Marketing Manager

Black Star Farms; Michigan; On-site; USD 55,000 - 65,000; Full time

Job summary

Black Star Farms in Suttons Bay, MI seeks a strategic, hands-on Marketing Manager to grow a mature brand across winery, Inn and events. You will lead brand storytelling, digital campaigns, e-commerce data insights, and revenue-driving initiatives.

The role requires collaboration across hospitality and sales teams, with a focus on measured growth and guest experience.

Qualifications

• Experience in marketing and brand management; hospitality, winery, lodging, tourism, or events experience is a plus.
• Demonstrated experience building and maintaining a distinctive brand.
• Strong understanding of digital marketing and the ability to adapt to evolving channels and consumer behavior.
• Experience with website development
• Experience using e-commerce and customer data to segment audiences and create targeted marketing.
• Understanding of how to interpret marketing performance data and translate insights into practical decisions and actions.
• Strong writing, communication, organization, and project-management skills.
• A collaborative, team-oriented approach and the ability to work effectively across departments and different personalities.
• Creativity, initiative, passion and a balance of strategic thinking and hands-on execution.

Responsibilities

• Develop and guide a cohesive brand strategy across the winery, Inn, and events, ensuring a consistent and distinctive guest experience.
• Create and own a long-term brand marketing plan that supports business goals, seasonal priorities, and sustainable growth.
• Plan and execute integrated marketing campaigns across digital, email, social media, website, paid media, and relevant traditional channels.
• Keep pace with the changing digital landscape and recommend new platforms, tools, and approaches that help the brand reach and engage its audiences.
• Use e-commerce, customer, and campaign data to understand audience behavior, measure performance, and inform marketing decisions.
• Build targeted marketing campaigns and customer segments using e-commerce and related customer data, while following applicable privacy and consent requirements.
• Partner with sales, hospitality, lodging, winery, and events teams to promote offerings and support bookings, visits, purchases, and event inquiries.
• Develop compelling content and brand storytelling that reflect the character of the winery, Inn, and event experiences.
• Manage marketing projects, timelines, budgets, and external partners as needed.
• May be asked to assist with events during busy season
• Photograph/video events as part of building a promotional library

Skills

Brand management

Digital marketing

E-commerce data segmentation

Data-driven decisions

Content creation

Project management

Cross-department collaboration

Tools

Website development

Job description

Marketing Manager# Marketing ManagerSuttons Bay, MI 49682; Traverse City, MI 49686-9247## OverviewSalary Range$55,000.00 - $65,000.00 Salary/yearPosition TypeFull Time## Description**Marketing Manager —Black Star Farms. Winery, Inn & Events****About the role**Seeking a strategic, hands-on Marketing Manager to grow a develop out mature brand while driving revenue and visitation across winery, Inn, and public and private events. This role will shape how guests discover, experience, and remember our hospitality brand—bringing together thoughtful brand storytelling, digital marketing, data-informed decision-making and continuously differentiating the company in a crowded landscape.The ideal candidate is a collaborative team player with strong branding experience, a solid understanding of how to utilize e-commerce and customer data, a curiosity to follow changes AI is bringing and the ability to build both near-term campaigns and a long-term marketing plan across all business units.**Key responsibilities*** Develop and guide a cohesive brand strategy across the winery, Inn, and events, ensuring a consistent and distinctive guest experience.* Create and own a long-term brand marketing plan that supports business goals, seasonal priorities, and sustainable growth.* Plan and execute integrated marketing campaigns across digital, email, social media, website, paid media, and relevant traditional channels.* Keep pace with the changing digital landscape and recommend new platforms, tools, and approaches that help the brand reach and engage its audiences.* Use e-commerce, customer, and campaign data to understand audience behavior, measure performance, and inform marketing decisions.* Build targeted marketing campaigns and customer segments using e-commerce and related customer data, while following applicable privacy and consent requirements.* Partner with sales, hospitality, lodging, winery, and events teams to promote offerings and support bookings, visits, purchases, and event inquiries.* Develop compelling content and brand storytelling that reflect the character of the winery, Inn, and event experiences.* Manage marketing projects, timelines, budgets, and external partners as needed.* May be asked to assist with events during busy season* Photograph/video events as part of building a promotional library* Photograph/video events as part of building a promotional library## Qualifications**Qualifications and experience*** Experience in marketing and brand management; hospitality, winery, lodging, tourism, or events experience is a plus.* Demonstrated experience building and maintaining a distinctive brand.* Strong understanding of digital marketing and the ability to adapt to evolving channels and consumer behavior.* Experience with website development* Experience using e-commerce and customer data to segment audiences and create targeted marketing.* Understanding of how to interpret marketing performance data and translate insights into practical decisions and actions.* Strong writing, communication, organization, and project-management skills.* A collaborative, team-oriented approach and the ability to work effectively across departments and different personalities.* Creativity, initiative, passion and a balance of strategic thinking and hands-on execution.**Goals**Success means strengthening a brand’s consistency across a winery, Inn, and events; reaching the right audiences with relevant marketing; and using measurable insights to improve awareness, visitors, engagement, bookings and purchases which ultimately result in revenue growth.