Golden State Cider - Marketing Brand Manager

Golden State Cider • Healdsburg, CA

3d • $98,000 - $130,000 • Onsite

About The Position

At Golden State Cider (Sonoma Craft), we’re a passionate, tight-knit crew dedicated to crafting exceptional beverages and building brands that people truly connect with. Our team is collaborative, creative, and driven by the work we do — and we’re looking for someone who can help elevate our story even further. We’re searching for a Marketing Brand Manager with extensive DTC experience and a strong background in the alcohol/beverage industry to help shape how our brands connect directly with consumers. This role plays a critical part in driving brand awareness, engagement, and revenue through digital channels, product launches, events, and retail programs. In this role, you’ll lead the development and execution of brand strategies that bring our story to life across all channels while partnering closely with Sales, Compliance, and Production to ensure marketing initiatives are aligned, compliant, and impactful. This position is ideal for someone who understands the unique dynamics of DTC marketing within the alcohol space, thrives in a collaborative and fast-paced environment, and is equally comfortable setting strategy and rolling up their sleeves to build authentic brand experiences that contribute meaningfully to a growing beverage company. The Brand Manager reports to the CEO and is a key member of the leadership team. The Brand Manager owns all aspects of brand planning, marketing communications, developing and utilizing customer insights, designing and executing marketing campaigns, executing sales enablement programs to increase revenue, strategizing with leadership to maximize sales growth, and product development and product lifecycle activities. This position requires a hybrid of leadership ability and “hands on'' development and execution of the marketing function for all Sonoma Craft products.

Requirements

• Bachelor’s Degree: MBA preferred
• Experience in Cider, Beer and Spirits preferred
• A minimum of five (5) years related marketing experience
• Outstanding leadership qualities with the ability to motivate others
• A track record of proven and effective marketing strategies developing brands for small businesses with a grass roots mentality
• Public Relations experience with existing relationships
• Capable of understanding and interpreting syndicated market data and internal sales data in ways that turn that data into actionable marketing strategies.
• Highly developed communication skills set including strong analytical skills, a hands-on approach, roll up one’s sleeves and be a self-starter.

Responsibilities

• Manages the Marketing Department Staff, Marketing - Project Manager & Brand Creative Content Associate
• Manages the department budget and incorporates cost-saving ideas.
• Collaborate with leadership to uncover insights and strategies to develop and implement marketing and branding strategies for new and existing products.
• Understand key marketing performance metrics and tracking tools to provide market research, forecasts, competitive analyses, campaign results, and consumer trends to translate results into actionable insights for the organization
• Lead marketing communications through digital marketing, social media, mobile marketing, and CRM to build brand awareness, reach new consumers, and increase order frequency.
• Leverage customer insights, competitive analysis, and market trend data to meet changing market and competitive conditions.
• Work with the Sales team in designing strategies for supporting sales efforts via traditional and digital marketing programs.
• Keep the brand’s product offerings relevant by continuously reviewing ingredients, product formulations and trends in collaboration with the product development team.
• Identify, develop and implement process improvements within the marketing function and build and grow the marketing team to support business growth.
• Manages four (4) Taproom Branding Operations (Locations: Sebastopol, Santa Barbara, Los Olivos, and San Francisco)
• Develop and oversee all direct-to-consumer (DTC) marketing initiatives, including online sales, tasting room promotions & expansions, and Marketing programs.
• Develop and execute strategies to grow brand awareness, drive traffic, and increase sales.
• Develop training that ensures the Marketing & Sales teams deliver consistent brand messaging across email, social media, and e-commerce platforms.
• Develop product launches, seasonal campaigns, and special promotions tailored to consumer segments.
• Effectively communicates and shares department updates and needs in advance with operations and fulfillment teams to ensure smooth order processing and exceptional customer experience.
• Maintain brand integrity, education, and history across all consumer touchpoints.
• Collaborate with the CEO, Accounting, HR, and Sales teams to ensure all marketing, labeling, and promotional materials meet compliance standards. Including ABC, TTB, and all other state and federal alcohol regulations.
• Stay current on changes in alcohol marketing and shipping laws (including DTC regulations across states) and advise internal teams regularly.
• Partner with legal compliance departments and distributors/vendors to maintain proper licensing and documentation for DTC and wholesale activities.
• Serve as a liaison between marketing, operations, and compliance to ensure all campaigns meet legal and brand standards.

Benefits

• Medical Insurance: 90% of the employee premium and 50% of dependent premiums covered
• Dental & Vision Insurance: 100% of the employee premium and 50% of dependent premiums covered
• $100 monthly reimbursement to support physical, emotional, and mental wellbeing, including gym memberships, fitness classes, yoga, strength training, or passes to Regional, State, or National Parks
• 18 days of PTO annually, accrued from your start date
• 11 paid holidays each year
• Monthly product perks to enjoy our craft beverages
• Eligibility begins after 90 days
• 100% match on the first 3%, and 50% match on the next 3% after one year of employment

What This Job Offers

• Job Type: Full-time
• Career Level: Manager
• Number of Employees: 11-50 employees