Senior Innovation Brand Manager

Senior Innovation Brand Manager

Ste. Michelle Wine Estates (SMWE) is seeking a Senior Innovation Brand Manager to lead the creation of new world wine brands while managing day‑to‑day performance of select Power Brands, including Top Box. This role oversees the full innovation lifecycle—from identifying whitespace opportunities and developing concepts to executing test launches and assessing results—while also driving annual plans, activation strategies, packaging updates, and ongoing performance for existing brands.

Success requires entrepreneurial thinking, disciplined execution, cross‑functional leadership, and strong commercial acumen to advance both early‑stage innovation and established brand growth within the SMWE portfolio.

NOTE:
We are only recruiting candidates based in WA, OR, or CA. This role will require monthly travel to WA if not based locally.

Ste. Michelle Wine Estates is the largest wine company in the Pacific Northwest, and among the largest premium wine companies in the U.S., with roots dating back to 1933. Throughout our 90+ year history, what has remained constant is our unwavering commitment to quality, service to our customers, and connection with our community. We are proud that our award‑winning wines farmed in Oregon and Washington are an expression of all the best things about the Pacific Northwest—the spirit of people, the abundance of the land, and the excellence‑driven culture.

Our distinctive portfolio of wines—including Chateau Ste. Michelle, 14 Hands, Columbia Crest, Erath, A to Z Wineworks, REX HILL, Intrinsic, Liquid Light, Northstar, and Spring Valley Vineyard—are enjoyed across the U.S. and distributed in over 100 countries.

• Oversee the end‑to‑end development of new products, including white‑space exploration, ideation, strategic business casing, naming, packaging, proposition refinement, and go‑to‑market planning.
• Lead cross‑functional collaboration with Winemaking, Operations, Packaging, Sales, Pricing, Finance, Legal, Compliance, and Demand Planning to ensure successful development and execution of innovation projects.
• Conduct financial analysis and scenario planning in support of innovation viability assessments.
• Onboard & manage external agencies for package development, brand identity, and early‑stage activation materials.
• Track and evaluate in‑market performance against defined success criteria using sales data, performance dashboards, and consumer research.

• Lead annual brand planning and own day‑to‑day management of assigned brands (e.g., Top Box).
• Develop and execute marketing programs, activation plans, packaging refreshes, and promotional strategies to achieve volume, velocity, and distribution objectives.
• Manage P&L inputs for assigned brands, partnering with Finance and the Pricing Team on pricing, margin management, and demand forecasts.
• Utilize sales, category, and consumer insights to inform decisions and optimize ongoing brand performance.
• Serve as the brand's operational hub, ensuring cross‑functional partners have the direction, assets, and information needed to deliver executional excellence.
• Partner with Digital Marketing, Communications, Trade Marketing, and Sales for go‑to‑market execution.
• Communicate innovation & brand updates, risk, and decision points to senior leadership.

• Bachelor's degree required; MBA preferred
• 10+ years of experience in marketing, innovation/product development, wine brand management, and end‑to‑end project ownership; alcohol beverage industry experience strongly preferred
• Proven ability to think strategically and lead brand plans from concept through execution
• Strong decision‑making skills with the ability to take calculated risks grounded in data, context, and experience
• Advanced financial and analytical skills with a clear understanding of how brand decisions influence broader business performance
• Exceptional organizational skills with the ability to manage multiple priorities and meet deadlines
• Demonstrated success leading and collaborating with cross‑functional teams to drive results
• History of responsible use of…