Director of Marketing, Spirits

Req ID: 7114 

Department: Marketing 

Status: Reg F-T Exempt, Exempt  

Location: Napa, California (US-CA)  

Workplace Location:  On-Site

Job Summary:

The Director of Spirits Marketing is a senior marketing leader responsible for developing and executing brand and portfolio strategies that build long-term brand equity while delivering sustainable, profitable growth. This role leads annual planning, innovation, consumer marketing and commercial activation for a portfolio of spirits and mixer brands, including Tres Agaves, the #1 selling organic tequila and #1 selling organic mixer in the U.S. This role has accountability for both short-term business performance and long-term brand health.

The Director translates Marketing Department strategy into action by strengthening cultural and occasion relevance, driving effective omnichannel activation and accelerating brand velocity. The role requires a strong understanding of the spirits category, including consumer and cocktail culture, competitive dynamics, routes to market and the unique commercial opportunities across on- and off-premise channels.

This role is a key cross-functional and people leader, building strong partnerships across the organization while developing a high-performing team with clear priorities, measurable goals and accountability for results.

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.

Brand, Portfolio and Business Leadership

• Own the strategic direction and business performance of assigned brands, balancing long-term brand building with volume, revenue, velocity and profit objectives.
• Develop insights-driven brand strategies and positioning that strengthen relevance with today's diverse, multicultural and multigenerational consumers.
• Lead annual brand planning, establishing clear objectives, strategies, investment priorities, KPIs and measures of success.
• Maintain a strong understanding of spirits category dynamics, competitive activity and emerging consumer trends to identify opportunities and drive results.

Consumer and Omnichannel Marketing

• Champion a consumer-first approach grounded in a deep understanding of consumers, culture, occasions and evolving category dynamics.
• Build cultural and occasion relevance through distinctive brand positioning, messaging, partnerships and consumer experiences.
• Partner with Digital, Creative, PR, Shopper Marketing and agency partners to translate brand strategy into cohesive consumer experiences.

Commercial Leadership

• Build strong partnerships with Sales to translate brand strategies into compelling customer and marketplace plans.
• Strengthen brand effectiveness across priority channels, including grocery, liquor, convenience, mass, eCommerce and on-premise.
• Develop clear brand stories, selling strategies and commercial priorities that enable the Sales organization to effectively represent assigned brands.
• Maintain strong connectivity to customers and marketplace performance through ongoing Sales partnership and market engagement.

Innovation and Growth

• Identify and evaluate opportunities for innovation, renovation, line extensions, partnerships and new consumer occasions that advance portfolio strategy.
• Lead cross-functional innovation from opportunity identification and concept development through commercialization, launch and post-launch evaluation.

Financial and Resource Leadership

• Manage marketing budgets and investment decisions with a high standard of fiscal responsibility, prioritizing resources toward the highest-impact opportunities.
• Partner with Finance to incorporate revenue, margin, volume and profitability into brand and marketing decisions.
• Leverage technology, data, automation and AI to improve marketing effectiveness, productivity and consumer understanding.

Cross-Functional and People Leadership

• Lead and influence cross-functional teams, aligning stakeholders around brand strategy, priorities, decisions and business objectives.
• Lead, coach and develop a high-performing marketing team with clear goals, expectations and accountability for results.
• Foster a culture of collaboration, curiosity, engagement, continuous learning and high performance.

Qualifications:

• Bachelor's degree in Marketing, Business or related field required; MBA or advanced degree preferred.
• 8+ years of progressive marketing and brand management experience, including responsibility for brand strategy and business performance.
• Spirits or broader beverage alcohol marketing experience strongly preferred, with demonstrated understanding of spirits consumers, category dynamics, routes to market and on- and off-premise channels.
• Demonstrated experience leading, coaching and developing people and teams.
• Strong strategic thinking, business acumen and analytical skills, with the ability to connect consumer and brand strategy to commercial and financial outcomes.
• Experience developing and executing integrated, omnichannel marketing programs.
• Demonstrated ability to influence cross-functional partners and senior stakeholders.
• Strong financial management skills, including budgeting, investment prioritization, ROI and profitability.
• Strong understanding of consumer insights, innovation and new product development.
• Excellent written, verbal and presentation skills.
• Demonstrated curiosity and willingness to leverage emerging technology and AI to improve effectiveness and productivity.

Working Conditions:

• Office environment, onsite office requirement Monday – Thursday, WFH on Fridays

• Usually work a standard work week.
• Extensive computer work
• May be required to work at any of Trinchero locations
• Frequent deadline pressures
• Numerous projects in progress at any given time
• May be required to work some overtime hours
• Comply with company safety regulations

Salary Range: $175,000.00 -  $200,000.00  

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.