Direct to Consumer Marketing Manager-Marketing DTC

The Wine Group•Glen Ellen, CA

23h•Hybrid

About The Position

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 hybrid position reports to the Direct-to-Consumer (DtC) Senior Manager 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, project management, 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.

Requirements

Must be 21 years of age or older.
Bachelor’s degree in marketing, Business, Communications, or related field (MBA/WSET a plus).
5+ years’ progressive leadership in DtC wine, hospitality, or marketing.
Strong leadership, cross-functional collaboration, and project management skills.
Deep understanding of wine consumers, luxury brand marketing, and experiential sales.
Knowledge of on/off-premises businesses and the three-tier distribution system.
Skilled in consumer insights, brand positioning, and data-driven strategy.
Initiative-taker who thrives in demanding environments with minimal oversight.
Proficient in Microsoft Office Suite; CRM systems and Commerce7 experience a plus.
Flexibility to work special events, including evenings and weekends, as needed.
Ability to lift, carry, and move items weighing up to approximately fifty pounds, including cases of wine, tables, chairs, and event supplies.
Ability to perform tasks requiring bending, stooping, standing, and twisting in an office environment.
Work indoors and outdoors in varying weather conditions during onsite and offsite winery events.
Ability to travel between winery locations within California as needed; valid driver’s license and current automobile insurance required.

Nice To Haves

MBA/WSET a plus.
CRM systems and Commerce7 experience a plus.

Responsibilities

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 vendor partners in support of successful initiative execution.
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.
Create and manage the annual marketing budget, including processing and reconciling invoices, ensuring optimal spending across initiatives. Includes tasks such as vendor setup, and invoice management with support from accounting.
Analyze brand, segment, and competitor performance, along with consumer behavior and marketing trends; prepare actionable reports for senior leadership.
Serve as the primary point of contact and project manager for cross-functional requests from Direct Sales, Tasting Rooms, Events, Winemaking, Commercial Brand Marketing, and PR, fostering strong cross-functional partnerships while managing a high volume of diverse, ongoing initiatives.
Lead, empower, and motivate team members while overseeing day-to-day management of direct reports to ensure organizational goals are met.
Develop and execute promotional and advertising strategies to drive target visitation to Benziger Family Winery and Imagery Estate Winery in a competitive market.
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.
Oversee and approve eCommerce campaigns with the DtC Senior Manager providing input and copy/campaign direction as needed.
Identify and evaluate new digital marketing opportunities and growth strategies.
Manage the winery’s PR agency relationship in collaboration with Commercial Brand Marketing, including press mailings and media visit coordination.
Support development of the marketing content calendar in partnership with the DtC Marketing Specialist.
Lead the creation of marketing materials to support Wine Club, Tasting Rooms, and Special Event sales.
Partner with the Imagery Art Curator to onboard new art label artists into the AP system, track setup status, and submit payment requests following confirmation of art receipt.
Oversee wine competition submissions and maintain an up-to-date accolade database.
Coordinate ad placements in consumer and travel publications through partnerships with media and trade outlets.
Manage asset library and photoshoots, proactively securing photography, and creative materials to support engagement initiatives, tasting notes, product descriptions, bottle shots, and multi-channel marketing needs.
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.
Oversee packaging development and updates for approximately 60 - 70 DtC Benziger and Imagery SKUs each year, partnering with Production, Winemaking, and the DtC Graphic Design Specialist to ensure accuracy and brand consistency.
Occasionally host winery guests, as needed, highlight key points of interest to foster brand affinity.