Associate Brand Manager (Wine Jobs: Sales & Marketing)

Full Time

  Miller Family Wine Company (

  Santa Maria, California

SUMMARY: Reporting directly to the Brand Manager, the Associate Brand Manager will lead all brand marketing efforts for a designated set of Miller Family Wine Company brands. This includes management and refinement of brand strategies, development of annual brand marketing plans, and leading the execution of marketing initiatives. The ideal candidate will possess an inherent consumer empathy that drives towards deep consumer understanding and will have the ability to think strategically about brand architecture, brand DNA and positioning. The Associate Brand Manager will develop compelling brand stories, articulate unique selling propositions, and partner with Sales, DTC, Finance, Winemaking, Operations, and other cross-functional leaders to drive brand performance to the next level. The successful Associate Brand Manager will be an outstanding collaborator, creative thinker, business driver, and contributor to the Company’s culture.


ESSENTIAL FUNCTIONS: - The job description reflects management's assignments of essential functions; it does not prescribe or restrict the tasks that may be assigned. Specific duties include, but are not limited to:

Marketing Planning

·         Development, alignment, and presentation of annual marketing plan for assigned brands

·         3Y brand and marketing strategy development for key brands

·         Brand platform/program & key initiative development

·         Collaboration on DTC marketing planning

Brand Architecture & Branding

·         Consumer targeting & understanding

·         Development and/or refinement of brand positioning, product strategy, price positioning, and distribution strategy, brand tonality, aesthetic & styling

·         Leverage brand positioning to construct consumer & sales messaging

·         Design and enforce brand guidelines and standards

Marketing Activation

·         Own and execute marketing initiatives for assigned brands across the full marketing mix, including PR, Digital Marketing, Events Marketing, Traditional Media, and packaging development

·         Closely collaborate with external agencies to guide and support the development and execution of key initiatives that fall within their scopes of work (Digital/Social, PR, Creative, etc.)

·         Align and manage internal support

Trade Marketing

·         Develop and execute innovative and impactful trade marketing campaigns and programs for key brands

·         Lead creative development of POS and merchandising tools

·         Collaborate with Sales on coupon needs and lead execution of coupon programs with external agencies

·         Support National Accounts team on development and execution of digital couponing and 3rd party merchandising programs

Marketing Collateral Development

·         Own the development, upkeep and publishing of key marketing collateral elements including key sales & marketing presentations, tasting notes, tech sheets, and sell sheets

·         Collaborate with Marketing Specialist on updated to ongoing pieces of collateral

·         Light copywriting responsibilities on key marketing elements

DTC Marketing & eCommerce

·         Oversight & approval of DTC marketing efforts, with a focus on digital tactics (social, search, display advertising, email, etc.)

·         Consultation on DTC local marketing initiatives and collaboration on asset development

·         Collaborate on eCommerce sales and marketing initiatives for assigned brands, aiming to drive explosive growth in the eCommerce channel

·         Ensure consistency of brand messaging across DTC and wholesale channels


·         Drive the development of new brands, new products & line extensions, and packaging changes

·         Lead NPD projects for assigned brands


·         Accountable for the development, management, and tracking of Consumer and Trade Marketing budgets for assigned brands


·         Leverage sales and syndicated data reporting and analysis, and financial analysis to drive brand and business decisions

·         Utilize primary and secondary category and consumer research to unlock game changing, brand-building consumer insights



·         Bachelor's degree (B. A.) from four-year college or university and 2 years of CPG brand marketing experience (experience within Alcoholic Beverage industry a plus) or 3 years of alcoholic beverage sales experience

o   Or an MBA with a concentration in marketing and 4+ years of professional work experience





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