trade and consumer events.
Vendor/Agency Management & Negotiation 15%
-Provide direction and guidance for key suppliers and agencies:
-Manage label suppliers, attend press checks, and coordinate label design changes/revisions.
-Manage designers and photographers for completion of creative projects.
-Work with POS printers/vendors and negotiate fees.
-Partner with PR agencies to create and execute the plan.
-Track business to assure timelines, estimates and budgets are managed appropriately.
-Identify supplier business and relationship issues to management in a timely way to allow appropriate action.
-Manage brand P&L as well as brand marketing budget.
-Provide invoice tracking and reconciliation.
-Responsible for monitoring and identifying website updates.
-Ensure pricing, compliance, and legal activities are up to date and relevant for each SKU
-Provide label submission to compliance.
-Coordinate press samples for PR (domestic and export)
-Write and edit back label copy, tasting notes, marketing materials, website copy.
-Five+ years marketing experience in consumer or luxury goods required; beverage alcohol experience and knowledge of three-tier system preferred.
-Bachelor’s degree required; MBA preferred.
-Demonstrated ability to develop and execute marketing strategies and plans. Must have experience developing and managing sales materials, websites, packaging and PR.
-Proven ability to support and collaborate with sales teams and develop/provide information, materials and programs as needed.
-Effective project management skills; ability to plan and organize with the ability to follow up and follow through on a variety of projects; ability to execute accurately, on-time and within budget.
-Ability to work in a fast paced, dynamic organization; ability to maintain a positive work environment by communicating in a professional manner with media, customers and colleagues.
-Proven ability to collaborate effectively with other departments and at all levels for productive results.
-Strong business acumen skills; strong organizational, problem-solving, and analytical skills demonstrated by the ability to make timely and sound decisions.
-Demonstrated experience selecting and managing external vendors and agencies.
-Strong analytical skills, forecasting capability and budget management.
-Strong understanding of wine production and COGS.
-Proficiency in MS Word, MS Excel, PowerPoint and digital mediums.
-Ability to travel (includes overnight stays).
-Able to lift and carry 40-50 lbs for short periods.