We are seeking a dynamic and results-driven Activation Manager for Wines to join our Dallas team. This role will be pivotal in shaping and executing brand strategies that enhance brand equity and drive revenue growth. The ideal candidate will have a minimum of 3 years of brand marketing experience, preferably within the wines industry.   This role takes global brand strategy and then applies local strategies and activations in the US, through key markets.  Resource allocation and marketing mix is critical to defining the drivers of the brand and working within the brand team and commercial team for execution.  Collaboration across multiple departments, including marketing brand management, commercial, finance, and trade marketing, is essential to the success of the role.

What you will be doing:

Strategy & Planning

• Develop and execute consumer marketing strategies aligned with trade development goals.
• Collaborate with the marketing team on planning, brand strategy, and communication.
• Conduct market research to identify growth opportunities and competitive advantages.
• Work with the Brand Manager to develop and manage the national activation budget.
• Track and measure KPIs and ROI to evaluate the success of activations and continuously optimize.

Brand Activation & Execution

• Lead and coordinate agencies (PR, social media, advertising) to effectively reach consumers.
• Plan, coordinate, and execute events, tastings, brand experiences, and BTL activations that resonate with consumers.
• Oversee “day-of” logistics to deliver seamless, impactful brand experiences.
• Generate engaging content for social media aligned with global brand strategy.
• Act as a brand ambassador, representing the values, story, and purpose of our wines in every activation.

Collaboration & Cross-Functional Support

• Serve as the bridge between marketing, sales, distributors, and key customers to ensure brand consistency across all touchpoints.
• Provide educational and activation support to sales teams and distributors to deepen brand knowledge.
• Coordinate with the commercial team on route-to-market strategies.
• Partner with the marketing team to plan and execute promotional events, trade shows, and point-of-sale activations.

Relationship Management

• Establish and nurture strong relationships with clients, distributors, bartenders, sommeliers, chefs, and other key industry stakeholders.
• Collaborate with commercial teams to identify and implement business opportunities.

Insights & Reporting

• Analyze performance of activations and brand rotation, recommending continuous improvements.
• Track and report on competitor marketing activities and industry trends to maintain competitive positioning.

Requirements & Skills:

• Bachelor’s degree required; Master’s degree in Marketing or related field preferred.
• Minimum 3+ years of well-rounded marketing experience with increasing responsibility, ideally in wine & spirits, including roles as a brand ambassador, promoter, or similar.
• Strong knowledge of market expansion strategies and emerging market trends.
• Certified in wine-related courses (WSET Level 2 or higher required; sommelier certification a plus).
• Proficiency in digital marketing strategies and tools, including social media, content marketing, analytics platforms, and trade research tools (VIP, Nielsen, IWSR).
• Advanced skills in Excel, PowerPoint, and management reporting; working knowledge of Word, Adobe Suite (Photoshop, Illustrator, Acrobat), and Google Workspace.
• Demonstrated ability to create and present management reports, analyze KPIs, and drive performance improvements.
• Hands-on, collaborative working style with a strong customer-centric approach.
• Exceptional interpersonal, communication, and presentation skills; proven ability to influence stakeholders and build strong industry relationships.
• Spanish fluency is a plus.
• Location: Dallas, TX preferred.