Marketing Director, Wine Country (Wine Jobs: Sales & Marketing)

  Visit Temecula Valley (http://www.visittemeculavalley.com)

  Temecula Valley Southern California Wine Country, California

MARKETING DIRECTOR

TEMECULA VALLEY SOUTHERN CALIFORNIA WINE COUNTRY

                          Position Overview

The Wine Country Marketing Director will be responsible for developing, creating, budgeting and executing strategic marketing, advertising, brand awareness and promotional campaigns for the Wine Tourism/Leisure Travel markets for the Temecula Valley Southern California Wine Country.   

The Wine Country Marketing Director will be fully dedicated to influencing travel and visitation, with particular focus on mid-week visitation to Temecula Valley Southern California Wine Country through creative marketing activities. The position reports to the President and CEO of Temecula Valley Convention and Visitors Bureau. (dba Visit Temecula Valley “VTV”)

The Wine Country Marketing Director will serve as an advisor and informational conduit to the Temecula Valley Winegrowers Association (TVWA) Board of Directors and will meet regularly with the TVWA’s Board to advise and inform the organization, as well as to receive input to the TVWA’s goals and plans, but will not serve in a capacity of an individual marketing consultant to TVWA members.

Position Key Responsibilities

• Elevate the reputation and awareness of the “Temecula Valley Southern California Wine Country” brand and destination.

• Create marketing collateral to influence major wine publications.

• Focus on promotion in channels that will drive “wine tourism” as the primary goal of the marketing efforts is to increase winery visitation levels.

• Promote recognition in major leisure lifestyle publications such as Wine Spectator, Wine Enthusiast, Robb Report, and other luxury publications, as well as in lifestyle sections of major regional and national newspapers and websites.

• Attend Regional and National Wine Trade events selected as suitable vehicles to promote the region.

• Create and promote Temecula-specific events to be held in feeder markets, promoting Temecula as a wine destination.

• Manage “e-commerce” initiatives that will drive additional winery visitation.

• Create, initiate, and manage “trade influencer” contacts using industry relationships to drive recognition of Temecula Wineries.

• Source and create Co-op marketing opportunities that allow either a) local cooperation amongst industry partners to maximize the impact of marketing expenditures, or b) VTV participation with other wine regions or statewide organizations that maximize the awareness and impact of our marketing expenditures.

• Establish “Branding Assets” to include graphics, logos, images, video and other media that can be used by VTV and TVWA to mutual advantage in promoting “Temecula Valley Southern California Wine Country”.

• Create defined metrics for monthly/yearly reporting, benchmarking its success to include specific, measurable, achievable, relevant, time-based destination goals.

• Develop in cooperation and coordination of supplier, an advanced (minimum one year) marketing collateral plan.

• Analyze current market trends to capitalize on new activities and/or opportunities.

• Work with marketing partners to facilitate communications to internal and external markets.

•  Manage and review internal and external Social Media content for region. Develop and execute marketing strategies in a multi-media environment (e-mail, print, broadcast, web, social media and events).

•  Accountable for managing, maintaining and executing the Wine Country Marketing budget to ensure fiscal responsibility. 

Required Skills, Expertise and Education

• 4 year college degree from academic institution in Marketing, Sales, Tourism, Destination Management, or Business with an emphasis/course of study in Viticulture or Enology desired.  Strong knowledge of wine regions within California.

• 10+ years of managerial level experience in marketing wine, travel, tourism, destination management or hospitality industry with marketing and/or account management experience. Comprehensive wine knowledge required.

•  Prior success in establishing and leading a marketing team of a Visitors Bureau or Wine region and/or large scale resort/hotel, or major repositioning of an established wine region on a comparable scale and profile to Temecula Valley Wine Country; including establishing market positioning (brand development).

•  Proven ability to establish dominant brand positioning within defined competitive sets and establish a sustained pattern of market share advantage.

•  Experience with direct response marketing.  

• Advanced user knowledge CRM System (Customer Relationship Management) and Web-based database programs. 

NOTE:  This job description is not intended to be all-inclusive. Employee may perform other related duties as negotiated to meet the ongoing needs of the organization.

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