Marketing Brand Manager - Healdsburg - Golden State Cider

Description

Marketing Brand Manager
Location: Healdsburg, CA
Department: Marketing
Reports to: CEO
Join Our Small but Mighty Team
At Golden State Cider (Sonoma Craft), we're a passionate, tight-knit crew dedicated to crafting exceptional beverages and building brands that people truly connect with. Our team is collaborative, creative, and driven by the work we do - and we're looking for someone who can help elevate our story even further.
We're searching for a Marketing Brand Manager with extensive DTC experience and a strong background in the alcohol/beverage industry to help shape how our brands connect directly with consumers. This role plays a critical part in driving brand awareness, engagement, and revenue through digital channels, product launches, events, and retail programs.
In this role, you'll lead the development and execution of brand strategies that bring our story to life across all channels while partnering closely with Sales, Compliance, and Production to ensure marketing initiatives are aligned, compliant, and impactful. This position is ideal for someone who understands the unique dynamics of DTC marketing within the alcohol space, thrives in a collaborative and fast-paced environment, and is equally comfortable setting strategy and rolling up their sleeves to build authentic brand experiences that contribute meaningfully to a growing beverage company.
Job Summary
The Brand Manager reports to the CEO and is a key member of the leadership team. The Brand Manager owns all aspects of brand planning, marketing communications, developing and utilizing customer insights, designing and executing marketing campaigns, executing sales enablement programs to increase revenue, strategizing with leadership to maximize sales growth, and product development and product lifecycle activities. This position requires a hybrid of leadership ability and "hands on'' development and execution of the marketing function for all Sonoma Craft products.
Job Responsibilities
Leadership & Oversight

• Manages the Marketing Department Staff, Marketing - Project Manager & Brand Creative Content Associate
• Manages the department budget and incorporates cost-saving ideas.
• Collaborate with leadership to uncover insights and strategies to develop and implement marketing and branding strategies for new and existing products.
• Understand key marketing performance metrics and tracking tools to provide market research, forecasts, competitive analyses, campaign results, and consumer trends to translate results into actionable insights for the organization
• Lead marketing communications through digital marketing, social media, mobile marketing, and CRM to build brand awareness, reach new consumers, and increase order frequency.
• Leverage customer insights, competitive analysis, and market trend data to meet changing market and competitive conditions.
• Work with the Sales team in designing strategies for supporting sales efforts via traditional and digital marketing programs.
• Keep the brand's product offerings relevant by continuously reviewing ingredients, product formulations and trends in collaboration with the product development team.
• Identify, develop and implement process improvements within the marketing function and build and grow the marketing team to support business growth.

Direct to Consumer (DTC):

• Manages four (4) Taproom Branding Operations (Locations: Sebastopol, Santa Barbara, Los Olivos, and San Francisco)
• Develop and oversee all direct-to-consumer (DTC) marketing initiatives, including online sales, tasting room promotions & expansions, and Marketing programs.
• Develop and execute strategies to grow brand awareness, drive traffic, and increase sales.
• Develop training that ensures the Marketing & Sales teams deliver consistent brand messaging across email, social media, and e-commerce platforms.
• Develop product launches, seasonal campaigns, and special promotions tailored to consumer segments.
• Effectively communicates and shares department updates and needs in advance with operations and fulfillment teams to ensure smooth order processing and exceptional customer experience.
• Maintain brand integrity, education, and history across all consumer touchpoints.

Compliance

• Collaborate with the CEO, Accounting, HR, and Sales teams to ensure all marketing, labeling, and promotional materials meet compliance standards. Including ABC, TTB, and all other state and federal alcohol regulations.
• Stay current on changes in alcohol marketing and shipping laws (including DTC regulations across states) and advise internal teams regularly.
• Partner with legal compliance departments and distributors/vendors to maintain proper licensing and documentation for DTC and wholesale activities.
• Serve as a liaison between marketing, operations, and compliance to ensure all campaigns meet legal and brand standards.

Skills & Qualifications

• Bachelor's Degree: MBA preferred
• Experience in Cider, Beer and Spirits preferred
• A minimum of five (5) years related marketing experience
• Outstanding leadership qualities with the ability to motivate others
• A track record of proven and effective marketing strategies developing brands for small businesses with a grass roots mentality
• Public Relations experience with existing relationships
• Capable of understanding and interpreting syndicated market data and internal sales data in ways that turn that data into actionable marketing strategies.
• Highly developed communication skills set including strong analytical skills, a hands-on approach, roll up one's sleeves and be a self-starter.

Work Environment & Physical requirements
Travel Requirements:

• Occasional travel required (up to 25%), with locations throughout California

Office Hours/Location:

• This position is based in Healdsburg, CA. Expected in-offices days are Monday through Friday, 8:00AM - 4:30pm (subject to change).
• Remote candidates will not be considered for this role.

Physical/Mental Requirements

• The physical demands described here are representative of those that must be met by an employee to successfully perform the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.
• While performing the duties of this job, the employee is regularly required to sit and talk or hear. The employee is occasionally required to stand; walk; reach with hands and arms; and stoop, kneel, crouch or crawl. The employee must occasionally lift and/or move up to 10 pounds. Specific vision abilities required by this job include close vision.

Sonoma Craft LLC is a proud equal-opportunity employer. We wholeheartedly embrace authenticity, diversity, and people's differences. We are committed to building an inclusive workplace for all our employees and consumers.
We do not discriminate on the basis of race, color, religion, marital status, age, national origin, ancestry, physical or mental disability, medical condition, pregnancy, genetic information, gender, sexual orientation, gender identity or expression, veteran status, or any other status protected under federal, state, or local law.
Compensation range is $98K Annually - $130K Annually
Compensation is determined based on non-discriminatory, business-related factors, including but not limited to, training, experience, education and/or professional certifications, geographic location, and market data.
Benefits at Sonoma Craft
At Sonoma Craft, we believe in supporting the whole employee - mind, body, and lifestyle. Our comprehensive benefits package includes:
Health Care Coverage

• Medical Insurance: 90% of the employee premium and 50% of dependent premiums covered
• Dental & Vision Insurance: 100% of the employee premium and 50% of dependent premiums covered

Monthly Wellness Allowance

• $100 monthly reimbursement to support physical, emotional, and mental wellbeing, including gym memberships, fitness classes, yoga, strength training, or passes to Regional, State, or National Parks

Paid Time Off

• 18 days of PTO annually, accrued from your start date

Company Holidays

• 11 paid holidays each year

Cider & Beer Allotments

• Monthly product perks to enjoy our craft beverages

401(k) Retirement Plan

• Eligibility begins after 90 days
• 100% match on the first 3%, and 50% match on the next 3% after one year of employment