Brown-Forman Region Field Marketing Manager - Emerging Brands in Atlanta, Georgia
"The Emerging Brands Team mission is growing future leaders and brands and thrives upon bringing an entrepreneurial mindset every day. You will be empowered to think differently and take risks that create a path for the brands within the Emerging Brands portfolio to grow from acorns to Oak Trees. This is a wonderful opportunity to connect and integrate sales and marketing for the entire East Region for Brown-Forman" - Brand Integration Director, Emerging Brands
What You Can Look Forward To:
Developing and advancing integrated marketing plans within the territory by utilizing the B-F Brand Growth Framework
in order to increase value share, and brand equity for emerging brands. Serve as the leader of marketing for emerging brands within the region.
The position can be located in the following:
Location 1 - Atlanta
Location 2 - NYC
What You Will Experience:
BRAND MARKETING & BUSINESS LEADERSHIP
- Applies consumer and shopper insights with local market understanding to cater brand plans to territory needs.
Authors and leads the development of the territory marketing plan congruent with regional/national strategy, in order to increase market share, value, and brand equity. Ensures the region marketing plan ties directly to our consumer targets on the brands. Directs tactics toward the appropriate consumers and customers.
Develops region multicultural plan in collaboration with Region Marketing Director and Region Multicultural Manager.
Brand Communications & Digital Marketing
As appropriate, leads agency partners to develop locally relevant marketing materials for media and commercial use. Inclusive but not limited to: POS, VAP, digital advertising, digital content, e-commerce, social, print, signage, radio, etc.
As appropriate, broadcasts digital assets to relevant distributor partners ensuring B-F is properly represented on the “digital shelf” and within key account digital programming.
As appropriate, establishes media strategy in collaboration with the Region Marketing Director to identify and implement relevant, local media plans to recruit new consumers and strengthen brand affinity. This may involve regional enhancement of the national media strategies. Work with local teams to ensure “sell-in” of these media plans.
Driving Business Results
Collaborates with the sales teams to plan, implement, activate and evaluate the marketing plan - inclusive of sponsorship, media, experiential engagement, trade development, pricing and commercial integration.
Evaluates all significant programs and initiatives, in order to develop exit or continuation strategy.
Partners with National Accounts team within region to support chain education and experiential opportunities.
In collaboration with the respective sales team, evaluate agency execution within the market for continuous improvement.
Identifies market opportunities and key drivers (where to play, how to win) that align directly with brand strategy and develops programming to maximize business and consumer share.
Influences commercial resource allocation decisions in partnership with Region Marketing Director and General Managers.
Serves as a thought partner to the General Managers and Finance Managers in the development of the financial plan.
Guides the appropriate allocation of promotional resources to support field marketing priorities.
Winning at the Point of Purchase / Point of Consumption
- Leads all aspects of experiential engagement inclusive of but not limited to: sports, music and event sponsorships, contract negotiation, evaluation, activation strategy, commercial plan etc.
Influences others through dynamic interpersonal skills
Demonstrated by the ability to develop and nurture effective working relationships with all members of the region sales and marketing teams, brand teams, distributor contacts, agency partners, and other business partners.
Demonstrated by the ability to inspire through written and oral communication. Inclusive of but not limited to: High-level presentations, and negotiation.
As requested, shares program headlines and inspires execution of agency partners.
What Exactly Are We Looking For?
Bachelor’s Degree plus 3+ years sales and/or marketing experience within the beverage or CPG industry
Excellent strategic and project management skills; demonstrated by managing a high volume level of activity and projects. PC proficient in Google and Microsoft applications.
Excellent written and oral presentation skills
Sound financial skills: Demonstrated ability to create, control, and maintain financial and/or business analyses.
Experience in building and managing a budget.
Willingness to travel approximately 35-50%, and ability to work nights and weekends as required.
Brown-Forman Corporation is committed to equality of opportunity in all aspects of employment. It is the policy of Brown-Forman Corporation to provide full and equal employment opportunities to all employees and potential employees without regard to race, color, religion, national or ethnic origin, veteran status, age, gender, gender identity or expression, sexual orientation, genetic information, physical or mental disability or any other legally protected status.
Business Area: USA & Canada
Req ID: JR-00003037