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CMO and Chief DTC Officer

2 months ago

Saint Helena, United States Talence Group LLC Full time
Job DescriptionJob Descriptionwho our client is and what they need…

The Duckhorn Portfolio is North America's premier luxury wine company, with eleven wineries, ten state-of-the-art winemaking facilities, eight tasting rooms, and over 2,200 coveted acres of vineyards spanning 38 Estate properties. Established in 1976, when vintners Dan and Margaret Duckhorn founded Napa Valley’s Duckhorn Vineyards, today, our portfolio features some of North America’s most revered wineries, including Duckhorn Vineyards, Decoy, Sonoma-Cutrer, Kosta Browne, Goldeneye, Paraduxx, Calera, Migration, Postmark, Canvasback, and Greenwing. Sourcing grapes from our own Estate vineyards and fine growers in Napa Valley, Sonoma County, Anderson Valley, California’s North and Central coasts, Oregon and Washington State, we offer a curated and comprehensive portfolio of acclaimed luxury wines with price points ranging from $20 to $230 across more than 15 varietals and 39 appellations. Our wines are available throughout the United States, on five continents, and in more than 50 countries around the world.

The CMO and Chief DTC Officer, reporting to the CEO, will join the company during one of the most exciting and dynamic periods in the company’s history following a successful IPO in 2021 and the acquisition of Sonoma-Cutrer Vineyards in 2024. This leader is responsible for crafting, executing, and overseeing comprehensive marketing and brand strategies for the company’s highly recognized and iconic brand portfolio. This CMO and Chief DTC Officer will lead the direct-to-consumer segment and enhance the performance of the company’s premier destination retail tasting rooms and clubs.

what you will do…

Strategic Leadership & Planning

  • Collaborate with the CEO and executive team to refine and execute the company's strategy, develop the brand's long-term vision, and establish supporting marketing initiatives.
  • Develop short and long-term marketing and branding strategies, sharing industry insights and market trends to help guide strategic planning and decision-making.
  • Integrate multi-channel marketing strategies utilizing consumer data insights to determine customer-centric and consumer-centric brand activations.
  • Drive revenue growth through market analysis, product positioning, and pricing strategies to increase sales, optimize financial performance, and maintain profitability.
  • Develop and implement strategic planning and growth for the P&L of $60 million direct-to-consumer (DTC) business, overseeing eight tasting rooms, customer experience, wine clubs, and e-commerce.

Marketing & Brand Positioning

  • Develop and execute strategic marketing initiatives highlighting the company's unique value proposition and position each brand as best-in-class.
  • Oversee the execution of marketing campaigns across all sales channels, including point of purchase, DTC, distribution, wholesale, and international.
  • Prioritize data-driven marketing by focusing on retail and wholesale customer acquisition, retention, experience, and loyalty programs to enhance brand reputation.
  • Leverage technology-driven digital marketing strategies to engage new customers and retain current members, creating a wine enthusiast-centered community.
  • Evaluate and restructure marketing objectives based on KPIs, data analysis, ROI, and customer/consumer feedback.
  • Build relationships and engagement strategies to encourage repeat business with key sales stakeholders, such as distributors, retail accounts, and industry partners.

Product & Market Innovation

  • Lead the innovation process across all channels, focusing on new product development and portfolio expansion.
  • Foster a culture of creativity within the marketing team to develop unique branding opportunities and strategic campaigns.
  • Design compelling trade & media marketing programs for wholesale customers, distributors, and retail accounts.
  • Develop and implement strategies to attract new customers and consumers while enhancing the experience of loyal consumers to build relationships and foster brand loyalty.
  • Participate in M&A analysis to explore new business opportunities and drive company growth.

External & Internal Communications

  • Assist the CEO in preparing for media interviews, speech writing, and public appearances, ensuring consistent brand messaging.
  • Organize internal communication and events to foster team cohesion and disseminate important information.
  • Position the company with key wine media, trade, and investors to solidify its reputation and brand value.
  • Leverage the suite of communication tools and content for advertising, PR, Sales, DTC, and promotional events.

Requirements

what will make you a top candidate…
  • 15+ years as a strategic marketing leader, preferably in the luxury/lifestyle and/or beverage industry-leading and managing teams.
  • Agile marketing strategist and innovator driving a company’s growth, market position, and brand equity.
  • Expert in developing customer acquisition and retention strategies that enhance brand loyalty across generations.
  • Strong business and financial acumen with a data-driven approach to managing performance metrics and marketing ROI.
  • Ability to enhance consumer experiences across all channels, boosting engagement and satisfaction.
  • Experience implementing customer-centric marketing strategies and brand positioning through market research & analysis, insights, and customer or consumer feedback.
  • In-depth experience with digital marketing channels and technologies, including SEO, PPC ads, social media, and content marketing.
  • Skilled in crafting communication and messaging strategies for advertising, PR, sales, DTC, and trade & media.
  • Capable of fostering long-term relationships with both internal teams and external industry or peer groups.
  • Bachelor's degree in marketing, business, or a related field; MBA preferred.

Benefits

Medical, Dental, Vision, HSA, Life and AD&D, STD & LTD, EAP, 401K, Tuition Reimbursement, Wine Discounts, Commuter Benefits, Unlimited Vacation