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Brand Manager - Wines

Purple Brands

Petaluma, CA

Job Description:

Job Title:
Brand Manager-Wines

Reports To:
Director of Marketing

Position Summary:
The Brand Manager will drive growth and optimization of the assigned product portfolio and will create, develop, and implement key marketing initiatives. The Brand Manager will help develop and implement a strategic brand marketing plan, analyze current brand performance, and market conditions and identify brand risks as well as growth opportunities.

Essential Duties and Responsibilities:
•  Participates in annual strategic planning process, including product mix, sales forecasts, pricing, and positioning by analyzing product, category, consumer, and market dynamics that ensure long-term brand growth
•  Oversee all content and design aspects related to packaging; gather input and communicate changes in a timely manner to winemaking and production teams
•  Assists with trade and consumer communications, including P.R. efforts, brand website development/updates and online marketing initiatives including social media, event listings, search engine marketing and other online marketing opportunities to promote business growth.
•  Owns and manages social media across all platforms (Instagram, Facebook, Twitter, YouTube, Yelp, Pinterest, etc.); includes social monitoring against KPI’s, monthly reporting, influencer outreach, storytelling and brand engagement. Partners cross functionally to curate content across all businesses.
•  Activates web, social and digital media strategies to stay abreast with changing consumer behavior that is growing in digital channel; executes dynamic campaigns that integrate with the overall brand communication strategies.
•  Monitor progress versus plan through monthly business tracking; constant evaluation and reassessment to ensure resources are being utilized and maximized.
•  Conduct on-going analyses of competition, including pricing actions, sales volume, consumer promotion, and tasting.
•  Manage brand budgets that effectively and efficiently execute key brand strategies, and manage spend within budget
•  Track and code invoices and reconciliation
•  Provide and create sales/distributor/broker brand presentation templates as needed
•  Regularly monitors brand metrics (shipments, depletions distribution, velocity, channel mix) and prepares monthly executive summary of overall business performance trends, programming, P&L and key strategic and tactical issues.
•  Partners with Promotions manager to develop chain or regional specific materials
•  Assists in the development of brand marketing programs and initiatives in partnership with Sales, and outside vendors, as applicable, to deliver against the brand’s annual volume & profit targets, e.g. national/regional promotions, packaging, public relations, advertising, marketing materials and online marketing initiatives.
•  Provides support in new product development and line extensions, partnering cross-functionally to implement package changes and product launches.
•  Supports communication of brand strategies and product information to internal stakeholders, such as Sales, Distributors, Importers, and Customers.
•  Works closely with Production Manager(s), attend press checks, help with label design changes/revisions.
•  Participates in wine tasting meetings to understand and guide wine strategy.
•  Participate and present brand initiatives at annual sales meeting
•  Coordinate logistics and represent brands at key trade and consumer events
•  Vendor/Agency Management & Negotiation
•  Partner with PR agencies to develop and execute PR plan
•  Ensure pricing, compliance, and legal activities are up to date and relevant for each SKU
Provide label submission to compliance
•  Be an ambassador for the brands; requires occasional travel (on and off-site support)

•  Bachelor’s degree in Marketing, Business Management, or related field (MBA preferred).
•  Minimum five years brand management experience in wine or related consumer packaged goods and knowledge of retail chains (on and off premise).
•  Genuine passion for wine and the wine/beverage industry.
•  Strong analytical and strategic skills that help lead to drawing insights through consumer research data and trend information.
•  Strong business acumen skills; organizational and problem-solving.
•  Ability to lead agencies in creating consumer and retail programs
•  Good understanding of effective social media communication and how to drive engagement with consideration for brand voice and tone.
•  Excellent writing, presentation and communication skills.
•  Ability to focus on multiple tasks and deadlines and effectively prioritize and manage them, while maintaining a high level of attention to detail.
•  Positive and enthusiastic attitude exhibiting team player and leadership qualities that bring out the best in those they work with. Takes initiative and possesses entrepreneurial drive for success.
•  Proficient in MS Office (PowerPoint, Word, Excel) and familiarity with Nielsen/IRI data
•  Experience launching new brands and/or line extensions
•  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, organize, and follow through on a variety of projects; ability to execute accurately, on-time, within budget

Physical Demands:
Able to lift/carry 40-50 lbs for short periods
Must be able to lift the equivalent of one case of wine / promotional materials

Additional Information:

Job Posted:
Thursday, September 24th
Type of Work:
Full Time
Job Category:
Reference No: