About Us:

A unique chance to join an industry-leading, family-owned business. Lawrence Wine Estates, or LWE, is an iconic set of brands with a well-earned reputation for its wine quality and luxurious hospitality. This is a pivotal leadership position to help shepherd the continued evolution of the company. LWE is focused on growth and business dynamism, and the chosen individual will lead and support important strategic imperatives including optimization of the wine portfolio, expansion and innovation in DTC, operational excellence, and continued development of a winning team culture.

The VP of DTC Marketing will capitalize on the passionate consumer following and is charged with promoting a proactive, industry-leading approach to further grow and diversify sales efforts, including consumer engagement and e-commerce, in this all important channel. The VP of DTC Marketing will have the opportunity to lead the strategy and team to drive increased sales and profitability, increased efficiencies, business insight and visibility, technology adoption and refinement, and continued team development and communication. This is the ideal role for a forward thinking, multi-faceted leader skilled at all disciplines of the DTC business who thinks at a high level strategically and delivers tactically with a collaborative and supportive approach.

The VP of DTC Marketing will build a consumer experiential plan to grow these businesses to new levels of expertise and results. The Estates include: Heitz Cellar, Ink Grade Estate, Burgess, Stony Hill, Brendel, and Haynes Vineyard.

VP DIRECT TO CONSUMER MARKETING: ROLE & RESPONSIBILITIES

The VP of DTC Marketing is responsible for leading the marketing strategy, management, and positive financial performance to grow these brands to their fullest potential. This person will manage a creative team to drive growth in all consumer-direct channels including Tasting Rooms, Wine Club, e-Commerce, and Guest and Member services.

Responsibilities:

Leadership & Strategy

• Develop and implement successful DTC sales and marketing strategies, identifying key business issues, drivers, and growth opportunities to optimize all DTC efforts.
• Work closely with leadership team and Estate Directors on development and implementation of the DTC marketing plan, assuring coordination and synergies are maximized through the organization.
• Provide inspirational leadership to DTC and Hospitality teams fostering the respect of the teams and enabling the highest level of productivity.
• Act as an ambassador and able representative for Lawrence Wine Estates as appropriate at the wineries and events with VIPs and key guests, as well as within the wine industry community at large.
• Lead, develop, and execute the omni-channel strategic sales and marketing plan to drive accelerated growth in wine club membership, increase traffic, and repeat business.
• Lead development and implementation of market strategy, public relations strategy, sales strategy, pricing proposals, merchandising and media plan, packaging, and distribution.
• Oversee all e-commerce, digital and social media strategies, and execution.
• Working with the DTC management team, continue to evaluate, refine, and execute the wine club offerings, events, and business development programs to promote and drive sales, membership growth and limit attrition.
• Analyze and effectively utilize data to develop strategies and tactics for lead generation, increased sales, and profitable growth.

Communication and Collateral

• Work with the Estate Directors to develop and execute DTC master calendar including shipment schedules, wine notes, newsletters, holiday brochures, special event invitations, email blasts, wine club events, guest and member services, tasks, and staff events.
• Manage and coordinate the copy, production, and mailing of annual winery newsletters and holiday brochure catalogue including topics, layout, price lists, featured stories, print, and publication schedules.
• Oversee creation and development of all Tasting Room literature and sales tools.

Requirements:

• Extensive experience in the field of DTC, preferred in wine or hospitality.
• Proven work in a senior role such as Director of Marketing or similar.
• Experience in the design and implementation of successful marketing campaign(s).
• Excellent leadership, communication, analytical, and project management skills.
• Great decision-making skills and the ability to make difficult decisions.
• Strong track record of working cross-functionally in a fast-paced environment.
• Ability to work under pressure without sacrificing accuracy and attention to detail.

Perks:

• Medical, Dental, and Vision Insurance Plan
• 401K Retirement Account with Company Match
• Quarterly Wine Allocation
• 13 Paid Holidays
• Health Club Membership
• Company Provided Wellness Programs
• Employee of the Month/Year Program
• Work with an incredible team of passionate and talented people who are changing the wine industry!