Brand Manager

Reporting to the Vice President, Sales & Marketing, the Brand Manager builds upon the existing foundation to continually improve and strengthen both Cave Spring Vineyard (CSV) & The Vine Agency’s (TVA) brands with the goal of building brand awareness and in turn, increasing revenue.  The Brand Manager is a curious, positive and analytical thinker who excels at both ideation and execution. Monitoring and reporting on the effectiveness of campaigns, tactics and strategies is a key aspect of this role in addition to ensuring CSV & TVA is well positioned in the market vs the competition. Consumer trends, the competitive set and market conditions are continually examined to properly inform decisions around the brands. The Brand Manager capitalizes on opportunities in all sales channels and markets with special focus on planning and execution in the LCBO, VINTAGES, Consignment/Licensee Channel, and expanded market including Grocery, Costco and Convenience, while managing A&P spending to budget. 

 Duties & Responsibilities

 Brand Strategy

• Lead the development of the annual brand plans for Ontario’s retail environment (LCBO, Grocery, Retail, Licensees) for CSV and TVA brands to achieve revenue and market share objectives.
• Manage brand portfolios including pricing, positioning and promotional strategies.
• Maintain the annual rolling promotional calendar.
• Plan the launch and/or release of new wines with TVA Sales Manager, On- Premise and/or Ontario Retail Sales Manager.
• Collaborate with management team to execute strategies for all sales channels.

Market & Data Analysis

• Continuously monitor sales reports through EZ Focus and record in Brand “Plan on a Page” tracker. Provide context for both positive and negative outcomes.
• Analyze historical trends as well as the competitive set, to aid in price and volume sensitivity analysis in the sales channels.
• Continually seek to identify opportunities for efficiency, cost savings, best field practices to ensure every dollar spent is maximized.
• Make recommendations for any strategy adjustments to improve distribution, presence and sell through.

 Trade & Consumer Marketing

·         Execute marketing and advertising campaigns in alignment with supplier objectives to drive brand awareness.

• Communication and co-ordination with LCBO head office staff and Grocery banners.
• Management of all promotional applications and product submissions in the LCBO/Grocery systems.
• Provide marketing support for The Vine Agency Sales Managers (Retail & On-Premise) regarding promotional activities, tactical execution as required.
• Co-ordination of media requests and product image photography.
• Collaborate on e-commerce and social media strategy and execution of direct-to-consumer campaigns.
• Prepare sales pitches and brand presentations.