Description:
Senior Brand Manager Spirits & Refreshments
This role is a contract position. The person will be primarily based from home office with some weekly visits to our Oakville or Grimsby offices required.
The Senior Brand Manager of Spirits & Refreshments is responsible for building and maintaining a profitable spirits and Refreshments portfolio. This includes maintaining overall brand health of the existing and profitable growth of portfolio and leading the broader organization (sales, retail & estates, etc.) to ensure a consistent brand experience across all touchpoints. The Senior Brand Manager is also a coach to the cross-functional team and capability builder of core marketing skills for the organization. The Senior Brand Manager contributes to growth through leading product innovation from ideation through to commercialization. Portfolio currently includes Whisky, Vodka and Cream (Gretzky and Panama Jacks), Refreshments (No Boats on Sunday, Lively, XOXO Flavoured portfolio).
SPECIFIC RESPONSIBILITIES & ACCOUNTABILITIES
- High level of proficiency in core marketing fundamentals including creation of advertising for in and out of store, media plan creation (understanding, budgeting, planning and analysis), developing and executing strategic consumer promotions, execution and analysis, equity building primary and secondary packaging development, market research
- Creating and translating brand positioning to short and long-term marketing plans for new /improved products, providing input on long-term brand forecasts, packaging improvements, pricing, advertising/media, and all relevant key touch points including influencers and wine media
- Responsible for developing positioning, strategy, annual and 5-year brand planning at the brand and portfolio level
- Responsible for enrolling and engaging the broader organization to bring the brand positioning, stories and strategies to life in a holistic way. Responsible for creating and executing of the consumer initiatives/ tactics in the marketing plan, tracking business impact, & assessing ROI. Works collaboratively with Trade Marketers to ensure those tactics cascade to channels and that execution is seamless.
- Translates brand positioning to short and long-term marketing plans for new /improved products, providing input on long-term brand forecasts, packaging improvements, pricing, advertising/media, and all relevant key touch points including influencers and wine/spirit media
- Innovation - Responsible for leading the cross functional team to deliver innovation including line extensions and portions of new category launches. Lead ideation and opportunity development including concept development and research.
- Leads the successful commercialization of new products and brands in collaboration with revenue management, sales & operations teams from category story through to marketing plans
- Proficient in core marketing fundamentals including creation of advertising for in and out of store, media plan creation (understanding, budgeting, planning and analysis), developing and executing strategic consumer promotions, execution and analysis, equity building primary and secondary packaging development, market research
- Responsible for developing positioning, strategy, annual planning at the brand level
- Leadership – Influences the cross functional team and builds capability and coaches within the marketing team. Brings the team along with changes in strategy and engages and empowers the team.
- Analysis – ongoing market, category and brand analysis to inform strategies and plans
- Influences all areas of brand-owned P&L and can respond to rigor of regular tracking and reporting.
- Accountable and responsible for planning, tracking and actualization for fiscal budgets for their team within guidelines set by senior Management including Packaging, Market Data, Market Research, Consumer Promotion & Advertising.
WORKING RELATIONSHIPS
- Reports to: Director, Core Wines, Spirits & Refreshments
- Direct reports: N/A
- Assists in managing the relationship with Gretzky family.
- Collaboration and leadership with cross functional organization and sales channels eg: Estate Wineries, Export and B2B & Agency
- Leads the cross functional team including sales, Export, agencies, wine making, supply, demand, etc. to ensure consistent execution.
- Collaborates with the cross functional product focused team including winemaking, supply, operations, packaging, etc.