This individual is a Brand Champion. Owns overall brand strategy and positioning for an assigned brand, ensuring the strategic integrity within total brand portfolio, and within the beer category. Responsible for delivery against brand's strategic, volumetric and financial goals annually as well as the long-term ability to meet three-year brand equity targets. Leads and directs external and internal resources through the value chain to deliver on strategic intent. Responsible for integration into broader organization ensuring integrity of marketing programming and messaging from conception through execution links highly with brand positioning, while retaining the ability to react to competitor and market conditions.
Planning
Brand Analysis
Ensures effective integration of brand plan /activities with other Company functional areas
Resource allocation
Financial planning for assigned brand
Leads brand’s annual planning process
Commercial influence
Managing initiatives across the enterprise and collaboration with internal stakeholders.
Selling marketing concepts to external stakeholders including distributors and key retailers.
Strategy/Positioning
Identifies opportunities and target consumers
Defines strategic direction
Translates business and consumer insights into actionable business ideas.
Creative development across select marketing mix elements and platforms.
People Management
Attracts, leads, manages, and mentors employees in such a way to ensure retention, development, and superior performance of talent.
Communication
Clearly communicate all brand programs. Provide clear direction and demonstrate leadership through meeting timelines. Understand brand strategies, link to channel strategies and apply them to the development of brand programs and creative messaging.
Brand Performance
Achieve volume, profit, and brand health targets
Manages brand portion of the P&L
Drive execution across select elements of marketing mix
Project Management and program execution
Manage and coordinate the development of Brand programs, creative and other elements of the marketing mix
Education and experience
Required: Bachelor degree
Required: 5 Years of related work experience
Preference: Master’s degree in business or marketing
Skills and knowledge
Required: CPG Marketing
Preference: Sales experience
