Senior Director

About the Role

TWE seeks an experienced Senior Director of Marketing to drive our direct to consumer marketing and sales channels with a focus on eCommerce.

The ideal candidate will be a strong digital marketing practitioner with hands on experience in growing consumer sales online, and a proven track record of success in a results-driven culture. You must be obsessed with consumer direct marketing through curated one-to-one journeys and be a strong sales leader.

In addition to the expected people leadership skills, this role will be responsible for:

• Driving DTC revenue and EBIT delivery through the rapid acceleration of TWE’s DTC eCommerce channel. Leverage technology innovation to unlock new markets and capture a disproportionate market share in direct-to-consumer online sales.
• Leading the marketing technology transformation of TWE’s Direct-to-Consumer division. Drive expansion of TWE’s digital footprint and leverage for customer acquisition outside traditional tasting room channel.
• Championing DTC’s digital voice across TWE business, continue to establish a centre of excellence within the DTC organization and support the cross-functional effort for the digital transformation of TWE’s marketing approach.
• Planning, Forecasting and Financial Management for club, eCommerce, telesales including on-going reporting and insights to channel performance
• Leading DTC portfolio strategy cycle and co-lead with finance the DTC pricing strategy and point of approval in the price change process
• Leading DTC demand generation and lifecycle marketing strategy; oversight of consumer journey enhancements, content marketing, and digital marketing campaigns to increase visibility, drive demand, and improve engagement and conversion across the portfolio Department leader for all winery-exclusive new product development projects, working with supply, brand, winemaking, and finance on annual portfolio strategy and new product pipeline
• Spearheading organic and inorganic growth initiatives.
• Owning the annual multi-million-dollar A&P budget, driving annual media planning, monthly forecasting, oversight and ROI reporting, contract negotiations and agency management
• Supporting the TWE’s Tasting rooms and Direct to Collector, B2B and Events sales with collaboration on key programming, all-DTC employee initiatives, business development focus, and omni-channel strategy and channel coordination
• Collaborate with Brand marketing team to ensure protects consistency in brand standards and brand voice; produces high quality tasting experience collateral, signage, and sales materials to support the cellar doors, maintains consistent and current website content, supports event promotion, drives insights and reporting
• Active participation in industry and functional associations to ensure TWE DTC is engaged and benefits from cross industry learning and best practices
  

Qualifications

• Must have Bachelor’s Degree or equivalent business experience; advanced degree preferred
• 5+ years of marketing and sales with a proven track record of delivering results with emphasis on digital/eCommerce acumen in the Consumer packaged goods, Luxury Apparel or Cosmetics industry
• Proven track record of success in fast paced high-pressure environment with demonstrated resilience and adaptation to change
• 2-3 years’ recent senior leader experience in Consumer marketing, eCommerce and digital marketing. Practical experience and knowledge of the following disciplines critical for success in role: consumer shopping behaviour, luxury consumer goods, experiential marketing, demand generation and customer acquisition, eMail marketing, social media and community management, online marketing and advertising, web analytics and SEO
• Knowledge of digital marketing best practices generally and specifically in the luxury products market.
• Marketing technology savvy. Working knowledge of CRM, CDP, ecommerce platforms (including website UX and shopping cart functionality), email and content management systems essential with specific experience working in Salesforce modules including Marketing Cloud and Commerce Cloud preferred
• Knowledge of web analytics tools and metrics. Intermediate to expert knowledge in Google Analytics preferred.
• Team leadership experience including direct management of a staff of 3-5 or more, employee development and performance management
• P&L management
• A&P budget management
• Strong contract negotiation skills
• Proficiency in Microsoft Suite - Word, Excel, Publisher, Power Point, Teams and Outlook are required
• Established presence in Industry Association or Sector forums is highly desired