Brand Manager, Specialty Brands

Heaven Hill Brands•Louisville, KY

1d•Onsite

About The Position

The Brand Manager, Specialty Brands is responsible for strategy development, brand planning and marketing program development & execution, all in support of short and long term brand selling and brand building efforts. This includes advertising, point of sale, public relations, new product development and packaging, for both the Widow Jane whiskey and Bluecoat Gin brands. This position includes significant analysis of sales and industry data and is directly responsible for the brand marketing budget and tracking. Above all, this role champions and drives both these challenger brands to new heights – commercially & perceptually – and delivers the next phase of growth in a competitive and dynamic spirits marketplace. This position will be in the driver’s seat and act as the point person for all things Widow Jane and Bluecoat. Ideal experience includes developing consumer-focused brand strategies and translating brand purpose into compelling activations and integrated communications. Success in this role also requires building strong cross-functional partnerships and influencing stakeholders to deliver impactful business results.

Requirements

Bachelor’s degree in Marketing, Business or related field; and/or minimum of 4 years experience in a spirits marketing role
Minimum 7 years of brand marketing experience, preferably in CPG industry
Minimum 2 years of P&L ownership experience
Advanced understanding of culture, consumer behavior, and lifestyle trends in the premium or luxury beverage industry
Strong leadership and organizational skills
Strong oral presentation and written communication skills
High level of comfort speaking with/in front of executive leadership
Excellent critical thinking and analytical skills, with an ability to synthesize data from multiple sources, using logic and creative reasoning to identify the strengths and weaknesses of alternative solutions, conclusions or approaches to problems
Distilled spirits industry knowledge, including understanding the three-tier system, industry trends and growth factors
Proficiency using Excel as well as expertise in other Microsoft Suite programs
Ability to develop and maintain effective work relationships with internal and external contacts
Ability to manage multiple priorities in a fast-paced environment.

Nice To Haves

Minimum 3 years marketing experience in the spirits industry
Masters Degree in Business/Marketing

Responsibilities

Manage strategy development and brand positioning for assigned brands, including assessment of target audience opportunities, portfolio rationalization, expression pricing and new product development
Lead annual planning for each of the assigned brands, including analysis of past year performance and developing volume and profit forecasts and marketing plans for year ahead
Spearhead annual go-to-market plans: direct & plan brand investments & resource allocation, develop channel programming and activation, guide brand messaging and field communication
Manage volume, profit and budget performance throughout the year, making plan adjustments as necessary
Work with outside agencies and internal creative services team to develop the tools necessary for executing the brand plans. This includes the traditional advertising (media) and public relations strategies and plans, and development of advertising creative; as well as partnerships sponsorships, collaborations, web design, digital activation and point of sale.
Work cross-functionally with sales and finance organizations to develop pricing strategies, volume forecasts, trade spending budgets and to ensure successful implementation of programs
Work cross-functionally with distillery & production organizations to coordinate forecasting trends, new product development, and special packaging and package changes.
Initiate market research studies and analyze their findings
Coordinate and/or participate in major promotional activities, sponsorships and trade shows