Brand Marketing Manager - Renovation

$118,600 - $178,000/Yr

E. & J. Gallo Winery - Modesto, CA

Full-time - Mid Level

Modesto, CA

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 the application of brand positioning components.
• Actively 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, GMAA, 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's ability to fulfill its portfolio role and increase profitability and brand health.
• Demonstrates capable agency management and understands the basics of each channel with in-depth knowledge in critical channels for brand success.
• Proposes and develops appropriate corresponding tactics ensuring channel tactics are consistent with brand equity.
• Completes monthly market visits to evaluate activation tools supporting sales execution and collects channel feedback.
• Identifies new and innovative marketing methods in support of consumer targets, distributors, or gatekeepers/trade.
• Identifies innovation guardrails to enable the brand team to draft innovation briefs based on consumer, brand, or category opportunities.
• Demonstrates strong consumer empathy for select target consumer groups and translates data into compelling consumer insights.
• Actively contributes to the development or optimization 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 where consumers are from a GTM/Channel standpoint and how brand placement shapes consumer impressions.
• Responsible for the development of brand identity and packaging to communicate brand positioning and maximize brand equity.
• Contributes to the development and maintenance of Brand Story ensuring relevance.
• Maintains understanding of Brand Visual Guidelines and BSP to evaluate and provide feedback.
• Contributes to the development of the Creative Platform and Comms Strategy based on brand strategy and objectives.
• Responsible for setting the Measurement & Learning plan for campaign and creative work.

Requirements

• Master's degree plus 3 years of experience in brand management; OR Bachelor's degree plus 5 years of sales, marketing, consulting, or agency experience; OR Bachelor's degree plus 4 years of Gallo sales, marketing, engineering or operations 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 and meeting locations for onboarding, training, and events 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 effectively leading without formal authority across functional groups.
• Experience effectively influencing SR 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 including health insurance, retirement plans, and paid time off.