Senior Manager, Field Marketing

Job Description

Field Marketing creates and executes 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 Senior Manager (FMSM) is responsible for assisting the Field Marketing Director in the annual planning, development, managing and evaluation of marketing plans and budgets within their territory. They proactively source and execute regional marketing opportunities that align with marketing strategy and support sales objectives. Reporting directly to the WBU Director of Field Marketing, it is the primary responsibility of the Field Marketing Sr. Manager to deliver efficiencies in marketing programming across all BU Field Marketing teams while leading priority sponsorship execution in the West Business Unit (WBU). The Sr. Manager will lead a team of one (1) Field Marketing Manager).

Responsibilities

Annual Planning

Play a significant role alongside the Field Marketing Director in developing the annual marketing plan within the Business Unit from start to finish in line with the annual planning cycle.

• Leverage data, analysis and deep consumer and market level understanding to inform strategic choices, including but not limited to:
  • Internal sales and consumer data resources such as IQ, Circana, Numerator
  • Consumer research, studies, demographics, and other insights
  • Market level, competitive, and category analysis and in-market experience
• Work with Director to 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
• Work alongside Director to collaborate with Growth and Brand Marketing teams to develop the localized media plan for the Business Unit including briefing and identifying local creative needs
• Work with corporate marketing to identify priority markets and develop business unit plans inclusive of both national and local support
• 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
• Represent Field Marketing in key marketing initiatives like brand planning, strategic budgeting, and overarching budget management
• 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

Management, Execution, and Communication of Local Market Plans

Execute 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 
• Ensure all programming is vetted, legal approval obtained and compliance is maintained for all local marketing programs activated in assigned territory; submit, track and maintain files to ensure legal compliance and adherence to CBBD marketing policies
• Participate in and execute key business meetings within the Business Unit, including Business Unit leadership calls, wholesaler & sales meetings, Business Unit roadshows, annual business planning meetings with wholesalers 
• Maintain constant and concise communications with Field Marketing Director, Sales General Managers, and Market Development Managers on programming; utilize this communication to solicit updates and receive feedback; communicate the sell-in of marketing programs to key Business Unit and Wholesalers teams 
• Oversee Field Marketing Manager in management of the annual budget and work with Finance team to ensure accurate forecasting, month-end activities, risk and opportunity analysis, and overall utilization according to plan 

Sponsorship Management  

Play an active role in Sponsorships and Partnerships strategy, working with the Director in sourcing and vetting new opportunities, ensuring that partnerships and execution plan ladders back to support business unit sales and brand objectives.

• Evaluate new