Senior Brand Manager, Tincup Whiskey

POSITION SUMMARY

Develop and execute the Marketing strategy and plan for Tincup Whiskey, to accelerate growth on a national scale and drive profitability in line with Proximo’s strategic goals.

PRIMARY RESPONSIBILITIES

• Own the development and execution of brand strategy from ideation through execution, with large degree of autonomy, to drive growth for the brand
• Design brand strategy to align with overall brand goals and Proximo's long-term organizational strategy
• Lead Marketing plan development
• Develop an innovation framework and execute against it – working closely with distillery operations and barrel management
• Monitor business performance of new and existing products within the Tincup portfolio to ensure NPDs deliver on innovation targets and base business remains healthy
• Partner with Communications Trade Marketing (POS, influencers, digital & social copy) to expand brand footprint to execute marketing campaigns
• Identify new opportunities (experiential marketing, advertising, influencers, platforms, technology, media partners etc.) to increase consumer reach, awareness, and demand
• Identify new digital media strategies that place Proximo's brands at the leading edge of the market
• Reach annual Sales goals for designated brand line by developing content that aligns with market demands as indicated by Sales
• Oversight of Agency partners (i.e. digital, social, media, PR), ensuring integration and overall strategic alignment, and defining rules of engagement
• Manage oversight of brand budget to optimize overall marketing spend a
• Track and manage brand health (Nielsen, NABCA, brand P&L)

KEY COMPETENCIES

• Commercial Acumen- Strategy, pricing, promotion, distribution, negotiation and accountability. Leverages knowledge of the three-tier distribution model and spirits industry to create win-win marketing solutions for Marketing, Sales and distribution partners; Ensures the highest return on investment for promotions and trade marketing spend by ensuring alignment between target markets, Sales and distribution partners.
• Analytical Thinking- Synthesizes complex or diverse information; Collects and researches data; Uses intuition and experience to complement data; Designs workflows and procedures.
• Innovation- Displays original thinking and creativity; Meets challenges with resourcefulness; Generates suggestions for improving work; Develops innovative approaches and ideas; Presents ideas and information in a manner that gets others' attention.
• Business Acumen- Understands business implications of decisions; Displays orientation to profitability; Demonstrates knowledge of market and competition; Aligns work with strategic goals.
• Judgment- Displays willingness to make decisions; Exhibits sound and accurate judgment; Supports and explains reasoning for decisions; Includes appropriate people in decision-making process; Makes timely decisions.
• Planning/Organizing- Prioritizes and plans work activities; Uses time efficiently; Plans for additional resources; Sets goals and objectives; Organizes or schedules other people and their tasks; Develops realistic action plans. Self-starter.
• Financial Acumen- Demonstrates a strong understanding of critical business and financial metrics, and the impact of Marketing on organizational outcomes; Utilizes P&L statements to manage marketing budgets and spend; Strategically manages the impact of tax and discounts on product profitability.
• Future Focus- Thinks beyond the current state to plan for the future; Strategically identifies potential future opportunities that will increase market share and profit; Looks ahead to identify likely obstacles and opportunities that may impact the success of plans or activities; Plans for contingencies.

KEY RELATIONSHIPS

• INTERNAL: Trade Marketing, Commercial Strategy, PR / Digital, Internal Sales, Distillery Ops Team, Finance, Operations / Customer Service & Consumer Insights
• EXTERNAL: Agencies (Designs/Creative, PR, Media, Social, POS, Experiential, etc.), Partnership / Sponsorship Orgs & Distributor Partners

KNOWLEDGE AND EXPERIENCE

• 7 - 10 years of brand marketing experience in Alcohol or FMCG / CPG
• Prior whiskey experience or growing a challenger brand is a strong plus!
• Hands on experience managing and synthesizing data & insights from industry tools (Nielsen/IRI/VIP/etc.).
• A strong track record of developing and implementing innovative marketing strategies that have consistently met or exceeded planned goals.
• Demonstrated ability to thrive in an entrepreneurial, fast paced and dynamic environment.
• Proven track record of managing marketing budgets, leading marketing agencies, driving NPD and developing sell stories / tools.
• Forward thinker, who proactively seeks opportunities to create a big impact.
• Demonstrated understanding of consumer insights and aligning all strategies to feed these needs.
• BS/BA degree in marketing or related field required (MBA a plus).
• Willingness to roll up sleeves and find solutions.
• Proficient in Excel, PowerPoint and Word.

The salary range for this role is a base salary of $134,400 - $173,000 along with an annual bonus, 401K match, and medical and wellness benefits. The range will vary if outside of this location. Base salaries are determined during our interview process, by assessing a candidate’s experience and skill set against internal peers and against the scope and responsibilities of the position.

Proximo is an equal opportunity employer and does not unlawfully discriminate against employees or applicants for employment based on race, color, sex (including pregnancy), sexual orientation, gender identity or expression, religion, national origin, citizenship status, age, genetic information, physical or mental disability of an otherwise qualified individual, membership or application for membership in a uniformed service, engaging in legally protected activity, or any other characteristic protected under applicable law.