Market Development

Description

Mandate: To align the BC wine grape industry with evolving consumer preferences and market dynamics by enhancing market intelligence, strengthening coordinated promotional efforts, and supporting the development of strategies that reflect the diversity, sustainability, and quality of BC wine.

Working Group Responsibilities:

Attend and actively participate in working group meetings (quarterly minimum).
Contribute to the identification, development, and delivery of key strategic priorities.
- The Advisory Committee will approve strategic priorities, project budgets, and deliverables recommended by each group. Where strategic overlaps occur, groups will coordinate with one another to ensure aligned implementation.
Develop and maintain a tactical action plan along with key metrics for tracking success.
Implement Working Group projects, as approved by the Advisory Committee
Embed sustainability, DEIA, and knowledge transfer into all activities.
Meet on an ad-hoc basis for emerging events.
Submit progress reports and final summaries to the Program Delivery Team and Advisory Committee.

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Skills & Qualifications:

Working group participants should be actively engaged in BC’s wine grape industry or a closely related sector (i.e. agriculture, agri-tech, food & beverage) and bring relevant experience to the working group theme in at least one of the following areas:

1. Marketing & Brand Strategy: Proven experience in brand development and ability to craft or promote a compelling narrative rooted in terroir, sustainability, and quality.

2. Consumer Insights & Market Intelligence: Background in consumer research, behavioral insights, or market analytics, with experience using tools and methods to track trends, analyze market performance, and apply data to inform decision-making.

3. Wine, Food & Beverage Industry Knowledge: Understanding of BC’s wine market dynamics and knowledge of geographic indicators, or premium branding strategies.

4. Collaborative Marketing & Industry Engagement: Experience in building marketing partnerships to foster alignment, industry buy-in, and collaboration within collective marketing or regional promotional initiatives.

5. Sustainability & Differentiation Strategy: Ability to connect sustainability credentials with consumer-facing messaging and knowledge of sustainability certifications in a marketing context.

6. Global Perspective & Experience: Demonstrated ability to apply global benchmarking, international comparisons, and relevant case studies to inform strategy and best practices.

Desired Skills:

Strategic communication and brand storytelling
Consumer trend analysis and reporting
Collaborative leadership and stakeholder alignment
Marketing campaign planning and evaluation
Familiarity with CRM, survey platforms, or market analytics tools (e.g. Wine Intelligence)

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