Marketing Manager (Wine Jobs: Sales & Marketing)

Overview

This role is responsible for brand planning and execution of marketing activities for Western Canada.

Primary Duties & Responsibilities

Competitive Analysis & Market Intelligence

·      Review ongoing market trends, competitive activity/spends, and brand performance highlights

·      Identify overall portfolio and brand opportunities through the creation and analysis of quarterly marketing reports

·      Identify strategic pricing/discounting opportunities.

Brand & Program Planning/Execution

·      Submit quarterly BCLS promotional display applications with supporting pitch presentations

·      Develop quarterly brand plans/programs by sales channel using S.M.A.R.T. approach for both BC & AB.

·      Conduct post-mortem analysis of marketing promotions to evaluate ROE, program effectiveness, etc.

·      Work closely with Logistics to ensure adequate inventory of program and LTO skus; communicate all FOE’s and promotions.

Marketing General

·      360 degree planning for core brands on an annual basis using our brand calendar template. Keep brand calendar up-to-date with all marketing activities in collaboration with Marketing Coordinator.

·      Closely monitors sales performance of top of pyramid suppliers; proactive with Brand Managers to recommend promotions to correct negative trends and capitalize on positive ones.

·      Schedules and leads Marketing Meetings (monthly or as required)

·      Work closely with the Marketing Coordinator on the development trade specific materials such as sell sheets, shelf talkers, neck tags, backer cards, customer menus, feature cards, etc. Provides final sign off on all pieces of collateral in collaboration with Brand Manager.

·      Work with Marketing Coordinator to develop both digital and print advertisements

·      Attend and present at major brands’ quarterly or annual meetings

·      Manage & produce the weekly ICI Trade Newsletter in collaboration with the Brand Managers (in infancy stages)

·      Evaluate sponsorship and partnership proposals; propose opportunities to Brand team; executes cross promotional activities

·      Plan and execute media drops; foster relationships with Western Canadian media personalities; track reviews and features for all provinces

·      Act as the primary point of contact for the maintenance of the International Cellars website (matters unrelated to product info); drives ongoing general improvements; works with Marketing Coordinator to ensure timely updates of banner stories

·      Work closely with Brand Managers, Financial Controller and sales teams to ensure OCM funding compliance. Completes detailed promotional forecasts and ensures proper execution per OCM guidelines.

·      Maintains and distributes brand pyramids for each province in consultation with Controller/Brand Managers (as required)

·      Creates targeted mail-outs to BC Liquor Stores in outlying areas not covered by ICI Sales staff)

·      Other duties as assigned

Job Requirements

·      Post-secondary education from a recognized College or University

·      5+ years of experience in a consumer goods industry in a marketing position. Past experience working in the Western Canadian wine market preferred.

·      Advanced wine knowledge and a passion for wine is a must.  Minimum of WSET level 2 (or equivalent) is required; level 3 preferred.  

·      Strong business acumen and ability to build strong relationships

·      Team player mindset

·      Demonstrated knowledge of trade marketing principles, market analysis and plan development/execution

·      Strong organizational skills and attention to detail

·      Excellent interpersonal, presentation and communication skills

·      Demonstrates leadership, initiative and a drive to win

·      Proficiency in Microsoft Office and Adobe Suites. Experience with InDesign an asset.

·      Flexibility to attend/work industry events outside of the regular working hours