Director of Luxury Brand Sales

Bonterra Organic Estates | Viña Concha y Toro USA • Miami, FL

5d • Remote

About The Position

This newly created role of Director of Luxury Brand Sales will lead the commercial strategy, market development, and disciplined execution of the company’s luxury wine portfolio. The portfolio includes ultra-premium and luxury brands with winemaking styles from vineyards originating in California, Chile, and Argentina. The role involves converting portfolio and brand strategy into channel, distributor, key account, and market plans to build reputation, expand distribution, protect premium positioning, and deliver sustainable net sales and profitability growth. The Director will develop market business plans, establish the selling system and operating cadence, and represent the portfolio with key trade customers in collaboration with sales teams, distributor partners, and cross-functional stakeholders. This position balances near-term delivery with long-term brand equity, ensuring that allocation, pricing, placements, education, and activation reinforce each brand’s luxury credentials. The role reports to the SVP Sales and leads through influence rather than directly managing a team.

Requirements

• Bachelor’s degree in business, marketing, or a related field, plus a minimum of ten plus years of progressive sales, marketing or distributor management experience in wine or beverage alcohol—including meaningful work with luxury or fine wine—or equivalent combination of education and experience.
• Demonstrated success building brands and delivering sustainable revenue and profit growth through the U.S. three-tier system.
• Strong knowledge of distributor economics, market planning, key-account development, pricing, allocations, forecasting, and inventory management.
• Established ability to develop senior relationships with distributors, customers, and influential members of the wine trade.
• Expert-level ability to present, taste and communicate wine with credibility to sales teams, customers, and trade audiences.
• Strong analytical and financial acumen, including experience interpreting sales and depletion data, account performance, budgets, and profitability.
• Ability to translate strategy into clear priorities, operating rhythms, measurable standards, and timely corrective action.
• Excellent written, verbal and presentation skills, including the ability to influence senior internal and external stakeholders.
• High integrity, sound judgment, and entrepreneurial drive.
• Proficiency in Microsoft 365 office applications including Word, PowerPoint, and Excel.
• Valid Driver’s license and the ability to be insured.
• Ability to travel frequently, including occasional evenings and weekends for market work, tastings, and events. Overnight travel—both domestic and international—is 35%–50%.

Nice To Haves

• MBA or advanced business education.
• Advanced wine education such as WSET, CMS, CSW or comparable professional credentials.
• Experience managing a multi-origin or multi-winery luxury portfolio.
• Experience leading field sales resources or cross-functional commercial teams.
• Working knowledge of international winery relationships and import-market dynamics.
• Familiarity with KARMA/iDig or similar CRM/sales execution platforms, advantageous.

Responsibilities

• Serve as commercial owner for the luxury portfolio, translating brand intent into market choices, selling priorities and measurable execution.
• Lead market plans, distributor alignment, business reviews, execution standards and resource deployment in priority markets.
• Develop strategic on-premise, off-premise and selective alternative-channel relationships.
• Serve as senior portfolio ambassador.
• Define ways of working, goals, cadence and accountability across field sales and internal partners.
• Develop and own the commercial plan for the luxury portfolio by origin, brand, channel and priority market.
• Define growth choices, account segments, distribution standards, pricing and promotion guardrails, activation priorities, KPIs, forecasts and resource allocation.
• Ensure proper reporting systems are in place.
• Review and refine go-to-market models across wholesale and direct-to-consumer channels.
• Segment markets based on opportunity and readiness; establish clear roles for company teams and distributor partners; recommend changes when the current route to market cannot support the strategy.
• Be present and active in market 50%-60%.
• Set annual objectives and execution standards with distributor leadership and field teams.
• Establish a regular cadence for business reviews, opportunity tracking and corrective action.
• Ensure sales teams have clear priorities, effective tools, brand education and timely follow-up.
• Build account strategies for priority on-premise, off-premise and multi-unit customers.
• Personally develop senior relationships, lead high-value presentations and tastings, and secure placements and programs that strengthen brand reputation, distribution, and rate of sale.
• Establish accountable market leadership in priority geographies.
• Clarify ownership for focus accounts, distributor opportunities, market visits, blitz activity and local follow-through; share effective practices across markets and winery teams.
• Partner with Finance, Supply Chain, wineries, and Sales to manage pricing integrity, allocations, limited releases, product launches, inventory exposure and order-to-depletion performance.
• Match supply and investment to the highest-value opportunities while protecting long-term positioning.
• Develop a scalable education strategy for company and distributor sales teams, key customers, and influential trade professionals.
• Lead expert-level tastings and storytelling; create winery immersion, seminar and market programs that build knowledge, advocacy and confidence.
• Partner with Marketing to develop brand-right activations with priority retail and wholesale customers.
• Ensure execution is distinctive, compliant, appropriately selective, and measured against clear commercial and brand objectives.
• Collaborate with enterprise partners to accelerate priority luxury brands through winery, club, private-client, event, and other selective channels.
• Evaluate opportunities based on brand fit, margin, customer quality, and operational feasibility.
• Monitor shipments, depletions, points of distribution, volume per point of distribution, account productivity, pricing, mix, inventory, pipeline, program results, and profitability.
• Translate performance and market intelligence into decisions, forecasts, and concise recommendations.
• Build sales projections and spending plans; manage approved budgets; evaluate program returns; and partner with Finance on net sales, gross margin, trade investment, forecasting and risk.
• Recommend reallocations based on performance and opportunity.
• Working closely with U.S. based sales team leadership, lead, coach, and align assigned sales resources and cross-functional partners.
• Set expectations, strengthen luxury selling capability, reinforce accountability, and create an operating environment characterized by integrity, urgency, collaboration, and excellence.
• Identify commercial gaps and opportunities that can make the company a more relevant luxury wine supplier.
• Provide market insight to brand owners and leadership, contribute to innovation or agency-brand evaluation, and support disciplined commercialization decisions.

Benefits

• Medical
• Dental
• Vision
• Life & Disability
• Tax Savings (401k with company match)
• Short and Long-Term Disability
• paid vacation
• sick leave
• company holidays
• Health Care and Dependent Care Flexible Spending Account benefits available to eligible employees.
• Volunteer Time Off (VTO)
• employee-focused health, wellness, training and safety-related programs
• scholarship opportunities for dependents

What This Job Offers

• Job Type: Full-time
• Career Level: Director