Brand Director, 19 Crimes (Remote or Hybrid)

About the Brand

19 Crimes is a brand born from rebellion.

It tells the story of real people – past and contemporary – who forged their own path, broke the rules, and created culture along the way. At the heart of this brand is unexpected and relentless innovation. 19 Crimes was the first major wine brand to use matte black bottles, the first to put historical convicts and their stories on a wine label, the first to introduce collectable corks for our fans, and the first to bring Augmented Reality to the wine aisle with ‘Living Wine Labels’. This proud history of innovation has continued through our recent partnerships with Snoop Dogg and Martha Stewart. These best-in-class collaborations have resulted in 19 Crimes winning Wine Innovation of the Year in 2020 and 2021, and a three peat is looking likely for 2022!

Recently, IRI announced that 19 Crimes Snoop Cali Red has been the most successful US wine launch in history. All this from an inventive brand that has been in market less than 10 years. The best is truly yet to come.

About the Role

TWE seeks a world class Brand Director for our 19 Crimes Franchise. This exciting role will be responsible for creating and delivering brand strategy for 19 Crimes to drive growth in the Americas region.

Key Responsibilities:

• Lead regional brand planning to develop 5-year brand strategy against the 19 Crimes portfolio
• Manage and nurture the Snoop Dogg and Martha Stewart partnership through creative platform and innovation pipeline development
• Create price change strategies, rationale, and execution plans in line with approved brand plans. Influence Sales, Pricing teams and Customers on brand pricing strategies. Considers impact on overall brand architecture and broader portfolio
• Engage & inspire sales to deliver commercial objectives
• Accountable for leading the delivery of brand activation activities in line with brand plan objectives. Work with customers / trade marketing to ensure activities rolled out are aligned to brand / portfolio.
• Develop and manage global brand innovation strategy and deliver insight driven new product development.
• Own brand creative briefs and agency relationships. Effectively manage agencies to get exceptional results through challenging the agency to deliver outcomes which best deliver brand objectives.
• Budget management & prioritisation - Investment decisions based on sound strategic rationale to deliver short & long-term objectives
• Own all levers of the P&L driving long term portfolio strategy
• Successfully lead and develop the team to drive and deliver results
• Plan and oversees the marketing mix – advertising and consumer promotion activities including ATL media, online, e-commerce and shopper, etc.

About You

• You have a bachelor’s degree in marketing or equivalent years of work experience
• A minimum 10+ years of marketing experience with exposure at the senior level; digital and global experience a plus
• You are bold, you embrace risk and want to solve the tough problems that other competitors might fear
• Creative industry experience / demonstrated ability to successfully collaborate with celebrities is a plus
• Alcohol / Beverage or experience in highly regulated categories also a plus but not a prerequisite
• You are an influencer and can negotiate effectively with internal and experience parties on marketing issues
• You have a creative mindset and are consistently generating new ideas
• You are an excellent executor with attention to detail
• You are a culture builder and strong at people management
• You have strong commercial acumen and understand the commercial and supply chain functions
• You lead with data and turn insights into opportunities

What’s in it for you

• The opportunity to be bold and make an impact in the world of wine
• Access to the world’s most celebrated wines through our employee product allowance
• True flexibility in determining how, when, and where you work to achieve your potential
• Global opportunities across the US, Australia & New Zealand, Asia, UK/Europe
• Opportunity to build a career across multiple functions (we’re really good at doing this!)
• Structured development programs to support your health, wellbeing, and career
• “TWEforME Day” –an additional day of leave each year, for you to do you!
• Competitive benefits package including: Medical, Dental, and Vision, Paid Time Off (vacation, sick time, and holidays), 401K with company match, and much more!

Culture

We bring our whole selves, we’re courageous and we deliver together –that’s our DNA. We’re a passionate bunch who enjoy working together, like to have fun, and keep things down-to-earth. We’re brave enough and care enough to have the right conversations to get the best outcome and are famous for our can-do attitude. We’re definitely “glass half full” people and see challenges as opportunities and move with pace to achieve our goals.

If you’re ready to help us be the world’s most admired premium wine company, please apply now!

Inclusion Equity and Diversity

Just like the wide range and variety of brands in our wine portfolio, TWE embraces diversity and is proud to be an Equal Opportunity Employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, protected veteran status, or on the basis of disability.