Marketing Manager, Refreshments
Fish Recruit
Toronto, Ontario, Canada
5d ago

Reporting to the VP Americas, the International Americas Spirits Marketing Manager is responsible for a broad range of responsibilities that are vital to brand development of the company's spirits portfolio in the International Americas region.

The duties focus on developing and amplifying brands such as High West, Casa Noble, Mi Campo, Real McCoy, Svedka, Black Velvet, Schenley, Black Box Spirits.

Duties include localizing the US brand marketing / creative and leading the execution of brand strategy, retail programming, marketing communications, and innovation in markets outside of the USA.

The ideal candidate will have the ability to think strategically about brand activation, consumer targeting, positioning, and customer marketing while also having the ability to identify future trends and opportunities.

This role is responsible for business analysis, brand communication, and program development. The role will also be responsible for any new to world or acquired spirits brands in International Americas.

Key Responsibilities

  • Take a proactive role in identifying category opportunities to develop country-specific marketing plans that leverage the positioning of the Spirits brands within and across all Americas region focus markets with a key focus on Canada, Mexico and the Caribbean region.
  • Develop the strategic brand framework and architecture brand positioning, consumer target & activation platform to drive consumer demand through marketing and communication plans.
  • Drive the delivery of the brand’s long-term vision through the brand’s strategic planning process.
  • Drive the development and execution of programs across all marketing touch points (Packaging, Advertising, Trade, Education, POS, and Consumer Programs)
  • Serve as primary contact / liaison between the US Spirits Marketing, Field Sales, Trade Marketing at International Distributors, and cross-functional support teams.
  • Work closely with the US Spirits Brand team and internal / external agencies and resources (Agency partners, Creative Services, Strategic Insights, International Distributors) to develop and produce programs, collateral & presentation support materials in accordance with budgeted objectives to obtain maximum sales volume in relation to marketing and sales objectives
  • Ensure programs and tactics are produced and delivered on budget & on time through the established programming planning process
  • Develop and manage Brand Ambassador Program with agency and International Americas Sales
  • Collaborate with the key stakeholders (International Americas Sales, Promotions, Agencies, Operations) to assure timely execution of all programming
  • Manage day-to-day workflow discussion with support resources (Agencies, Sales etc.) teams regarding project milestones / updates to ensure efficient execution thereof
  • Work closely with the internal US brand team and International distributor Trade Marketing contacts, and Legal departments to assure compliance of all programming, collateral and representative executions - all markets / all channels.
  • Assure that brand standards & equities are maintained for each Country of focus throughout all mediums of communication : POS, collateral materials and events (for both internal & external partnerships)
  • Reporting :

  • Generate insights from data and research to create growth opportunities and make decisions.
  • Provide ongoing category, channel & competitive analysis to influence brand strategy.
  • Demonstrate a strong understanding of category including key drivers, overall competitive framework, brand / product landscape.
  • Anticipate future trends to stay ahead of the competition
  • Manage marketing budgets and ensure programs meet spending parameters agreed to by key stakeholders (Brand Marketing, Sales, and Channel)
  • Assess program effectiveness and viability via formal Program Evaluation (Pre, Post, ROI analysis), market survey with & to appropriate accounts / regions Provide quarterly updates to Sr.
  • Management regarding budgets and programming activity, working closely with Finance, reconcile the GL and manage budgets to assure accurate and timely reporting (monthly) for respective assigned accounts

    Internal :

  • International Commercial Teams coordinate Country Brand Priorities and work closely with International commercial teams to understand the specific country strategy and develop strategic initiatives therein
  • US Spirits Brand Marketing Team coordinate with US Spirits Brand team and develop country-specific plans to ensure Brand standards and program synergies
  • Cross-Functional Teams : Lead International Strategic Spirits Insights process
  • Trade Marketing & Project Management Teams : Partner with US Strategic Promotions personnel to ensure, utilization, localization and flawless execution of US Spirits materials in key focus countries.
  • Legal : Validate that promotions tactics comply with country regulations
  • External :

  • Distributors : Establish rapport & relationship with key Trade Marketing personnel at distributors in Canada, Mexico and the Caribbean region in sync with International Commercial teams, Agencies and Suppliers : Maintain and grow relationships with suppliers, fulfillment houses, tie-in partners, design and production companies.
  • Partner and coordinate the development of country-specific Channel Promotions with appropriate stakeholder (i.e., Arterra Canada, WebbBanks, La Negrita Mexico)
  • Additional Qualifications

  • Bachelor’s degree
  • 5 or more years of work experience in marketing / brand management or agency experience
  • Creative self-starter; ability to work in a fast-paced, entrepreneurial environment
  • Experience bringing new products to market
  • Strong business acumen and analytics
  • Experience managing budgets
  • Proven ability to think strategically and creatively in developing marketing strategies, tactics & initiatives
  • Exceptional organizational skills - 1st Class ability to manage deadlines and priorities. High quality & work standards
  • Detail-oriented, impeccable multi-tasker
  • Ability to prioritize, and get things done in a rapidly changing and dynamic environment
  • Excellent oral and written communication skills and strong public presentation skills
  • Ability to build relationships with internal and external partners and perform duties and responsibilities in a manner consistent with the company’s values
  • Strong knowledge with syndicated data : IRI, Nielsen, ACD, Other : Excellent command of all MSWord software : PowerPoint, Excel, Word
  • Physical Requirement / Work Environment

  • Must be at least 21 years of age
  • Must be able to sit and / or stand for long periods of time and work on a computer for extended periods
  • Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions
  • Travel up to 35%
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