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 execution: Set annual objectives and execution standards with distributor leadership and field teams. Establish a regular cadence for business reviews, opportunity tracking and corrective action. Ensure sales teams have clear priorities, effective tools, brand education and timely follow-up.
• Key-account development: Build account strategies for priority on-premise, off-premise and multi-unit customers. Personally develop senior relationships, lead high-value presentations and tastings, and secure placements and programs that strengthen brand reputation, distribution, and rate of sale.
• Market-owner model: Establish accountable market leadership in priority geographies. Clarify ownership for focus accounts, distributor opportunities, market visits, blitz activity and local follow-through; share effective practices across markets and winery teams.
• Pricing, allocation and release stewardship: Partner with Finance, Supply Chain, wineries, and Sales to manage pricing integrity, allocations, limited releases, product launches, inventory exposure and order-to-depletion performance. Match supply and investment to the highest-value opportunities while protecting long-term positioning.
• Trade education and advocacy: Develop a scalable education strategy for company and distributor sales teams, key customers, and influential trade professionals. Lead expert-level tastings and storytelling; create winery immersion, seminar and market programs that build knowledge, advocacy and confidence.
• Consumer and retail execution: Partner with Marketing to develop brand-right activations with priority retail and wholesale customers. Ensure execution is distinctive, compliant, appropriately selective, and measured against clear commercial and brand objectives.
• Emerging channel development: Collaborate with enterprise partners to accelerate priority luxury brands through winery, club, private-client, event, and other selective channels. Evaluate opportunities based on brand fit, margin, customer quality, and operational feasibility.
• Performance management and insights: Monitor shipments, depletions, points of distribution, volume per point of distribution, account productivity, pricing, mix, inventory, pipeline, program results, and profitability. Translate performance and market intelligence into decisions, forecasts, and concise recommendations.
• Financial management: Build sales projections and spending plans; manage approved budgets; evaluate program returns; and partner with Finance on net sales, gross margin, trade investment, forecasting and risk. Recommend reallocations based on performance and opportunity.
• People and cross-functional leadership: Working closely with U.S. based sales team leadership, lead, coach, and align assigned sales resources and cross-functional partners. Set expectations, strengthen luxury selling capability, reinforce accountability, and create an operating environment characterized by integrity, urgency, collaboration, and excellence.
• Portfolio development: Identify commercial gaps and opportunities that can make the company a more relevant luxury wine supplier. Provide market insight to brand owners and leadership, contribute to innovation or agency-brand evaluation, and support disciplined commercialization decisions.

Must Requirements

• Bachelor’s degree in business, marketing, or a related field, plus a minimum of ten plus years of progressive sales, marketing or distributor management experience in wine or beverage alcohol—including meaningful work with luxury or fine wine—or equivalent combination of education and experience.
• Demonstrated success building brands and delivering sustainable revenue and profit growth through the U.S. three-tier system.
• Strong knowledge of distributor economics, market planning, key-account development, pricing, allocations, forecasting, and inventory management.
• Established ability to develop senior relationships with distributors, customers, and influential members of the wine trade.
• Expert-level ability to present, taste and communicate wine with credibility to sales teams, customers, and trade audiences.
• Strong analytical and financial acumen, including experience interpreting sales and depletion data, account performance, budgets, and profitability.
• Ability to translate strategy into clear priorities, operating rhythms, measurable standards, and timely corrective action.
• Excellent written, verbal and presentation skills, including the ability to influence senior internal and external stakeholders.
• High integrity, sound judgment, and entrepreneurial drive.
• Proficiency in Microsoft 365 office applications including Word, PowerPoint, and Excel.
• Valid Driver’s license and the ability to be insured.
• Ability to travel frequently, including occasional evenings and weekends for market work, tastings, and events. Overnight travel—both domestic and international—is 35%–50%.

Preferred Requirements

• MBA or advanced business education.
• Advanced wine education such as WSET, CMS, CSW or comparable professional credentials.
• Experience managing a multi-origin or multi-winery luxury portfolio.
• Experience leading field sales resources or cross-functional commercial teams.
• Working knowledge of international winery relationships and import-market dynamics.
• Familiarity with KARMA/iDig or similar CRM/sales execution platforms, advantageous.

Physical Requirements

- Ability to lift and carry up to 50 lbs. and push/pull up to 50 lbs. on an occasional basis; ability to frequently sit and work at a desk for long periods of time; requires ability to frequently walk and occasionally stand, reach outward and upward, climb, crawl, squat, kneel, and bend; requires hand and finger dexterity for keyboarding and frequently working at computer for extended periods of time. Additional physical requirements required as related to domestic/international travel via air and ground transportation.

Location

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%.

Benefits

First day Medical, Dental, Vision, Life & Disability, Tax Savings (401k with company match), Short and Long-Term Disability, paid vacation, sick leave and company holidays. Health Care and Dependent Care Flexible Spending Accountbenefitsavailable to eligible employees. Community engagement is encouraged with one day/shift off per year as Volunteer Time Off (VTO). We offer many employee-focused health, wellness, training and safety-related programs as well as scholarship opportunities for dependents.

Compensation

Compensation for this role includes a base salary target of $180,000, an annual incentive target that aligns with individual and company performance, and transportation-related benefits. Actual rates will vary and are based on a candidate’s relevant education, qualifications, experience, skillset, competencies, internal equity, location and alignment with market data.

Requires successful completion of criminal background, DMV check and drug screen. AA/EOE/M/F/D/V. You will be required to submit verification of your citizenship or legal right to work in the United States at the time of an offer of employment.

Equal Opportunity Employer
This employer is required to notify all applicants of their rights pursuant to federal employment laws.For further information, please review the Know Your Rights notice from the Department of Labor.