Freixenet Mionetto USA

Marketing Brand Manager, Mionetto & Canned Wines

Job Locations US-NY-White Plains
Req No.
2020-1093
Category
Marketing
Type
Regular Full-Time

Overview

Freixenet Mionetto has an exciting opportunity for a dynamic marketing professional to join our organization as Brand Manager, Mionetto Brand & Can Wines. This role will support the Brand Director on all tiers of the Mionetto brand portfolio, including Prestige & Luxury and is responsible for assisting in the development of strategic annual brand plans, executing consumer activation programs and contributing to the delivery of fiscal budgets by tracking performance & providing corrective recommendations.  A thorough understanding of Nielsen, Diver/iDig, category trends and competitive dynamics is critical.

 

The Brand Manager will collaborate and work closely with global marketing teams and Suppliers in addition to cross functional teams (PR, Trade Marketing, Supply Chain, Finance) in the US to develop and execute plans.  The BM will also co-lead external agency patterns including Advertising, Social Media and Shopper/BTL agencies.

Responsibilities

Category, Competitive & Brand Analysis

  • Perform comprehensive annual category, competitive & brand analysis to identify brand growth opportunities based on trends
  • This includes a deep dive on key Nielsen metrics, Adams Wine Handbook data, Diver/iDig and a qualitative analysis on PR/Social/Digital competitive activity
  • Keep a pulse on monthly Nielsen & iDig category, competitive & brand performance by top markets & retailers with an analysis on performance & trend causals.

 

Brand Standards & Consumer Target

  • Work with Global Team and cross-functional agency partners to update brand standards, Consumer target, brand positioning, activation platform, portfolio architecture & campaign guidelines.
  • Ensure all Trade Education brand decks, tech sheets and sell sheets are up-to-date at all times
  • Collaborate with Trade Marketing Manager to define retail and on-premise brand standards and Trade sales materials.

 

Brand Planning

  • Work with Brand and Marketing Director to develop a 3-year brand growth roadmap for sustainable brand building
  • Develop and execute annual strategic brand and activation plans. Translate high level brand strategy into actionable tactical programs for the Trade to execute.
  • Collaborate with Trade Marketing Manager to provide a bottom-up Below-the-Line programming & Brand Marketing Budget recommendation to achieve fiscal business objectives
  • Lead cross functional disciplines of Trade Marketing, Digital/Social, PR/Events in the development of integrated plans to deliver against brand objectives.

 

360 Program Development & Execution

  • Manage Above-the-Line creative agencies and lead internal business partners in developing campaigns and creative execution that support brand strategy (POS/Merchandising, Packaging, Sponsorships/Events, PR/Social)
  • Collaborate with cross-functional peers to determine what’s working / not working on 360 programming and provide recommendations on what to continue, start, stop to optimize ROI
  • Through Nielsen & Diver analysis, monitor Volume / Share / Lift gains on major Chain programs
  • Monitor spending vs budget. Submit payment in timely manner and manage OCM funds
  • Work closely with PR / Social and Trade Marketing to ensure messaging is aligned with brand strategy

 

Activation Playbooks & Sell Sheets

  • Lead Trade Marketing Team in the development and roll-out Brand Activation Toolkits on a rolling 18-month calendar
  • Develop program sell sheets with clear objectives, KPIs and relevant tactical execution details. Collaborate with Trade Marketing to roll out to the Trade.

 

Consumer Research

  • Serve as the lead for any brand research needs, ranging from limited scale online surveys to key major large scale proprietary studies such as Attitude & Usage (A&U) and testing of creative to validate brand communication with Consumers
  • Develop research briefs, execute the research either with self-serve tools such as Survey Monkey or via research agency vendors; provide a summary of key insights and recommend an action plan based on key learnings
  • Work closely with Brand Director to ensure research objectives are aligned to business needs & budget and delivered in a timely manner

 

Social Media

  • Ownership and direction of the social media, conversation and content strategy
  • Management of Social Media Agency & retainer, plus oversee content development and budget
  • Leverage brand social media platforms at events (Facebook, Instagram, etc) to engage with Consumer
  • Manage the process of enabling ‘earned’ placements through coordinating earned media / blogger / influencer outreach / social networking relationships.
  • For Mionetto brand, deliver and manage ongoing conversation, ensuring that the brand is involved in continuous dialogue with consumers and influencers on a weekly basis on the web. Key measure of success will be a significant increase in positive mentions vs. our competitors
  • Responsible for the coordination & execution of the monthly content calendar, working with C-F to ensure the conversation is managed 24/7
  • Deliver the social media and content program in line with the revamped Mionetto USA strategy & brand standards
  • Perform annual Social Listening competitive analysis and provide key insights with relevant action plan

 

Packaging Renovation

  • Lead packaging renovation on existing labels and VAP innovation for retail promotion
  • Collaborate with Brand Managers & Henkell global marketing counterparts on packaging refreshes
  • Work with Henkell Global / Supplier packaging designers to align on a brief at the onset of the project
  • Where possible and with budget allowing, manage local designers to optimize pack refreshes
  • Where relevant and budget permitting, validate new packaging with Consumers via online Surveys
  • Develop new pack change Sell Sheet and distribute to Sales

 

Collaborate in Media Planning & Placement

  • Assist in developing media plans for Mionetto brand including traditional, digital & social media
  • Work alongside Media Planning agency partners to determine media strategy, budget & placement
  • Ensures quality of creative via publishers and works with Agency to provide an analysis of campaign (total Reach, Frequency & Engagement)

 

Brand Partnerships

  • Reviews brand partnership opportunities that are aligned to brand strategy and that provide a positive ROI
  • Negotiates all aspects of partnership opportunity including total cost, pouring rights, branding visibility and onsite activation
  • Works closely with PR Manager, Brand Managers & Sales on partnership planning logistics, including major planning for key events such as SoBe and Aspen
  • event planning

 

e-Shopper Solutions

  • Collaborate with Brand Manages, Director of Marketing, Trade Marketing and Sales to define e-shopper opportunities
  • Serve as the lead to explore & recommend relevant digital solutions that translate to positive ROI and augment Brand Activation and are integrated to Retailer / Customer plans e.g. ibotta, BevRage, etc.

 

Field Support

  • Assist Sales with local event participation (advertising, POS, PR, Social Media, pouring, etc)
  • Visit key markets in support of market blitzes, new product launches, surveys, etc., and report brand and competitive findings as well as any market driven actions/recommendations

 

OTHER DUTIES

Please note this job description is not designed to cover or contain a comprehensive listing of activities, duties or responsibilities that are required of the employee for this job. Duties, responsibilities and activities may change at any time with or without notice.

Qualifications

  • Minimum of Bachelor’s Degree, MBA a plus
  • 5+ years’ professional marketing experience, at least 2 in the US BevAl Industry preferred
  • At least 4years of CPG / FMCG brand management experience
  • Must have worked 3+years at a top Tier CPG/FMCG or Bev Al company
  • Knowledge of Bev Al Three Tier Bev Al system is a plus
  • Ability to multi-task & prioritize to deliver results on time and on-or-under budget
  • Ability to interact with all levels of management and personnel, locally and abroad
  • Have a solution-focused mindset & contribute to a strong team culture of speed to market
  • Strong proficiency in Microsoft Excel, PowerPoint and Word, as well as knowledge of Diver/RAD & Nielsen
  • Fluency in written & spoken English

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