This position is responsible for applying classical marketing knowledge, strategic concepts and leadership to drive profitability and enhance brand equity for brands, primarily a non-alcoholic mixer brand. Key responsibilities include conducting thorough brand/market data pulling/analysis, developing accurate volume forecasts to inform comprehensive brand plans, fostering creative execution, collaborating closely with Sales to achieve volume goals, and managing the brand P&L to ensure profitability. The ideal candidate will embrace the opportunity to be a brand “business owner” and exemplify the Terlato family philosophy, passion, and company culture.
In addition, the Brand Manager is responsible for maintaining a superior level of supplier satisfaction as a result of their day-to-day contact with our producers, developing and gaining approval for a strong brand positioning, assuring that all brand communication is timely and consistent with that positioning.
Position Responsibilities
Development and execution of annual brand plans both qualitative and financial
- Conduct a situation analysis that synthesizes current brand performance, market conditions and organizational capabilities to identify brand risks, implications, and growth opportunities
- Identify key long-term strategies leading to the highest level of sustainable profit for the brand
- Prepare the annual business plan identifying sales and financial goals; objectives, forecasting of volumes, strategies and tactics to meet or exceed financial goals; and recommended budget allocations
- Volume and Inventory forecasting to ensure goals are being met and inventory is balanced
- Ability to pull and analyze data (i.e. AC Nielsen, SommAi, etc.) to support brand plans and positioning
- Perform competitive reviews and analyses
- Manage new item setup, including collecting all applicable details to support data entry into NetSuite
- Coordinate tactical execution and monitor programs to ensure tactics are executed on time and on budget
- Monitor progress versus plan, develop contingencies and recommended solutions as needed, and report variances to the Director.
- Serve as the liaison/contact for all sales positions.
Development, implementation and management of the Brand programs and positioning.
- Create and gain management approval for a motivating creative Brand positioning reflecting brand strengths, brand benefits, and consumer decision insights using the Terlato Marketing Department format
- Create trade training materials that clearly communicate and support the brand positioning to all stakeholders for each segment
- Work in partnership with Sales to support the Trade to achieve goals, including providing brand education, point of sale support, sales materials and presenting at general sales meetings
- Lead development of brand communications and support to ensure they are on strategy
- Partner with internal corporate communications team to define brand communication strategy and coordination Position and develop advertising, under senior managements guidance
- Website creation and implementation
- Partnership Management Internal & External Stakeholders:
- Maintain the primary day-to-day (non-contractual) contact with Terlato suppliers
- Conduct business reviews as necessary to keep suppliers up-to-date on their business and to surface business issues
- Perform data analysis to support monthly calls with suppliers
- Provide support to senior management for negotiating annual commitments
- Ensure annual supplier goals are both set and met
- Lead collaboration, and innovative with advertising, media and digital agency partners, as well as internal cross-functional teams
- Must display leadership skills and have an ability to work closely across functional teams (sales, finance/accounting, creative services, operations, etc.)
Team Interaction
- Provide event selection and participation by partnering with events group.
- Support in quarterly sales business reviews with key distributor/broker partners.
- 15-20% travel for quarterly team meetings, market blitzes, supplier visits, etc.
Administrative
- Complete necessary documentation for timely pricing, compliance, and legal activities
- Manage A&P budget/spending for brands
- Lead monthly A&P reviews to ensure alignment with Finance
- Track spending to ensure budget accuracy
Professional Qualifications
- 5-7 years of alcoholic beverage or water marketing/luxury branding experience or equivalent required
- Undergraduate in marketing or business
- MBA/ Graduate degree preferred
- Experience managing agencies to create consumer facing, creative point of sale/merchandising materials, which support that positioning
- Solid Brand/ Consumer Package Goods Marketing (CPG) Experience
- Experience with building strategic brand plans and a track record of strong execution
- Strong Financial acumen
- Successful candidate will be a very motivated self-starter and be able to work without daily guidance
- A passion for and desire to be immersed in the wine, spirits and water business