Individual is responsible for the management, development, production and timely implementation of all retail thematic promotional marketing programs for the Modelo and Pacifico brand families, within Constellation Brands Beer Division.Â The individual will work closely with the Senior Manager and Senior Director of Trade Marketing, as well as Brand Marketing teams, to align all programming to specific brand and retail strategies.Â Individual is responsible for the development and management of budgets, objectives, strategies and tactics to execute retail focused programming to achieve established goals.Â This individual is also responsible for the program analysis and opportunity identification within these disciplines.
Defines objectives, proposes plans and implements short- and long-term National retail promotional marketing objectives, strategies and tactics to maximize sales opportunities, drive wholesaler execution and expand consumer brand awareness and purchase across all core retail channels.Â Responsible for both the timely coordination of respective programming as well as review and approval of the same.Â Monitors and evaluates programming to ensure that objectives have been met.Â Develops recommendations to enhance or modify program effectiveness.Â Â Â
Directs promotion agency in the planning, creative development and execution of retail promotional programming that target consumers and the retail trade.Â Leads communication between promotion agency and other integrated marketing agencies to ensure conceptual development and design creative is in alignment with individual brand strategies/objectives and timelines are being met.Â Â Â
Manages print, fulfillment and merchandise vendors in the procurement, production and release of all promotional marketing programming materials and point-of-sale to ensure timely implementation of all calendar programming at retail.
Manages the allocation of the budget for all line items associated with promotional development and production, in accordance with approved budget and sign-off parameters.Â Analyzes and reports on thematic promotion scorecards and wholesaler execution.Â Works closely with Finance and Accounting in the profitability/return on investment review of retail promotion marketing expenditures.Â Analyzes and reports on return on investment with sales volume growth tied to programming.Â
Fosters collaboration and communication between all marketing teams and cross-functional disciplines to ensure strategy and objective alignment against premier and major promotional programming.Â Optimizes processes to facilitate efficient and effective cross-functional participation in the planning and execution of programming.
Maintains consistent communication with the field sales organization and key wholesalers to communicate programming and selling tools.Â Engages CBBD network to evaluate the effectives of promotional marketing programs via the analysis of sales impact, wholesaler execution, and profitability/return on investment of retail promotion marketing expenditures.
Assists the Senior Manager and Senior Director of Trade Marketing with the development of interdepartmental communications in the form of management updates, marketing preview and program evaluation.
Performs additional duties and responsibilities as determined by management.
Key Success Factors
Exposure to the development of brand strategy â consumer segmentation, consumer targeting, brand positioning and brand architecture.
Strong analytical skills with a demonstrated aptitude to utilize trend analysis, syndicated and customized research and other sources to turn data and information into actionable insights.
Exhibits strong leadership potential with track record of others seeking out his / her involvement and leadership for projects.
Strong communication skills and ability to communicate and sell the strategies and plans to upper management and through the sales organization.
Maintains positive and can-do attitude and approach to work.
Highly developed interpersonal skills are necessary.Â Must interact regularly with senior management, field personnel, wholesaler representatives and suppliers.
Exposure to the development of / or demonstrated aptitude to develop creative briefs for use by agencies and internal support groups across the marketing mix.Â
Strong creativity skillsâ¦ability to evaluate creative work in the context of brand strategy.
Experience managing complex project list, priorities and budgets and track record of project management with a focus on driving for results.
Demonstrated ability to manage expectations of supervisor, other functional groups and agency partners.
Fosters open, honest and direct communication while maintaining sensitivity to confidential information.
Provides clear, succinct and relevant written and verbal communication.
A Bachelorâs degree, preferably with an emphasis in marketing, is required.
Minimum of 8 years progressive experience in Retail Promotions/Brand activation within a CPG organization or Marketing agency, preferably in the beverage alcohol industry, is required in order to understand the job function, marketing and sales needs and the three-tier distribution system. Must show progressive marketing experience in the design, implementation, and management of marketing and promotional programs with emphasis at the consumer retail level and experience in translating sales goals to programming with high return on investment.Â
Must possess successful experience managing agencies in consistently achieving the companyâs goals and objectives.Â
Experience in developing marketing programming representing the high-end category and all concerns relating to protecting/developing brand equity.Â Â
Must be experienced and be able to demonstrate solid skills using software packages to include Excel and PowerPoint.Â Must be comfortable working with personal computers and be able to adapt to additional software programs for marketing/creative design.
Highly developed interpersonal skills are necessary.Â Must interact regularly and successfully with senior management, brand and insights teams, legal counsel, field sales personnel, wholesaler representatives, agencies and suppliers. Must demonstrate an understanding of the needs of all stakeholders to ensure successful program sell-in and execution.
Must take the initiative to learn and acquire new skills and abilities and improve upon existing systems and programs.Â
Ability to thrive on a fast-paced, action-oriented team where priorities change, and time frames are critical.Â
Demonstrated passion for the industry and an intense drive to succeed.
Embraces and embodies company values of:
People (Respecting colleagues, creating an inclusive environment, helping others succeed, contributing to our communities, collaborating and having fun)
Customer Focus (Taking pride in serving colleagues and our external customers, understanding and anticipating customer needs, working to exceed expectations)
Entrepreneurship (Treating the business as we would our own, innovating to lead the industry, taking responsibility for fast and flexible execution)
Quality (Displaying passion for our products and our businesses, committing to quality process and products, continuously enhancing what we do)
Integrity (Maintaining high moral and ethical standards, always doing the right thing)
Experience in marketing to the Hispanic/Multi-cultural consumer and trade is preferred. Fluency in business-level Spanish is a plus.
Physical Requirements/Work Environment
Must be able to sit and/or stand for long periods of time and work on a computer for extended periods. Lifting may be required. Reasonable accommodations may be made to enable individuals with disabilities to perform essential functions.
Constellation Brands is committed to a continuing program of equal employment opportunity. All persons have equal employment opportunities with Constellation Brands, regardless of their sex, race, color, age, religion, creed, sexual orientation, national origin or citizenship, ancestry, physical or mental disability, medical condition (cancer or genetic characteristics), marital status, gender (including gender identity or gender expression), familial status, military or veteran status, genetic information, pregnancy, childbirth, breastfeeding, or related conditions (or any other group or category within the framework of the applicable discrimination laws and regulations).
Internal Number: 13565856
About Constellation Brands
If you have taken a moment to unwind with a bottle of beer, toast with glass of wine, or celebrate with a cocktail, chances are that you have shared that moment with Constellation Brands. We are passionate producers of iconic beer, wine and spirits brands that consumers love. From Corona Extra, to Robert Mondavi Wines, to SVEKDA Vodka, we produce over 100 premium brands with sales in nearly 100 countries, making us the number one multi-category beverage alcohol company in the U.S.