Marketing and DTC Manager – Giant Steps

Jackson Family Wines
7 June 2023
Healesville, Australia
Job Type


Position Summary

This role manages marketing and Direct-to-Consumer (DTC) sales/operations for the Giant Steps winery in Yarra Valley, VIC, Australia.  The role reports directly into the Vice President of International Marketing for Jackson Family Wines (JFW), based in Santa Rosa, USA and it involves working closely with the local winemaking, sales, finance, and customer service teams as well as the JFW International brand team, creative and PR teams based in Santa Rosa, USA.  The role includes management of the DTC manager and Cellar Door associates as well as day-to-day management of Marketing Assistant.  The role is responsible for ensuring brand standards are adhered to across all communications globally and for recommending and executing strategic brand initiatives for the local Australian and international markets.  The ultimate objective of these activities is to support the achievement of sales and revenue goals in all channels; and to build brand equity, with a focus on the DTC channel.

Position Responsibilities

  • Day to day management of brand and trade marketing for Giant Steps in collaboration with the JFW global marketing team, Australian trade sales, international sales, winemaking, and finance.
  • Day to day management of 2 direct reports: DTC Manager and Marketing Assistant (based at Giant Steps winery).
  • Work with and support the JFW Australian trade and international sales team to provide programming ideas to drive sales, brand selling tools, manage events (in the domestic Australian market) and other sales support.
  • Develop, implement, and oversee Giant Steps DTC strategy and the management of all Cellar Door sales activities, including:
    • Establishing DTC sales goals, and prepare reporting to be reviewed with management monthly
    • Developing and managing DTC campaigns (EDMs, Telemarketing, Langton’s Direct, etc) maximizing CRM to execute targeted and timely campaigns
    • Implementing and managing the Wine Clubs
    • Developing strategies to build the Wine Club and mailing list and to minimize Wine Club attrition
    • Develop and implement strategies to increase Cellar Door visitation including events and partnerships with other brands, local businesses, advertising, and local media outreach
    • Develop and execute cellar door experiences/tastings that best represent the wines, meet consumer expectations, over-deliver vs competitive set, and maximize revenue generation.
  • Oversee digital marketing including brand website content, and social media management, proactively looking for opportunities to drive brand awareness, engagement, sales and the DTC business as well as supporting trade sales promotion
  • Oversee creation of new brand assets: photography and video
  • Manage PR activities within Australia in collaboration with winemaking and JFW global PR:
    • Oversee the distribution of media samples, wine show entries, communicate results and reviews, and capitalise on key trophies, awards and reviews in all relevant sales channels.
  • Oversee allocations by market and channel, in collaboration with relevant winery personnel, JFW sales and VP marketing.
  • Responsible for managing inventory and raising any concerns as it relates to slow moving stock, out-of-stocks and markets not shipping their allocations ahead of the new release. Make recommendations to resolve these issues to VP Marketing and relevant sales markets/channels.
  • Create annual marketing plans for the Australian domestic market that represents key brand objectives and support the sales plan for all channels and align with global brand strategies.
  • Stay current on industry news, category trends, and competitive activity and make recommendations for pricing, innovation/NPD or portfolio rationalization in line with trends, winery supply, brand profitability, and brand objectives.
  • Work with the winery, JFW creative and suppliers to implement packaging for new products and new vintage releases.
  • Manage the communication of new products and new vintages to JFW sales
  • Represent the winery in relevant regional, trade and consumer events/meetings
  • Manage all trade and consumer events
  • Other duties as assigned by JFW VP International Marketing

Position Selection Criteria

Technical Competencies

  • Strong understanding of marketing and brand management
  • Good management skills with proven experience managing direct reports
  • Wine industry experience essential
  • Strong inter-personal and communication skills and the ability to solve problems
  • High attention to detail
  • Ability to work effectively as part of a team and individually
  • Ability to work remotely with flexible hours to accommodate time difference with JFW US-based team
  • Ability to travel to Yarra Valley
  • Proven high level of organisational and time management skills
  • Flexible, dynamic approach to business.
  • Charismatic, approachable, resilient, and driven
  • Proficiency in MS Office products and social media marketing platforms


  • Minimum of 5+ years' experience in industry.
  • Marketing, Communications, or similar degree

General Conditions

All JWE Australia staff and contractors are required to:

  • Act at all times in accordance with the Code of Conduct.
  • Comply with the Work Health and Safety management system.

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