Direct to Consumer Marketing Manager

The Wine Group, 1883 London Ranch Rd., Glen Ellen, California, United States of America Req #460
Thursday, March 4, 2021

At The Wine Group we are passionate about our people, our future and our wine. We are America’s second largest wine producer by volume with over 1,200 employees globally across 12 locations in California, New York and Australia. We are proud to be responsible for many of America’s most beloved wine brands, including Cupcake, Franzia, Chloe, Concannon, Benziger, Imagery, AVA Grace, 7 Deadly and more. We are dedicated to our culture built on values like entrepreneurialism, innovation, social responsibility and stewardship. To learn about us and our career opportunities, check us out at and then come join the exciting journey at The Wine Group.


The Direct-to-Consumer Marketing Manager is a full-time position under the direction of the Director of Sales and Hospitality, and is based at Benziger Family Winery in Glen Ellen, CA. The DTC Marketing Manager is responsible for managing the Benziger and Imagery DTC Marketing Team, which includes a DTC Digital Marketing Specialist and DTC Graphic Design Specialist, and will oversee the execution of the brand plan to achieve key brand and business objectives. The position has a broad range of brand management responsibilities including Direct to Consumer strategy development and program implementation, analysis of business metrics, and multi-functional team leadership. The DTC Marketing Manager will represent the wineries to key audiences, (internal, media, consumer) while ensuring that the perception of the brands represents their unique philosophies.

  • Skills: 
    • Be a “thought leader” in the development and execution of marketing programs designed to deliver Benziger and Imagery’s sales goals, including promotions, digital, social media, consumer research, public relations and events.
    • Clear, concise and persuasive written and oral communication to ensure alignment across multi-functional teams and a variety of audiences, and successful execution of key initiatives. 
    • Ability to manage development of campaigns and creative execution that support brand strategy (i.e. email marketing, point of sale, events, PR, sponsorships).
    • Create and manage annual marketing budget and spends. 
    • Analysis and interpretation of segment, brand and key competition, and consumption, consumer behavior and marketing trends.
    • Nurture collaborative working relationships with all key cross-functional partners (Direct Sales, Commercial Brand, Tasting Rooms, Hospitality and Events, PR) to aid in delivering on brand volume and profit objectives with initiatives that are creative, impactful and on-strategy. 
    • Ability to lead, empower and motivate a team, and manage the day-to-day activities of direct reports to achieve organizational goals. 
  • Responsibilities: 
    • Visitation: 
      • Develop and execute advertising and promotional strategies to drive target customers to Benziger Family Winery and Imagery Estate Winery in a competitive environment.
    • Website and eCommerce 
      • Collaborate with Direct Sales Manager and eCommerce Coordinator on ecommerce campaign strategy and execution, and associated KPI analysis. 
      • Oversee development and maintenance of the Benziger and Imagery brand marketing websites in partnership with web development agency and other business stakeholders. 
    • Digital Advertising and Social Media 
      • Support creation of marketing content calendar in partnership with DTC Digital Marketing Specialist. 
      • In collaboration with the DTC Digital Marketing Specialist, build strategy, budget, and analyze results for all digital and social media campaigns including SEM, influencer and display advertising for Benziger and Imagery DTC businesses.  
      • Identify new and creative growth strategies through digital marketing and social media channels. 
    • Print Advertising
      • Work with various media and trade partners to coordinate ad buys for travel guides and consumer publications. 
    • Public Relations, Local Outreach and Trade Partnerships:  
      • Oversee entries into wine competitions and scoring publications and ensure accolade database is maintained. 
      • Manage partnership with PR Agency in cooperation with the Commercial Brand Team. This may include ensuring coordination of sample press mailing, media/press visits, etc. 
      • Maintain working relationships with trade partners such as Sonoma Valley Visitors Bureau, Sonoma County Vintners and Growers, etc. 
    • Sales and Marketing Collateral  
      • Manage creation of marketing collateral to support Wine Club, retail and event sales.  
    • Packaging 
      • Manage creation of new and updates to existing packaging for all Direct-to-Consumer Imagery and Benziger brand SKUs in partnership with production, winemaking, etc. and the DTC Graphic Design Specialist. 
  • Bachelor’s degree required; MBA, preferred. 
  • 5-8 years’ experience in Brand Management/Marketing Management position in a consumer product company; wine industry experience preferred.
  • Working knowledge of both on and off-premise businesses and the three-tier distribution system.
  • Strong relationship management, interpersonal and teamwork skills.
  • Proven desire and ability to think creatively coupled with strong analytical and problem-solving skills.
  • Excellent communication skills; very articulate, strong public speaking and writing skills. Should have experience in copywriting with existing samples of work. 
  • Strong creative thinker; ability to think strategically as well as tactically.
  • Experience in identifying key consumer insights, refining brand positioning and developing brand strategies.
  • Experience managing agencies to create consumer facing, creative point of sale/merchandising materials, which support that positioning.
  • Experience using Mailchimp and other email marketing services. 
  • Proven ability to analyze data, identify opportunities, and develop business plans that significantly build the business. 
  • Ability to take ownership of projects and work with interdepartmental functions (production, winemaking, retail sales, finance, operations, hospitality, etc.) to achieve project completion in a smooth and timely manner and on-budget implementation of all key initiatives.
  • Ability to focus on multiple tasks and deadlines, and effectively prioritize and manage them; strong project management skills, strong attention to detail and solid financial acumen.
  • Ability to work successfully in a fast-paced, high-energy environment; successful candidate will be a very motivated self-started and be able to work and manage team without daily guidance.
  • Must be highly proficient in Microsoft Office suite
  • Must be 21 years of age or older
  • Ability to work select special events, which may take place on weekends or evenings
  • Able to lift and carry up to 50 pounds at varying frequencies
  • Ability to perform tasks requiring bending, stooping, standing, and twisting in an office environment.
  • Working environment is both indoors and outdoors, with exposure to related equipment and noise levels
  • Limited travel to other facilities in California as required

At The Wine Group, we are proud to be an equal opportunity employer and we are committed to an environment of mutual respect, diversity and inclusion. Qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, genetic information, national origin, disability, protected veteran status or other characteristic protected by law.


Other details

  • Job Family Consumer Marketing
  • Job Function Marketing
  • Pay Type Salary
  • The Wine Group, 1883 London Ranch Rd., Glen Ellen, California, United States of America