Marketing Lead

Vinarchy; New York (NY); On-site; USD 120,000 - 160,000; Full time

Job summary

Vinarchy is seeking a Marketing Lead to develop and execute integrated digital marketing strategies that build brand awareness, support distributor and retailer programs, and drive sales across key on- and off-trade channels in the Americas.

This role blends strategic thinking with hands-on execution, leading the Americas Marketing team and coordinating with internal and external partners to deliver regional priorities and growth opportunities.

Qualifications

• Minimum 8+ years’ experience in marketing, brand management, or related fields in FMCG/beverage/alcohol.
• Proven ability to develop and execute integrated plans across digital, retail, distributor, and trade channels.
• Strong understanding of brand building, consumer engagement, and performance optimisation.

Responsibilities

• Strategic oversight of the Americas brand portfolio, aligning priorities with regional commercial objectives and global brand direction.
• Lead content strategy for web, email, and social channels, ensuring messaging aligns with brand voice and compliance guidelines.

Skills

Marketing leadership

Brand management

Digital marketing

Trade marketing

Cross-functional collaboration

Stakeholder management

Education

Bachelor's degree in Marketing or related

Job description

Established in 2025 following the merger of Accolade Wines and Pernod Ricard Winemakers, Vinarchy brings the best of these historic wine businesses into an exciting future, as one, new, exceptional global wine company.

Managing the entire wine supply chain - from grape to glass - Vinarchy produces wine in Australia, New Zealand, Spain, Italy, South Africa, Chile and the United States, with employees in almost every continent around the world.

Vinarchy’s diversified portfolio includes our global pillars Jacob’s Creek, Hardys, and Campo Viejo, alongside growth drivers - Grant Burge Wines, Stoneleigh, Jam Shed, Brancott Estate, Mud House, St Hugo, St Hallett and Petaluma - that are accelerating the category globally.

Croser, Tatachilla, Greasy Fingers, Cupiolo, Tapabrava, Castillo de Ibiza, J-Harden and Dolly Wines are the future stars driving the industry forward, while Ysios, Church Road and Bay of Fires are fine wine jewels crafted by some of the world’s best winemakers.

Innovative, ambitious and imaginative, Vinarchy challenges the conventions of the industry to lead, shape and grow the future of the wine category.

Job Overview

The Marketing Lead will be responsible for developing and executing integrated digital marketing strategies that drive brand awareness, support distributor and retailer programs, and increase sales across key on- and off-trade channels.

This role blends strategic thinking with hands‑on execution and requires strong collaboration with internal teams and external partners. The role will also provide leadership across the Americas market and Marketing team, setting clear direction, building alignment, and enabling delivery against regional commercial and brand priorities.

Key Accountabilities

Strategic Oversight

• Lead strategic oversight of the Americas brand portfolio, ensuring portfolio priorities are aligned with regional commercial objectives, global brand direction, and market growth opportunities.
• Own and coordinate the annual marketing planning process for the Americas, translating business priorities into clear brand, channel, customer, and activation plans.
• Manage A&P allocation across brands, channels, and markets, ensuring investment is prioritised to support growth, effectiveness, and commercial return.
• Identify innovation and growth opportunities through consumer, category, channel, and customer insights, partnering with global and regional stakeholders to shape locally relevant plans.
• Monitor market, brand, and channel performance, identifying risks and opportunities and adjusting plans as required to improve outcomes.
• Oversee the development and implementation of digital marketing plans, ensuring they are aligned with sales and distribution goals and delivered effectively through the team.
• Manage and guide omni-channel campaign delivery across social media, email, search, and display, ensuring activity increases awareness and supports sell‑through.
• Oversee collaboration between the team, distributors, and retailers to support the co‑creation of localized digital activations.

Content & Brand Development

• Lead content strategy for web, email, and social media channels, ensuring messaging aligns with brand voice and compliance guidelines.
• Work closely with the creative team to produce engaging storytelling assets (videos, graphics, newsletters).
• Manage seasonal and product launch campaigns to drive consumer engagement.
• Support distributor and retail partners with digital toolkits, campaigns, and co‑branded content.
• Coordinate trade marketing programs with on‑premise accounts (restaurants, hotels, bars).
• Ensure campaigns align with compliance regulations and regional marketing guidelines.

Performance & Optimization

• Oversee paid media campaign activity across social, search, and programmatic channels, ensuring the team and agency partners optimise delivery for ROI and lead generation.
• Manage oversight of KPI tracking across traffic, conversions, engagement, and partner performance, ensuring regular performance reporting is prepared and shared by the team.
• Guide the team in identifying trends, insights, and opportunities to improve campaign and market effectiveness, ensuring recommendations inform future planning and activity.

Your Knowledge and Skills

• Minimum 8+ years’ experience in marketing, brand management, digital marketing, trade marketing, ideally within FMCG, beverage alcohol, wine, or consumer goods.
• Proven experience developing and executing integrated marketing plans across digital, retail, distributor, and trade channels.
• Strong understanding of brand building, consumer engagement, campaign planning, content development, and performance optimisation.
• Experience working with distributors, retailers, agency partners, and cross‑functional commercial teams to deliver successful market activations.
• Ability to translate global brand and commercial strategies into locally relevant Americas market plans.
• Confident people leader with experience coaching, developing, and prioritising work across a marketing team.
• Strong stakeholder management skills, with the ability to influence senior, regional, global, and cross‑functional stakeholders effectively.
• Proven ability to provide strategic oversight across portfolio strategy, annual planning, A&P allocation and innovation opportunities.
• Experience monitoring market, brand, and channel performance and using insight to adjust plans, prioritise investment, and improve commercial outcomes.
• Commercially minded, data‑led, and results‑driven, with the ability to use insight and performance metrics to improve marketing effectiveness.
• Excellent verbal and written communication skills, with strong attention to detail and the ability to deliver clear, compelling messaging.
• Highly organised and proactive, with the ability to manage multiple priorities, campaigns, and deadlines in a fast‑paced environment.
• Degree or qualification in Marketing, Business, Communications, or a related discipline desirable but not required.

Physical And Other Requirements

• Regular business travel will be required.
• Occasional after‑hours work may be required to engage with global stakeholders