Influencer Marketing & Content Manager

Job Description:

Rodney Strong Wine Estates is a renowned family-owned group of wineries located in the heart of Sonoma County, celebrated for our exceptional wines and commitment to sustainable practices. With a legacy spanning more than 65 years, we pride ourselves on our rich heritage, exceptional quality, and ongoing innovation.

The Influencer Marketing & Content Manager is responsible for developing, managing, and executing the company’s influencer marketing and creator-led content strategy, with a primary focus on TikTok-first storytelling, short-form video, and culturally relevant content creation. This role owns end-to-end influencer partnerships—from sourcing and contracting to creative direction, performance tracking, and compliance—while building a robust content library that fuels brand awareness, consideration, and conversion. This individual is a creative strategist and hands-on content producer who understands how creators influence culture and consumer behavior. They will work cross-functionally with marketing, communications, DTC, compliance, and external partners to ensure all influencer and creator activity aligns with brand standards, business goals, and alcohol advertising regulations.

Essential Duties and Responsibilities:

Influencer Marketing Strategy & Execution

•  Lead influencer and creator initiatives across priority platforms, with a strong emphasis on TikTok and short-form video ecosystems.
•  Develop and manage a scalable influencer strategy that drives awareness, engagement, and measurable business outcomes.
•  Source, vet, contract, and manage influencers, creators, and UGC partners across tiers (micro to macro).
•  Own influencer gifting, paid partnerships, seeding programs, and long-term ambassador relationships.
•  Ensure influencers deliver against agreed-upon KPIs, timelines, usage rights, and content requirements.

TikTok & Content Creation Leadership

•  Concept and direct compelling, on-trend video-first content optimized for TikTok and creator-led distribution.
•  Capture, edit, and produce short-form video and photo content that is culturally relevant, authentic, and brand-aligned.
•  Stay ahead of emerging creator trends, formats, sounds, and storytelling styles to keep content fresh and competitive.
•  Build and maintain a high-performing content library for use across brand, DTC, and paid initiatives.

Creative Direction & Brand Stewardship

•  Provide clear creative briefs and guidance to influencers and creators to ensure content aligns with brand voice, visual standards, and messaging.
•  Partner closely with internal teams and external agencies (PR, DTC, Marketing, creative, compliance) to ensure consistency across influencer executions.
•  Maintain strong attention to detail around brand tone, aesthetics, and legal requirements.

Alcohol Marketing & Legal Compliance

•  Ensure all influencer content, contracts, posts, and campaigns comply with federal and state alcohol advertising laws and platform regulations.
•  Collaborate with legal and compliance partners to review and approve influencer content prior to posting.

Cross-Functional Collaboration

•  Work closely with marketing, communications, DTC, events, and PR teams to align influencer efforts with launches, campaigns, and key business moments and programs.
•  Coordinate influencer participation around winery events, tastings, product launches, and seasonal initiatives.
•  Attend select events and experiences to capture creator content and manage influencer relationships in person. Attendance can include national and / or local travel.

Performance Tracking & Analytics

•  Track and report on influencer and content KPIs, including reach, engagement, content performance, traffic, and sales impact.
•  Translate performance data into actionable insights to continuously optimize creator strategy and investment.
•  Provide monthly and annual reporting recaps with key learnings and recommendations. Includes use of Google Analytics and any needed system.

Qualifications

•  3–5 years of experience in influencer marketing, content creation, or digital marketing—wine, spirits, lifestyle, or consumer brands preferred
•  Bachelor’s degree in Marketing or other relevant field preferred
•  Proven expertise in TikTok, short-form video, and creator-led content strategies
•  Demonstrated success building and managing influencer and UGC creator relationships
•  Strong creative instincts with the ability to identify culturally relevant trends and storytelling opportunities
•  Excellent project management, organizational, communication, and writing skills
•  Hands-on experience producing and editing content (video and photography)
•  Analytical mindset with experience measuring influencer performance and ROI
•  Highly collaborative, proactive, and adaptable self-starter
•  Acute attention to detail and strong brand stewardship
•  Experience working with external agencies and vendors

Technical Skills

•  Proficiency in Microsoft Office Suite (Word, Excel, PowerPoint)
•  Strong working knowledge of Adobe Creative Suite (Photoshop, Premiere Pro, Lightroom)
•  Familiarity with influencer platforms, creator marketplaces, and analytics tools including Google Analytics and Hootsuite (or similar)
•  Comfort working with contracts, licensing, usage rights, and deliverables

Salary Range
$80,000 – $105,000

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