Brand Manager, Commercial Premium

Req ID: 6569 

Department: Marketing 

Status: Reg F-T Exempt, Exempt  

Location: Napa, California (US-CA)  

Workplace Location:  Hybrid

Job Summary:

Seeking a standout Brand Marketing Manager who embodies a strategic and growth-oriented mindset, fortified with robust business acumen and exceptional creative capabilities. You'll be at the helm of building brands for the next generations, reporting directly to the Marketing Director for Commercial Premium Brands. This role demands a blend of visionary creativity and meticulous analysis, as you'll be tasked with developing strategic plans, monitoring performance metrics, and driving business growth. Ability to distill and communicate complex information, building frameworks that advance our thinking and productivity. In-office hybrid schedule at our Napa office is mandatory.

Essential Functions:

The following reflects management’s definition of essential functions for this job but does not restrict the tasks that may be assigned.  Management may assign or reassign duties and responsibilities to this job at any time due to reasonable accommodation or other reasons.

  • Strategic Brand Planning:
    • Keen understanding of the consumer, consumer journey, foundational brand architecture, brand universe, brand ID and go-to-market elements.
    • Strength in building brand plans, go-to-market strategies, developing frameworks, formulating commerce plans, cultivating partnerships across distribution tiers.
    • Strength in PR strategy, marcom, channel strategy, regional programming, and sales relationships.
  • Financial Leadership:
    • Strong P&L understanding, demand ownership, and S&OP planning.
    • Regularly update budget allocations based on evolving business needs.
  • Data and Attribution Analysis:
    • Pull and analyze data from various platforms like Nielsen and IRI to inform decision-making.
    • Continuously monitor brand health indicators, from tasting notes to pricing dynamics, ensuring alignment with strategic objectives.
    • Understanding attribution analysis is crucial for accurately assessing the impact of various marketing channels on overall business performance.
  • Product Lifecycle Management:
    • Represent your brands in PLM meetings, driving product innovations and SKU rationalization efforts.
    • Stay attuned to market trends and competitor activities, providing strategic recommendations to stay ahead of the curve.
  • Relationships and Creative Execution:
    • Rolodex of CPG and experiential partners for high visibility brands.
    • Knowledge of hotel partnerships, banquet programming and experiential programming.
    •  Conceptualize and execute innovative brand campaigns, leveraging partnerships, events, and multimedia channels.
    • Collaborate with agencies to develop compelling POS materials and creative content, ensuring brand consistency and resonance.
  • Channel Management:
    • Strong understanding of retail and on-premise.  
  • Team Leadership and Development:
    • Strong coaching and mentoring capabilities for fostering professional growth and development within our team.
    • Foster a collaborative and supportive team environment, driving engagement and professional growth.
    • You have to be fun and an awesome partner.



  • Education: Bachelors degree in business/marketing is required, MBA preferred
  • Experience: 3 or more years of relevant brand marketing experience within the Consumer Packaged Goods industry; wine industry preferred; Minimum 1 year experience as a Brand Manager.
  • Minimum 1 year experience as a brand manager.
  • Exceptional communication and presentation skills, with the ability to engage stakeholders at all levels.
  • Strong analytical mindset with a creative flair, capable of driving branding initiatives based on both data and long term vision.
  • Ability to manage multiple priorities in a fast-paced environment and make sound decisions under pressure.
  • Team player and willingness to work when the business needs the support.


Working Conditions:

  • Office environment
  • Occasional travel
  • Usually work a standard work week.
  • Extensive computer work
  • May be required to work at any of  TFE's locations
  • Frequent deadline pressures
  • Numerous projects in progress at any given time
  • Comply with company safety regulations

Salary Range: $110,000.00 -  $135,000.00  

The starting pay will be based on several factors, including but not limited to experience, training, education, and geographic location. TFE offers a comprehensive benefits package that includes medical, dental, vision, life insurance coverage, disability benefits, PTO, wellness programs and fertility and family building benefits.   We also provide a 401(k) plan where TFE may make a discretionary profit-sharing contribution.


Trinchero Family Estates provides equal employment opportunities (EEO) to all employees and applicants for employment without regard to race, color, religion, sex, national origin, age, disability or genetics. In addition to federal law requirements, Trinchero Family Estates complies with applicable state and local laws governing nondiscrimination in employment in every location in which the company has facilities. This policy applies to all terms and conditions of employment, including recruiting, hiring, placement, promotion, termination, layoff, recall, transfer, leaves of absence, compensation and training.

Nearest Major Market: Napa

Job Segment: Branding, PLM, Marketing Manager, Brand Manager, Channel Marketing, Marketing, Management