Director, Field Marketing

Constellation Brands•Richmond, VA

About The Position

Field Marketing creates and executes the local marketing plan as the market level experts within the Eastern Business Unit (EBU). The local field marketing team is responsible for collaborating with both the Marketing and Sales Departments in planning, developing, managing and evaluating the local marketing plans for priority DMAs and driving overall business alignment in support of all marketing initiatives. The Field Marketing Director (FMD) also oversees the execution, tracking, and evaluation of local marketing programs and partnerships and facilitates national program execution within the Business Unit to achieve portfolio and brand-level marketing objectives and BU sales priorities. The FMD is also the lead in communication of all marketing platforms and programs, gaining buy-in with BU leaders, wholesalers, and customers as required. The FMD will lead a team of internal marketers in addition to various external agency resources in pursuit of these objectives.

Requirements

A Bachelor’s degree in marketing, communications, or adjacent discipline
10+ years of marketing experience in a related role
A cross functional marketing background in areas such as brand, retail, channel, trade marketing, experiential marketing and/or partnerships
Experience managing people in direct reporting and indirect reporting relationships
Experience working with and managing agencies (media, creative, activation, promotional). Understanding of the creative with ability to write creative briefs, evaluate creative, and provide constructive feedback to agencies
Highly developed interpersonal skills and leadership qualities
Works well in a fast-paced, action-oriented environment
Strong written and oral communications skills
Proficient at leading presentations with various audiences and sizes (internal, leadership, customer, etc)
Demonstrated ability to make critical decisions and problem solve
Excellent organizational and time management skills
Strong negotiation and persuasion skills
Tech-proficient with strong working knowledge of MS Word, Excel, PowerPoint, and other digital tools
Understanding of social networking/media technologies and their application to marketing also desirable

Nice To Haves

Masters degree or MBA preferred
Alcohol beverage experience or experience in CPG using a three-tier distribution system.
Experience working with and activating major sports leagues, teams or other high-profile partners in the sports, music and/or entertainment landscape.
Experience working closely with or within the Sales function

Responsibilities

Lead development of the annual marketing plan within the Business Unit in line with the annual planning cycle.
Interpret brand strategy and apply a local lens to achieve brand, business, and consumer objectives within the Business Unit
Utilize a mix of national resources, programs, and tools along with local partnerships, sponsorships, and regional programming to build the tactical plan for each fiscal year
Collaborate with Growth and Brand Marketing teams to develop the localized media plan for the Business Unit including briefing and identifying local creative needs
Lead budgetary planning, decisioning available resources to deliver against aligned goals and objectives
Present the marketing plan as part of the annual planning cycle, gaining alignment from marketing and business unit leadership on objectives, tactics, budget, and collaborative execution
Consult with Brand Marketing and Brand Activation teams on national plans and programs to ensure programs deliver on the objectives and needs of the Business Unit
Lead all execution against the annual marketing plan within the Business Unit by leveraging internal and agency resources to deliver on annual volume and brand-level objectives
Work closely with cross functional partners and commercial field sales to execute all market level programming including retail tools, consumer engagement, media, customer marketing, on-premise activation, and more
Execute the local media plan in partnership Brand and Growth Marketing teams, delivering the right messaging, to the right consumer, and the right time
Manage the annual budget and financial plan and work with Finance team to ensure accurate forecasting, month-end activities, risk and opportunity analysis, and overall utilization according to plan
Play an active role in key business meetings within the Business Unit, including Business Unit leadership calls, wholesaler & sales meetings, Business Unit roadshows, annual business planning meetings with wholesalers
Lead communications across cross functional marketing teams and local business unit sales on all local marketing initiatives
For each program, work with cross functional marketing teams to ensure field marketing has proper sell-in material, including strategic positioning, marketing objectives, sell story, support data, timing and all specifics of each program.
Lead all sponsorship initiatives, from sourcing and vetting new opportunities to managing execution of existing ones, ensuring that partnerships and execution plan ladders back to support business unit sales and brand objectives.
Develop marketing plans for each XX Business Unit sponsorship & strategic alliance while ensuring each marketing initiative is fully-integrated and will provide the consumer with a unique experience that differentiates the brand from the competitive set.
Hold partners accountable to agreed upon objectives and assets
Serve as the leader for all marketing activities within the business unit including with internal and external resources and cross functional partners
Work with agencies in the creative development process and execution of all local creative campaigns, including television, radio, print, OOH, trade, and digital and social media
Write and evaluate creative briefs to lead and direct development on all local marketing plans; Evaluate creative assets against briefs and deliver feedback to agency partners
Drive decisions and results across a matrix organization and cross-functional teams including brand marketing, lifestyle & experiential, licensing & promotions, retail connections, customer marketing, and sales
Provide feedback and local intel to central marketing teams to provide strategic direction on market priorities and what will resonate at the local level
Work with marketing, sales, and distributor personnel to ensure a tracking/evaluation process is in place for programming being executed
Recap programs and share results with cross-functional marketing groups and local sales to determine success of programs and influence future program development
Develop and lead a team of field marketers, driving proficiency in all marketing competencies and successful completion of team goals and objectives