Description

OVERVIEW: O’Neill Vintners & Distillers was founded in 2004 with a simple idea from our founder, Jeff O’Neill, that great wines should be enjoyed by all. We believe those wines must be of exceptional quality centered around our core belief that doing the right thing for our employees, consumers, partners, and the planet, is key to a sustainable future. As our family-owned business has grown, so has our belief in business as a force for good—we are proud to be an industry leader in sustainability and a Certified B Corporation.

With operations in Larkspur, Parlier/Reedley, and Paso Robles, CA, we are one of California’s largest wineries. Our award-winning portfolio of consumer brands includes Line 39, FitVine, Harken Chardonnay, Rabble, Charles Woodson’s Intercept, Robert Hall, Allegro Cellars, and BrandyLab.

We are searching for an energetic, result-driven, and experienced luxury brand strategist to lead O’Neill’s Luxury Division portfolio. She/he will be responsible for leading brand strategy and developing comprehensive marketing, communications, and consumer engagement programs to drive brand awareness, growth, and profit for the company. This role will lead and develop a team to drive consumer demand through breakthrough consumer experience, creative storytelling, and programming. This role will also require close collaboration with Luxury operations, marketing, and sales colleagues to ensure success across all brand and consumer touchpoints. The Vice President of Luxury Brand Strategy must also have a curious mind and stay up to date on cultural trends to uncover innovative ideas across the marketing mix. She/he must be consumer-focused and commercially minded. The Vice President of Luxury Brand Strategy is responsible for leading and developing a high-performing team, encouraging and mentoring each employee’s professional growth, and demonstrating all the characteristics of our company's core values.

DUTIES AND RESPONSIBILITIES:

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.

• Lead, mentor, and coach a team to help deliver breakthrough marketing plans driven by impactful storytelling, best-in-class consumer experiences, activations, engagement, and communication strategy.
• Lead external communication strategy for with owned channels (social media, websites), paid media, and earned media to ensure brands resonate across all verticals.
• Develop strategic partnerships that support overall brand objectives.
• Define and implement customer experience strategies that engage and immerse all consumers, trade, media, and partners in brand experience.
• Develop and execute consumer experiences that drive brand engagement, awareness, and sales objectives at the Estates, locally, nationally, and globally. 
• Lead customer journey mapping, including identifying areas of improvement and new funnels of entry.
• Create and implement Ambassador programs that amplify brand messaging and engage target audiences at the Estates, within the community, and globally.
• Lead education, immersion, and activations for internal/external audiences, including trade/media immersions and in collaboration with other internal departments.
• Plans and oversees the marketing mix - advertising and consumer promotion activities including print, online, direct mail, retail, on-premises, and e-commerce 
• Collaborate with cross-functional teams to ensure brand messaging, consumer experience, and delivery are consistent across all touchpoints.
• Develops and fosters strong relationships with agency partners and other external resources and vendors. 
• Ability to successfully lead, guide, direct, and develop colleagues.

Requirements

QUALIFICATIONS: 

To perform this job successfully, an individual must be able to satisfactorily perform each essential duty. The requirements listed below are representative of the knowledge, skill, and ability required. Reasonable accommodations may be made to enable individuals with disabilities to perform essential functions. 

• 5 years of experience in a leadership role in the luxury wine sector
• 5 years in experiential consumer marketing 
• Experience in developing and executing successful marketing strategies and plans.
• Proven desire and ability to think strategically and creatively, coupled with financial acumen, strong analytical/problem-solving skills, and bottom-line P&L management.
• Bold, embraces risk, and wants to solve the tough problems that other competitors may fear.
• Proven record of driving successful retail brands and marketing initiatives
• Strong strategic, analytics, and insight-generation skills
• Thrives in an entrepreneurial environment where there is not a lot of structure or too many processes.
• Passionate about driving business growth through creative and impactful marketing initiatives. 
• Commitment to problem-solving, unafraid of shifting priorities and cutting through red tape. 
• Excellent communication skills; articulate, influential, and strong public speaking and writing skills, effective interpersonal skills.
• Exceptional organizational skills
• Exceptional interpersonal skills including ability to coordinate with multiple departments and diverse personalities.
• Effective time and project management skills
• Dedicated and driven to understand what is taking place in culture and what is driving macro and micro trends.

CULTURAL BEHAVIORS:

O’Neill team members are Forward Thinkers. Hard Working without Drama. Friendly Problem Solvers who work as One Team to Always Deliver.

PHYSICAL/MENTAL REQUIREMENTS:

While performing the duties of this job, the employee is frequently required to do the following: 

• Sit for prolonged periods.
• Perform some repetitive motion activities.
• Coordinate multiple tasks simultaneously.
• Lift, move, and stack boxes up to 50 lbs.

WORK ENVIRONMENT:

Work is normally performed in an office environment.

O’Neill Vintners & Distillers offers a competitive salary and comprehensive benefits package, including medical, dental, vision, and life insurance coverage, short- and long-term disability, a 401(k) with a company match, Paid Time Off, holidays, and more.

O’Neill Vintners & Distillers is an equal-opportunity employer. All aspects of employment, including the decision to hire, promote, discipline, or discharge, will be based on merit, competence, performance, and business needs. We do not discriminate based on race, color, religion, marital status, age, national origin, ancestry, physical or mental disability, medical condition, pregnancy, genetic information, gender, sexual orientation, gender identity or expression, veteran status, or any other status protected under federal, state, or local law.

All candidates must pass a comprehensive background check and drug screen and adhere to all Company, Federal, and State Food Safety Regulations and Policies. This organization participates in E-Verify.