GENERAL SUMMARY
Responsible for delivering specified business targets (volume, profit, share) through the development and execution of all brand strategies and plans.
SPECIFIC DUTIES AND RESPONSIBILITIES
1. Leads Brand Team responsible for developing and implementing short and long term marketing objectives, strategies and tactics to deliver against agreed upon brand, business and financial goals.
2. Actively manages and develops direct reports.
3. Works with the Consumer Insights team to develop brand strategy, consumer segmentation, targeting and positioning of brand and in the development of the brand architecture. Ensures appropriate qualitative and quantitative research is conducted to ensure overall brand success.
4. Supervises agencies in the creative development process and execution of all national and local advertising campaigns, including television, digital, radio, print, outdoor, trade and alternative media.
5. Continuously monitors business and brand health performance of brands using internal and external data resources to identify issues and opportunities to drive both brand development and volume performance.
6. Manages brand budgets. Ensures that dollars are allocated and spent in an efficient and effective manner within budgetary parameters. Responsible for maintaining these budgets throughout the year, balancing expenditures against volume and profitability expectations.
7. Works with the Promotional/Trade Marketing team in directing the development of all national and local consumer promotion programming at retail – setting vision, providing direction and evaluating options. Directs the development of both permanent and non-permanent point-of-sale programs as well as any premium and/or ancillary brand identified programs and materials.
8. Works with the Insights and Analytics and Finance teams to measure and analyze sales impact, wholesaler execution and the profitability/ROI of marketing expenditures.
9. Works with the Media Planning team in developing and evaluating all media plans and initiatives, both on national and regional/local levels.
10. Works with the Sponsorship team in the identification and development of all event marketing programming, including all sponsored events, charitable donations, trade related functions, etc.
11. Works with the Field Marketing team to ensure strategies and tactical plans are executed for all relevant local markets.
12. Assists with establishing brand pricing strategies and works with Director of Pricing and Business Analysis in monitoring all pricing and price promotion levels and activities.
13. Identifies incremental opportunities with packaging and new-product initiatives. Works with the Innovation team to ensure opportunities are addressed and new initiatives are executed.
14. Maintains constant and concise communication with both field sales and key wholesaler personnel in developing and evaluating the effectiveness of all marketing-related programming at the field level.
15. Participates in market visits and actively involved in Business Unit planning and review meetings.
16. Communicates regularly with representatives of brewery on all pertinent marketing, budgeting or packaging-related issues.
17. Develops communications for senior management pertaining to marketing updates, budget recaps and program evaluations.
18. Develops presentations for all internal and external meetings.
Job Requirements:
KEY SUCCESS FACTORS
1. Demonstrated ability to understand brand strategy – consumer segmentation, consumer targeting, brand positioning and brand architecture.
2. Has led annual brand planning and integrated marketing communication processes.
3. Demonstrated ability to manage and develop direct reports.
4. Strong analytical skills with a demonstrated ability to utilize trend analysis, syndicated and customized research and other sources to turn data and information into actionable insights.
5. Experience in developing, evaluating and producing advertising copy for television.
6. Exhibits strong leadership skills with track record of others seeking out his/her involvement and leadership for projects.
7. Strong communication ability across all layers of the organization. Ability to communicate and sell the strategies and plans to senior management and through the sales organization.
8. Strong ability to develop creative briefs for use by agencies and internal support groups across the marketing mix.
9. Experience leading multiple agencies.
10. Maintains positive and can-do attitude and approach to work.
11. Ability to identify and champion new business and brand building ideas. Committed to continuous innovation.
12. Highly developed interpersonal skills are necessary. Must interact regularly with senior management, field personnel, wholesaler representatives and suppliers.
13. Ability to construct numbers based objectives that can be measured against hard metrics.
14. Experience managing complex project list, priorities and budgets and track record of delegating as appropriate. Strong focus on driving for results.
15. Strong communication skills with demonstrated ability to manage expectations of supervisor, other functional groups and agency partners.
16. Strong persuasion skills to gain alignment where needed.
17. Fosters open, honest and direct communication while maintaining sensitivity to confidential information.
18. Provides clear, succinct and relevant written and verbal communication.
KNOWLEDGE & EXPERIENCE
1. Relevant Master’s Degree required
2. 4-5 years as a Brand/Sr. Brand Manager within the beverage/food, CPG, retail or pharma industry.
3. Bilingual (Spanish/English) with proficiency in written/verbal communications highly preferred.
4. Experience with 3-tier distribution system a plus.
5. Experience managing and developing direct reports.
6. Advertising experience with television, digital and other media.
7. Budget and project management experience.
8. Strong writing, presentation and verbal communication skills.
9. Demonstrates a passion for the beer business.