Job Description

1.         Brand Delivery:

•           Meet and exceed annual business objectives regarding market share, net sales and volumes for the brand portfolio

•           Maintain high consumer affinity and likeability for the brand(s) which gets reflected in brand equity scores

2.         Strategic Planning:

•           Own and deliver the annual operating plan

•           Lead the development of breakthrough consumer programs (which will include above the line, below the line and trade facing programs)

•           Lead the influencer marketing program and several unique music, tribe and lifestyle programs

3.         Brand Communication:

•           Develop and deliver distinctive communication strategy in line with the global brand strategy and positioning.

•           Deep understanding of traditional and new age media – mapping consumers current and potential trends, media habits, genre affinity leading to effective media planning and buying

•           Manage the brand’s Instagram handle specifically and other social handles, work closely with in-House Digital Team to create & execute the local digital brand plan

4.         Collaboration and Integration

•           Lead a cross functional and agency working team (which includes but is not limited to global brand companies, agencies, field marketing, sales, consumer insights and other business departments) fostering and building a strong multi-functional team

5.         Brand Activation:

•           Activate the brand through brand education and advocacy – consumer, trade and internal

•           Develop L3F assets (POS materials, visibility, merchandise) and work with field marketing managers as well as on and off-trade sales teams to ensure effective & timely execution

•           Build, develop & maintain relationships with lifestyle influencers, key opinion leaders (online & offline) and key contacts in the trade (bar owners, mixologists, leading bartenders)

•           Build positive brand equity with target consumers by associating with on-brand lifestyle events & securing appropriate partnerships/sponsorships

•           Seek opportunities to secure earned media in the appropriate channels, on-line and off-line publications

6.         Market Intelligence & Consumer Insight

•           Lead the analysis and reporting of market and competitor trends to identify salient business issues/ opportunities, working closely with divisional sales/ marketing teams as necessary

•           Understand the consumer and shopper behavior to identify trends in the brand.

•           Assist with the development of strategic brand review by analyzing category opportunities, identifying key consumer targets, innovation opportunities and activation strategies

•           Monitor monthly volume and industry performance

•           Be up-to-date on the legislative changes in the state impacting RTM and other business dimensions

7.         Training and People Development

•           Lead the team of brand ambassadors, create a positive working relationship and also build a high performance culture  within the team

•           Leverage the capabilities of the larger team (immediate brand team, cross functional teams and agencies)

•           Develop and coach direct report, as well as junior staff across the brand