Field Marketing Associate Manager

Job Description

Position Summary

Field Marketing create and execute the local marketing plan as the market level experts within the West Business Unit (WBU). 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 Associate Manager is responsible for assisting the Field Marketing Manager(s) and Director in the annual planning, execution, communication and evaluation of marketing plans within the WBU.

Responsibilities

Contribute to the Annual Planning Process

• Assist in the development of marketing plans within the Business Unit and the annual planning cycle
  • Perform analysis on consumer, market, and competitive landscape using internal tools such as IQ, Circana, and Numerator; partnering with insights teams to obtain consumer research and insights; and using in-market experience, category analysis
  • Assist in budget planning process through financial exercises, tracking, and evaluation of spends against initiatives
  • Help prepare marketing plan materials including presentations, one-pagers, and other communication tools for internal and external alignment
  • Help prepare creative briefs for agency partners and contribute to the evaluation of creative development against stated objectives

Execution of Local Marketing Plans

• Contribute to execution of the annual marketing plan within the Business Unit to deliver on annual volume and brand-level objectives and team goals
  • Contribute to program execution, working with agency resources to develop assets and tactical execution against assigned programs
  • Assist in creative development for local materials including point-of-sale, consumer sweeps, advertising, and more
  • Responsible for the day-to-day management of the annual budget plan, working with the Finance team and Field Marketing team to open and close purchase orders, ensure accurate forecasting, month-end activities, risk and opportunity analysis, wholesaler billbacks, and overall utilization according to plan 
  • Attend key events and work with local organizers and agency partners to ensure exceptional execution
  • Recap programs and share results with cross-functional marketing groups and local sales to determine success of programs and influence future program development 
  • Performs additional duties and responsibilities as determined by management

Communication and Organization of Local Marketing Plans

• Play a central role in communication and organization related to all marketing plans and activities
  • Help prepare materials for key business meetings within the Business Unit and present where appropriate, including Business Unit leadership calls, wholesaler & sales meetings, Business Unit roadshows, and annual business planning meetings with wholesalers  
  • Prepare communications across corporate marketing and local business unit sales on all local marketing initiatives including but not limited to maintaining calendars, activation trackers, monthly marketing updates, and other programming communication as needed
  • Work with cross functional marketing teams to ensure the Business Unit has proper sell-in material, including strategic positioning, marketing objectives, sell story, support data, timing and all specifics of each program.  
  • Ensure legal, trade, and internal compliance for all local marketing programs activated in assigned territory; submit, track and maintain files and engage appropriate teams for compliance purposes.
  • Possess a clear understanding of local, state and federal beverage laws in assigned states.  Utilizes knowledge in the development and implementation of local/social media, retail promotion overlays, special events and sponsorships
  • Ensure file keeping best practices and maintain up to date records, including but not limited to media buys, agency recaps/briefs, creative, POS orders, contracts, and funding models.

Minimum Qualifications

• Bachelor’s degree required preferably with a concentration in marketing
• 3+ years of progressive experience in a related role, preferably in the beverage alcohol industry, with an understanding of the job function, marketing, sales needs, and the three-tier distribution system
• Proficient knowledge of marketing principles, practices, tactics and tools; ability to analyze consumer insights, sales and volume data to identify market opportunities and issues to drive both brand development and volume performance
• Highly de