Posted: Saturday, October 21, 2017 12:07 AM
The Trade Marketing Director will be responsible for developing and implementing strategies and plans that will deliver brand growth among customers and consumers/shoppers to achieve the short and long term business objectives of the Progressive and Crafted Spirits portfolio as agreed with the brands’ principals and management.
The brand director will develop and manage trade marketing programs and activities that are in line with overall brand strategy, impact consumers along the path to purchase and ultimately influence their purchase decisions.
Work with the US brand team and Global Marketing to develop, communicate, and monitor implementation and performance of the brand strategy in the US.
Accomplishes marketing and sales objectives by planning, developing, implementing, and evaluating merchandising and trade promotion programs and developing field sales action plans.
Identifies marketing opportunities by identifying consumer and customer requirements; defining market, competitor's share, competitor's strengths and weaknesses; understanding and identifying key account universe, forecasting projected business; establishing targeted market share.
Improves product marketability and profitability by researching, identifying, and capitalizing on market opportunities; improving promotional product packaging; coordinating new promotional product offerings.
Manage team of trade marketing brand managers and agencies to produce trade marketing programs (including media, promotions, merchandising, pricing, and digital marketing) designed to drive consumer interest throughout the path to purchase, drive consumer pull and gains customer appeal and support.
Collaborate across lines of the business to develop plans that are inclusive of sales goals, channel plans, global marketing objectives and adhere to compliance requirements.
Specify immutables of brand equity in the US and support the Divisions, via Regional Marketing, to execute integrated retail/marketing programs (including promotions, consumer sweeps/contests, merchandising, traditional/electronic media, packaging, pricing, new product development
Communicate US perspective and needs to global team on below the line marketing strategy and programs
Resolve issues/barriers to achieve plan
Provide guidance, share best practice to enhance local market implementation
Establishes and cultivates a good relationship with field marketing and sales teams by ensuring that the local feedback is taken into account and by regularly visiting sales teams, customers and stores.
Ensure alignment across the Sales and Marketing organizations on all below the line programs, including the coordination with Field Marketing.
Ensures efficient allocation and spending of central budget and monitors the trade marketing spending in the regional markets to ensure funding behind strategic priorities
Support the efforts in the translation and execution of the Global Brand Positioning into impactful programs for the US at the point of purchase/consumption
Establish metrics and KPI’s as well as analyze and monitor brand performance including volume distribution, pricing trends, competitive trends and consumer insights on a local market and national level to monitor and improve programs
Manage day-to-day communications with internal cross functional teams and external agencies and/or vendors.
Ensure adherence to brand guidelines and premium image standards
Ensure adherence to budget and legal compliance requirements
Develop US trade marketing plan and contribute to the development of the annual operating plan based on global strategic guidelines and US leadership guidance.
Input into US Division marketing plans -specify immutables including positioning, communication, product, packaging, pricing, media
Team with agencies to drive development of growth drivers – pricing, events, media/web marketing promotion, CRM, brand graphic guidelines, and on/off premise programming
Team with agencies and internal team to conceptualize, develop, and execute POS/Merchandising in support of brand plan
Liaison with Regional marketing team to drive field execution brand plan elements
Portfolio development, including new promotional product development
Development and execution of key trade programs
Collaborate with Consumer Marketing-Brand Director, Consumers Insights and Business Intelligence teams to identify and/or refine consumer target audience
Clearly communicate brand and portfolio strategy and positioning to all Divisions
Utilizing insight and initiatives, understand and leverage consumer and customer needs by market to identify/maximize volume/profit opportunity
Define and monitor key brand performance metrics and systems
Team with Operations group to ensure adequate availability of product and communication of market driven forecasting variables
Market Research, Data analysis and Business tracking in support of plan building/modification
Collaborate with Brand VP and Consumer Marketing-Brand Director to develop and allocate US A&P budgets
US P & L monitoring
7-10 years’ experience in US brand management with experience in development/management of:
category, brand and portfolio strategy expertise
brand essence and positioning
consumer insight need identification and interpretation
communication and ad campaign development
agency (ad/web/event etc) briefing, direction and management
web site framework, content, refresh and marketing
CRM campaign development
packaging design, refinement and production
event market/PR platforms
new product development
strong interpersonal, influencing, negotiating skills
proven creativity and ability to extract from others
exceptional organizational/prioritization skills
excellent oral and written skills
leadership and mentoring/training skills
P & L budget management expertise
BS + in Marketing
US Beverage Alcohol industry experience preferred or related field/experience.
• Location: Manhattan, New York, NY
• Post ID: 135543912 newyork