Brand Marketing Manager - Renovation

$118,600 - $178,000/Yr

E. & J. Gallo Winery - Chicago, IL

Full-time - Mid Level

Chicago, IL

Beverage and Tobacco Product Manufacturing

About the position

This position manages multiple brand strategy and positioning projects on assigned Renovation priority brands, which represent an opportunity to be optimized or re-imagined to reach their full potential by better meeting consumer needs and driving business growth. The role involves leading robust brand assessments and consumer research to determine brand gaps and opportunities. With support from the brand team, the individual develops brand strategy and positioning to address these gaps and opportunities. Responsibilities include defining competitive frames of reference, consumer targets, creative strategies, brand identities, and packaging, as well as defining go-to-market strategies, KPIs, and learning plans to evaluate performance. The position requires a strong understanding of category, consumer, and cultural trends and how to apply them to the company's growth and profit objectives. The individual will lead brand strategy and positioning work through successful partnerships and mentorship of internal and external partners.

Responsibilities

• Participates in the development of the team's pipeline of Renovation projects by analyzing existing brands for growth potential.
• Identifies opportunities to shift brand strategy to address strategic gaps for the portfolio.
• Develops and manages project roadmaps, timelines, and A&P budget.
• Executes robust brand assessments to identify opportunities in brand strategy and positioning to maximize brand performance.
• Independently manages a strong brand plan where the Renovation team has brand ownership.
• Leads the BSP (Brand Strategic Positioning) development and coaches internal and external partners on brand positioning components.
• Contributes to brand architecture development and manages a subline in line with brand architecture.
• Identifies and manages trade-offs in the P&L to improve Gross Margin and brand health outcomes.
• Contributes to the development of brand standards for the Sixth Standard Strategy of Execution and partners with internal teams on driving execution.
• Understands the role of portfolio strategy and adopts strategies to increase brand profitability and health.
• Demonstrates capable agency management and understands channel dynamics critical to brand success.
• Proposes and develops corresponding tactics ensuring consistency with brand equity.
• Completes monthly market visits to evaluate activation tools and collect channel feedback.
• Identifies new marketing methods in support of consumer targets and evaluates marketing innovation effectiveness.
• Identifies innovation guardrails to enable the brand team to draft innovation briefs based on opportunities.
• Demonstrates strong consumer empathy and translates data into compelling consumer insights.
• Contributes to the development of Consumer Base, Opportunity Audience, or Inspirational Archetypes.
• Qualitatively identifies and collects consumer, customer, and channel insights by spending time with distributor sales reps and customers.
• Understands consumer placement and its impact on brand equity.
• Responsible for developing brand identity and packaging to communicate brand positioning and drive consumer relevance.
• Contributes to the development and maintenance of Brand Story and Brand Visual Guidelines.
• Contributes to the development of the Creative Platform and Comms Strategy based on brand strategy and objectives.
• Sets the Measurement & Learning plan for campaigns and provides recommendations for optimizations.

Requirements

• Master's degree plus 3 years of brand management experience; OR Bachelor's degree plus 5 years of relevant experience; OR Bachelor's degree plus 4 years of Gallo experience; OR High School diploma plus 9 years of relevant experience.
• Required to travel up to 25% of the time in-market.
• Strong analytical & financial acumen.
• Experience in brand innovation and/or leading brand positioning and strategy development.
• Demonstrated skill in leading and coaching cross-functional teams.
• Ability to influence management and lead cross-functional teams.
• Ability to manage competing priorities and operate with urgency.
• Excellent written & verbal communication skills.
• Required to travel to company offices for onboarding and training up to 5% of the time.
• Required to be 18 years or older.

Nice-to-haves

• Master's of business administration degree plus 6 years of brand marketing experience; OR Bachelor's degree in business administration with a marketing or finance concentration plus 8 years of brand marketing experience.
• Experience in brand innovation and/or leading brand positioning and strategy development.
• Consumer insights and research experience.
• Experience leading without formal authority across functional groups.
• Experience influencing senior leadership and managing multiple external agencies.
• IRI Circana experience.
• Experience managing a P&L.
• Experience working in an agile environment.
• Experience in CPG, Pharmaceutical, or Alcohol beverage industry.
• Experience in a regulated environment.
• Solid understanding of 3-tier distribution system.

Benefits

• Competitive benefits package.