Brand Marketing Manager

Modesto, CA

Beverage and Tobacco Product Manufacturing

About the position

This position can be done in a telecommuting capacity in either Modesto, CA or Dallas, TX. The travel requirements for this position can be upwards of 25% annually. Manages a core company growth brand, overseeing multiple brand-building initiatives that will have significant business impact in leading the implementation of strategic marketing objectives. In partnership with the Outcome Owner and Director, maintains responsibility for the P&L for assigned brands, identifying trade-offs and resources needed to deliver results and ensuring marketing plans are consistent with the company's growth and profit objectives. Contributes to and leads strategic subsets of brand project roadmaps through successful partnership and mentorship of team of internal and external partners.

Responsibilities

• Leads subsets of Agile Roadmap in development and delivery.
• Independently manages a strong brand plan.
• Actively contributes to 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; can manage a subline in line with brand architecture.
• Identifies and manages trade-offs in the P&L to improve Gross Margin, GMAA (GM after A&P investment) and brand health outcomes.
• Develops all or part of the brand standards for the Sixth Standard Strategy of Execution and partners with/independently manages internal teams on driving execution.
• Understands the role of portfolio strategy and adopts strategies to increase the brand's ability to fulfill its portfolio role and increase short-term profitability and long-term brand health.
• Demonstrates capable agency management.
• Understands the basics of each channel and an in-depth knowledge expertise in 1 or more channels critical to brand success. Proposes and develops appropriate corresponding tactics. Ensures channel tactics are consistent with brand equity.
• Completes monthly market visits as needed to evaluate whether activation tools support sales execution; collects and responds to channel feedback; identifies emerging trends; identifies opportunities across key channels through observation.
• Identifies new and innovative marketing methods and practices in support of the consumer target, distributors or gatekeepers/trade. Capable of recommending test and learn parameters and evaluating the measures of effectiveness of marketing innovation.
• Drafts innovation brief based on consumer, brand or category opportunities. Partners with Outcome Owner to deliver the brief to cross-functional partners.
• Demonstrates strong consumer empathy for select target consumer groups. Mines insights/trends and understands how to translate data into strong and compelling consumer insights (analysis, trend reports, first party data), developing a POV around potential changes.
• Actively contributes to the development or optimization of Consumer Base, Opportunity Audience or Inspirational Archetypes through a deep understanding of the psychology, motivations, needs and behaviors of consumers.
• Qualitatively identifies and collects consumer, customer, and channel insights by regularly and physically spending time with distributor sales reps and customers in accounts.
• Deeply understands where consumers are (GTM/Channel standpoint) and how brand placement shapes consumers' impression of equity.
• Independently manages and executes parts of the marketing program mix to reach target consumer and/or affect LTV (understands the economics of LTV).
• Actively contributes to the development and maintenance of Brand Story, ensuring relevance.
• Maintains deep understanding of Brand Visual Guidelines and BSP (brand strategic positioning) to evaluate and provide feedback.
• Actively contributes to the development of the Creative Platform and Comms Strategy in partnership with SME's based on brand strategy, objectives, relevance to consumer, fit with brand and ownability. Responsible for not only developing Creative Briefs that inspire breakthrough thinking and creative but also ensuring the work is within brief tolerance; able to flag gaps to partner and Team.
• Responsible for setting the Measurement & Learning plan for campaign and creative work and providing recommendations for optimizations based on results.
• Responsible for understanding and complying with applicable quality, environmental and safety regulatory considerations. If accountable for the work of others, responsible for ensuring their understanding and compliance.

Requirements

• Master's degree plus 3 years of experience to include brand management experience reflecting increasing levels of responsibility; OR Bachelor's degree plus 5 years of sales, marketing, consulting, or agency experience to include brand management experience reflecting increasing levels of responsibility; OR Bachelor's degree plus 4 years of Gallo sales, marketing, engineering or operations experience reflecting increasing levels of responsibility; OR High School diploma or State-issued equivalency certificate plus 9 years of sales, marketing, consulting, or agency experience to include brand management experience reflecting increasing levels of responsibility.
• Required to travel up to 25% of the time in-market in order to perform job duties.
• Strong analytical & financial acumen.
• Demonstrated skill in leading and coaching cross-functional teams.
• Ability to influence management, lead cross-functional teams, and work through others.
• Ability to effectively manage competing priorities and operate with a sense of urgency.
• Excellent written & verbal communication skills.
• Required to travel to company offices, sites, and/or meeting locations for onboarding, training, meetings, and events for development, department needs, and business delivery up to 5% of the time, with or without reasonable accommodation. This may be in addition to travel requirements, if applicable, as listed in this job description.
• 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 reflecting increasing levels of responsibility.
• IRI Circana experience.
• Experience Managing a P&L.
• Experience working in an agile environment.
• CPG, Pharmaceutical, or Alcohol beverage industry experience.
• Solid understanding of 3-tier distribution system.
• Brand strategy & positioning experience.

Benefits

• Competitive benefits package.