Key Responsibilities
• Own social strategy for five brands:
o Belle Glos, JoeTheWinemaker, Napa Valley Quilt, Quilt & Co., and Go With Your Palate.
• Set KPIs, define content pillars and each channel's role, and refine continuously based on performance.
• Build and manage content calendars per brand and channel, roughly 20 posts per week across the portfolio:
Brand Channels Cadence
Belle Glos Instagram, Facebook 5x/week
JoeTheWinemaker Instagram, Facebook, TikTok, YouTube Shorts 5x/week
Napa Valley Quilt Instagram, Facebook 2–3x/week
Quilt & Co. Instagram, Facebook 2–3x/week
Go With Your Palate Instagram, TikTok, YouTube Shorts 2–3x/week
• Own and manage the social media budget across paid media, creator partnerships, and production. Allocate spend against goals and report on ROI.
• Research keyword, social search, and content opportunities, and develop campaigns that grow awareness, engagement, and brand demand.
• Align each brand's audience with relevant trade, media, and influencer opportunities.
• Create short-form-first content end to end: concept, capture, edit, copy, and publish.
• Ghostwrite for Joe Wagner across JoeTheWinemaker channels, capturing his voice authentically in captions, scripts, comments, and replies.
• Serve as creative lead on social shoots, both in-house and agency, including shot lists, briefs, on-set direction, and asset delivery.
• Write platform-native copy that is human, on-brand, and tailored to each channel.
• Own the content asset management system: organization, naming conventions, usage-rights tracking, and a searchable library for company-wide use.
• Own community management across all brands. Serve as first responder on social issues and coordinate with PR and leadership as needed.
• Build and manage an influencer and UGC creator network: sourcing, briefs, contracts, usage rights, payment, and performance tracking.
• Activate sports and brand partnerships on social.
• Host media, influencers, UGC and trade guests at company facilities as relevant to social media.
• Capture and execute event-driven social.
• Plan, launch, and optimize Meta campaigns across awareness, retargeting, geotargeting, and evergreen objectives, including partnership and creator ads.
• Partner with the PR agency to keep pitches, messaging, and influencer outreach consistent across channels.
• Run 360° campaigns with the DTC team covering promotions, launches, wine club, and events.
• Support tasting room traffic, sales, and event goals.
• Build social proof sell-in decks for the sales team.
• Track performance against KPIs using Sprout Social and native analytics, and report monthly with actionable recommendations.
• Run competitive benchmarking and social listening, and adjust strategy based on findings.
• Manage and mentor the social media associate.
• Own compliance for all organic, paid, and creator content, including TTB regulations, state-level rules, three-tier and tied-house restrictions (especially around retailer mentions, sales support, and promotions), industry advertising codes, and platform alcohol policies.
• Stay ahead of wine and spirits industry news, platform changes, and emerging tools, including AI, and bring new ideas to test.
Experience & Expertise
• Expert knowledge of Instagram, TikTok, Facebook, and YouTube Shorts: formats and specs, algorithm signals (hook, completion, saves, shares, dwell), and distribution levers (collabs, boosts, cross-posts, pinning).
• Working knowledge of alcohol marketing compliance, including TTB, age-gating, responsible marketing standards, and three-tier and tied-house rules as they apply to social.
• Experience owning a marketing budget, with a track record of allocating spend and proving return.
• Hands-on Meta Ads Manager experience, including budget management and optimization.
• Experience managing influencer and UGC creators, including contracts and usage rights.
• Ghostwriting experience for a founder, executive, or personality-led brand.
Skills
• Short-form video capture and editing in CapCut, Premiere Pro, or similar.
• Working design skills in Canva or Adobe, with a refined aesthetic eye.
• Strong platform-specific copywriting across varied brand voices.
• Fluency with Sprout Social and native analytics, plus competitive benchmarking and social listening, turning data into decisions.
• Experience building and maintaining a digital asset library.
• Content planning and scheduling across multiple brands and channels.
Working Style
• Highly organized and composed on content days, juggling capture, organization, and posting.
• A self-starter who proposes ideas and runs with them independently.
• Habitually researches platform changes, trends, and algorithm updates, and experiments with what's new.
• Curious about AI, with a genuine efficiency mindset.
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