Brand Manager – Sonoma-Cutrer, Greenwing

Role Overview

• Manages the health and performance of the product portfolio, leading analysis and execution related to new product development, packaging and design updates, label vintage changes, and SKU optimization, with recommendations aligned to broader brand strategy.
• Leads the execution of the annual brand plan and supports its development by translating established brand strategy into clear initiatives, programs, and priorities with corresponding performance measurement.
• Owns the execution and optimization of the marketing mix, including product positioning, packaging, national POS development, promotion, pricing support, event participation, and all trade and consumer communications.
• Leads creative agencies and business partners in developing brand platforms and executing creative campaign(s) that support brand strategy (i.e., PR, digital marketing, sponsorships, partnerships, advertising, events). Includes managing briefs, timelines, and output quality to deliver against brand objectives.
• Builds strong, collaborative relationships with Sales, Finance, Winemaking, Supply Chain, and Trade Marketing teams, serving as primary day-to-day brand partner.
• Accountable for day‑to‑day management of the brand budget, including tracking spend, reconciling actuals, and managing budget revisions to ensure alignment with annual plan.
• Works with Trade Marketing to develop and deploy branded tools, programs, and materials for use across on‑premise, off‑premise, aligned to the annual brand plan.
• Supports pricing and promotional execution by partnering with Sales and Finance to track in‑market performance and ensure alignment to established pricing strategy and guardrails.
• Monitors market conditions, sales performance, and depletion trends, identifying risks and opportunities and proactively communicating insights to inform strategic discussions.
• Supports consumer, trade, and market research initiatives, including coordinating research execution, synthesizing findings, and applying insights to improve brand programs and performance (includes in-market/survey activities)

Requirements

• Bachelor’s degree required; advanced degree preferred.
• 5–7 years hands‑on wine or premium CPG marketing experience with a commercially successful brand(s), wine industry experience a plus.
• Proven track record of increasing levels of ownership and accountability in brand planning, POS management, digital marketing, social media, advertising, PR, outside agency oversight, events development and management, package design, sales forecasting, and data analysis.
• Strong financial, business, accounting, math acumen, quantitative analytical, and problem-solving skills.
• Proven ability to accurately use a variety of data sources to analyze relevant business situations, drivers, and growth opportunities; and to establish facts, develop insights, and draw valid conclusions.
• Versatile and flexible person who can easily shift gears between fast-paced, dynamic situations demonstrating patience and enthusiasm while retaining motivation and a strong sense of closure/completion.
• Results-oriented with a track record of success in accomplishing objectives on schedule and enjoy participating in projects to improve systems and procedures.
• Advanced computer skills and proficiency in Microsoft Excel, Word, Outlook, and PowerPoint; experience with syndicated data (e.g. Circana, Nielson).
• Able to travel as necessary and work a flexible schedule; travel estimated at 10%.
• Valid Driver's License and insurable MVR.

Benefits

• Health benefits for you and your family, including medical/dental/vision (with a competitively priced employee contribution to premium), and disability, life, and pet insurance.
• Paid time off and 11 paid holidays.
• 401(k) plan where we invest 10% of your wages every year for your retirement at no cost to you, subject to management discretion.
• A diverse team of coworkers that care about each other in a fun, exciting work environment.
• A company that promotes from within, provides great training, and a generous tuition reimbursement program.