The Brand & Innovation Manager (Wine Jobs: Sales & Marketing)

Full Time

  Anchor Distilling Company

  San Francisco, California

Job Description

The Brand & Innovation Manager is responsible for brand strategy and activation of our Premium Spirits brands, including Junipero Gin, No3 Gin, Hine Cognac, Karlsson’s Vodka, Ypioca Cachaças, and Amaras Mezcal and Chinaco Tequila brands. S/he will manage the strategic and tactical brand plan development and implementation; own the marketing budgets, and oversee the execution and analysis of the plans. This role works closely with the US Marketing team, our Global Suppliers and the US Sales team to effectively develop, communicate and execute these brand initiatives.

The successful person in this role will be an entrepreneurial marketer with a combination of strategic vision, strong brand planning skills, roll-up-the-sleeves spirit, and passion for the artisanal spirits world. S/he needs the ability to ‘manage through people’, working with internal and external teams to achieve growth targets. While having experience working with agencies is a plus, we are looking for innovators who are excited by creating more with less – a self-starting, ‘go-getter’ that gravitates towards experiential and grassroots marketing more than traditional big-budget marketing and above-the-line communication.

This is a great opportunity for someone who has the skills and desire to be part of a growing team of enthusiasts and builders.

Key Responsibilities
BRAND STRATEGY AND PLANNING
  • Manage the development, implementation, execution and monitoring of the portfolio’s long-term strategic and annual plans, including:
    • Category and competitor analysis
    • Positioning, Portfolio mix and annual roadmap for each brand
    • Marketing & Sales plans (including PR, media, trade and consumer programs/events)
    • Develop channel strategy and specific & effective growth drivers
    • Supply and Demand Planning
    • Incorporation of Market and Consumer Insights and feedback into plans
  • Implement business and pricing strategies and programs to achieve volume and profit targets.
  • Provide clear executional direction to sales organization and external stakeholders.
  • Create and Track KPIs and measure program effectiveness.
TRADE AND CONSUMER PROGRAM MANAGEMENT
  • Develop trade, influencer and consumer programs to grow brands’ awareness, trial and market share within targeted markets.
  • Develop events, education, sponsorships and activation programs with mixologist community, trade and press influencers and consumers.
  • Guide internal and external PR and marketing agencies in program/creative development.
  • Develop and implement retail and trade programs with regional sales teams and distributors.
  • Support efforts to execute programs effectively with internal and external teams.
LEADERSHIP AND COMMUNICATION
  • Work closely with internal sales, marketing, finance and leadership teams to effectively communicate and be a champion for the brand strategy and marketing plans.
  • Provide brand owners monthly and quarterly updates with guidance and insights on US brand opportunity, planning and brand performance reviews; coordinate and support supplier visits to US markets.
  • Effectively communicate brand programs and support to trade partners and external stakeholders.
  • Develop feedback loops to incorporate input from stakeholders into the brand management process.
  • Help build and maintain effective business relationships with key trade, retailers and wholesalers.
  • Travel to key markets in support of new product launches, surveys, major initiatives, etc. and report brand and competitive findings and market-driven recommendations to Marketing VP.
FINANCIAL MANAGEMENT AND REPORTING
  • Manage brand budgets, monitoring and analyzing marketing spend to ensure acceptable ROI. Work with Finance team on monthly basis to monitor YTD spending, commitments and budget balance.
  • Perform ongoing Analysis of the market, competition and consumer trends to identify emerging trends and business issues/opportunities.
  • Work with Sales Team to establish and track key performance indicators (KPIs) to measure success and motivate sales and wholesaler teams to achieve defined goals.
  • Collaborate with Sales Operations Manager to prepare Quarterly business reviews, regular updates to Nielsen and Diver reports, and monthly reports on brand progress (including sales analysis, distribution penetration, marketing activation, pricing, competitive analysis and opportunities).
NEW PRODUCT DEVELOPMENT
  • Lead new product development projects from market opportunity identification, to ideation, to product, price and packaging development, and launch plan.
  • Working across departments with strong project management skills and a ‘can do, roll up your sleeves’ attitude.
Education, Experience & Qualifications
  • Bachelor’s Degree; MBA preferred.
  • 5-7 years of marketing experience with a consumer/lifestyle products company, preferably with prior experience managing the growth strategy of high-end brands with an entrepreneurial bent. Alcohol beverage experience a plus. Start-up experience a plus.
  • Understanding of spirits landscape and the three-tier distribution system.
  • Proven track record developing and launching new products in the US market.
  • Previous experience in project and budget management, including the management of marketing plans and programs.
  • Experience managing and developing direct reports.
  • Strong strategic and analytical skills, problem solving and business/financial acumen.
  • Experience working in an entrepreneurial, high-growth, fast pace environment.
  • Strong strategic and creative problem-solving abilities, with the capability to translate ideas into practical execution. Results oriented and determined in the face of a challenge.
  • High tolerance for multi-tasking, flexible and thrives in a dynamic, fast-paced executional environment.
  • Excellent verbal and written communications, strong presentation skills, and work organization.
  • Strong leadership skills. A self-starter, who takes initiative and excels with great autonomy.
  • Team player with ability to collaborate and effectively interact and work cross functionally with management, peers and other departments to meet business goals. Proven ability to develop relationships at all business levels.
  • Proficient in Excel, Outlook, PowerPoint and Word.
  • Working knowledge of Nielsen/IRI data and Diver experience a plus.
Compensation

We offer competitive compensation commensurate with experience and a comprehensive benefits package that includes: full medical and dental, vision paid 80%, life insurance benefit, vacation and sick time, flexible spending accounts, commuter benefit, company holidays and a 401k plan with employer match.

How To Apply

Submit resume and cover letter to Anchor People Services at: [email protected] for consideration.

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