Product Marketing Manager

Company: Llano Estacado Winery

Location: Austin, TX

Job Type: Full-Time | Exempt

Reports To: Majority Owner

About Llano Estacado

Llano is the second oldest and is the largest winery in Texas.  Based in Lubbock, the winery is under new ownership and is undergoing an expansion of its brands and its direct-to-consumer marketing. Llano is opening locations in and around Fredericksburg, including tasting rooms, a wine corridor residential subdivision, a spa with mineral baths and a boutique hotel. Llano is opening a new tasting room in Lubbock and expanding its hospitality facilities at the winery production facility. Llano is launching new brands and products building its brand portfolio. Llano is building a marketing team to support all these efforts.  The marketing team will be based in Central Austin, and report directly to the majority owner. 

Key Responsibilities

• Along with your colleagues, own and execute the marketing strategy for the Llano Estacado product portfolios
• Lead and oversee all social media efforts for the designated product lines, including content planning, channel management, and performance tracking
• Plan, manage, and activate live consumer events, including tastings, festivals, brand activations, and hosted experiences
• Develop and manage CPG partnerships and co-marketing relationships that expand brand reach and drive trial
• Collaborate closely with the Director of Hospitality to align brand storytelling across tasting rooms and experiential channels
• Partner with the distribution sales team to support sell-in and sell-through initiatives, developing trade tools, programming, and point-of-sale assets
• Support the portfolio's Wine Club and Direct-to-Consumer sales channels, developing marketing programs that drive membership growth, retention, and online conversion
• Manage third-party vendors including agencies, influencers, event producers, and other marketing service providers
• Track, analyze, and report on marketing performance against key brand and commercial KPIs
• Manage the product line marketing budget with discipline and accountability

The Role

Llano is looking for two or three people to build out a marketing team.  This is not a remote work position.  We will work in our beautiful corporate office near UT and the Capitol.  The team will report directly to the majority owner. This will be a team position, responsible for all aspects of marketing.  No one member of the team will be expected to be proficient in all aspects of the marketing program, but the various skills were are looking for to build the team include:

• Experience with new product launches, brand builds, or startup-stage marketing a significant plus
• Understanding of the alcohol beverage industry — spirits, RTD, or adjacent High-ABV categories — is a plus
• Experience leveraging user-generated content (UGC) on TikTok to drive brand awareness and consumer acquisition is a strong plus
• Proficiency in social media management and content tools such as Hootsuite, Buffer, Sprout Social, Canva, graphic arts software, or similar platforms is a plus
• Proficiency in Excel 
• Capable of using AI applications to leverage execution
• Experience managing marketing budgets with measurable accountability
• Demonstrated ability to manage multiple workstreams and external partners simultaneously
• Entrepreneurial mindset; comfortable operating with ambiguity and building processes from scratch
• Strong collaborator who can work fluidly across sales and senior leadership
• Ability and willingness to travel heavily within Texas, including weekends

Compensation & Benefits

• Competitive base salary commensurate with experience and the Austin market
• Performance-based bonus tied to revenue outcomes
• Full benefits package including employer-paid healthcare
• Opportunity to work with one of Texas's most storied wine brands during an exciting period of growth