Brown-Forman Field Marketing Manager - Portfolio in Detroit, Michigan
"Here's an awesome opportunity to join an excellent team where you will lead our strategic marketing efforts, ensuring we reach new consumers across multiple markets with leading brands, including Jack Daniels and Woodford Reserve, in the fast-paced and exciting Wine and Spirits Industry." - General Manager- MI/IA/MO/AR/KS
What You Will Do in This Role -
To develop and advance integrated marketing plans within the territory by utilizing the B-F Brand Growth Framework
in order to increase value share, and brand equity across the portfolio. The FMM - Portfolio is the leader of marketing for the portfolio within the territory.
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 territory marketing plan ties directly to our consumer targets on the brands. Directs tactics toward the appropriate consumers and customers.
Develops territory multicultural plan in collaboration with Region Marketing Director.
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 the territory media strategy in collaboration with the Region Marketing Director and respective Field Marketing Manager (s), 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 territory 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 Field Marketing Managers and territory sales team evaluates agency execution within the territory 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 Manager (s) for assigned territory.
Serves as a thought partner to the General Manager and Territory Finance Manager in the development of the territory 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 territory team, region marketing team, national brand team, distributor contacts within territory, 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 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 Word, Excel, and PowerPoint.
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-00004074