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Director Public Relations & Events

Position Purpose

The Director PR & Events role requires strategic development of Consumer & Trade PR campaigns, oversight of key event marketing efforts, as well as hands-on execution. This person will interface with multiple public relations agencies and collaborate closely with the Director Corporate Communications to align Delicato messaging for media, beverage trade and the general public. Establish and reinforce brand image, generate media exposure and support marketing and/or sales initiatives for a diverse portfolio of national and regional wine brands. Support the launch of new products, introduce line extensions and the renovation / re-introduction of key priority brands. Day-to-day contact with Brand Marketing stakeholders required to develop, execute and report on PR programs. An in-depth understanding of the wine industry is required.

Functional Responsibility
  • Understands, communicates, and shares Company vision throughout division/organization and provide cross-functional perspective, direction, and support
  • Provides leadership and personal support; coaches, guides, nurtures and develops the right people
  • Drives Company focus, manages culture, encourages strong work ethic, and fosters an environment of trust and respect
  • Develops group and individual performance plans in alignment with Company goals and objectives; communicates clearly and defines individual and group objectives; maintains level of productivity in unit
  • Trains employees to do their job; sets standards for work performance
  • Monitors performance and provides feedback to direct reports through formal and informal performance feedback; regularly communicates with staff to achieve mutual understanding and desired results
  • Recognizes and addresses performance strengths and limitations of subordinates
  • Manages employee attendance to ensure compliance with Company standards; approve/monitor overtime
  • Communicates and supports Company policies and decisions in a positive manner
  • Develops staffing needs, selects new employees, makes recommendations in job evaluation and compensation, and recommends termination actions
  • Conducts team meetings with department employees; includes monthly safety topic, ISO, DOE and other applicable training
  •  Handles employee issues, concerns, and complaints in an objective and confidential manner
  • Provides employees with a safe, comfortable, and rewarding work environment
  • Prepares and monitors department overhead budget
Essential Duties
  • Responsible for the overall Delicato wine portfolio PR Strategy and executes brand campaigns that may include media relations, sponsorship/event activation, links to influencer marketing and internal and external communications to drive consumer and trade media coverage
  • Maintain Delicato’s reputation as a key wine player through media & Trade exposure
  • Balance needs of a large portfolio, focusing on "strategic brand prioritization". Understand relative strategic importance and needs of each brand, identify how PR can help achieve brand goals
  • Execute (and manage team to execute) annual PR plans that deliver on goals. Role is very hands on.
  • Focus on KPIs and ROI. Pre-planning and recapping of all plans/activities to determine how to optimize PR efforts
  • Strong management of budgets and timelines
  • Write and edit press releases
  • Work with PR Team to manage process of submitting wines to scoring publications, and tracking results
  • Liaise with brand managers and Sales force to ensure public relations campaigns are timed to support product availability in the market place and market blitzes
  • Work closely with Brand Managers to develop creative and integrated programs to support product launches, brand renovations, and vintage releases
  • Maintain close relationship with the press; serve as the primary liaison between brand and critics at scoring publications, and as brand advocate to lifestyle writers and wine writers
  • Serve as senior information source for all media contacts requesting brand information
  • Secure brand press coverage in top-tier print, digital and broadcast media
  • Manage media briefings with key company and supplier spokespeople; media train spokespeople to ensure brand messages are strategically communicated
  • Manage media tours; produce press trips that generate brand press coverage
  • Build story opportunities for Delicato Wines & Agency Brands
  • Spokesperson for department - regularly interact with senior management
  • Maintain processes & tracking systems to generate steady volume of press releases and promote within the appropriate channels
  • Work with brand managers to develop brand talking points to support brand positioning
  • Supervise and assist in the creation of media kits
  • Establish strategic partnerships and sponsorship requests
  • Report on annual brand press coverage with impressions and readership
  • Manage PR agencies depending on brands’ needs
  • Lead (assisted by Brand Manager) in new agency RFP process as needed
  • Initiate and monitor editorial calendars to increase media reach and impact
  • Devise and deliver strategic media value to marketing-driven promotions and events
  • Organize PR aspects of winemaker visits including media interviews and events
  • Collaborate with Digital Marketing & Creative Services teams for consistent messaging and images across all communications – internal and external

Oversee PR coordinator who directs all samples sent to media including tracking and reporting of results

Non-Essential Duties
  • Negotiate contract terms with outside agencies/suppliers
  • Manage the design and produce necessary print and graphic materials
  • Partner with Corporate Communications to assist with external communications efforts/projects as needed
  • Assists where needed across the organization

*Other duties may be assigned

Minimum Requirements

Education and Experience

  • College degree required; Bachelor’s degree in Communications, Marketing or related field required; MBA preferred
  • Significant experience in media relations and issues management, spokesperson training, strategic marketing alliances, special events, etc.
  • Demonstrated analytical and conceptual problem-solving ability; excellent oral and written/editing communication skills, and presentation skills a must
  • Success representing public relations on cross-functional teams developing strategies and tactics for integrated marketing plans
  • Requires excellent administrative and leadership skills
  • Must be broadly experienced with Public Relations with a proven ability to execute wine programs
  • Must have experience working directly with broad ranges of consumer and Trade media and influencers, inclusive of print, broadcast, and digital
  • Must have experience in message development, media relations and crisis management
  • At least 7-10 years in professional public relations capacity, minimum 3-5 years in the wine industry
  • Supervisory experience of 3-5 years

 

Equipment & Materials Utilized

PC, Laptop, fax machine, printer and smart phone

 

Knowledge, Skills, and Abilities

  • Understanding of wine industry with key contacts and relationships
  • Ability to build and manage teams
  • Ability to independently manage multiple projects and prioritize deliverables
  • Excellent written and verbal communication abilities
  • Poised and professional public speaker
  • Strong analytical, problem-solving, creative and organizational skills demonstrated by the ability to make timely and sound decisions
  • Attention to detail, ability to multi-task and to take initiative
  • High energy with an entrepreneurial drive to succeed
  • A passion for wine and the industry
Working Conditions

Office with some travel and event activation. May include hosting/entertaining with wine and food.

Work Standards
  • Acts in a manner reflective of the Company culture of High Moral Standards, Innovation and Continuous Evolution, Trust in Team, Continuous Improvement, and Sustainable Relationships
  • Communicates, interacts, and works effectively with others; receptive to feedback and coaching; voices concerns in a constructive manner
  • Demonstrates commitment to safety first; communicates safety concerns; promotes a safe work environment based on established safety standards and training
  • Follows all Company policies and procedures
Additional Comments

Management retains the discretion to add to or change the duties of the position at any time.

Delicato Family Wines offers its employees a generous and comprehensive benefits package.  The core health insurance components include medical, dental and vision, where Delicato covers nearly the entire cost for employees and a large percentage for dependents.  Additional health benefits include life, disability and flexible spending accounts.  Other benefits include 401(k) with generous company match, discretionary profit sharing, paid time off (PTO), paid holidays, wine & merchandise discounts, tuition reimbursement, gym discounts & many more.

 

Delicato Family Wines is an Equal Opportunity Employer.

 

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Nearest Major Market: Napa

Job Segment: Event Planning, Manager, Outside Sales, PR, Corporate Communications, Hospitality, Management, Sales, Marketing

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