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Brand Manager

Terlato Wine Group
Full-time
On-site
United States
$100,000 - $130,000 USD yearly
Brand Strategy & Management

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