Director of Luxury Brand Sales

Part of Chile-based Viña Concha y Toro, the leading wine producer in Latin America and one of the world's largest wine companies, Viña Concha y Toro USA (VCT-USA) is a premier U.S. wine marketer and the nation's leading importer of South American wines. Our diverse portfolio features acclaimed brands from California, Chile, and Argentina, including Bonterra, Casillero del Diablo, Don Melchor, Fetzer, Frontera, Ranch Wine, Trivento, and 1000 Stories.

As a Certified B Corporation, Bonterra Organic Estates—our Hopland, California-based winery—strives to lead the industry in sustainability through our commitments to regenerative farming, renewable energy, and circular packaging.

Located in Mendocino County, our California operations include winemaking, production, and approximately 830 acres of estate vineyards dedicated to crafting exceptional wines while advancing environmental stewardship and social responsibility.

In the newly created role of Director of Luxury Brand Sales
, you will lead the commercial strategy, market development, and disciplined execution of the company’s luxury wine portfolio. Comprised of ultra-premium and luxury brands, this portfolio includes a variety of winemaking styles from vineyards originating in California, Chile, and Argentina. In this role, you will convert portfolio and brand strategy into channel, distributor, key account, and market plans that build reputation, expand high-quality distribution, protect premium positioning, and deliver sustainable net sales and profitability growth.

Discover our acclaimed fine wine portfolio at Luxury Brands VCT - Luxury Brands Viña Concha Y Toro USA .

You will develop market business plans, develop the selling system and operating cadence, and represent the portfolio with key trade customers in collaboration with our sales team, distributor partners, and cross-functional stakeholders. This role balances near-term delivery with long-term brand equity, ensuring that allocation, pricing, placements, education, and activation reinforce each brand’s luxury credentials. This role reports to the SVP Sales and leads through influence rather than directly managing a team.

Candidates may be based anywhere in the continental United States, provided they are located near a major airport. Preferred locations include New York, Miami, Texas, Chicago, or California but we are open to location for the right individual. Overnight travel—both domestic and international is 35% to 50%.

Scope

Serve as commercial owner for the luxury portfolio, translating brand intent into market choices, selling priorities and measurable execution; lead market plans, distributor alignment, business reviews, execution standards and resource deployment in priority markets; develops strategic on-premise, off-premise and selective alternative-channel relationships; serves as senior portfolio ambassador; define ways of working, goals, cadence and accountability across field sales and internal partners.

Key Responsibilities

• Luxury portfolio strategy and annual planning: Develop and own the commercial plan for the luxury portfolio by origin, brand, channel and priority market. Define growth choices, account segments, distribution standards, pricing and promotion guardrails, activation priorities, KPIs, forecasts and resource allocation. Ensure proper reporting systems are in place.
• Go-to-market and market prioritization: Review and refine go-to-market models across wholesale and direct-to-consumer channels. Segment markets based on opportunity and readiness; establish clear roles for company teams and distributor partners; recommend changes when the current route to market cannot support the strategy. Be present active in market 50%-60%.
• Distributor leadership and…