Direct to Consumer Marketing Manager

The Wine Group (TWG) is a leading producer of award-winning wines and alcoholic beverages across 120+ brands. With operations in California, New York and Australia, TWG is an innovator in developing and marketing brands beloved by consumers globally, including Cupcake, Franzia, Benziger, Imagery, Tribute, Chloe, Meiomi, Cooks, 7 Deadly, Cooper & Thief, and more. We produce our products using sustainable practices to create delicious beverages that people can feel good about. Visit us at www.thewinegroup.com.


JOB SUMMARY

The Direct-to-Consumer (DTC) Marketing Manager plays a key leadership role in overseeing the Benziger and Imagery DTC Marketing team, which includes a DTC Marketing Specialist and a DTC Graphic Design Specialist. Based at Benziger Family Winery in Glen Ellen, CA, this full-time position reports to the Sr. Director, Direct-to-Consumer (DTC), and is responsible for executing Benziger and Imagery DTC marketing plans to drive key brand and business objectives. The role encompasses a wide range of responsibilities including DTC strategy development and execution, performance analysis, and cross-functional team leadership. The DTC Marketing Manager will serve as a key brand ambassador - both internally and externally - to ensure that brand communications and initiatives reflect the distinct philosophies and values of Benziger and Imagery wineries.

ESSENTIAL FUNCTIONS

Key Skills
• Serve as a thought leader in developing and executing marketing programs to achieve Benziger and Imagery’s DTC sales goals, including on and off-site promotions, print/digital advertising, social media, consumer research, public relations, and events.
• Communicate in a clear, concise, and persuasive manner - both written and verbal - to align cross-functional teams and ensure successful initiative execution.
• Manage the development and creative execution of print/digital advertising, events, PR, POS materials, and sponsorships that support brand strategy.
• Create and manage the annual marketing budget, including processing and reconciling invoices, ensuring optimal spending across initiatives.
• Analyze brand, segment, and competitor performance, along with consumer behavior and marketing trends; prepare actionable reports for senior leadership.
• Foster strong cross-functional partnerships with Direct Sales, Tasting Rooms, Hospitality, Events, Winemaking, Production, Commercial Brand Marketing, and PR teams.
• Lead, empower, and motivate team members while overseeing day-to-day management of direct reports to ensure organizational goals are met.
Core Responsibilities:
• Visitation Marketing
◦ Develop and execute promotional and advertising strategies to drive target visitation to Benziger Family Winery and Imagery Estate Winery in a competitive market.
◦ Occasionally host winery guests, as needed, highlighting key points of interest to foster brand affinity.
• Website & eCommerce
◦ Oversee the development and maintenance of the Benziger and Imagery websites in partnership with web agencies and internal stakeholders. Maintain brand websites with SEO best practices and SEM oversight.
◦ Collaborate on eCommerce campaigns with the Direct Sales Sr. Manager and eCommerce Manager, when requested.
◦ Advertising & Social Media
◦ Support development of the marketing content calendar in partnership with the DTC Marketing Specialist.
◦ Own strategy, budgeting, and execution of print, digital, and social campaigns (SEM, influencer, display) to drive traffic, acquisition, and brand awareness; direct creative, analyze performance, and optimize using emerging marketing trends.
◦ Identify and test new digital marketing opportunities and growth strategies.
◦ Coordinate ad placements in consumer and travel publications through partnerships with media and trade outlets.
• Public Relations, Local Outreach & Trade Partnerships
◦ Oversee wine competition submissions and maintain an up-to-date accolade database.
◦ Manage the winery’s PR agency relationship in collaboration with Commercial Brand Marketing, including press mailings and media visit coordination.
◦ Cultivate and sustain partnerships with local organizations (e.g., Sonoma Botanical Gardens, Transcendence Theater Company, Sonoma Valley Education Fund) and regional trade groups (e.g., Sonoma Valley Visitors Bureau, Sonoma Chamber, Sonoma County Tourism) to strengthen community and industry engagement.
• Sales & Marketing Collateral
◦ Lead the creation of marketing materials to support Wine Club, Tasting Rooms and Special Event sales.
◦ Oversee asset library and photoshoots, proactively securing photography and creative materials to support engagement initiatives,