Director, Innovation & Brand Development

About The Role

Total Wine & More is seeking a strategic and results-driven Director of Innovation & Brand Development to support the growth and execution of our Direct portfolio strategy. This role will identify white space opportunities, drive consumer-centric innovation, and bring transformative ideas to market that fuel growth and relevance. This is a highly visible and collaborative leadership role that requires a blend of creativity, strategic thinking, and operational rigor. This role will focus on the tactical execution and operational management of brand-building initiatives, product development, and portfolio optimization to enhance our proprietary offerings.

You will

Brand & Product Development Execution

• Partner with Supplier & Category Management, Marketing, Insights, Supply Chain, and Operations to bring new products ideas from concept through launch.
• Align with merchants and category managers to support the brand architecture and ensure consistency in positioning and messaging across the portfolio.
• Translate consumer, customer, and market insights into differentiated product concepts.
• Build strong business cases for new initiatives, including volume projections, pricing strategy, and investment needs in partnership with the category management team.
• Represent the voice of the consumer and ensure cultural relevance at all stages of product development.
• Continuously refine innovation practices based on outcomes and lessons learned and ensuring alignment with brand strategy, customer insights, and market differentiation.
• Spearhead partnerships with internal teams, including marketing, merchandising, supply chain, and legal, to streamline go-to-market strategies and compliance requirements.
  
  

Market & Consumer Insights

• Lead opportunity mapping and category trend analysis to identify high-potential innovation spaces.
• Analyze consumer behavior, category trends, and competitive landscapes to identify opportunities for innovation within the Direct portfolio.
• Stay on the cutting edge of beverage trends, emerging formats, ingredients, sustainability, and technology.
• Partner with the sourcing team to develop and execute strategies that address identified gaps through innovative product development.
• Translate insights into actionable brand growth initiatives, using data to inform decisions and drive portfolio expansion.
  
  

Stay informed on regulatory developments and evolving industry standards to ensure compliance with new product launches.

You will come with

• Bachelor’s degree in Business, Marketing, or related field (MBA preferred).
• 10+ years of experience in brand development or product innovation within the Wine & Spirits industry or consumer goods sector.
• Strong track record of executing product launches and managing brand portfolios in a competitive marketplace.
• Proven ability to work cross-functionally with marketing, supply chain, and merchandising teams.
• Exceptional project management skills, with the ability to oversee multiple product development timelines.
  
  

We offer

• Paid Time Off (PTO)
• Generous store discounts
• Health care plans (medical, prescription, dental, vision)
• 401(k), HSA, FSA, Pre-tax commuter benefits
• Disability & life insurance coverage
• Paid parental leave
• Pet insurance
• Critical illness and accident insurance
• Discounted home and auto insurance
• College tuition assistance
• Career development & product training
• Consumer classes
• & More!
  
  

Grow with us

Total Wine & More is the country's largest independent retailer of fine wine, beer and spirits, and we continue to grow our footprint year over year. Total Wine offers exciting and unique career opportunities across the country and in our corporate office. Our strength is our people. We have a commitment to training and career growth, all in an environment that values new ideas and teamwork. If you share our entrepreneurial spirit and a passion for providing best-in-class customer experience, take a moment to apply or learn more at https://careers.totalwine.com/!

Total Wine & More considers several factors when establishing compensation. Estimated salaries determined by third parties have not been validated by Total Wine & More. Compensation may vary based on a number of factors including, but not limited to, market location, job-related knowledge, skills and/or experience.

Total Wine & More is an equal opportunity employer and all qualified applicants will receive consideration for employment without discrimination based on race, color, religion, national origin, sex, sexual orientation, age, marital status, veteran status, disability, or any other characteristic protected by applicable law. Total Wine & More makes reasonable accommodations during all aspects of the employment process, including during the interview process. Total Wine & More is a Drug Free Workplace.

The information provided above indicates the general nature and level of work required of the position and is not a comprehensive list of all responsibilities or qualifications. Benefits list is only a highlight of some of the benefits offered to team members; eligibility for certain benefits apply.