The Specialist, Lifestyle & Experiential Marketing, will support in the planning and development of sponsorship and partnership platforms for brands and categories within the CBI portfolio. This position will focus on ensuring the processes and communication is in place to ensure that best-in-class programs and processes are in place within the sponsorship portfolio; as determined by business and brand needs. The position will be relied upon to ensure cross-functional planning – including Brand, Field Marketing, Trade Marketing, PR, Media and other key stakeholders – is executed seamlessly. They will support the Senior Manager, Lifestyle & Experiential Marketing on the sell-in and negotiation of partnerships based on the strategic frameworks. This will require a focus on long-term thinking and establishment of best-in-class programming, measurement and reporting tools; in conjunction with the Activation side of the team. This position will serve as a liaison and connection point across all Constellation Beer Division business units helping drive consistency of programming across brands and platform. The successful candidate will have the ability to consistently innovate, have a keen understanding of the consumer and develop methods and tools to maximize resources to develop strategic sponsorships.
Responsibilities
Acts as a thought leader, building strategic sponsorships and long-term brand platform, using consumer insights to build strategic platforms leveraging Talent, Partnership or other consumer passion points.
Manages the centralized program development process of National platforms (Sports, Music and Entertainment), ensuring program elements can be executed 360 (Retail, eComm, Media, Field, etc.).
Serves as the centralized support mechanism across all BUs ensuring local Field Marketing teams are provided the right tools across all local sponsorships from a corporate marketing standpoint.
Support Senior Manager in development of measurement, evaluation and valuation models across all current and potential partnerships – nationally, locally and across platform.
Serve as the key point of contact with Brand and Field Marketing Managers (and other key stakeholders where appropriate), to ensure alignment and consistency amongst the sponsorship portfolio.
Lead on collaboration between Field Marketing and Brand/Retail Marketing teams, identifying needs, opportunities and creating/formalizing processes to maximize local sponsorships, ensuring local efforts are aligned with brand positioning.
Supports Senior Manager, Lifestyle & Experiential, on sponsorship planning as needed for development of acquisition strategy, ROI analysis and best practice sharing.
Acts as support mechanism across national accounts working with National Trade Marketing team to facilitate leveraging marquee local properties.
Facilitates communication, best practice sharing and cohesive approach across key existing properties and new properties as opportunities emerge.
Seeks out and is informed of latest consumer engagement trends across social, experiential, venue technology, festival technology and music industries.
Supports negotiation processes as needed by department Senior Manager and Director
Creative, enthusiastic self-starter with ability to multi-task and work well with others as a team
2+ years of relevant experience in sports/partnership marketing or brand marketing, with experience activating sponsorships/partnerships across a 360-degree approach.
Bachelor’s degree in relevant field of study.
Experience working with a P&L and large budgets.
Understanding of, or willingness to learn, brand strategy and how to implement it across various consumer touchpoints.
Passion Sponsorship and Events world – including sports, music, wine & food, and similar events
Proven success working in a cross functional team environment and driving processes with results across multiple stakeholders.
Experience working with internal cross-functional teams.
Proven track record of bringing creative new ideas and programs to keep marketing programming fresh and relevant, increasing ROI and driving measurable growth around business metrics (volume, share) and brand health metrics.
Ability to write a brand brief and deliver feedback to agencies in a succinct and efficient manner.
Strong budget management skills and the ability to effectively communicate forecasting and updates on a regular basis and as requested.
Strong communication skills across all forms of communication (written, presentation) with varying audiences (marketing/sales leadership, distributors, internal, field sales, field marketing sponsorship partners and agencies).
Ability to use consumer insights, syndicated information and other metrics to build business cases and analysis around sponsorship opportunities and ROI evaluation.
Proven success delegating roles and responsibilities to agency and field partners to successfully complete objectives.
Highly organized as well as ability to be highly flexible in a fast-paced atmosphere.
Preferred Qualifications
MBA or Masters in Sports Marketing or related field is preferred.
