Director of Marketing - Consumer Direct (Wine Jobs: Sales & Marketing)

Full Time

  Domaine Carneros

  Napa, California

Title: Director of Marketing – Consumer Direct

Department: Marketing

Reports to: Chief Marketing Officer

Category: Full time/Exempt 

POSITION SUMMARY:

This position combines the strategic vision and tactical implementation for direct-to-consumer marketing initiatives by maximizing new customer acquisitions and implementing robust retention and sales strategies. This position requires the professional agility to develop and then objectively measure and report the results. 

ESSENTIAL FUNCTIONS:

•  Defines and drives the marketing components of the Direct-to-Consumer plan from origination to fulfillment; ensures campaigns and marketing tactics support strategy and revenue goals as well as meet program deadlines; reports on campaign and program effectiveness; monitors program results carefully and adjusts strategies as necessary to determine ongoing optimization and targeting; manages marketing budget

•  Develops and adheres to the winery’s Brand standards in all customer-facing communications. Assists internal staff to adhere to brand standards in all communications.

•  Ensures all marketing test and learning activity is structured and robust enough to divulge key insights and highlight growth opportunities.

•  Develops innovative ways to collect customer information from visitors, events and tours clients and online shoppers, making sure data gathered is then used for multi-touch DTC programs.

•  Identifies and tracks Key performance Indicators (KPIs) and makes recommendations for, or adjusts, strategy.

•  Utilizes data from existing programs to develop brand and channel appropriate direct marketing programs. 

•  Develops corporate gifting program plan, determines needed assets to execute plan. Puts effective plan in place, monitors and measures effectiveness.

•  Develops and employs new customer research/survey methods to measure customer service and product satisfaction levels.

•  Responsible for website content, management, SEO, SEM and data tracking (Google Analytics). 

•  Identify appropriate outlets and be responsible for managing social media growth & concepts. 

•  Manages the customer database with ability to target and segment audiences for marketing programs. Develop strategies to engage consumers. 

•  Solicits feedback from wine club, visitor center, events/tours and shipping staff to improve acquisition and retention programs and to recommend new products and services.

•  Manages Outbound Call Center strategy and staff. Develops and trains customized cross-sell strategies and scripts for all phone channels.

•  Coordinates content, design and the production process for all print media and collateral materials. 

•  Selects and coordinates content for media advertising to be directed at appropriate demographics.

•  Develops and writes monthly newsletters to existing client base and prospective clients.

•  Assists with press releases and other public relations needs. Acts as the primary contact with advertisers, third party service providers, writers, designers, printers, etc.

•  Formats and preps in-house and/or purchased mailing lists to be e-mail ready or mail-ready. 

•  Oversees contact strategy for customer’s post-winery visit. 

•  Maintains an updated library of winery images, their usage rights and sends images out for press or other requests.

•  Promotes on-site and off-site events which support direct-to-consumer and national distribution efforts.

•  Evaluates third party partnerships that will support direct-to-consumer growth strategies.

•  Close co-ordination with Production and Winemaking teams to develop and modify wine face and back labels.

QUALFICATIONS & COMPETENCIES:

•  Position requires 7+ years direct marketing experience in wine or luxury goods (with at least five years’ experience proven results through managing multi-channel direct marketing strategies); Experience using and maintaining a relational database. 

•  Strong project management skills -- excellent organization, attention to detail, and ability to juggle several simultaneous projects

•  Solid quantitative/analytical skills; well-versed in direct marketing metrics, selection, data analysis and response measurement. 

•  High personal quality expectations; self-directed, high-energy, strong work ethic.

•  Must be a proactive, articulate, and diplomatic communicator (oral and written)

•  Must be able to successfully work in a team as well as individually to reach a common goal. 

•  Good problem-solving/trouble-shooting skills; ability to identify issues and mobilize available resources to eliminate project bottlenecks.

•  Willingness to “roll up the shirt sleeves” to get the job done

•  Expertise using Microsoft Excel, Word, PowerPoint; knowledge of HTML, and graphics/layout software programs preferred but not required; understanding of winery POS and e-commerce applications strongly preferred

ESSENTIAL PHYSICAL REQUIREMENTS:

The physical requirements listed are representative of those that must be met by an employee to successfully perform the essential functions and key responsibilities of this position. Work conditions in certain areas of the vineyard, winery, and Visitor Center are cold, wet, slippery and/or noisy. 

Frequent walking, including over uneven ground and climbing up and down stairs and ladders are required. Ability to sit, stand, walk, climb stairs and ladders, bend, lift, twist, kneel, crouch, crawl, pull, push, carry, grasp, reach and stoop as needed, sometimes for extended periods, and to occasionally lift and carry heavy items up to 50 pounds (may be aided).

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