Director of Marketing, Spirits

About the role

The Director of Spirits Marketing is a senior marketing leader responsible for developing and executing brand and portfolio strategies that build long-term brand equity while delivering sustainable, profitable growth. This role leads annual planning, innovation, consumer marketing and commercial activation for a portfolio of spirits and mixer brands, including Tres Agaves, the #1 selling organic tequila and #1 selling organic mixer in the U.S. This role has accountability for both short-term business performance and long-term brand health. The Director translates Marketing Department strategy into action by strengthening cultural and occasion relevance, driving effective omnichannel activation and accelerating brand velocity. The role requires a strong understanding of the spirits category, including consumer and cocktail culture, competitive dynamics, routes to market and the unique commercial opportunities across on- and off-premise channels. This role is a key cross-functional and people leader, building strong partnerships across the organization while developing a high-performing team with clear priorities, measurable goals and accountability for results.

Responsibilities

• Own the strategic direction and business performance of assigned brands, balancing long-term brand building with volume, revenue, velocity and profit objectives.
• Develop insights-driven brand strategies and positioning that strengthen relevance with today's diverse, multicultural and multigenerational consumers.
• Lead annual brand planning, establishing clear objectives, strategies, investment priorities, KPIs and measures of success.
• Maintain a strong understanding of spirits category dynamics, competitive activity and emerging consumer trends to identify opportunities and drive results.
• Champion a consumer-first approach grounded in a deep understanding of consumers, culture, occasions and evolving category dynamics.
• Build cultural and occasion relevance through distinctive brand positioning, messaging, partnerships and consumer experiences.
• Partner with Digital, Creative, PR, Shopper Marketing and agency partners to translate brand strategy into cohesive consumer experiences.
• Build strong partnerships with Sales to translate brand strategies into compelling customer and marketplace plans.
• Strengthen brand effectiveness across priority channels, including grocery, liquor, convenience, mass, eCommerce and on-premise.
• Develop clear brand stories, selling strategies and commercial priorities that enable the Sales organization to effectively represent assigned brands.
• Maintain strong connectivity to customers and marketplace performance through ongoing Sales partnership and market engagement.
• Identify and evaluate opportunities for innovation, renovation, line extensions, partnerships and new consumer occasions that advance portfolio strategy.
• Lead cross-functional innovation from opportunity identification and concept development through commercialization, launch and post-launch evaluation.
• Manage marketing budgets and investment decisions with a high standard of fiscal responsibility, prioritizing resources toward the highest-impact opportunities.
• Partner with Finance to incorporate revenue, margin, volume and profitability