Job Description

Senior Manager, Spirits Direct Brand Marketing

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Senior Manager, Spirits Direct Brand Marketing

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This range is provided by Total Wine & More. Your actual pay will be based on your skills and experience talk with your recruiter to learn more.

Base pay range

$119,250.00/yr - $204,400.00/yr

About The Role

Total Wine & More is seeking a Senior Manager, Spirits Direct Brand Marketing to join our Marketing team in our Bethesda, MD office. You will be responsible for brand building, amplification and ultimately driving customer demand and repeat purchases for several existing and new Spirit Direct Brands, across multiple spirit categories (e.g. tequila, bourbon, vodka, scotch). You will be responsible for creating and executing brand positioning and integrated marketing campaigns that drive trial, repeat purchases, and customer loyalty. This is an entrepreneurial and high-impact opportunity to build brands by leveraging consumer insights, creative storytelling, and targeted advertising strategies. Success in this role will be defined by the ability to emotionally and efficiently connect brands with consumers, driving brand preference, increasing consumer demand, and boosting both new customer acquisition and repeat sales for select Spirits Direct Brands. You will collaborate closely with Marketing, Merchandising, Promotions, and Store Operations to develop and scale brand affinity and conversion. To be successful you will need to master working cross functionally as this is a newly created role that will play a pivotal part in establishing a brand-new function within the organization, offering the unique opportunity to shape the position and its impact as the team continues to grow. Being a new role, the ideal candidate will be comfortable managing a high degree of ambiguity and change. You will report into the VP, Brand, Advertising, & Campaign Management.

You will

• Partner with Merchandising team and other key stakeholders to align on brand positioning, creative and media plans and to define opportunities for growth and testing roadmaps
• Define and evolve brand positioning for multiple current and newly developed Spirits Direct Brands using consumer insights and category expertise
• Develop and execute integrated marketing campaigns across paid, owned, and earned channels (e.g., organic and paid social, display, email, in-store signage)
• Partner cross-functionally to align creative, merchandising, and promotional strategies with brand goals
• Optimize demand-driving tactics including personalized promotions, advertising, and customer targeting
• Collaborate with Promotions and Insights teams to refine marketing calendars and personalized promotions (e.g. at-shelf promotions, targeted/personalized paper and digital coupons, and direct mail ) and measure campaign ROI
• Build roadmaps for brand growth, testing new tactics across channels and iterating based on performance
• Ensure all obstacles to timelines and milestones are communicated to leadership and successfully overcome
• Analyze and communicate the success of campaigns and provide regular updates to cross functional key stakeholders and senior leadership on campaign impact, risks, and opportunities

You will come with

• 7-10 years of experience, 4+ years of experience in CPG brand marketing, preferably in beverage alcohol or private label retail
• Strong knowledge of consumer marketing, brand development, and campaign planning
• Experience working cross-functionally in a matrixed retail or merchandising environment
• Excellent project management, communication, and change management skills
• Demonstrated self-starter with a strong sense of ownership, capable of independently driving projects from concept to execution in a fast-paced, evolving environment.
• Entrepreneurial thinker with a bias for action, constantly seeking innovative solutions and new opportunities to grow brand impact and business value.
• Bachelors degree in Business, Marketing, or a related field preferred or equivalent years of experience
• Proficiency in Microsoft Office Suite

We offer

• Paid Time Off (PTO)
• Generous store discounts
• Health care plans (medical, prescription, dental, vision)
• 401(k), HSA, FSA, Pre-tax commuter benefits
• Disability & life insurance coverage
• Paid parental leave
• Pet insurance
• Critical illness and accident insurance
• Discounted home and auto insurance
• College tuition assistance
• Career development & product training
• Consumer classes
• & More!

Grow with us

Total Wine & More is the country's largest independent retailer of fine wine, beer and spirits, and we continue to grow our footprint year over year. Total Wine offers exciting and unique career opportunities across the country and in our corporate office. Our strength is our people. We have a commitment to training and career growth, all in an environment that values new ideas and teamwork. If you share our entrepreneurial spirit and a passion for providing best-in-class customer experience, take a moment to apply or learn more at

Total Wine & More considers several factors when establishing compensation. Estimated salaries determined by third parties have not been validated by Total Wine & More. Compensation may vary based on a number of factors including, but not limited to, market location, job-related knowledge, skills and/or experience.

Total Wine & More is an equal opportunity employer and all qualified applicants will receive consideration for employment without discrimination based on race, color, religion, national origin, sex, sexual orientation, age, marital status, veteran status, disability, or any other characteristic protected by applicable law. Total Wine & More makes reasonable accommodations during all aspects of the employment process, including during the interview process. Total Wine & More is a Drug Free Workplace.

The information provided above indicates the general nature and level of work required of the position and is not a comprehensive list of all responsibilities or qualifications. Benefits list is only a highlight of some of the benefits offered to team members; eligibility for certain benefits apply.

Seniority level

• Seniority level

  Not Applicable

Employment type

• Employment type

  Full-time

Job function

• Job function

  Marketing

• Industries

  Retail

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Job Tags

Full time, Work at office, Flexible hours,

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