Associate Brand Manager - New Product Development

The Wine Group, 4596 Tesla Rd., Livermore, California, United States of America Req #1892
Friday, February 16, 2024

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 Associate Brand Manager, New Product Development (NPD) reports to the Sr. Director, NPD and is based at our Livermore, CA location. An enthusiastic and results-oriented marketer who is responsible for contributing to NPD strategic planning and leading execution. This person will have a foundation in CPG marketing best practices. He/she will be a creative and consumer-led innovator with strong competencies in business analytics, data driven storytelling, and activating brands. This role is eligible for a hybrid work week (minimum 1x/week in Livermore office), and occasional travel as needed.




  • Strategic Business Planning: Understands the construct and business drivers of a brand’s P and L. Executes marketing plans against business priorities to achieve competitiveness and profitability. Readily applies analytical tools and methods to participate in the development of brand strategy.
  • Leverages Insights and Analytics: Leverages appropriate tools and resources to unlock data. An analytics power user who transforms data into actionable insights and can craft a cohesive and compelling business plan. Leverages consumer, category, and brand trends to develop brand plans and effectively gains key stakeholder and leadership alignment. Participates in development of KPIs and reports on performance metrics in clear, concise manner.
  • Building Brands:  Applies knowledge and insights regarding consumer target across all brand activities. Understands and articulates nuances of brand positioning. Drives clarity in defining brand hierarchy and visual identify. Evaluates creative elements and provides constructive feedback to optimize visual identity where needed.
  • Delivering Remarkable Innovation: Understands how to create a strong, cohesive concept via aligning product, packaging, and consumer idea. Has a deep comprehension of consumer insights and competitive landscape to identify and evaluate strategic opportunities for whitespace innovation. Delivers mind-opening marketing ideas and integrated marketing programs which increase consumer engagement, brand affinity and brand growth.
  • Activating Brands: Deeply understands the consumer journey and develops brands and consumer engagement tactics that are tailored to each aspect of the consumer purchase funnel. Understands all key stakeholders (sales, distributors, retailers) and develops plans to engage at each touchpoint, including an overarching selling story that links the consumer and brand strategy.​ 
  • Effective Project Manager: Leads new product process with cross-functional teams to commercialize new products, develop sales tools, and execute marketing tactics. Can juggle multiples projects at varying complexities and strives for flawless execution.
  • Clear Communicator: Has the ability to clearly communicate message verbally and in writing. Can confidently present brand plans and strategy to gain leadership alignment and/or key customer buy in.
  • Culture Ambassador: Embodies a ‘can-do’ attitude and strives for continuous improvement. Excels in a fast-paced environment and embraces change. Assumes positive intent and thrives in a culture of collaboration.




  • Bachelor’s degree required; MBA preferred, but not required.
  • 5+ years marketing experience, or MBA and 2+ years business experience.
  • Innovation experience preferred, but not required.
  • Strong grounding in CPG marketing best practices across the 4 Ps.
  • Prior knowledge and/or experience with wine, spirits, or consumer packaged goods.
  • 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 various industry and/or company events, up to 20% of the time.
  • Ability to perform tasks requiring bending, stooping, standing, and twisting.
  • Must be able to lift up to 40 lbs. (a case of wine).




  • Hiring Salary Range Posted: $98,400 - $147,700
  • 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
  • Min Hiring Rate $98,400.00
  • Max Hiring Rate $147,700.00
  • Required Education Equivalent Experience
Location on Google Maps
  • The Wine Group, 4596 Tesla Rd., Livermore, California, United States of America