Field Marketing Manager

Job Description

Position Summary

Field Marketing creates and executes the local marketing plan as the market level expert within the South Business Unit (SBU).  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 SBU Field Marketing Manager (FMM) is responsible for owning the annual planning, development, management, and evaluation of marketing plans and budgets across the Mid South and Desert Sierra regions. This role proactively identifies and executes high-impact regional marketing opportunities that align with brand strategy and support sales objectives. Reporting to the SBU Director of Field Marketing, the FMM serves as a strategic thought partner and cross-functional leader, overseeing priority programming execution, and modeling strong accountability, ownership, and influence.

Responsibilities

Annual Planning & Business Development

Play a significant role alongside the Field Marketing Director in developing the annual and long-range marketing plans within the assigned Business Unit territory, 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
• Interpret brand strategy and trends and apply a local lens to achieve brand, business, and consumer objectives within the assigned territories
• 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
• Aid Director in representing Field Marketing in key marketing initiatives like brand planning, strategic budgeting, and overarching budget management
• 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
• 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
• Collaborate with Growth and Brand Marketing teams to develop the localized media plan for assigned regions, including briefing and identifying local creative needs

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 
• Responsible for developing marketing plans for each sponsorship within assigned regions & 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.
• Source and evaluate local marketing opportunities that support the marketing strategy and Business Unit sales objectives, such as local execution of media buys, sponsorships, retail extensions, experiential marketing programs, etc.; evaluate proposed opportunities for brand fit and anticipated ROI; develop and utilize business case proposals to objectively evaluate programming and to optimize effectiveness of LMF funding

• 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
• 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 

Sponsorship Management  

• Source and evaluate new opportunities, ensuring that partnerships and execution plans ladder back to support sales and brand objectives, and to ensure