POSITION SUMMARY:Bring an iconic American sparkling wine brand to life where it matters most-in market. As Brand Manager, you will translate Korbel's brand strategy into high-impact commercial programs that win at retail and on-premise, driving distribution, visibility, and velocity across channels. This role sits at the intersection of brand and sales, blending strategic thinking, financial discipline, and creative execution to deliver measurable growth.
The Brand Manager is responsible for developing and executing commercially impactful trade and below-the-line (BTL) programs that bring Korbel's strategy to life across retail and on-premise channels. This role partners closely with Sales, COE Trade Marketing, Finance, and Operations to ensure brand initiatives are executed on time, within budget, and with measurable results. The Brand Manager will lead the development of trade programs, partnerships, and activations, while supporting innovation commercialization and maintaining strong budget oversight.
This is a brand-first role with a strong commercial orientation, combining analytical rigor with creative activation thinking.
PRIMARY RESPONSIBILITIESCommercial Activation & Trade Programming- Develop and execute integrated BTL programs that support brand priorities and drive in-market impact.
- Translate brand strategy into scalable trade programs in partnership with COE Trade and Sales.
- Support to build annual marketing calendars aligning brand initiatives, sales priorities, and distributor programming.
- Develop sell-in materials, activation toolkits, and promotional assets to support key initiatives.
- Monitor distribution, display support, and velocity performance to optimize programming.
Partnerships & Experiential Marketing- Identify and develop partnership and sponsorship opportunities aligned with Korbel's brand positioning and commercial objectives.
- Lead planning and execution of select events, sponsorships, and experiential activations.
- Manage vendor relationships, contracts, and execution timelines.
- Ensure all activations align with brand standards, compliance requirements, and budget parameters.
- Deliver post-program recaps including ROI analysis and performance insights.
Innovation Commercialization- Support end-to-end commercialization of new product launches in partnership with Operations and Sales.
- Own innovation timelines, launch workbacks, and cross-functional coordination.
- Develop launch toolkits and sell-in materials to ensure readiness across channels.
- Track launch performance and recommend optimization strategies.
Budget & Performance Management- Manage A&P budgets, tracking spend against forecast.
- Deliver monthly budget summaries and performance reporting.
- Identify opportunities to improve spend efficiency and maximize return.
Cross-Functional Collaboration- Partner closely with COE Trade Marketing to ensure clear role alignment and seamless execution.
- Collaborate with Sales and distributor partners to support market-level activation.
- Work cross-functionally with Creative, Digital, and PR teams to amplify initiatives.
OTHER DUTIES- Please note this job description is not designed to cover or contain a comprehensive listing of activities, duties or responsibilities that are required of the employee for this job. Duties, responsibilities and activities may change at any time with or without notice.
SUCCESS MEASURES- On-time, on-budget execution of trade and BTL initiatives.
- Measurable growth in distribution, display support, and velocity.
- Effective commercialization of innovation launches.
- Strong alignment across Marketing, Sales, and Trade partners.
- Clear, disciplined management of A&P budgets.
QUALIFICATIONS- Bachelor's degree in Marketing, Business, or related field.
- 5-7 years of experience in brand management, CPG marketing, or beverage industry.
- Demonstrated experience developing and executing trade or BTL programs.
- Experience managing marketing budgets and tracking ROI.
- Exposure to innovation launches and cross-functional commercialization.
- Strong analytical, organizational, and project management skills.
- Ability to balance structured execution with creative problem-solving.
- Willingness to travel for market visits and key activations as needed.
WHAT WE'RE LOOKING FOR- Brand-first thinker with strong commercial instincts.
- Highly organized and detail-oriented with disciplined follow-through.
- Comfortable working cross-functionally
- Analytical mindset with ability to translate data into action.
- Creative streak with ability to generate activation ideas grounded in brand strategy.
WORKPLACE DETAILS:- Location: White Plains, NY 10601
- Schedule: Hybrid - three days in the office, two days working from home
- Office hours: 9am to 5:30pm
- Commute: Just a 5-minute walk from the Metro-North Station, making it an easy and convenient ride to and from NYC
COMPENSATION & BENEFITS:- Base salary range: $115,000 - $120,000/yr. exact compensation may vary based on skills and experience.
- Medical, Dental, Vision plans
- Matching 401(k)
- Generous PTO (Paid Time Off)
- Short and long-term disability
- Many more...
