Freixenet Mionetto USA

Trade Marketing Manager

Job Locations US-NY-New York
Req No.
2021-1132
Category
Marketing
Type
Regular Full-Time

Overview

We are looking for an experienced Trade Marketing Manager (TMM) to join our dynamic team! The TMM plays a crucial role within the Brand Development (BD) Team to design and deliver the annual Below-The-Line (BTL) activation Playbooks in line with each brand’s strategy and tailored to channel (on & off premise) and market needs. The TMM plays a leading role with communication and programming with the National Accounts Off and On Premise teams, providing the right tools for excellent retail activation at the point-of-purchase.

 

The TMM works closely with cross-functional US Teams (BD, PR, Management, Finance, Sales) and the Global Teams (Marketing, Production, Supply Chain) to develop and execute plans. TMM leads Gift Packaging/Value Added Pack (VAP) initiatives involving cooperation and management of international teams.

 

The TMM is well-versed with the US 3-Tier System and Distributor dynamics, as well as has strong knowledge of Adult Beverage brand activations in On + Off channels and proven acumen of program development & execution at the point-of-purchase.

Responsibilities

BTL Playbook Development & Execution

  • Work with Sales & Distributor Partners as well as BD and BB Teams to develop annual BTL Brand Activation Playbooks across key brands in the FxM USA portfolio – deliver comprehensive playbooks by June of each year, for the following Calendar Year.
  • Translate high level brand strategy into actionable tactical programs for the Sales team/Trade partners to execute.
  • Develop full BTL programs with clear objectives, KPIs, relevant tactical execution details, promotional components, timing, budget, volume upside, activation support etc.
  • Collaborate with Sales Team by Region to roll out BTL plans to the Trade.

 

BTL Budget Management

  • Collaborate with BB team to provide a bottom-up BTL programming & Brand Marketing Budget recommendation to achieve fiscal business objectives.
  • Work with BB team and agencies to design and source cost-effective, standout, must stock, own able, best-in-class POS/Merchandising items.

 

Packaging Refreshes, VAPS and Gift Packaing

  • Identify, design, source, perform full cost and margin analysis, liaise with Global marketing, supply-chain and production teams for all FXM seasonal gift packaging items.
  • Lead gift packing projects with Global teams ensuring all procedures/protocols and sign-offs are achieved. Project manage from concept creation to on-time in-market delivery ensuring all coordination and communication with all cross-functional teams.
  • Work closely with Sales team to determine VAP/Gift Pack sample allocation, lead-times and subsequent gift pack volumes by state/customer/channel.
  • Lead packaging renovation on existing labels collaborating with Global marketing counterparts on packaging refreshes.
  • Work with FXM Global Teams / Supplier packaging designers to align on a brief at the onset of all projects.
  • Where possible and with budget allowing, manage local designers to optimize pack refreshes.
  • Develop VAP and Gift Pack POS and Sell Sheets for Sales and Distributor partners.

 

POS & Merchandising

  • Collaborate with Brand Team to development all brand POS and merchandising materials.
  • Help lead the development of brand buy books, working with the Field on quantity orders and tracking budgets, leveraging IRG / POS ordering system
  • Manage external agency partners including Graphic Designers (POS, Packaging, Branding), BTL Agencies and POS Vendors as needed.
  • Working knowledge of Photoshop for basic graphics development.

 

Brand Standards

  • Work with Global Team and cross-functional agency partners to update brand standards and BTL activation platform.
  • Ensure all Trade Education brand decks, tech/sell sheets and electronic brand assets are up-to-date at all times.
  • Collaborate with BB Team to define retail and on premise brand standards and Trade sales materials.

 

Brand Partnerships

  • Works closely with PR Manager, BB & Sales on partnership planning logistics, including major planning for key events such as SoBe and Aspen.
  • Help secure national partnerships with strategic brand partners (orange juice, lemonade, chocolates etc)

 

Trade Liaison Sales / Field Support

  • Serve as Marketing & Sales liaison as needed with Distributor & Branded partners for program planning & execution – e.g. Campari / Aperol Spritz, Fever Tree / HEB (nationally and at a local level).
  • Close working relationship with the Wine Mark Group – delivery of ON Prem Nat’l Accounts programs & presentations when needed.
  • Partner with Category Management to develop fact-based category sales pitches & sell sheets to support new item placement and floor displays
  • Collaborate with Sales on local event participation (POS, PR, Sampling, 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.

 

Business Acumen

  • Stay informed with key brand performance metrics and analytics including iDig, Nielsen and eComm
  • Understand program lift / velocity using above data tools to optimize Brand Building efforts.

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

COMPETENCIES

  • Communication / Presentation Skills
  • Interpersonal / Teamwork
  • Business Acumen / Job Knowledge
  • Customer Service / Cross-Functional  Collaboration
  • Time Management / Planning / Organizational Skills
  • Initiative
  • Strategic Thinking & Commercially Savvy
  • Innovative & Creative Problem Solver
  • Analytical Skills
  • Decision-making
  • Entrepreneurial minded & Results driven
  • Budget Minded

REQUIREMENTS

  • Minimum of Bachelor’s Degree, MBA preferred
  • 5+ years’ professional marketing experience, at least 2 in the US BevAl Industry preferred
  • At least 4years of CPG / FMCG brand management experience
  • 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 & Nielsen

TRAVEL

  • This position will require some travel outside the local area and overnight (approx.15%). Occasional travel is international.  

 

Freixenet Mionetto USA is an Equal Employment Opportunity Employer.

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