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Posted January 31st

Brand Manager, Redemption Higher Marques

Stamford, Connecticut

Deutsch Family Wine & Spirits logo


Deutsch Family Wine & Spirits


Importer and Supplier

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Posted January 31st

Brand Manager, Redemption Higher Marques

Stamford, Connecticut







Job Details


Education Level: 4 Year Degree

Salary Range: Undisclosed

Job Category: Brand Marketing

Deutsch Family Wine & Spirits has been named a 2021 & 2022 Top Workplace - CHEERS!

Founded in 1981, Deutsch Family Wine and Spirits markets quality wines produced by prestigious families from major wine regions of the world. With our headquarters in Stamford, CT, DFWS has grown to become the fourth largest Wine and Spirits Company, by far the fastest growing in our industry.

Deutsch Family Wine & Spirits currently seeks a Brand Manager, Redemption Whiskey Higher Marques. This position offers a high degree of flexibility for those living/commuting within the NYC area. The position will require, on average, a minimum of 2 days per week in the Stamford HQ office.

Brand Summary

Before Prohibition, rye whiskey was America's #1 spirit. Nearly lost for 100 years, Redemption is bringing back bold, spicy, 'rye-forward' whiskey allowing today's whiskey lovers to rediscover America's original favorite. Our rye-forward offerings are inspired by pre-Prohibition recipes, paying homage to a lost era and bringing it back to the forefront of American whiskey culture. Rye whiskey gave us the classics - The Manhattan, Old Fashioned, and Waldorf, to name a few. Today's bartenders are on the leading edge of using 'rye-forward' whiskey in cocktails because of their love for bold, spicy, and smooth flavors.

Redemption's growing franchise resides in two distinct segments - Premium ($20-30) and Luxury ($45+). Redemption has 3 core variants in the Premium segment referred to as "the Classics" -- Rye, Bourbon, and High Rye Bourbon. The Brand Manager, Redemption Whiskey Higher Marques will primarily manage the variants in the Luxury segment including Wheated Bourbon, Rum Cask Finish Rye, High Rye Bourbon Single Barrel Select, Sur Lee Rye, Cognac Cask Finish Bourbon, three Barrel Proof variants and the Ancients series.

The Brand Manager will report directly to the Senior Brand Manager, Redemption Whiskey and be responsible for developing consumer and commercial strategies, developing creative platforms and programming, executing plans, managing the P&L and evaluating performance in line with Deutsch's long-term performance goals. Redemption's 'Higher Marques' are core to the brand's long-term growth plans and these variants require a strong strategic and creative brand manager and marketer to accelerate their growth.

  • Manage Redemption's higher marques annual brand planning cycle. Plan and implement highly focused brand plans that concentrate on fewer, bigger growth drivers / ideas.
  • Responsible for the delivery of volume, share and profit objectives consistent with overall brand strategy.
  • Develop long-term innovation pipeline and launch strategies for higher marques portfolio that expands Redemption's relevance and appeal to luxury whiskey consumers.
  • Create new breakthrough messaging and specific brand strategies for the different price tiers within the Redemption higher marques portfolio.
  • Develop and implement digital advertising and marketing programs that are on-brand with the Redemption core line yet highlight and elevate the distinctive identity of the higher marques to win the hearts and minds of our luxury whiskey consumer. Creativity and cut through versus competitors are essential.
  • Work with PR team to create a execute a paid influencer strategy and executional plan that reaches our luxury consumer with relevant and distinctive content.
  • Work with PR team (internal and agency) to ensure an effective communication strategy and robust quality impressions highlighting Redemption's brand purpose and ensure our higher marques are brought to life through compelling storytelling across optimal channels.
  • Work with future Master Blender (yet to be hired) to promote the Redemption brand and higher marques offerings, and elevate his or her impact with media, trade and consumers.
  • Ensure the Specialty Series is understood across consumer touchpoints for its limited availability and exclusiveness. Establish the Specialty Series Variants as a "must have" among luxury whiskey lovers.
  • Manage marketing agencies and internal creative resources and inspire them to deliver their most creative, efficient, and on-strategy work.
  • Ensure maximum collaboration between agencies to deliver robust 360 marketing plans, fully integrated consumer campaigns, advertising development, PR, in-store POS, social media, influencer strategies, video, experiential, etc.
  • Work closely with the commercial team to identify opportunities and expand the business in existing channels of trade.
  • Collaborate with commercial team on allocations and with the Sales Education team to train our sales force in the art of selling limited edition items.
  • Develop marketing tools for the National Sales team. Essential to build and maintain strong relationships with this group. Must understand sales issues, and work with the team so our distributor network gives our brands the most possible attention.
  • Track and manage brand performance across the marketing mix, assist with KPI development as well as traditional sales metrics (IRI, NABCA, SipSource, Cognos, etc.).
  • Manage Higher Marques A&P budget and maximize the impact of spend.

  • BS/BA in Marketing or a related degree
  • Minimum 5 years of Brand Management experience, preferably related to the spirits industry or FMCG (related agency experience will be considered)
  • Luxury spirits experience preferred
  • Excellent written and verbal communication skills, including strong presentation skills
  • Up to date on marketing trends, new media platforms and benchmarking with other industries
  • Ability to identify and action compelling consumer insights to deliver break-thru brand strategies and tactics
  • Have a thorough understanding of insight generations and brand positioning as the foundation to brand building and communication initiatives
  • Strong analytical skills. Ability to identify the full story and define implications from data analysis (can readily identify insights in shipments/depletions/consumption data and translate to action)
  • Forward thinker, who proactively seeks opportunities and proposes solutions
  • Operates with a positive, can-do attitude
  • Ability to influence at all levels of the organization
  • Excellent relationship skills required to manage a range of stakeholders including marketing agencies, cross-functional peers, distributor network, etc.
  • Ability to lead and manage projects with cross-functional teams as well as throughout the company and our distributor network
  • Team-oriented player that thrives in a collaborative environment
  • Proficient in Excel, PowerPoint, and Word
  • Ability to function effectively in fast-paced, multi-faceted business environment
  • Deadline-oriented self-starter who is proactive and holds themselves to high standard quality of work
  • Excellent project management skills
  • Ability to interface efficiently at all levels of the organization and distributor network

Diversity Commitment

DFWS is committed to inclusion and diversity of all kinds. We cultivate a work environment that celebrates diversity because differences continue to make the company culture stronger, enhance our connection with the communities we serve and strengthen our competitive advantage. Building an inclusive and diverse culture continues to be a never-ending pursuit that is at the core of all we do.

About Deutsch Family Wine & Spirits

Initially called W.J. Deutsch & Sons Ltd., the company was founded in 1981 by Chairman Bill Deutsch to market quality wines produced by prestigious families from major wine regions of the world. In 2009, it announced the expansion of the award-winning company to include a Spirits Portfolio. Today the company is renowned for its brand-building prowess and its ability to meet the needs of the modern consumer. Bill's son Peter Deutsch is CEO; thus, two generations of the Deutsch family work side by side in their continuous quest to build strong brands and relationships throughout the wine and spirits industry.

The portfolio includes award-winning wines from Australia: [ yellow tail ], [ yellow tail ] Pure Bright; California: Bellacosa, Girard Winery, Joseph Carr, Josh Cellars, Josh Cellars Reserve, Layer Cake, The Calling; France: Andre Lurton, Beau Joie, Cave de Lugny, Fleurs de Prairie, Hob Nob Vineyards, Sauvion et Fils; Italy: Barone Fini, Villa Pozzi; New Zealand: The Crossings; Portugal: Quinta Do Vale Meao; Argentina: Clos de los Siete; and award-winning spirits: Redemption Whiskey, Bib & Tucker Bourbon, Masterson's Rye, Gray Whale Gin, Luksusowa Vodka and Cantera Negra.
Stamford, Connecticut