Director Marketing

Position Id: MJB4725

Job Description:

Job Title:

Director Marketing


Director of Marketing is the custodian for our growing portfolio of brands. They lead the development of our brand’s identity, positioning, communications strategy, and programming at all levels of activation throughout all the marketing channels. They lead the company’s marketing team, develop short to long-term initiatives to meet business goals. They are an innovative and tactical thinker who know how to leverage marketing to drive growth. They can and will work across departments to ensure the successful orchestration of each year’s business plan and the Company’s long-term plans. They know their job is to build our brand’s equity, drive sales velocity, and they welcome the challenge of growth that comes with this role.

Job Duties:

Key Duties & Responsibilities
• Has experience in developing brand positioning by understanding the consumer and competitor landscape, determining our core consumer targets and their buying practices, and developing actionable insights into those consumers
• Leading the development and execution of the annual brand plan, including budgets, timing, products, pricing, promo, events, goals, metrics, and overall strategy
• Effectively develops marketing plans, strategies, and tactics in each of our markets, including new markets, and oversees the execution of those budgets within each of those wholesale markets
• Developing and overseeing the execution of an evolving marketing plan that increases brand/SKU awareness, across a growing product portfolio
• Responsible for developing a marketing plan from social media to POS, to retail footprint – everything should communicate a cohesive, strategic, developing message
• Knows how to create plans around both On and Off-premise campaigns and how to tie those back to an overall narrative woven through other channels
• Lead the marketing team to produce distinctive, memorable, effective on-brand materials for all packaging, point-of-sale, and other promotional materials and communications
• Responsible for analyzing data to create actionable insights that will positively impact sales growth and bottom-line profits
• Oversee our digital team and digital strategy (social, e-commerce, email marketing, etc.), to align execution to long-term business and brand goals
• Has orchestrated marketing campaigns (digital, DTC, and trade) and analyzed performance of those campaigns – knows the difference between effective push vs pull campaigns and when to leverage those – or when to weave them together to create a stronger campaign
• Harness the Company’s raving fan culture and know how to integrate them into the marketing plans
• Understands the power of PR and knows how and when to leverage the press
• Understands, leverages the power of our retail businesses to create deeper consumer interactions with the brand
• Assess and generate strategic business, community, and corporate partnerships and/or sponsorship
• Develop, groom, and evaluate, the marketing department, while recommending and executing changes as required for continued long-term growth

Background Requirements:

Minimum Requirements
• Bachelor’s and/or Master’s degree in related field or equivalent required
• 10+ years of professional experience, including leadership roles in brand-marketing, and experience in key creative roles
• Experience leading a Consumer Packaged Goods (CPG) marketing function required – beverage experience preferred
• Preferred experience in leading the development of beer and liquor / spirit brands
• Strong knowledge of the craft beverage industry, channels, operations, and product pricing
• Proven track record of successful brand creation and R&D oversight
• Ability to effectively manage and interpret sales data and company P&Ls
• Experience developing and managing a departmental budget
• Proven ability to work with distributor networks and national chain accounts
• Proven ability to manage and maximize external agency partnerships
• Knowledge and/or experience with creative merchandising and product portfolio development
• Strong, demonstrated experienced and knowledge of successful digital marketing, social / viral marketing media (Instagram, YouTube, TikTok, Facebook, Twitter, Snapchat, etc.), SEO, CRM software, web analytics, web design, and package/POS design • Superior verbal and written communication skills

Related Skills:

• Strategic mindset: big picture thinkers – knows what the brands need now and what they will need in five years and how to get there
• In tune with brand perception / brand development and brand narrative and how to develop those with the consumer in mind
• Ability to teach, develop a growing team
• Able to have fun with brands and develop strong on-brand attributes that are carried through and reflects the Company’s and the Consumer’s perception of the brands
• Collaborator, communicator, and strong team leader
• Trustworthy and respectful
• Continuously seeks self-improvement
• Comfortable in a fast-paced environment
• Comfortable under pressure Reporting structure
• Reports directly to the CEO
• As a member of the Management Team, works closely with all other members
• Oversees and manages the Marketing team
• Works with key relationships and connections with top vendors, distributors, and retailers

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