Job Description
Updated 3-16
Department: Marketing
Reports To: Marketing Manager, Brand Programs
Key Working Relationships: Director of Marketing, Director of National Accounts, National Account teams, Director of Regional Sales, Director of Sales Strategy & Development, Marketing Manager (Brand Programs), Brand Design, Brand POS teams and agency partners.
Summary: The Trade Marketing Manager will be responsible for the development, implementation and execution of national and local promotional retail programs for our off premise and on premise national account teams.
Essential Duties/Responsibilities & Cultural Fit:
To perform this job with excellence, an individual must be able to perform each essential duty satisfactorily. The Requirements listed below are presentative of the knowledge, skill and or ability required.
I. Responsibilities
a. Collaborates with Marketing/Sales on National Accounts planning calendar
a. Serves as the National Accounts Sales/Market Expert to Brand Marketing and, conversely, serves as the Market Liaison between Brand Marketing and National Accounts Sales Team.
b. Provides feedback to Brand Marketing to ensure that the appropriate initiatives and tools are being provided to the field.
a. Identify additional opportunities to strategically grow the business (program, event/sponsorship, promotion, price, cross merch, etc.)
b. Competitive intelligence
c. Identify more effective allocation of resources
c. Personally customizes and/or extends off of the national marketing retail program calendar to drive custom programming for top off and on premise national accounts as identified.
d. Formulates account specific On-premise and Off-premise initiatives and tactical programs (promo, offer, pack, cross merch, etc.) and communicates strategies for the implementation of these programs in an effective, timely and cost-controlled manner to meet the local needs in the National Account(s).
e. Leverages Strategic insights / Shopper analytics to drive retailer specific programs focused on complementary attributes between a retailers shopper and a brands consumer target, demonstrating the ability to convert insight into win-win programs with the retailer.
f. Plays an integral part in all planning and execution of fiscal budgets for the national accounts team programs, providing regular communication/ reporting to the Director of Sales Strategy and Director of National Accounts, Regional Sales Directors on budget status.
g. Identifies key strategic partners (eg cross merch) and manages key partner relationships.
h. Participates in distributor planning meetings to ensure alignment between sales objectives and marketing strategy.
i. Participates in day-to-day management of all projects. Communicates with stakeholders, as appropriate.
j. Conducts cost/benefit ROI analysis prior to and following custom program.
k. Position location is TBD on the East Coast (regular travel to Pottsville, PA company office required).
l. Position requires flexibility for days, hours or work and travel.
Skills and Qualifications:
a. Demonstrated passion for Yuengling beer.
b. Proven track record of trade marketing for brands in CPG including tactical plan development. Requires extensive knowledge of the three tiers of the beverage industry.
c. Passion to win: Strong sense for urgency, positive attitude and willingness to challenge status quo and go the extra mile to build our brands
d. Demonstrated strong detail orientation, proficiency in project management skills and managing multiple initiatives simultaneously to meet deadlines. Works well under pressure.
e. Self-starter, with the ability to work independently or as a team. High motor to drive the business self-sufficiently.
f. Promotes flexibility and is responsive to change in a positive manner.
g. Expects to iteratively improve for better results year on year.
h. Highly collaborative; works well in a team environment.
i. Excellent interpersonal skills and leadership skills. Demonstrates group presentation skills and participates in meetings.
j. Agency/vendor management expertise for trade marketing program, sponsorship, sweepstakes, promotion, cross merchandising, Catalina, MIR, etc.
k. Proficient in Microsoft Office suite.
l. Ability to travel frequently over 50% of the time, to make key internal as well as distributor and chain customer visits.
m. Performs additional duties and responsibilities as requested, directed or assigned by management.
Education and/or Experience:
Bachelor’s Degree preferred, and a minimum of 7 years of industry experience is required. Proven track record of Trade Marketing from an Alcoholic beverage (manufacturer or wholesaler) or CPG DSD (beverage and snack) company is preferred.