Job Description
Position Summary
The Associate Brand Manager is responsible for assisting in delivering specified business targets (volume, profit, share) through the development and execution of all brand strategies and plans, leading to profitable growth of the Constellation Brands Wine & Spirits Division portfolio. As a cross-functional team leader, the Associate Brand Manager works effectively across disciplines and develops and sustains strong and productive relationships with external partners to execute brand strategies.
Responsibilities
- Assist in the development and implementation of short and long-term marketing objectives and strategies. Lead the development and execution of brand plans and tactics to deliver against agreed upon brand, business and financial goals.
- Assist Brand Manager and Consumer Insights team in the development of brand strategy, consumer segmentation, targeting and positioning of brand and consumer targets. Ensures appropriate qualitative and quantitative research is conducted to ensure overall brand success.
- Participate in the creative development process and execution of all national and local advertising campaigns. Assists in the development of TV, radio, print, outdoor, trade and alternative media advertising.
- Lead day-to-day brand budget management including PO and invoice processing for assigned projects and ensures financial responsibility within budgetary parameters. Responsible for maintaining budgets and forecasts monthly. Collaborates with Finance to ensure forecast accuracy and balance expenditures against volume and profitability expectations.
- Lead brand business analysis with the Business Analysis Team. Continuously monitor business and health performance to ensure brand is tracking against goals. Responsible for using and understanding internal and external data resources to identify issues and opportunities to drive both brand development and volume performance.
- Work with the Business Analysis and Finance team to measure and analyze sales impact, wholesaler execution and the profitability/ROI of marketing expenditures.
- Assist Brand Manager and Media Planning team in the development of all media plans and initiatives, both on national and regional/local levels.
- Assist Brand Manager in working with the Retail/Trade Marketing team to develop brand promotions, providing direction and evaluating options. Help to direct the development of all national and local consumer promotion programming at retail.
- Assist in the development of both Permanent and Non-permanent Point-Of-Sale Programs as well as any premium and/or ancillary brand identified programs and materials.
- Assist the Brand Manager in the identification and development of assigned event marketing programming, which include sponsored events, charitable donations, trade related functions, etc.
- Work with the luxury events team to strategically align on event strategy and execution for events and auctions.
- Work with DTC team, partnering with Hospitality, eCommerce and Wine club to ensure consistent programming across DTC channels.
- Partner with eCommerce team to ensure brand standards are met for all eCommerce activities
- Maintain constant and concise communication of assigned marketing-related programming with internal and external partners, including Field Sales, Management, and Corporate Communications.
- Participate in market visits and assist in Business Unit planning and review meetings.
- Utilize competitive, category, consumer, shopper, and retailer insights to further validate and optimize concepts that will drive growth volume and meet objectives.
- Support day-to-day budget management, PO, and invoice processes. Ensure dollars are allocated and spent in an efficient and effective manner within budgetary parameters. Assist with maintaining budgets throughout the year, balancing expenditures against volume and profitability expectations.
- Prepare material for executive updates, internal and external sales and retailer meetings, Stage Gate meetings, etc. as required.
- Participate in market visits as required.
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KEY SUCCESS FACTORS
- Exposure to the development of brand strategy – consumer segmentation, consumer targeting, brand positioning and brand architecture.
- Exposure to the annual brand planning process.
- Strong analytical skills with a demonstrated aptitude to utilize trend analysis, syndicated and customized research and other sources to turn data and information into actionable insights.
- Exhibits strong leadership potential with track record of others seeking out his / her involvement and leadership for projects.
- Strong communication skills and ability to communicate and sell the strategies and plans to upper management and through the sales organization.
- Maintains positive and can-do attitude and approach to work.
- Highly developed interpersonal skills are necessary.
- Must interact regularly with senior management, field personnel, wholesaler representatives and suppliers.
- Exposure to the development of / or demonstrated aptitude to develop creative briefs for use by agencies and internal support groups across the marketing mix.
- Strong creativity skills with the ability to evaluate creative work in the context of brand strategy.
- Experience managing complex project list, priorities and budgets and track record of project management with a focus on driving for results.
- Demonstrated ability to manage expectations of supervisor, other functional groups and agency partners.
- Strong persuasion skills to gain alignment where needed.
- Fosters open, honest and direct communication while maintaining sensitivity to confidential information
- Provides clear, succinct and relevant written and verbal communication.
- Comfortable with ambiguity.
Minimum Qualifications
- Bachelor's degree in relevant field (Marketing, Business, Management, etc.).
- Progressive experience in the CPG industry with at least 3 to 5 years of brand management experience, or 1 to 2 years of brand management experience and an MBA.
- Exposure to the beverage industry a plus
- Professional maturity, exceptional organization and project management skills
- Strong writing, presentation and verbal communication skills
- Strong commercial and financial acumen, with experience working with P&L's
- Demonstrated skill in building and leading strong cross-functional teams; proven experience managing multi-agency partners
- Demonstrates a genuine desire and passion for the alcohol industry
Physical Requirements/Other
- Able to lift 40 lbs on occasion. Work in a normal office environment.
- Must be able to sit at a workstation for up to 2-hour intervals. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.
- Must be flexible in work style and schedule: travel up to 30%. The wine industry is a hospitality-oriented industry, so availability to work weekends and evenings on occasion as required.
- Must have a valid U.S. Passport.
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Location
Paso Robles, California
Additional Locations
Lompoc, California, Los Angeles, California, Santa Barbara, California
Job Type
Full time
Job Area
Marketing
The salary range for this role is:
$96,700.00 - $153,600.00
This is the lowest to highest salary we in good faith believe we would pay for this role at the time of this posting. Our compensation is based on cost of labor. For remote locations or positions open to multiple locations, the pay range may reflect several US geographic markets, including the lowest geographic market minimum to the highest geographic market maximum. We may ultimately pay more or less than the posted range, and the range may be modified in the future. An employee’s pay position within the salary range will be based on several factors including, but not limited to, the prevailing minimum wage for the location, relevant education, qualifications, certifications, experience, skills, seniority, geographic location, performance, shift, travel requirements, sales or revenue-based metrics, any collective bargaining agreements, and business or organizational needs. At Constellation Brands, it is not typical for an individual to be hired at the high end of the range for their role, and compensation decisions are dependent upon the facts and circumstances of each position and candidate. We offer comprehensive package of benefits including paid time off, medical/dental/vision insurance, 401(k), and any other benefits to eligible employees.
Note: No amount of pay is considered to be wages or compensation until such amount is earned, vested, and determinable. The amount and availability of any bonus, commission, or any other form of compensation that are allocable to a particular employee remains in the Company's sole discretion unless and until paid and may be modified at the Company’s sole discretion, consistent with the law.
Equal Opportunity
Constellation Brands is committed to a continuing program of equal employment opportunity. All persons have equal employment opportunities with Constellation Brands, regardless of their sex, race, color, age, religion, creed, sexual orientation, national origin or citizenship, ancestry, physical or mental disability, medical condition (cancer or genetic characteristics), marital status, gender (including gender identity or gender expression), familial status, military or veteran status, genetic information, pregnancy, childbirth, breastfeeding, or related conditions (or any other group or category within the framework of the applicable discrimination laws and regulations).
