Benchmark Consulting

Consumer Marketing Director - Confidential

St. Helena, CA - Full Time

Do you crave the excitement of working at a young, high growth company in the bay area? Do you like working with can-do colleagues in a non-bureaucratic environment? Are you motivated to be part of a high-performance team that has a big impact on company success?  Yes, yes and yes?  Then you might be a good fit for our marketing team.  

Our Winery is a young, fast growing, luxury wine company based in the heart of Napa Valley. The winery has multiple brands with tasting rooms.  To support our fast-growing portfolio, we’re making a significant investment in consumer brand awareness and engagement as well as expanding our marketing team and capabilities.   

The Consumer Marketing Director is central to our marketing efforts and we’re looking for a smart, strategic and creative businessperson who is looking to make a difference.  If you enjoy strategy, innovation, brand communications, content creation and team building, this will be a fun and rewarding position for the right person.

 

Key relationships

Internal: Marketing, direct-to-consumer, sales, finance, operations, IT, HR and Owner

External:  Creative agencies (advertising, media, PR, digital, packaging), distributors, retail and restaurant trade

Key responsibilities and accountabilities 

Management

  • Develop brand positioning/stories and support materials (photography, videos, collateral, etc)
  • Develop annual go-to-market strategies and tactics that help build brand awareness, reinforce the brand story, and drive traffic and engagement through brand channels
  • Lead consumer, category and competitive analysis to drive insights and innovation. 
  • Develop brand budgets that effectively and efficiently execute brand strategies

Digital

  • Lead creative campaign ideation and development, including advertising, P.R., sponsorships, social media and digital marketing initiatives. 
  • Set and implement the media and digital strategy for the company including search engine optimization, social media, email marketing, influencers, affiliate, paid or boosted media and other emerging opportunities
  • Lead media implementation including planning and buying across digital channels – building campaign content, creating multi-touch digital ad funnels, continually auditing, and optimizing to best practices, and driving results
  • Create and build our eCommerce business, identifying platforms/partners and developing executional plans
  • Establish a digital marketing playbook, including go-to-market strategies and executional direction 
  • Partner with DTC to drive integration and results in the digital ecosystem
  • Continue to learn and test emerging digital platforms to better understand the implications to our business
  • Lead reviews and reporting of marketing results with leadership team

PR & Communications

  • Leads Public Relations strategy, calendar, outreach and agency model
  • Anticipates and creates issue management plans
  • Serves as key media resource for interviews as appropriate
  • Drives internal communications between management, employees, key stakeholders

Team & Agency Leadership

  • Lead a team of digital media manager, creative content producer and three dedicated social media managers
  • Manage external agency partners (social, creative, media and PR agencies and freelance resources).
  • Drive a performance culture throughout the organization, providing the freedom to succeed balanced with accountability to the business plan.

 

Competencies / Traits

 

  • Ideas and judgement:  This is the heart of the job; needs to bring innovative thinking to a very traditional category that is finally waking up!
  • Creativity and intellectual curiosity: Connects “the dots” quickly and perceptively; problem solves without a road map; enjoys challenging conventional wisdom.
  • Drive: Collaborative style with high motivation and strong desire to achieve; not afraid of setting aspirational goals; conveys a sense of urgency and drives issues to closure. 
  • Communication Skills: Translates information into insights; operates well in informal settings both internally and externally; courage to confidently express an independent point of view.
  • Cultural Astuteness and Flexibility: Is pragmatic, adaptable and focused in a fast-paced environment; adapts strategies and approach as new information and circumstances arise; is resilient in the face of challenging obstacles.
  • Energy: Shows passion, energy/endurance, intensity and excitement; is outcome/results focused and drives issues to closure; resourceful and innovative; always pushing to find new and better ways of working.
  • An end-to-end marketer: strong brand marketing skills and a firm grip on how to lead marketing solutions that also meet the financial, supply, sales, & operational needs of the business.

 

Requirements

 

  • 10+ years experience in wine, beer, spirits, luxury goods or CPG or related agencyexperience
  • Bachelor’s Degree in a relevant field will be given preference 
  • A broad range of marketing knowledge with a strong focus on digital marketing experience – 
    • Social media, ad planning & buying, and content production, eCommerce
    • Full funnel digital strategy development and executions experience.
    • Familiarity with current marketing technology and social platforms.
  • Up to date on consumer trends and how they are evolving
  • Experience running a wide variety of marketing programs from ideation through to execution
  • Managed small internal teams and external agencies
  • Passion for wine

 

 

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