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Director of Marketing & Public Relations - Sonoma Cty Winegrape Commission

Company: Leap Solutions Group, Inc.
Location: Santa Rosa
Posted on: January 12, 2022

Job Description:

Join a fast-paced trade association that feels like a family business. No job is too big or too small for our dynamic team that passionately educates, communicates, and markets on behalf of the 1,800 grape growers and vineyard owners in Sonoma and Marin Counties.

In September of 2019, Sonoma County Winegrowers announced that they were the most sustainable winegrowing region in the world, fulfilling a 5-year commitment and goal. In addition, they launched the first Climate Adaptation Certification for vineyards in partnership with the California Land Stewardship Institute. This sustainability leadership coupled with multi-generational family farmers and a diversity of winegrapes around the county are the key marketing drivers for promoting Sonoma County on behalf of its 1,800 grape growers.

In addition to the work of the Sonoma County Winegrowers (SCW), there is a management services agreement with the Sonoma County Grape Growers Foundation (SCGGF). SCGGF is the non-profit arm of the Sonoma County Winegrowers and a 501 (c) 3 organization. It has a mission to support local vineyard workers and their families in the areas of affordable housing, childcare, education, healthcare, resiliency and recovery and workforce development.

Sonoma County Winegrowers is seeking an innovative and energetic brand expert to guide and shape the next generation of our marketing and public relations efforts. This person must love agriculture, family business and wine and believe in the long-term value of preserving our local farms in the community.

Essential Duties and Responsibilities include but are not limited to the following:

Marketing Strategy

  • Develop, implement, and evaluate the marketing strategy with input from the President and Marketing Committee
  • Differentiate Sonoma County from other grape and wine producing regions
  • Develop advertising and promotional campaigns that elevate the SCW brand and Sonoma County wine region
  • Develop and manage the marketing budget
  • Develop and negotiate a strong media plan
  • Develop and manage relationships with third-party marketing, public relations, advertising, social media, graphic design, and market research agencies and consultants, insuring accountability for results and budgets
  • Develop and implement dynamic programs that reflect SCW strategic platform
  • Manage Social Media Program strategy and its implementation for SCW
  • Obtain insights from grape growers, wineries, suppliers, influencers, wine buyers and consumers that will drive branding efforts for Sonoma County grapes and wines
  • Present marketing strategies, programs, budgets, and results to the SCW Board of Directors
  • Lead market research studies, specifically focused on the SCW brand and sustainability, to measure the effectiveness of SCW marketing programs and branding efforts.
  • Manage specialty crop block marketing grants (if awarded)
  • Manage key SCW partnerships with the Sonoma County Vintners, Sonoma County Tourism Bureau, AVA groups, and other Sonoma County Groups
  • Oversee marketing events, media dinners, Wine/Harvest Camps, Somm education and outreach that supports Sonoma County brand and region in Sonoma County and around the US
  • Create video content for website, YouTube, eblast and other outlets

    Public Relations and Community Outreach
    • Manage media relations, including story development, press tours, and events
    • Establish relationships with key media, both trade and consumer, in order to ensure regular coverage of Sonoma County and its grapes and wines
    • Monitor community issues that affect growers and respond when appropriate
    • Develop and implement community relations programs
    • Develop press releases for harvest and other key events and activities in partnership with our PR agency
    • Participate with Sonoma County Vintners, to oversee public relations program with our outside agency

      Educational Materials
      • Develop materials that reinforce the brand image for Sonoma County grapes, wines, and destinations
      • Manage website content to assure information is current and provides content
      • Other duties as assigned

        Sonoma County Grape Growers Foundation (SCGGF)
        • Support President in the communications effort of SCGGF
        • Support creation of collateral and website updates
        • Support ad campaigns and video content for SCGGF
        • Other support as assigned

          To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. The requirements listed below are representative of the knowledge, skill, and/or ability required. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

          Bachelor's degree (B. A.) from four-year college or university with academic course work in a relevant discipline (i.e., marketing, communications, journalism, public information, business administration or other closely related fields of study); MBA preferred, and ten plus years of related experience in marketing, preferable experience as a senior marketing manager/director and preferably in the grape and wine industry.

          Excellent English language communication skills including the ability to read and summarize material in a broad range of professional publications and the ability to write clear, concise and compelling reports. Ability to effectively present information and respond to questions from groups of managers, clients, customers, and the public. Fluency in languages other than English will be considered a plus, especially Spanish.

          Have knowledge, existing or learned on the job, needed to write content to promote Sonoma County as a wine region and to address local issues impacting grape grower and winery business. Prepare Fact sheets or white papers to share with growers, vintners, elected officials or local media.

          Knowledge and personal proficiency to use word processing and spreadsheet software as well as the Internet.

          Possession of a valid driver's license at the appropriate level including necessary endorsements, as required by the State of California to perform essential job functions of the position.

          Must be able to travel to support the promotion of the region.

          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 required to do everything a typical office worker does which includes use of hands, walking, talking, phone use, etc. The employee must occasionally lift and/or move up to 50 pounds and be to be able to walk in uneven or steep terrain.

          Contact Information:

          Sonoma County Winegrape Commission:

          • Competitive Compensation
          • Competitive Benefits

Keywords: Leap Solutions Group, Inc., Santa Rosa , Director of Marketing & Public Relations - Sonoma Cty Winegrape Commission, Advertising , Santa Rosa, California

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