Associate Brand Manager—INNOVATION Brands
John Anthony Wine & Spirits | Napa, CA
Salary Range: $85k–$105k Plus 10% Bonus Target & Benefits
John Anthony Wine & Spirits is a high-growth, innovative company headquartered in downtown Napa, CA. Our portfolio includes Butter Wines by JaM Cellars, John Anthony Vineyards, Serial Wines, and Weather Wines—each earning consistent 90+ scores and top Nielsen ratings. We also innovate across Sake and spirits with Hachidori, Open Kimono, and Johnny Tejas Ranch Water, with more innovation underway.
To support our expanding INNOVATION portfolio, we are seeking a hands-on, strategic, and detail-oriented Associate Brand Manager to join our dynamic marketing team. This role will work closely with the Senior Brand Manager to drive execution across several brands—contributing to brand development and fully integrated marketing campaigns across Consumer, Trade, and DTC channels.
The ideal candidate thrives in a fast-paced environment, brings 3–5 years of brand marketing experience, and is fluent in self-serve marketing technology platforms. This is a highly collaborative role that works directly with our in-house creative team and cross-functional partners across the business.

Key Responsibilities
Brand & Portfolio Leadership
•  Support strategic brand planning including positioning, targeting, brand architecture, and long-term growth vision.
•  Lead day-to-day brand activities, including maintaining brand guidelines, developing assets, and managing brand voice consistency across all touchpoints.
•  Serve as a brand steward across internal teams and external partners, ensuring alignment with brand standards and goals.
•  Translate market, consumer, and competitive insights into actionable strategies.
Integrated Marketing Planning & Execution
•  Contribute to annual and quarterly marketing plans across Consumer (media, social, PR), Trade (POS, distributor programs), and DTC (eCommerce, visitation, Club).
•  Independently execute marketing campaigns using self-serve platforms, coordinating directly with the in-house creative team on content development, creative briefs, and production timelines.
•  Lead Trade Marketing initiatives including POS development, coupon programs, and distributor activation materials.
•  Collaborate with DTC and eCommerce teams to develop and optimize campaigns that drive acquisition and loyalty.
Project & Budget Management
•  Own campaign timelines, budget tracking, and status updates; drive alignment across stakeholders.
•  Manage executional details including copywriting, creative approvals, content scheduling, and asset deployment across platforms.
•  Identify and implement process improvements for efficiency and collaboration.
Performance Measurement & Optimization
•  Maintain and analyze brand dashboards, campaign KPIs, and cross-channel performance metrics.
•  Leverage analytics tools to generate insights and make data-driven recommendations to optimize marketing programs.
•  Support monthly reporting, quarterly reviews, and partner-facing presentations.

Qualifications
•  Education & Experience: Bachelor’s degree in Marketing, Business, Communications, or related field; 3–5 years of brand marketing experience in the beverage alcohol or premium CPG industries.
•  Executional Strength: Proven ability to roll up your sleeves and execute independently within self-serve platforms, managing detailed campaigns from concept through performance analysis.
•  Creative Collaboration: Experience working with in-house creative teams and external agencies to develop content and creative assets across formats.
•  Channel Expertise: Demonstrated success executing across:
o Consumer: PR, paid media, social, digital content
o Trade: POS, coupons, distributor programming
o DTC: eCommerce, visitation, Club, hospitality-driven programs
•  Technical Fluency: Strong working knowledge of:
o Advertising & Content Tools: META Business Suite, WordPress, ChatGPT
o CRM & Email: Mailchimp, WineDirect (or equivalent)
o Analytics & Reporting: Google Analytics, Sprout Social, Numerator, Nielsen/IRI
o eCommerce & Promotions: Instacart, Syndigo/Salsify, WooRise or similar platforms
•  Project & Budget Management: Demonstrated ability to manage multiple concurrent projects with strong attention to detail and on-time execution.
•  Communication Skills: Clear, confident communicator skilled in writing briefs, building presentations, and collaborating across departments.
•  Passion & Curiosity: Deep interest in brand storytelling, consumer behavior, and innovation in wine and spirits.

What We Offer
•  Competitive salary and comprehensive benefits package
•  Clear career progression with opportunities for growth
•  Access to professional development and marketing certifications
•  A collaborative, creative, and fast-moving team culture
•  The opportunity to directly shape the future of innovative wine and spirits brands