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About the Role
Lead the commercial strategy, market development, and execution for the company’s luxury wine portfolio, which includes ultra-premium and luxury brands from California, Chile, and Argentina. This role focuses on converting portfolio and brand strategy into actionable plans to build reputation, expand distribution, protect premium positioning, and drive sustainable sales and profitability growth.
Responsibilities
- Serve as commercial owner for the luxury portfolio, translating brand intent into market choices, selling priorities, and measurable execution.
- Lead market plans, distributor alignment, business reviews, execution standards, and resource deployment in priority markets.
- Develop strategic on-premise, off-premise, and selective alternative-channel relationships.
- Serve as a senior portfolio ambassador.
- Define ways of working, goals, cadence, and accountability across field sales and internal partners.
- Develop and own the commercial plan for the luxury portfolio by origin, brand, channel, and priority market.
- Define growth choices, account segments, distribution standards, pricing and promotion guardrails, activation priorities, KPIs, forecasts, and resource allocation.
- Ensure proper reporting systems are in place.
- Review and refine go-to-market models across wholesale and direct-to-consumer channels.
- Segment markets based on opportunity and readiness.
- Establish clear roles for company teams and distributor partners.
- Recommend changes when the current route to market cannot support the strategy.
- Be present and active in market 50%-60%.
- Set annual objectives and execution standards with distributor leadership and field teams.
- Establish a regular cadence for business reviews, opportunity tracking, and corrective action.
- Ensure sales teams have clear priorities, effective tools, brand education, and timely follow-up.
- Build account strategies for priority on-premise, off-premise, and multi-unit customers.
- Personally develop senior relationships, lead high-value presentations and tastings, and secure placements and programs that strengthen brand reputation, distribution, and rate of sale.
- Establish accountable market leadership in priority geographies.
- Clarify ownership for focus accounts, distributor opportunities, market visits, blitz activity, and local follow-through.
- Share effective practices across markets and winery teams.
- Manage pricing integrity, allocations, limited releases, product launches, inventory exposure, and order-to-depletion performance in partnership with Finance, Supply Chain, wineries, and Sales.
- Match supply and investment to the highest-value opportunities while protecting long-term positioning.
- Develop a scalable education strategy for company and distributor sales teams, key customers, and influential trade professionals.
- Lead expert-level tastings and storytelling.
- Create winery immersion, seminar, and market programs that build knowledge, advocacy, and confidence.
- Partner with Marketing to develop brand-right activations with priority retail and wholesale customers.
- Ensure activation is distinctive, compliant, appropriately selective, and measured against clear commercial and brand objectives.
- Collaborate with enterprise partners to accelerate priority luxury brands through winery, club, private-client, event, and other selective channels.
- Evaluate opportunities based on brand fit, margin, customer quality, and operational feasibility.
- Monitor shipments, depletions, points of distribution, volume per point of distribution, account productivity, pricing, mix, inventory, pipeline, program results, and profitability.
- Translate performance and market intelligence into decisions, forecasts, and concise recommendations.
- Build sales projections and spending plans.
- Manage approved budgets.
- Evaluate program returns.
- Partner with Finance on net sales, gross margin, trade investment, forecasting, and risk.
- Recommend reallocations based on performance and opportunity.
- Working closely with U.S. based sales team leadership, lead, coach, and align assigned sales resources and cross-functional partners.
- Set expectations, strengthen luxury selling capability, reinforce accountability, and create an operating environment characterized by integrity, urgency, collaboration, and excellence.
- Identify commercial gaps and opportunities that can make the company a more relevant luxury wine supplier.
- Provide market insight to brand owners and leadership.
- Contribute to innovation or agency-brand evaluation.
- Support disciplined commercialization decisions.
Requirements
- Bachelor’s degree in business, marketing, or a related field.
- Minimum of ten plus years of progressive sales, marketing, or distributor management experience in wine or beverage alcohol, including meaningful work with luxury or fine wine, or equivalent combination of education and experience.
- Demonstrated success building brands and delivering sustainable revenue and profit growth through the U.S. three-tier system.
- Strong knowledge of distributor economics, market planning, key-account development, pricing, allocations, forecasting, and inventory management.
- Established ability to develop senior relationships with distributors, customers, and influential members of the wine trade.
- Expert-level ability to present, taste, and communicate wine with credibility to sales teams, customers, and trade audiences.
- Strong analytical and financial acumen, including experience interpreting sales and depletion data, account performance, budgets, and profitability.
- Ability to translate strategy into clear priorities, operating rhythms, measurable standards, and timely corrective action.
- Excellent written, verbal, and presentation skills, including the ability to influence senior internal and external stakeholders.
- High integrity, sound judgment, and entrepreneurial drive.
- Proficiency in Microsoft 365 office applications including Word, PowerPoint, and Excel.
- Valid Driver’s license and the ability to be insured.
- Ability to travel frequently, including occasional evenings and weekends for market work, tastings, and events.
- MBA or advanced business education is preferred.
- Advanced wine education such as WSET, CMS, CSW or comparable professional credentials is preferred.
- Experience managing a multi-origin or multi-winery luxury portfolio is preferred.
- Experience leading field sales resources or cross-functional commercial teams is preferred.
- Working knowledge of international winery relationships and import-market dynamics is preferred.
- Familiarity with KARMA/iDig or similar CRM/sales execution platforms is advantageous.
- Ability to lift and carry up to 50 lbs. and push/pull up to 50 lbs. on an occasional basis.
- Ability to frequently sit and work at a desk for long periods of time.
- Ability to frequently walk and occasionally stand, reach outward and upward, climb, crawl, squat, kneel, and bend.
- Hand and finger dexterity for keyboarding and frequently working at computer for extended periods of time.
- Additional physical requirements required as related to domestic/international travel via air and ground transportation.
- Requires successful completion of criminal background, DMV check and drug screen.
- Must submit verification of citizenship or legal right to work in the United States at the time of an offer of employment.
Skills
- Commercial strategy
- Market development
- Sales execution
- Brand building
- Financial acumen
- Analytical skills
- Presentation skills
- Communication skills
- Relationship building
- Negotiation
- Strategic planning
- Forecasting
- Budget management
- Microsoft 365
- Word
- PowerPoint
- Excel
- CRM/Sales execution platforms
Location
- Continental United States (near major airport)
- New York (preferred)
- Miami (preferred)
- Texas (preferred)
- Chicago (preferred)
- California (preferred)
Work Type
- Full-time
- Hybrid (travel required)
Experience Level
- 10+ years progressive sales, marketing or distributor management experience
- Experience with luxury or fine wine
- Experience leading field sales resources or cross-functional commercial teams (preferred)
Education Level
- Bachelor's degree in business, marketing, or a related field
- MBA or advanced business education (preferred)
- Advanced wine education (WSET, CMS, CSW or comparable) (preferred)
Salary/Compensations
- Base salary target of $180,000
- Annual incentive target based on performance
- Transportation-related benefits
Benefits
- Medical
- Dental
- Vision
- Life & Disability
- Tax Savings (401k with company match)
- Short and Long-Term Disability
- Paid vacation
- Sick leave
- Company holidays
- Health Care and Dependent Care Flexible Spending Account
- Volunteer Time Off (VTO)
- Employee-focused health, wellness, training and safety programs
- Scholarship opportunities for dependents
About the Company
- Part of Chile-based Viña Concha y Toro, the leading wine producer in Latin America and one of the world's largest wine companies.
- Viña Concha y Toro USA (VCT-USA) is a premier U.S. wine marketer and the nation's leading importer of South American wines.
- Portfolio features acclaimed brands from California, Chile, and Argentina, including Bonterra, Casillero del Diablo, Don Melchor, Fetzer, Frontera, Ranch Wine, Trivento, and 1000 Stories.
- Bonterra Organic Estates is a Certified B Corporation, striving to lead the industry in sustainability through commitments to regenerative farming, renewable energy, and circular packaging.
- California operations include winemaking, production, and approximately 830 acres of estate vineyards dedicated to crafting exceptional wines while advancing environmental stewardship and social responsibility.
Equal Opportunity
- AA/EOE/M/F/D/V