Shady Lane Cellars is an Estate winery in the Leelanau Peninsula AVA. Situated in the hills above Grand

Traverse Bay, we produce approximately 7,000 cases of estate red and white wines from a 70-acre SIP

sustainable) certified vineyard. Shady Lane is known for its cool climate white and red varietal wines.

Job Description

This full-time position is focused on the marketing and sales of our products and experiences, with a goal to

increase both direct to consumer and wholesale sales. Marketing will entail creative development of digital,

social, and print materials. The sales portion requires supporting the sales manager and tasting room manager

both in marketing materials and sales communication. This position will work directly with all sales channels;

tasting room, ecommerce, wine club, distributors, and wholesale accounts. This exciting position offers a wide

variety of experience throughout the company and therefore requires a flexible schedule to work some

weekends and evenings when scheduled.

Essential Duties and Responsibilities include but are not limited to :

Marketing

• Work with the team to create and execute clear and concise branding initiatives and relevant marketing plans.
• Develop strategic marketing campaigns to achieve business goals.
• Identify and test new marketing trends and initiatives to expand brand presence.
• Point of contact for outside advertising. Track ad spending and budget. Work with sales team and GM to decide on which champaigns to execute.
• Monitor and report on ROI for ongoing and special projects.
• Create digital content including e-commerce, social, and web. Monitor for accuracy and current information. Platforms include, but are not limited to monthly newsletters, email blasts, Instagram, Facebook, YouTube, and winery website.
• Develop, maintain, and update print materials to support tasting room, events, and wholesale (i.e. menus, sales sheets, tasting sheets, flyers, tasting cards, shelf talkers, wine labels, etc.)
• Create photograph content on location and off location to support marketing and advertising.
• Attend Shady Lane events to gather and post social media content (photos and verbiage).
• Oversee online reviews / messaging and respond in a timely fashion (Google & Meta).
• Working with our web developer, overseeing website creativity and development.
• Manage brand presence including the development of new ideas to drive exposure and engagement.
• Manage, organize, and maintain marketing assets in company’s Dropbox network including electronic artwork files, design work, photography etc.
• Working with GM and sales manager, direct public relations for wine competitions, industry wine reviews, and consumer wine tastings.

Maintain a database of submissions, scores, and reviews. Organize shipping of samples.

• Collaborate and develop PR content and calendar with 3rd party PR company.
• Ensure brand standards carry over into all materials.

Sales

• Work with Sales Manager to launch our Customer Relations Management (CRM) software.
• Operate, update, and maintain the CRM database to ensure organization and communication with distributors, wholesale accounts, Sales Manager, and GM.
• Use CRM database to maintain a current rolodex of distribution and wholesale account contacts.
• Build and maintain close working relationships with distribution sale representatives and wholesale account contacts.
• Participate in market sales work with regional distribution sales representatives to educate and show wines to wholesale accounts.

Follow up with reps and accounts afterward to execute on the sale.

• Facilitate consumer tastings in the market at wholesale accounts.
• Initiate first point of contact with prospective new / former accounts via cold call and drop-in visit.
• Work with Sales Manager and GM to develop, implement and achieve annual sales goals through all sales channels.
• Collaborate with Sales Manager, Tasting Room Manager, and Tasting Room Staff to support direct sales (wine club, ecommerce, and events).
• Work directly in the Tasting Room 1-2 days a week, connecting with our customers and sharing the Shady Lane Cellars story.

This may include, but is not limited to pouring wine, guiding private tastings, opening and / or closing.

Education & Experience :

Wine knowledge and experience are not essential, however excitement and ambition for gaining wine

knowledge and experience is imperative!

• Experience and education in Marketing and Sales
• Bachelor’s degree or comprehensive work experience in Marketing, Communications, or Sales
• Technology proficient, specifically in database management and creative design
• Knowledge and experience in print and digital marketing and advertising
• Excellent writing skills both creative and administrative
• Superior communication skills both verbal and written
• Impeccable attention to detail
• Self-starter that is resourceful, creative, capable of multi-tasking and meeting strict deadlines
• Plans, prioritizes, and organizes work effectively to produce measurable results
• Reliable, flexible, and effectively able to manage competing priorities
• Strong relationship building skills
• Outstanding follow-up skills
• Team player who is able to interact and manage interactions with various personality traits
• The ability to travel domestically is required

Physical Requirements :

• Must be able to carry 35 pounds at a time
• Must be able to remain in a stationary position more than 50% of the day
• Frequently required to sit, stand, walk, stoop and kneel
• Must be able to effectively converse and exchange information

Last updated : 2024-05-20