📌 Core Information
🔹 Job Title: Director, Innovation & Brand Development
🔹 Company: Total Wine & More
🔹 Location: Maryland SSC
🔹 Job Type: Full-Time
🔹 Category: Retail
🔹 Date Posted: July 9, 2025
🔹 Experience Level: 10+ years
🔹 Remote Status: On-site
🚀 Job Overview
Key aspects of this role include:
- Identifying white space opportunities and driving consumer-centric innovation
- Transforming ideas into market-ready products and brands
- Collaborating cross-functionally to execute brand-building initiatives and product launches
- Analyzing market trends and consumer behavior to inform strategic decisions
- Optimizing the Direct portfolio to enhance proprietary offerings
ASSUMPTION: This role requires a high level of creativity, strategic thinking, and operational rigor, as well as strong project management skills and the ability to work effectively with various internal teams.
📋 Key Responsibilities
✅ Brand & Product Development Execution:
- Partner with cross-functional teams to bring new product ideas from concept through launch
- Align with merchants and category managers to support brand architecture and ensure consistent positioning and messaging
- 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
- 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
- Spearhead partnerships with internal teams 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.
ASSUMPTION: This role involves a high degree of collaboration and requires strong communication skills, as well as the ability to manage multiple projects and deadlines effectively.
🎯 Required Qualifications
Education: Bachelor’s degree in Business, Marketing, or related field (MBA preferred)
Experience: 10+ years of experience in brand development or product innovation within the Wine & Spirits industry or consumer goods sector
Required Skills:
- Proven ability to execute product launches and manage brand portfolios in a competitive marketplace
- Exceptional project management skills, with the ability to oversee multiple product development timelines
- Strong track record of working cross-functionally with marketing, supply chain, and merchandising teams
Preferred Skills:
- Experience in the wine and spirits industry
- Fluency in Spanish or other relevant languages
ASSUMPTION: Candidates with experience in the wine and spirits industry or relevant language proficiency may have an advantage in this role.
💰 Compensation & Benefits
Salary Range: $143,100.00 - $235,200.00 (Based on the provided range, the estimated salary for this role is $184,150.00 per year, with a midpoint of $214,675.00)
Benefits:
- 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
Working Hours: Full-time, typically Monday-Friday, with some flexibility for meetings and events
ASSUMPTION: The salary range provided is an estimate and may vary based on market location, job-related knowledge, skills, and/or experience.
📌 Applicant Insights
🔍 Company Context
Industry: Retail, specifically in the wine and spirits sector
Company Size: 5,001-10,000 employees (Large enterprise)
Founded: 1991
Company Description:
- Total Wine & More is the country's largest independent retailer of fine wine, beer, and spirits
- Founded by brothers David and Robert Trone in 1991, with 280+ stores across 29 states
- Offers more than 8,000 world-class wines, 2,500 beers, and 3,000 different spirits
Company Specialties:
- Retail of fine wine, beer, and spirits
- Wine and spirits education and events
- Private label products
Company Website: http://www.totalwine.com
ASSUMPTION: Total Wine & More is a well-established retailer with a strong presence in the wine and spirits industry, offering a wide range of products and services to its customers.
📊 Role Analysis
Career Level: Senior leadership role, reporting directly to the Vice President of Marketing or a similar position
Reporting Structure: This role may have direct reports, such as brand managers or product developers, and will work closely with various internal teams, including marketing, merchandising, supply chain, and legal
Work Arrangement: On-site, with some flexibility for remote work or hybrid arrangements as needed
Growth Opportunities:
- Potential for career advancement within the marketing or merchandising departments
- Opportunities to lead cross-functional projects and teams
- Possibility to expand the role's scope and responsibilities based on performance and business needs
ASSUMPTION: This role offers significant growth potential for the right candidate, with opportunities to make a tangible impact on the company's success.
🌍 Location & Work Environment
Office Type: Corporate office (Store Support Center)
Office Location(s): Bethesda, MD (Headquarters) and Boca Raton, FL (Regional Office)
Geographic Context:
- Maryland SSC is located in Bethesda, MD, a suburb of Washington, D.C.
- The area offers a mix of urban and suburban living, with easy access to cultural attractions, restaurants, and outdoor recreation
- Total Wine & More's corporate office provides a collaborative and dynamic work environment
Work Schedule: Full-time, typically Monday-Friday, with some flexibility for meetings and events
ASSUMPTION: The work environment at Total Wine & More's corporate office is fast-paced, collaborative, and focused on driving business growth through innovation and strategic decision-making.
💼 Interview & Application Insights
Typical Process:
- Phone or video screen with the HR department
- In-person or video interview with the hiring manager
- Final interview with the Vice President of Marketing or a similar position
- Background check and offer extension
Key Assessment Areas:
- Strategic thinking and problem-solving skills
- Cross-functional collaboration and communication skills
- Project management and organizational skills
- Industry knowledge and passion for wine and spirits
Application Tips:
- Highlight relevant experience in brand development, product innovation, and market analysis
- Tailor your resume and cover letter to emphasize skills and experiences that match the required and preferred qualifications
- Prepare for behavioral interview questions that focus on your problem-solving, collaboration, and leadership skills
ATS Keywords: Brand development, product innovation, market analysis, consumer insights, project management, cross-functional collaboration, strategic thinking, wine and spirits industry
ASSUMPTION: The interview process at Total Wine & More is designed to assess candidates' strategic thinking, problem-solving, and collaboration skills, as well as their passion for the wine and spirits industry.
🛠️ Tools & Technologies
- Microsoft Office Suite (Word, Excel, PowerPoint)
- Project management software (e.g., Asana, Trello, JIRA)
- Data analysis and visualization tools (e.g., Tableau, Power BI)
- Consumer insights and market research platforms (e.g., Nielsen, IRI, SPINS)
ASSUMPTION: The tools and technologies required for this role are standard for the industry and will be familiar to candidates with relevant experience in brand development or product innovation.
👔 Cultural Fit Considerations
Company Values:
- Passion for wine and spirits
- Customer focus
- Collaboration and teamwork
- Continuous learning and improvement
Work Style:
- Fast-paced and dynamic
- Collaborative and team-oriented
- Focused on driving business growth through innovation and strategic decision-making
- Results-driven and data-informed
Self-Assessment Questions:
- Do you have a genuine passion for wine and spirits, and a strong desire to learn about the industry?
- Are you comfortable working in a fast-paced, collaborative environment, and able to manage multiple projects and deadlines effectively?
- Do you have strong communication and interpersonal skills, and the ability to work effectively with various internal teams?
ASSUMPTION: Total Wine & More values candidates who are passionate about wine and spirits, collaborative, results-driven, and committed to continuous learning and improvement.
⚠️ Potential Challenges
- Working in a fast-paced, dynamic environment with tight deadlines and competing priorities
- Managing multiple projects and stakeholders simultaneously
- Navigating a large, complex organization with multiple internal teams and reporting structures
- Keeping up with industry trends and regulatory changes in the wine and spirits sector
ASSUMPTION: This role presents both opportunities and challenges, requiring strong project management, communication, and collaboration skills to succeed.
📈 Similar Roles Comparison
- Compared to similar roles in the wine and spirits industry, this position offers a unique blend of brand development, product innovation, and market analysis responsibilities
- Total Wine & More's size and scale provide opportunities for significant impact and growth potential
- Career paths in this role may lead to senior leadership positions within the marketing or merchandising departments
ASSUMPTION: This role offers a unique blend of responsibilities and growth potential, making it an attractive opportunity for candidates with relevant experience in brand development or product innovation.
📝 Sample Projects
- Developing and launching a new line of proprietary spirits, from concept to market
- Conducting a comprehensive market analysis to identify white space opportunities for innovation within the Direct portfolio
- Optimizing the brand architecture and messaging for Total Wine & More's private label products
ASSUMPTION: These sample projects illustrate the range of responsibilities and opportunities available in this role, from brand development and product innovation to market analysis and portfolio optimization.
❓ Key Questions to Ask During Interview
- Can you describe the typical timeline for a product launch, from concept to market?
- How does this role collaborate with the merchandising and supply chain teams to ensure successful product launches?
- What are the key priorities for this role in the first 90 days?
- How does Total Wine & More support the professional development and growth of its employees?
- What are the biggest challenges facing the wine and spirits industry today, and how does this role address them?
ASSUMPTION: These key questions help candidates better understand the role's responsibilities, priorities, and growth potential, as well as the company's culture and commitment to employee development.
📌 Next Steps for Applicants
To apply for this position:
- Submit your application through this link
- Tailor your resume and cover letter to highlight relevant skills and experiences that match the required and preferred qualifications
- Prepare for behavioral interview questions that focus on your problem-solving, collaboration, and leadership skills
- Research the wine and spirits industry and Total Wine & More's business to demonstrate your passion and knowledge
- Follow up with the HR department one week after submitting your application to inquire about the status of your application
⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.
