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Title

Sr. Director PR & Corporate Communications 

Position Sr. Director PR & Corporate Communications  
Location Remote - Bonterra Organic Estates Marketing  
Req Number PUB-22-00001  
About the Organization Great wines. Bigger purpose.

As a Certified B Corporation, Bonterra Organic Estates (formerly Fetzer Vineyards) is grounded in the transformational goals of regenerative business. Since our founding in 1968, we have been driven by excellence, innovation and longstanding commitments to the environment and responsible business practices. We are proud to offer exciting career opportunities within our California-based winery, Bonterra Organic Estates, and our distribution and commercial operations, Viņa Concha y Toro USA (VCT-USA).

The Bonterra Organic Estates' portfolio features Bonterra Organic Vineyards, the 2016 Wine Enthusiast American Winery of the Year; 1000 Stories, California's original Bourbon barrel-aged wine; our flagship Fetzer label. Part of global powerhouse Viņa Concha y Toro, we are the nation's primary importer of South American wines including Casillero del Diablo, the #1 Chilean wine brand (750ml) in the U.S.; and Trivento Reserve, the #3 selling Malbec in the U.S. The Origins Collection-an esteemed portfolio of super-premium to super-luxury offerings centered on terroir-driven wines from Chile, Argentina and the U.S.-showcases South American icons Don Melchor and Trivento Eolo Malbec, alongside Bonterra's single-vineyard, biodynamically farmed wines.  
Description

As Sr. Director PR and Communications, you will be vital in shaping communication of our regenerative organic agriculture, climate advocacy and B Corporation achievements. In addition to increasing visibility of our portfolio of wines—luxury, imports and domestic—you will be responsible for media relations, corporate communications and management of thought leadership opportunities. This role reports to the SVP Origins Collection and manages a team of two.

Essential Job Responsibilities:

Corporate Communications

  • Develop and execute a plan to establish Bonterra Organic Estates as a leader—within the wine industry and outside of it—in climate advocacy, continuous improvement and related corporate impact metrics in partnership with the Regenerative Development and Executive Leadership teams.
  • Partner with fellow Mendocino County wineries/businesses to raise awareness of the county’s luxury winemaking credentials and Bonterra’s leadership therein.
  • Develop and continually refine an overarching enterprise communications strategy to keep the company front of mind with key stakeholders.
  • Prepare key executives and employees to speak on behalf of the company in support of strategic business and company culture initiatives.
  • Create executive briefing materials for all interviews and in-person meetings.
  • Own media relationships, fostering a large base of existing contacts and building new ones in various segments including business, local, beverage, epicurean, lifestyle, green and luxury media.
  • Develop and oversee the distribution of media communications such as press releases and advisories, and act as internal point of contact for inbound media queries. Build relationships with impactful media germane to the corporate brand.
  • Influence thought leadership and provide input on company activities, with an eye on what would gain press coverage.
  • Oversee award applications for the corporate entity, managing development of all materials, building alignment with key stakeholders and promoting recognitions received.
  • Selectively represent the company in policy advocacy initiatives, including those related to winery’s position around climate-smart legislation at the state and federal levels.
  • Manage external agencies when such resources are engaged.
  • Collaborate with Viña Concha y Toro’s PR team in Chile on key internal communications to amplify Bonterra Organic Estates’ successes/happenings to the CyT workforce. Partner/manage wine sends of CyT brands for scoring by US-based publications.

Brand PR

  • Act as strategic consultant to internal Brand Team’s leads to ensure the communication plans developed by external agencies for each brand are best-in-class and on track to achieve KPIs.
  • Develop and execute an annual communications program for the brands identified with senior leadership to ensure overarching portfolio communications are in keeping with corporate objectives.
  • Drive increased coverage for the portfolio securing key editorial features on a regular basis.
  • Increase visibility and reputation for our wine portfolio among key media, stakeholder and consumer audiences.
  • Oversee the monitoring of trends to continually recommend optimization and improvements to PR outreach and engagement.
  • Develop successful media campaigns, securing strategic media coverage, hosting media events and representing the winery at trade and consumer events, as needed.
  • Lead scoring press relationships; submissions to be managed by direct reports.
  • Oversee wine sends to non-scoring press for editorial consideration.
  • Support winemaker visits to market, securing media interviews, desk-side tastings, roundtables and other opportunities.

Measurement and Analytics

  • Work with direct reports to establish and monitor KPIs to measure outcomes and effectively manage PR-related strategies, including but not limited to:
  • Using Google Analytics and other tools to measure activity, audience responses and effects
  • Monitoring interactions pitches/media
  • Tracking coverage on social media, online and print
  • Measuring the long-term impact of PR strategies and execution and effect on SEO, Share of Voice (SOV), etc.

Internal Communications

  • Oversee or execute—depending on the initiative—the development and implementation of a variety of internal communications programs laddering to the internal communications content calendar.
  • Partner with HR, Regenerative Development/Sustainability and other key functional groups to develop authentic narratives that meet groups’ communications objectives and align with company purpose and values.
  • Oversee or develop—depending on the initiative—executive communications, ensuring executive voice is authentic and content resonates with audience.
  • Partner with stakeholders to continually evaluate employee engagement needs, and assist in identifying and deploying enhanced programs.
  • Ensure adherence to corporate brand guidelines and tonality across all internal communications; actively recommend opportunities to enhance representation of corporate brand across projects.
 
Position Requirements

Must Requirements:

  • Bachelor’s Degree in Business with an emphasis in Marketing or related field with five plus years experience in public relations/communications, or equivalent education/experience combination
  • Superior written and verbal communication skills
  • In-depth understanding of CPG industry ideally with wine and spirits sector
  • Strong research and analytical skills including analysis of data, trends and outcomes
  • Ability to think creatively and innovatively
  • Professional judgment and discretion
  • Budget management skills and proficiency
  • Ability to identify and manage outside agencies and resources, as needed
  • Ability to motivate and mentor direct reports and provide opportunities for learning and development

Preferred Requirements:

  • Wine education or certification (WSET, sommelier, CSW), a definite plus
  • Interest in creating messages around environmental and sustainability, preferred
  • Desire to work for and promote the initiatives of a Certified B Corporation
  • An interest in organic farming, food/beverage production beneficial

Physical Requirements:

Ability to lift up to 40 lbs. on a frequent basis, carry up to 40 lbs. & push and pull up to 20 lbs. on an occasional basis; ability to sit and work at a desk for long periods of time; requires ability to walk and stand; reach outward and upward, climb, crawl, squat, kneel, and bend; requires hand and finger dexterity for keyboarding and working at computer for extended periods of time. Additional physical requirements required as related to domestic/international travel via air and ground transportation. During vineyard/winery visits, must be able to work in all weather conditions including hot/cold weather temperatures, mud, dust, soft soil and uneven terrain.

Location:

This remote role can be based anywhere in the United States with a minimum of quarterly travel to our offices in downtown Healdsburg and Hopland, California. Overnight travel will be approximately 10%-15%.

About Bonterra Organic Estates:

Part of the Viña Concha y Toro family of wineries since 2011, our California winery operation includes Mendocino County winery, production and over 1000 acres of vineyard locations. The company employs nearly 275 across the United States. Bonterra Organic Estates’ corporate office is located at 12901 Old River Rd Hopland, CA 95449.

To apply:

Tell us about your passion for the wine industry by applying online http://bonterraorganicestates.appone.com

Requires successful completion of criminal background, DMV check (if applicable) and drug screen. AA/EOE/M/F/D/V You will be required to submit verification of your citizenship or legal right to work in the United States at the time of an offer of employment.

See our privacy policy online: https://vct-usa.com/privacy-policy/

 
Full-Time/Part-Time Full-Time  
Exempt/Non-Exempt Exempt  
Category Public Relations  
Division Marketing  
Number of Openings 1  
Open Date 11/28/2022  
Close Date  
EOE Statement We are an equal employment opportunity employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, gender, national origin, disability status, protected veteran status or any other characteristic protected by law.  
Shift/Hours/Days  
Travel Percentage 10% - 15%  
Benefits Company offered Medical, Dental, Vision, Life & Disability, Tax Savings (401k with company match & FSA) plus employee focused health, wellness, safety and sustainability programs  
Privacy Policy https://vct-usa.com/privacy-policy/  

This position is currently not accepting applications.

To search for an open position, please go to http://bonterraorganicestates.appone.com



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