Summary:
We are seeking a strategic, hands-on Marketing Manager to lead marketing strategy, brand development, portfolio growth, consumer engagement, and market expansion for Fior di Sole. This role is responsible for overseeing all aspects of marketing, including brand management, product development, market research, public relations, advertising, digital marketing, social media, content development, website strategy and design, photography, events, and trade marketing.
The ideal candidate is both a strategic thinker and a strong executor who can develop brands and product concepts from the ground up, translate consumer insights and market data into actionable strategies, build compelling brand stories, and execute integrated marketing programs that drive awareness, engagement, and sales growth.
This role will lead brand positioning, go-to-market strategies, packaging initiatives, product launches, creative development, and marketing campaigns while managing internal resources, external agencies, vendors, and cross-functional partnerships to ensure consistent brand execution across the Fior di Sole portfolio.
Reports To: Owner
Classification: Exempt, Full-Time
Compensation: $100,000 - $125,000
Location: Napa, CA (100% onsite)
You Will:
- Own brand strategy and management for the Fior di Sole portfolio, including brand positioning, annual marketing plans, budgets, growth strategies, and key initiatives.
- Develop brand identities, messaging, storytelling, and go-to-market strategies that strengthen consumer connection and differentiate brands in the marketplace.
- Lead new brand creation and product development initiatives from concept through launch, including naming, positioning, packaging direction, pricing strategy, launch plans, and commercialization.
- Utilize market research, consumer insights, competitive analysis, sales data, and industry trends to identify product innovation opportunities, line extensions, portfolio expansion opportunities, and business growth strategies.
- Develop brand plans incorporating market opportunities, SWOT analysis, distribution goals, promotional strategies, packaging recommendations, innovation plans, and long-term brand objectives.
- Monitor brand performance through shipments, depletions, pricing, inventory, distribution, consumer insights, and market data; translate findings into recommendations and action plans.
- Prepare brand health reports and marketing performance updates for leadership, tracking progress, campaign effectiveness, ROI, and opportunities for improvement.
- Lead integrated marketing strategies across advertising, PR, digital marketing, website, social media, content development, photography, events, and consumer engagement programs.
- Develop and execute advertising programs across digital, print, trade, and consumer channels, including campaign strategy, creative development, budget management, execution, and performance measurement.
- Manage public relations initiatives, including press releases, media outreach, brand storytelling, agency relationships, and opportunities to increase brand visibility and reputation.
- Oversee wine award submissions, accolades programs, ratings submissions, and industry recognition initiatives, including timelines, materials, samples, and communications.
- Manage website strategy and digital presence, including content updates, digital media programs, email marketing, online campaigns, analytics, and customer engagement opportunities.
- Lead social media strategy and execution, including content calendars, brand storytelling, community engagement, partnerships, influencer opportunities, and performance tracking.
- Oversee brand photography and creative production, including product photography, lifestyle photography, campaign shoots, asset libraries, and coordination with photographers and creative partners.
- Manage brand copywriting and content development across labels, websites, sell sheets, sales collateral, campaigns, press materials, and other marketing communications.
- Develop creative briefs and provide strategic direction to designers, photographers, agencies, and vendors to ensure consistent brand execution.
- Partner closely with Sales to align marketing strategies with revenue goals, distributor needs, trade objectives, and go-to-market plans.
- Support Sales with marketing resources, presentations, collateral, messaging, and tools that strengthen customer and distributor relationships.
- Develop event strategies and support execution for consumer, trade, media, and industry events while serving as a brand ambassador.
- Collaborate with Winemaking, Operations, Procurement, Finance, Legal/Compliance, and leadership teams to ensure marketing initiatives support broader business objectives.
- Ensure all marketing programs comply with applicable alcohol advertising regulations and industry requirements.
- Serve as the voice of the consumer internally, ensuring marketing decisions reflect customer needs, market trends, and business opportunities.
- Lead and oversee the marketing department by establishing priorities, workflows, processes, expectations, and execution standards.
- Manage external agencies, consultants, designers, photographers, vendors, and creative partners.
- Oversee marketing budgets, timelines, resources, and project execution across multiple brands and initiatives.
- Hire, train, coach, and manage marketing team members while conducting performance evaluations in alignment with company policies.
- Develop, maintain, and improve departmental SOPs and processes to increase efficiency and consistency.
- Partner with leadership on process improvement, organizational initiatives, and change management efforts.
Perform other duties as assigned.
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You Have:
- 5+ years of marketing experience within wine, spirits, hospitality, consumer packaged goods, or a related industry, with demonstrated experience in brand development, product marketing, and integrated marketing campaigns.
- 3+ years of experience managing employees, marketing functions, agencies, or brand portfolios.
- Strong knowledge of wine, wine consumers, industry trends, and the wine marketplace.
- Proven experience developing brands, product concepts, positioning strategies, and go-to-market plans from concept through launch.
- Experience using consumer research, competitive analysis, market trends, and data insights to influence marketing strategy and product development.
- Experience managing PR programs, advertising campaigns, digital marketing initiatives, websites, social media platforms, content strategies, and creative production.
- Experience managing brand photography, creative development, and partnerships with designers, photographers, agencies, and vendors.
- Experience with wine awards, ratings programs, accolades submissions, and industry recognition initiatives preferred.
- Strong copywriting skills with experience developing brand stories, campaign messaging, website content, labels, or marketing collateral.
- Strong analytical skills with the ability to translate data into strategy, recommendations, and measurable business results.
- Excellent project management skills with the ability to manage multiple brands, launches, campaigns, and priorities simultaneously.
- Strong communication and collaboration skills with the ability to influence stakeholders across all levels of an organization.
- Ability to work independently, manage ambiguity, adapt to changing priorities, and operate effectively in a fast-paced environment.
- Ability to represent Fior di Sole professionally at tastings, trade events, dinners, and industry functions.
- Ability to participate in wine tastings as part of brand evaluation, events, and business activities.
- Bachelor’s degree preferred.
Our Benefits:
- Medical, Dental, and Vision Insurance – Full suite of healthcare coverage options to meet individual and family needs.
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Life and AD&D Insurance – Company-provided coverage for added peace of mind.
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Paid Time Off (PTO) – 14 days of annual PTO to rest, recharge, and prioritize personal well-being.
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Paid Family Medical Leave – Company-paid leave to support employees during important family or medical situations.
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401(k) Profit Sharing Plan with Company Match – Plan for your future with our retirement savings plan, including generous company matching.
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Holiday Pay – Paid holidays provided throughout the calendar year.
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PTO Donation – Employees can donate PTO hours to a shared bank or directly to a co-worker in need.
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Employee Assistance Program (EAP) – Confidential, company-provided support for mental health, financial counseling, legal guidance, and more.
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LifeMart – Access to exclusive discounts and special offers on products and services through the LifeMart employee savings program.
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Pet Insurance – Optional coverage to help care for your furry family members.
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Employee Wine Discounts – Enjoy generous savings on our portfolio of wines.
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Supplemental Benefit Options – Access to a variety of voluntary benefit programs for additional coverage and personalized support.
Please note it is not typical for a new hire to be offered compensation at or near the top of that range. The final salary offered will depend on several factors, such as the candidate’s qualifications, education, and experience. It will also take into account internal equity as well as alignment with current market data.
We are committed to equal employment opportunity regardless of race, color, ancestry, religion, sex, national origin, sexual orientation, age, citizenship, marital status, disability, gender, gender identity or expression, or veteran status. We are proud to be an equal opportunity workplace.
