Field Marketing Manager - Portfolio

Brown Forman

Location: Louisville, Kentucky

Job Type: Full time

Posted

Be brave, not perfect.
- Reshma Saujani

CURRENT EMPLOYEES, CONSULTANTS, AND AGENCY PARTNERS:

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"The West Region and the Heartland States are looking for qualified candidates for one of the most sought-after Field Marketing jobs in the USA&C ... Heartland States Portfolio Marketing Manager (PFMM). A truly unique job that allows you to get the best of both worlds - you get that critical "Field" experience while at the same time keeping close tabs and visibility with Corp. Brand Teams as this position is based in Lou Metro area. In this role you'll be a strategic thought partner to the GM / RMD and you'll be responsible for all marketing responsibilities of the Heartland - localization of brand plans, allocation of marketing budgets, media & sponsorships... basically all the fun stuff. Which are the Heartland States you ask? Well, it's the Supercluster: KY, IN, OH and NC (massive whiskey business and very strong rest of the portfolio). Oh, did we mention this role comes with two tix for the primo BF Derby Box? Sign up Today!" - The West Team

What You Will Do in This Role:

Develop and implement localized marketing plans for the cluster as well as being a strategic thought partner with GM (and RMD) in order to increase value share, and brand equity across the portfolio. The Portfolio Marketing Manager is the leader of Marketing for the portfolio within the cluster.

What You Will Experience:

BRAND MARKETING & BUSINESS LEADERSHIP

  • Insights

    • Applies consumer and shopper insights with local market understanding to localize brand plans to cluster needs.

  • Strategy Development

    • Collaborates with GM, TFM, TOM on cluster priorities and strategies. Aligns marketing plans to complement and drive results in commercial programming.

    • Leads the development of the localized cluster marketing plan in alignment with regional/national strategy, in order to drive Mental & Physical Availability. Directs tactics toward the appropriate consumers and customers.

    • Successfully manage and deploy budgets to maximize ROI – constantly adapting to meet the changing environment

    • Develops cluster multicultural plan in collaboration with Region Marketing Team and local market opportunities.

    • Utilize BFWBB language and educate cluster commercial stakeholders on framework.

  • Brand Communications & Digital Marketing

    • Lead planning strategy and meetings for the launch of the fiscal marketing planning process for the cluster, distributor and agency team.

    • Lead communication cadence to distribute brand updates to the cluster on a consistent and thorough basis.

    • Active liaison between cluster team and brand to provide priorities, clarity and address gaps that will promote growth within the brands.

    • Works with IMC (or agency if applicable) to develop locally relevant marketing materials for media and commercial use. Inclusive but not limited to: POS, VAP, digital advertising, digital content, e-commerce, social, print, signage, radio, etc.

    • As appropriate, broadcasts digital assets to relevant distributor partners ensuring B-F is properly represented on the “digital shelf” and within key account digital programming.

    • As appropriate, establishes the cluster media strategy in collaboration with GM, Region Marketing Director and respective Brand Integration Director (s), to identify and implement relevant, local media plans to recruit new consumers and strengthen brand affinity. This may involve regional enhancement of the national media strategies. Work with local teams to ensure “sell-in” of these media plans.

    • Successfully integrate with IMC, MC and Regional E-premise stakeholders.

  • Driving Business Results

    • Collaborates with the cluster sales teams, to plan, communicate, implement and evaluate the marketing plans - inclusive of sponsorships, media, e-premise, experiential engagement, trade marketing

    • On-going evaluation of all significant programs and initiatives, in order to develop exit or continuation strategy.

    • Partners with the National Accounts team within Region to support chain education and experiential opportunities.

    • Lead agency team to develop trade and consumer programming that aligns with brand strategies and standards in collaboration with local commercial teams.

    • Identifies market opportunities and key drivers (where to play, how to win) that align directly with brand strategy and develops programming to maximize business and consumer share.

      • Influences commercial resource allocation (budgets,) decisions in partnership with Region Marketing Director and General Manager (s) for assigned cluster - including Distributor Investment Funds

      • Serves as a thought partner to the General Manager in the development of the cluster financial plan.

      • Guides the appropriate allocation of promotional resources to support field marketing priorities.

  • Winning at the Point of Purchase / Point of Consumption

    • Collaborates with the commercial team to make sure the tools to win at the point of purchase are available and properly deployed.

PEOPLE LEADERSHIP

  • Influences others through leadership, knowledge and superb communication skills

    • Demonstrated by the ability to develop and nurture effective working relationships with all members of cluster team, region marketing team, national brand team, distributor contacts within territory, agency partners, and other business partners.

    • Demonstrated by the ability to inspire through written and oral communication. Inclusive of but not limited to: high-level presentations, and negotiation.

    • Works with (2) Greenhouse agency team members on a program execution, personal development plans, and to cross train/grow for future career opportunities.

    • Provides leadership and brand direction to (12) dedicated RNDC distributor specialists.

What Exactly Are We Looking For?

  • Bachelor’s Degree with Marketing major preferred plus 3-5 years sales and marketing experience or; 7+ years field marketing experience within the beverage or CPG industry.

  • Excellent strategic and project management skills; demonstrated by managing a high volume level of activity and projects. PC proficient in Word, Excel, and PowerPoint.

  • Excellent written and oral presentation skills

  • Sound financial basic skills: understanding of the business (analytics) and budget management

  • Willingness to travel approximately 35-50% (TBD – as T&E is changing) and ability to work nights and weekends as required.

Requisition Type:

Employee

Management Level:

Leader

Global Job Level:

L2

Number of Openings Available:

1
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