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Sr, Manager Consumer Marketing

Position Id: MJB4807

Job Title:

Sr Manager Consumer Marketing

Location for the position:

Chicago – Jefferson Office

Summary:

The Sr. Manager, Consumer Marketing is responsible for leading best in class strategy, planning, and execution of all off-premise, on-premise, and ecommerce marketing initiatives for a fast developing high proof spirits business. This critical position will be collaborating with the key leaders across the sales and marketing departments to effectively engage consumers with our brand stories by driving brand awareness and ease of purchase through consumer marketing platforms. Manager will work closely with Brand and Creative teams to develop best in class digital/social strategies and activation initiatives focused on driving sales growth, brand health and consumer loyalty across the portfolio. This role is responsible for the planning, strategy and reporting of multiple online consumer touchpoints including social, email, SEO, SEM and web. Sr. Manager, Consumer Marketing works closely with Manager, Trade Marketing to develop best in class purchase based programs. Sr. Manager will also use consumer insights to influence and inspire the sales and marketing teams to hold the consumer at the forefront of decision-making and planning.

Job Duties:

Shopper Marketing: • Effectively tailor & implement national programs to chain accounts and regional needs. • Meet and present to National Account buyers to support program sell-in when called upon. • Lead the communication of all Shopper Marketing initiatives with key National Account and Field Sales stakeholders. • Lead the strategy, program development, and execution of all ecommerce and digital shopper opportunities (Drizly, Ibotta, purchase-based programmatic buying, etc). • Lead the strategy and execution of consumer offer initiatives (MIR, IRC, digital couponing). Digital/Social Media • Set the Digital/Social Strategy for the company (and for each brand) through cross-functional collaboration with Brand and Creative teams. • Oversee the development and deployment of all social content ensuring tone, voice, and personality are consistent with brand strategy. • Manage media agency in day-to-day social media purchasing, audience targeting, optimization, and reporting for all social initiatives. • Manage the Consumer Feedback program to provide real time insights from consumers • Partner with shopper marketing team to build out purchase-based search and programmatic strategies. • Set KPIs and deliver reports for all digital and social campaigns and programs. • Maintain awareness of emerging platforms and help brainstorm new ways to leverage them for brand development. • Support Field, Sales, and Shopper teams by leveraging digital/social for custom programming. • Accountable for the digital/social budget within the context of the overall marketing budget Consumer Insights and Analytics • Guide brand teams through the development of strategic learning plans, and independently lead appropriate qualitative and quantitative research to meet business objectives. This includes custom research (i.e. focus groups, ethnographies, online surveys) as well as analysis & story telling using syndicated data • Manage several research projects at a time, working with partners in marketing, shopper, and category insights to drive brand strategy in support of communication, campaign development, consumer targeting, and innovation planning • Create actionable and insightful recommendations based on consumer insights & analytics, and engage in compelling business storytelling to inspire action • Initiate new engagements with best-in-class outside partners and agencies to design research, analyze data, and ensure results are carried through to action • Explore and make sense of futureview consumer, category, and cultural trends as they apply to our category, business, and brands • Have a strong voice: represent and amplify the consumer throughout all brand decisions and touchpoints

Background Requirements:

• 5+ years of progressive experience in beverage sales and marketing in the CPG industry, preferably within the manufacturer or supplier side of beer/wine/spirits category (including understanding of the three-tier system). • Bachelor of Management/Business or related. • Strong businesses acumen and management skills, including regional or national program management. • Proven experience meeting and exceeding aggressive sales goals. • Ability to craft meaningful marketing initiatives and sell those programs to external and internal stakeholders. • Proven experience in project management; able to drive initiatives through to completion. • Strong analytical skills (experience with IRI, Cognos, and QlikView a plus). • Strong organizational skills and attention to detail. • Proven experience in consumer marketing initiatives. • Strong understanding of digital/social/ecommerce platforms • Strong verbal and written communication skills.

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