Associate Manager, Consumer PR, Lewis Cellars (Temporary)

Company Description

The Wonderful Company is known for its many iconic brands, from FIJI Water to POM Wonderful to Wonderful Pistachios, and Wonderful Halos. Wonderful is also known for one of the world’s leading portfolios of luxury wines that includes California-based Lewis Cellars in Napa, JUSTIN Vineyards & Winery in Paso Robles, and Landmark Vineyards in Sonoma. 

We are currently seeking temporary support for a 6-month, full time assignment to fill in during the maternity leave of our Associate Manager of Consumer Public Relations who focuses on Lewis Cellars and Landmark Vineyards. The role will focus on media relations, scoring, conceiving and executing events, managing on-site VIP visits of media and others, and strategizing around efforts to bring these brands to life.

The temporary support role will fit into a four-person Wine Consumer PR team, reporting to the Manager of Wine Consumer PR and working along an Associate Manager whose primary focus will be our JUSTIN wine brand. The individual will serve as a day-to-day strategic partner within the larger team and work cross-functionally with Wonderful’s overall Wine business. The work can be based either in Wonderful’s LA headquarters with frequent travel to the Napa/Sonoma region that, at times, may include overnight stays – or can be based in northern California. But regular on-site presence at Lewis Cellars in Napa and Landmark in Sonoma will be required.

While temporary, the role will enjoy working within Wonderful Company culture recognized as an Employer of Choice, including ranking in consecutive years on Fortune Magazine list of 100 Best Places to Work in the U.S. and last year receiving the #1 ranking from PEOPLE Magazine on their list of the nation’s “Companies That Care.”

Job Description

• Develop and execute the overall public relations plans for the Wonderful Company’s portfolio of wine brands, specifically Lewis Cellars and Landmark Vineyards.
• Conceive and manage branded special events at food and wine festivals and national and regional trade shows, conduct media tours, integrations, and sampling programs, serving as a brand spokesperson and representative.
• Oversee scoring program, trade and consumer media relations efforts, influencer programs and outreach including media list development, tracking and monitoring, and packaging coverage and clips.
• Prepare and present seasonal and quarterly report and establish ongoing media monitoring.
• Manage third party event vendors and agencies as needed.
• Build and nurture proactive and reactive media relationships with key trade, lifestyle, and food & beverage contacts; develop proactive pitching calendars and find new and relevant ways to keep our brands top of mind.
• Define the brand voice through press releases and pitches, and message development.
• Lead the development of message guides, event briefings and itineraries, case studies, award entries and other correspondence, as appropriate.
• Identify and implement out-of-the-box third-party projects such as VIP collaborations, integration opportunities, and brand partnerships.
• Collaborate with senior management and brand teams, and work cross-functionally with our marketing, advertising, research, and legal teams.
• Work closely with the winery hospitality and tasting room teams to coordinate and host media and influencer trips.
• Build lasting and credible relationships with celebrity, cultural and influential tastemakers.
• Evaluate media inquiries and interview opportunities and craft briefing documents and talking points for executives.
• Manage the day-to-day organic social strategy for the wines portfolio to help showcase the lifestyle, people and properties behind each of the brands, this includes identifying UGC or owned images to share and drafting monthly social media editorial calendars.
• Create and manage budgets.

Qualifications

• Minimum five years of communications experience in wine, hospitality, spirits or luxury brand PR experience within an agency or corporate environment.
• Experience in developing and executing consumer-facing public relations campaigns.
• Possess strong rolodex of lifestyle, food & beverage and trade media contacts.
• Strong knowledge of media relations, press release writing and brand messaging.
• Possess confidence and proven ability to operate and staff events autonomously.
• Excellent project management skills with demonstrated ability to multi-task and prioritize.
• Accurate and consistent and is well-tuned into attention to detail.
• Strong writing, research, and presentation skills.
• Self-motivated team player that rises to the occasion and takes ownership of projects; acts as a solution provider.
• Knowledge of standard PR tools: Muc