Marketing Manager (Wine Jobs: Sales & Marketing)

  Authentic Vins & Spiritueux (http://www.awsm.ca)

  Vancouver, British Columbia

 

Job Summary: 

Reporting to the Marketing Director, this role will focus on brand planning, execution, performance review, and management control for the AWSM portfolio of spirits in British Columbia, always observing best industry practices and ethical business methods. The BC Marketing Manager, Spirits, will combine a passion for the world of spirits with their skills in brand management. The role demands intense attention to detail and creative flair with numbers and pricing.

 

Market and competitive Analysis, Business Intelligence: 

• Review market trends, competitive activity, and brand performance. Use market analysis to identify portfolio opportunities and to create cohesive brand strategies. Communicate these to stakeholders by producing periodic marketing reports.
• Read industry and consumer publications and maintain expert knowledge of spirit categories, from pricing of luxury whiskies to the latest gin trend.
• Manage and control monthly volume forecasts, reviewing performance and making and communicating adjustments.
• Work collaboratively with the Sales Manager and Chain Account Director to keep them informed of brand performance, strategy, and priorities, and ensure their sales and field activities are aligned with the brand plan (adjusting as needed).
• Continually explore the market for new opportunities, and work collaboratively with suppliers on NPD. Build comprehensive new product offerings that are ready for the Sales Manager and Chain Account Director to present to buyers.
• Produce monthly internal performance vs plan report, focusing on mitigating brands or SKUs that are tracking behind plan, with SMART recommendations for correction.

 

Brand Planning & Execution:

• Manage annual brand planning, forecasting and A&P budgeting for all brands in British Columbia. Perform quarterly full A&P budget review to stay within budget and reallocate funds to maximise effectiveness. Report to Marketing Director on any needs and risks.
• Perform pricing reviews biannually, and ongoing as required. Manage competitive price positioning by identifying benchmark competitors and performing category analysis. Maintain knowledge of retail margins for BCL and key chains, and within the independent channel. Use this to inform recommendations for whls pricing, and manage accordingly, supported by the Business and Costing Analyst. Run different pricing models to evaluate and recommend best pricing scenarios.
• Work closely with the logistics team and external stakeholders to ensure inventory is available for programmed SKUs, helping by communicating any recent changes to forecast.
• Supported by the marketing team, manage and lead the production of quarterly, and ad-hoc marketing materials, such as sell-sheets and portfolio.
• Work with the Chain Account Director and BC Sales Manager to align programming with supplier expectations for chain presentations.
• Cooperative development and planning with Western marketing team and sales management for brand plans, supplier, and key account presentations.
• Manage the creation and production of promotional materials and sales tools that meet AWSM and brand standards, ensuring they are complete and delivered on time.
• Propose quarterly goals and targets with Sales Managers, review portfolio opportunities and new product options.
• Communicate with suppliers as the main point of contact to review day-to-day issues and provide regular brand updates. Collaborate on new product development, route to market strategy, pricing, and all product management details such as labels, abv, volumes, case formats, vintages, and codes.
• Manage the AWSM spirits portfolio and our relationship with the BCL category management team.
• Develop proposals for new products in BCL, managing all formal tenders, the BCL Spirits Release, and ad-hoc presentations. Review strategic pricing opportunities on a quarterly basis and develop effective and collaborative promotional plans.
• Manage event schedules and priorities, ensuring event materials are timely, professional, and on brand, collaborating with the Sales Manager and Spirits Specialist on execution standards. 

Management/Administrative Responsibilities: 

• Participate actively in leadership and management meetings and generally as part of the Western management ream.
• Maintain a good standard of awareness of current affairs and business in British Columbia as a true market expert.
• Maintain expert-level skills in data analysis and use of internal proprietary CHG BI systems.
• Create and monitor forecasts and spending plans in PAWA (training provided); manage expenses and promotional budgets within company guidelines; provide leadership and mentoring for the Marketing & Data Coordinator, Marketing Coordinator and Graphic Designer.
• Oversee supplier itineraries, working with Marketing Coordinator and Sales Management to plan supplier in-market activities.
• Manage expenses and any promotional spending within company guidelines.

 

Job Requirements:

 

·     Experience: University degree (BCom preferred) in Marketing or equivalent discipline and/or minimum of 3-4 years sales or marketing experience with a large spirits or wine portfolio or other important consumer products.  You will have a portfolio of examples of your work to date. 

·     Skills: Must have excellent written and verbal communication skills.  Must be highly organised and display excellent motivation and leadership abilities. Must have sufficient business mathematical skills to understand pricing scenarios, including margins, percentages, ratios, and similar business concepts.  You should be prepared to provide examples of your written work.  Must have strong PC skills (Windows: Word/Excel/PPT) and be able to extensively use (with training) the CHG/AWSM web-based applications for sales and planning activities.  Must be able to juggle multiple situations and be self motivated and able to work independently.

·     Knowledge:  A passion for spirits is essential. We have a large, growing, spirits portfolio with significant complexity, especially in premium whisky. Working knowledge of the marketing of spirits or wine or of an important consumer brand.  Successful completion of spirit courses is desirable (such as CSS or WSET).

·     Physical: Must be able to work a flexible schedule including evenings, weekends and travel (includes overnight stays).  Must be physically fit and be able to lift and carry 41+ pounds and able to build displays or handle heavy POS material.

·     Other: Must possess and maintain a valid Driver’s license in the Province employed and must meet the Company’s automobile insurance requirements.  Must have and maintain a valid Canadian Passport.

 

Other Preferred Job Qualifications: Existing marketing trade relationships within the spirit, wine or hospitality industry.  Minimum 3-5 years marketing experience overall.  Membership in a professional marketing association. 

 

Interested candidates, please forward a detailed cover letter and resume which clearly demonstrates your passion for the wine & spirits industry to: [email protected].

The above information is representative of the work performed in this position, however it is not all-inclusive.  The omission of a specific duty or responsibility does not exclude it from the position if the work is similar or related to the essential duties and responsibilities.  This document is a ‘work in progress’ and can be reviewed and updated at least annually.

 

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