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Oversees ready to drink (RTD) brand with significant business impact in leading the implementation of strategic marketing objectives and initiatives ensuring alignment with brand objectives. Actively partners with Sr manager / Director to lead cross-functional teams and agencies through planning, development and execution of best-in-class advertising, National/ Local media plans, brand partnerships, commerce/customer programming and brand activations. Maintains complete responsibility for the business review for assigned brands; ensuring marketing plans are consistent with the company's growth and profit objectives. Owns day to day management of A & amp;P budget and supports Director on management of P&L.

Essential Functions:

•  Actively contributes to BSP development and able to coach internal and external partners on the application of BSP elements.
•  Owns the annual Business Review process, identifying trends and insights across brand, channel, customer, competitive, category and consumer, making sound recommendations to enhance brand's equity and improve market performance.
•  Leverages business acumen in conjunction with marketing competency to influence annual brand plan recommendations that will drive brand equity and profitability. Actively mines insights/trends and translates data into meaningful consumer insights (analysis, trend reports, first party data), developing a POV around potential changes.
•  Applies knowledge of category and competitive set (Beer/RTD) to strengthen brand plans.
•  Manages the Brand Universe and ensures all communication aligns with it.
•  Understands KPIs and continuously works to improve performance of business.
•  Actively contributes to brand architecture development.
•  Can successfully partner with and coach a team of internal and external partners to develop endto-end consumer experiences.
•  Leads subsets of Agile Roadmap development and delivery.
•  Actively contributes to development and improvement of OGSM.
•  Autonomously prepares materials for leadership & executive review & feedback, tailoring materials to audience.
•  Contributes to the development of the Sixth Standard Strategy and partners with/independently manages internal teams on driving execution.
•  Able to identify opportunities and create action plans based on competitive analysis.
•  Can identify and manage trade-offs in the P&L to improve GMAA and brand health outcomes.
•  Recommends appropriate trade-offs across all elements of the marketing mix.
•  Leverages pricing opportunities to increase GM performance of the brand.
•  Optimizes the brand portfolio of products to increase both short-term profitability and long-term brand health.
•  Adopts strategies to increase the brand's ability to fulfill its portfolio role.
•  Demonstrates capable agency management. Oversees relationships with outside agencies & partners, stewarding brand/ category knowledge, fostering ownership and trusting relationship.
•  Ensures creative platform, comms strategy and ideas to bring campaign to life align with brand goals, brand platforms, brand universe and will resonate with target consumer.
•  Stays up to date on social platform, content and digital best practices and trends.
•  Creates compelling and impactful selling materials that provide sales organization with clear product proposition or program idea, rationale and simple and clear call to action to garner support and excitement with internal and external stakeholders (sales, distributors, retailers)
•  Builds strategic relationships with sales, sales planning, and regional marketing teams to successfully drive local brand strategies and plans.
•  Comfortable commanding a room of sales/distributors, confidently presenting brand objectives, strategies and plans in sales/ distributor meetings
•  Contributes to the development of the sixth standard (gatekeeper advocacy) strategy; partners to share and drive execution.
•  Ensures channel tactics are consistent with brand strategy.
•  Partners with Commerce Marketing to appropriately allocate Commerce budget against the channels and tactics that best support brand strategy, capable of articulating tradeoffs and decisions.
•  Measures the impact and ROI of brand tactics from prior year and seeks to optimize for future brand planning.
•  Completes monthly market visits as needed to evaluate whether activation tools support sales execution; collects and responds to channel feedback; identifies emerging trends; identifies opportunities across key channels through observation.
•  Develops strong understanding of the on-premise channel and demonstrates expertise in at least 1 channel.
•  Manages go-to-market budget.
•  Identifies new and innovative marketing methods and practices.
•  Capable of recommending test and learn parameters for new marketing methods in partnership with cross-functional subject matter experts.
•  Able to recommend appropriate funding and resources for new marketing methods based on test and learn result.
•  Drafts innovation brief based on consumer, brand or category opportunities. Partners with manager to deliver the brief to cross-functional partners.
•  Provides recommendation for marketing mix, budget, channels and appropriate tactics to deliver proof of concept or proof of potential.
•  Actively contributes to the development or optimization of Consumer Base, Opportunity Audience or Inspirational Archetypes through a deep understanding of the psychology, motivations, needs and behaviors of consumers.
•  Serves as key contact for all SMEs.
•  Qualitatively identifies and collects consumer, customer, and channel insights by regularly and physically spending time with distributor sales reps and customers in accounts.
•  Independently manages and executes parts of the marketing program mix to reach target consumer a...