Rosé Brand Leader — Luxury Marketing; Hybrid NYC

Office/Location
:
Hybrid 3x a week based out of NYC Office

The Brand Manager, Rosés is a key driver of the development and implementation of a customer‑ and consumer‑centric brand marketing strategy and leads the execution of programming and activations across all markets and channels, in alignment with Maison brand strategy and the broader MHUSA Strategy.

Profile | Key Accountabilities

Brand & Cultural Leadership (Primary Focus):

• Act as a steward of brand equity for the Rosés portfolio in the U.S., ensuring all initiatives reinforce Maison DNA, desirability, and long‑term brand value.
• Partner with Centers of Excellence (CoE) to develop content strategies and apply a strong cultural lens that increases brand relevance, engagement, and awareness across priority consumer touchpoints.
• Develop strategy for flagship brand experiences and moments that elevate the lifestyle credentials of the brand, reinforce credibility within culture, and drive emotional connection with consumers.
• Maintain a deep understanding of cultural trends, consumer behaviors, and the competitive landscape within luxury wine, using insights to inform brand storytelling, activations, and experience design.

Marketing Strategy & Brand Planning:

• Collaborate with Rosé maisons to define U.S. brand strategy and objectives that build equity while supporting the delivery of the broader MHUSA strategy, in alignment with global brand direction.
• Drive U.S. brand priorities and support the development of “big ideas,” platforms, and campaigns that translate Maison strategy into impactful, locally resonant execution.
• Lead annual brand planning in collaboration with Maison, Rosé teams, Strategy & Business Planning, Consumer Connection, Trade Marketing, Commercial teams, and Insights.
• Develop and oversee brand KPIs and performance metrics that balance short‑term performance with long‑term brand health and ROI.

Brand Management & Experience Execution:

• Lead day‑to‑day brand management, ensuring excellence and consistency across all consumer‑facing touchpoints, in close partnership with Operations, Finance, Field & Trade Marketing, and Commercial teams.
• Collaborate with Field & Trade Marketing and Commercial Marketing teams to design elevated activations, luxury POSM, and brand assets that bring brand strategy to life and enhance the moment of choice.
• Build deep product knowledge and market understanding through ongoing training, industry immersion, and market visits.

Commercial & Financial Stewardship (In Service of Brand):

• Partner with Finance to define, track, and deliver brand profit goals while protecting brand integrity and premium positioning.
• Manage A&P budgets with discipline and strategic intent, ensuring investments are prioritized toward initiatives that build brand equity and sustainable growth.
• Maintain brand A&P in MAP, ensuring alignment with reporting targets throughout the year (LE1, LE2, Landing).
• Support pricing, mix, allocation, and channel strategies in collaboration with Commercial teams and Maisons to enable profitable growth consistent with brand positioning.

Ways of Working &

Collaboration:

• Build strong cross‑functional partnerships across Strategy & Business Planning, Consumer Engagement, PR & Communications, Commercial Marketing, Marketing & Creative Services, Commercial, Finance, Legal, HR, and IT to deliver cohesive brand initiatives.
• Maintain close, collaborative relationships with Rosé maisons to ensure alignment on U.S.‑specific brand priorities and execution.
• Lead and manage agency, distributor, and third‑party partners to ensure best‑in‑class brand delivery and execution.
• Champion a “one team” ethos across Rosé teams, fostering collaboration, clarity, and shared ownership of the portfolio’s success.
• Approach all work with a proactive, solutions‑oriented, and positive mindset.

Education
:

Bachelor’s Degree or MBA and/or years of equivalent experience.

Professional Experience & Skills
:

5+ years of brand marketing experience, preferably in the luxury consumer goods or U.S. wines and spirits industries.

Practical/Technical Knowledge

• Understanding of brand strategy development in a commercial context.
• Understanding of…