Brand Manager - Corporate Brands

The Wine Group, 4596 Tesla Rd., Livermore, California, United States of America Req #1819
Tuesday, August 29, 2023
At The Wine Group we are passionate about our people, our future and our wine. We are America’s second largest wine producer by volume with over 1,200 employees globally across 12 locations in California, New York and Australia. We are proud to be responsible for many of America’s most beloved wine brands, including Cupcake, Franzia, Chloe, Concannon, Benziger, Imagery, AVA Grace, 7 Deadly and more. We are dedicated to our culture built on values like entrepreneurialism, innovation, social responsibility and stewardship. To learn about us and our career opportunities, check us out at and then come join the exciting journey at The Wine Group. 


The Brand Manager is a member of the Corporate Brands and Emerging Channels Division and is based at our Livermore, CA location. This division is a key priority for TWG and integral to the growth of the company. The Brand Manager will be primarily responsible for management of the existing “private label” wine portfolio (strategy, execution, and support for 25+ brands) with major retailers as well as work on new innovation projects. This person will have a strong grounding in CPG marketing best practices. He/she will be a creative and results-driven innovator with strong competencies in strategy, commercialization, execution, and project management.


  • Sales and Retailer Orientation: Will pitch and sell-in new wine brands, line extensions to existing brands, and programs with key account buyers. Effectively works side-by-side with sales to develop brand plans and programs that meet/exceed profit and volume goals. Marries brand strategies with retailer objectives using an understanding of retail and on-premises customers.
  • Creative Marketer:  Intuitively “gets” brands and consumer motivations. Will direct graphic designers to create breakthrough packaging that meets consumer and retailer needs. Resourceful and innovative (scrappy); always pushing to find new and better ways of working.
  • Innovative Thinker and Demand Creator:  Will work with cross-functionals (sales, winemaking, operations, finance, etc.) to assess industry opportunities and develop creative concepts and solutions to fit these opportunities.  Has experience with product development and retailer program execution.
  • Strong communication skills: Comfortable and confident presenting in front of groups big and small at all levels of the organization. Provides recommendations to sales and retail buyers, anticipates questions, and able to tailor communication to the audience. Comfortable with both written and verbal communication. Operates equally effectively in formal and informal settings and internally and externally. Well-honed influencing skills: courage to confidently express an independent point of view.
  • Experience with Consumer Research: Will drive both quantitative and qualitative research with outside vendors to find key insights for brands. Translates those insights into actionable recommendations in presentations for retailers.
  • Effective Project Leader: Manages teams and guides projects through the system.  Conveys a sense of urgency throughout project lifecycle and holds team accountable for execution and timeliness. 
  • Well Organized and Juggles Multiple Priorities: Can juggle lots of projects at varying complexities and does not drop the ball. Keeps stakeholders apprised of progress on projects and always thinking one step ahead.
  • Analytical Competency: Will gather and assimilate data from various sources, assess business performance and provide recommendations for improvement or growth.
  • Entrepreneurial Track Record and Competitive Drive: Proven success in an entrepreneurial venture, including an appreciation for an environment of resource limitations, cost control, prudent risk taking and limitless creativity.  Ability to manage ambiguity and provide recommendations to cross-functionals and leadership.
  • Cross Functional Leader: Will be a cross-functional contributor and team player.  Primary liaison for marketing team with sales, designers, finance, winemaking, packaging, and other departments, and vendors to ensure proper communication and execution of brand programs.
  • Mentor and Coach for Junior Team Members: A team builder who inspires, coaches, develops and leads from the trenches, and by example. Holds oneself and others accountable for achieving high levels of performance and responsiveness.

  • Bachelor’s degree in Marketing, Business, related field or equivalent work experience.
  • MBA preferred, but not required.
  • 5-8 years CPG brand management experience from an “academy” CPG company.
  • Experience working on spirits brands required.
  • Food/beverage experience preferred.
  • Experience in private label/corporate brands preferred, but not required.
  • Wine or spirits category experience a big positive.
  • Highly proficient in Microsoft Word, Excel, and PowerPoint (can create powerful marketing presentations for internal and external customers).


  • Position operates in a professional office environment.
  • Position includes travel to customers and/or company events, up to 25% of the time.
  • Must be able to lift up to 40 lbs. (a case of wine)

  • Hiring Salary Range Posted: $120,000 - $180,000.
  • Actual compensation will be based on factors such as experience; skills, knowledge, and abilities; education; and other position related factors.

At The Wine Group, we are proud to be an equal opportunity employer and we are committed to an environment of mutual respect, diversity, and inclusion. Qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, genetic information, national origin, disability, protected veteran status or other characteristic protected by law.



Other details

  • Job Family Product Marketing and Brand Management
  • Job Function Marketing
  • Pay Type Salary
  • Required Education High School
Location on Google Maps
  • The Wine Group, 4596 Tesla Rd., Livermore, California, United States of America