Roles & Responsibilities:
•Lead strategic brand planning, program development and implementation
-Conduct competitive SWOT analyses in order to create a proprietary advantage for Achaval Ferrer in tapping new growth areas.
-Develop and execute "go-to-market" strategies using market knowledge (e.g., industry, competitive set, Company needs)
-Lead on analysis and prioritization of greatest volume opportunities
•Collaborate in development and implementation of Annual Brand Plans
-Objectives, Strategies, Tactics
-AMPS (Availability, Merchandising, Pricing, Space)
•Deliver on volume, sales and profitability objectives by brand
•Write creative briefs that clearly articulate communication objectives and success criteria in order to inform and direct agency work and creative development (e.g., creative, advertising, packaging, product development, media, consumer promotions, merchandising, specialty merchandise, etc.) in order to generate concepts for effective execution of marketing programs and objectives (e.g., drive trial, increase loyalty and advocacy, Originality).
•Develop solutions to volume and/or revenue shortfalls …on course vs. off course corrections
•Serve as key contact face of the brand, day to day, to SPI-Group, Stoli Group USA sales and distributor network
•Create and communicate Achaval Ferrer brand strategies, sales materials (On & Off Premise) to assist in the sell-in and implementation of marketing priorities.
•Create a communication plan using various tools (e.g., newsletters, PowerPoint presentations, face-to-face meetings, video conferencing, etc.) in order to communicate consumer initiatives to maximize volume and distribution execution with Stoli USA sales and distributor network
•Continuous communication to ensure course correction for on plan vs. off plan
•Foster relationship with assigned agencies and suppliers
•Public Relations liaison for Trade and Consumer
Plan Execution and Program Analysis
•Develop funding and spending plan as part of an overall brand execution plan.
•Negotiate and manage tactical budget as indicated by the channel business plan
•Develop marketing materials (e.g., POS, sell-in materials, implementation manual, etc.) in order communicate promotions effectively.
•Ensure standards are being met for assigned brands by channel… Review items for approval (e.g., merchandise, packaging, marketing, programs, e-commerce, point-of-sale, advertising, etc.) in order to enhance and protect the brand image
•Direct and execute consumer programs/activation projects including tracking budget, supervising third parties and agencies, following timelines and managing team members in order to achieve outcomes as outlined in the initiative's project charter and/or objectives.
•Lead brand program evaluation : ROI assessments, to make decisions on go vs.no go for major brand initiatives (programming, new products, new packaging, etc)
•Brand health, … volume, share and profit
Bachelors degree in Marketing; MBA in Marketing strongly preferred
3+ years brand Marketing experience
Experience in the wine industry strongly preferred
Bilingual Spanish required