Trade Marketing Director - (New York)

Posted on: 11/03/17


Job Details The Trade Marketing Director will be responsible for developing and implementing strategies and plans that will deliver brand growth among customers and consumers/shoppers to achieve the short and long term business objectives of the Progressive and Crafted Spirits portfolio as agreed with the brands’ principals and management. The brand director will develop and manage trade marketing programs and activities that are in line with overall brand strategy, impact consumers along the path to purchase and ultimately influence their purchase decisions. Work with the US brand team and Global Marketing to develop, communicate, and monitor implementation and performance of the brand strategy in the US. Accomplishes marketing and sales objectives by planning, developing, implementing, and evaluating merchandising and trade promotion programs and developing field sales action plans. Identifies marketing opportunities by identifying consumer and customer requirements; defining market, competitor's share, competitor's strengths and weaknesses; understanding and identifying key account universe, forecasting projected business; establishing targeted market share. Improves product marketability and profitability by researching, identifying, and capitalizing on market opportunities; improving promotional product packaging; coordinating new promotional product offerings. Manage team of trade marketing brand managers and agencies to produce trade marketing programs (including media, promotions, merchandising, pricing, and digital marketing) designed to drive consumer interest throughout the path to purchase, drive consumer pull and gains customer appeal and support. Collaborate across lines of the business to develop plans that are inclusive of sales goals, channel plans, global marketing objectives and adhere to compliance requirements. Specify immutables of brand equity in the US and support the Divisions, via Regional Marketing, to execute integrated retail/marketing programs (including promotions, consumer sweeps/contests, merchandising, traditional/electronic media, packaging, pricing, new product development Communicate US perspective and needs to global team on below the line marketing strategy and programs Resolve issues/barriers to achieve plan Provide guidance, share best practice to enhance local market implementation Establishes and cultivates a good relationship with field marketing and sales teams by ensuring that the local feedback is taken into account and by regularly visiting sales teams, customers and stores. Ensure alignment across the Sales and Marketing organizations on all below the line programs, including the coordination with Field Marketing. Ensures efficient allocation and spending of central budget and monitors the trade marketing spending in the regional markets to ensure funding behind strategic priorities Support the efforts in the translation and execution of the Global Brand Positioning into impactful programs for the US at the point of purchase/consumption Establish metrics and KPI’s as well as analyze and monitor brand performance including volume distribution, pricing trends, competitive trends and consumer insights on a local market and national level to monitor and improve programs Manage day-to-day communications with internal cross functional teams and external agencies and/or vendors. Ensure adherence to brand guidelines and premium image standards Ensure adherence to budget and legal compliance requirements Key Accountabilities: Develop US trade marketing plan and contribute to the development of the annual operating plan based on global strategic guidelines and US leadership guidance. Input into US Division marketing plans -specify immutables including positioning, communication, product, packaging, pricing, media Team with agencies to drive development of growth drivers – pricing, events, media/web marketing promotion, CRM, brand graphic guidelines, and on/off premise programming Team with agencies and internal team to conceptualize, develop, and execute POS/Merchandising in support of brand plan Liaison with Regional marketing team to drive field execution brand plan elements Portfolio development, including new promotional product development Development and execution of key trade programs Collaborate with Consumer Marketing-Brand Director, Consumers Insights and Business Intelligence teams to identify and/or refine consumer target audience Clearly communicate brand and portfolio strategy and positioning to all Divisions Utilizing insight and initiatives, understand and leverage consumer and customer needs by market to identify/maximize volume/profit opportunity Define and monitor key brand performance metrics and systems Team with Operations group to ensure adequate availability of product and communication of market driven forecasting variables Market Research, Data analysis and Business tracking in support of plan building/modification Collaborate with Brand VP and Consumer Marketing-Brand Director to develop and allocate US A&P budgets US P & L monitoring Qualifications 7-10 years’ experience in US brand management with experience in development/management of: category, brand and portfolio strategy expertise brand essence and positioning consumer insight need identification and interpretation communication and ad campaign development agency (ad/web/event etc) briefing, direction and management web site framework, content, refresh and marketing CRM campaign development packaging design, refinement and production event market/PR platforms new product development strong interpersonal, influencing, negotiating skills proven creativity and ability to extract from others financial acumen exceptional organizational/prioritization skills excellent oral and written skills leadership and mentoring/training skills P & L budget management expertise BS + in Marketing US Beverage Alcohol industry experience preferred or related field/ 2124242203

Ad Number: 21084151