Brand Home Manager – Balcones
About The Position
The Brand Home Manager is directly accountable for strategic planning, budgeting, and execution of sales, marketing, management, and operational activities for Balcones in Waco, Texas. The role contributes with agency partners and supply counterparts to capital project planning, strategic marketing, and financial feasibility for the brand home site. The position directly manages an Assistant Manager and 10–15 external agency employees. The manager oversees the brand home’s guest services, tours, personnel, stores, events, facility maintenance outside the Supply Organization’s scope, and longer-term plans. The role develops operating plans, budgets, reporting KPIs, marketing and PR programs, retail plans, and sales strategies. It also supports brand sponsorships and community relations, serves as a spokesperson for American Whiskey brands, and builds relationships across Supply and Demand teams. The position is based at the Waco, Texas site and requires on-site work at least four days per week, with travel up to 10% based on business needs. Diageo describes its workplace as flexible and offers a competitive rewards and benefits package, with benefits varying by employment nature and country.
Requirements
- Bachelor’s degree in Business, Hospitality Management, Operations, Marketing, or a related field, or equivalent relevant professional experience.
- At least 5 years of relevant experience in the spirits industry, hospitality, visitor attractions, experiential venues, retail operations, or another consumer-facing environment.
- Demonstrated experience leading day-to-day operations and delivering high-quality guest experiences.
- Strong people leadership and operational management capabilities.
- Experience managing teams and/or external partners, budgets, business performance, and multiple operational priorities in a fast-paced consumer-facing environment.
- Ability to work on-site in Waco, Texas, at least 4 days per week.
- Availability to travel up to 10% based on business needs.
Responsibilities
- Lead strategic plans and manage all assets assigned to the brand home, including guest services, tour programs, personnel, brand stores, capital planning, events, and facility maintenance outside the Supply Organization’s scope.
- Partner with the financial business counterpart to conduct due diligence and thorough analysis of long-term projects and proposals.
- Supervise staff career development and training to build skills for future demands and evolving brand strategy.
- Develop and implement financial reporting KPIs for each brand home location.
- Develop annual operating plans and budgets for the brand home.
- Monitor expenses, cash flows, and sales throughout the fiscal year and provide quarterly operational performance and budget-adherence reports to the Director of American Whiskey Development.
- Ensure brand stores maintain appropriate inventory and conduct effective retail planning, including seasonal buying and staffing.
- Develop and implement programs that build awareness of brand homes among key media and position the facility as a preferred whiskey travel destination.
- Work with agency partners to establish marketing plans and public relations activities for the brand home.
- Initiate VIP programming for field sales teams to encourage use of the brand home as a marketing tool for clients and customers.
- Develop and maintain positive relationships with local area CVBs.
- Work with buyers and on-site leadership to create planograms and long-range brand-building models for each brand home store.
- Champion retail sales and buying analysis to build supply-chain synergies between sites and support effective margins.
- Leverage Texas brand sponsorships to gain exposure with core consumers for the respective brands.
- Maintain budgetary control over the Texas Community Relations account.
- Serve as a spokesperson for American Whiskey brands.
- Build working relationships between Supply and Demand leadership to ensure effective brand home experiences.
Benefits
- Competitive rewards and benefits package.
- Healthcare benefits for US-based employees.
- Retirement benefits for US-based employees.
- Short-term and long-term disability coverage for US-based employees.
- Basic life insurance for US-based employees.
- Wellness benefits for US-based employees.
- Industry-leading parental leave for US-based employees.
- Flexible work arrangements and support for wellbeing and balancing priorities.
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What This Job Offers
Job Type
Full-time
Career Level
Manager
