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This position can be done remotely within the following cities: Atlanta, Chicago, Dallas, Los Angeles, Miami, and New York. Please note one week travel per month to the corporate headquarters in Modesto, CA along with additional travel in-market a month (50% travel annually).
Summary
Manages multiple brand strategy and positioning projects on assigned Renovation priority brands which represent an opportunity to be optimized or re-imagined to reach their full potential by better meeting consumer needs and driving business growth. Leads robust brand assessments and consumer research to determine brand gaps and opportunities. With support from the brand team, develops brand strategy and positioning to address gaps and opportunities. Defines competitive frame of reference, consumer target(s), the creative strategy, brand identity, and packaging, as well as defining the go-to-market strategy, KPIs, and learning plan to evaluate performance. Responsible for understanding category, consumer, and cultural trends and how to apply them to the company’s growth and profit objectives. Leads brand strategy and positioning work through successful partnership and mentorship of internal and external partners.
Essential Functions
- Participates in the development of the team’s pipeline of Renovation projects – analyzing existing brands for growth potential through brand strategy and positioning work.
- Identify opportunities to shift brand strategy in order to address a strategic gap for the portfolio.
- Develops and manages project roadmaps, timelines, and A&P budget.
- Executes robust brand assessments to identify opportunities in brand strategy and positioning in order to maximize brand performance.
- Independently manages a strong brand plan where the Renovation team has brand ownership.
- Leads the BSP (Brand Strategic Positioning) development and coaches internal and external partners on the application of brand positioning components.
- Actively contributes to brand architecture development; can manage a subline in line with brand architecture.
- Identifies and manages trade-offs in the P&L to improve Gross Margin, GMAA (GM after A&P investment) and brand health outcomes.
- Contributes to the development of all or part of the brand standards for the Sixth Standard Strategy of Execution and partners with/independently manages internal teams on driving execution.
- Understands the role of portfolio strategy and adopts strategies to increase the brand’s ability to fulfill its portfolio role and increase short-term profitability and long-term brand health.
- Demonstrates capable agency management.
- Understands the basics of each channel and an in-depth knowledge expertise in 1 or more channels critical to brand success.
- Proposes and develops appropriate corresponding tactics. Ensures channel tactics are consistent with brand equity. Completes monthly market visits as needed to evaluate whether activation tools support sales execution; collects and responds to channel feedback; identifies emerging trends; identifies opportunities across key channels through observation.
- Identifies new and innovative marketing methods and practices in support of the consumer target, distributors or gatekeepers/trade. Capable of recommending test and learn parameters and evaluating the measures of effectiveness of marketing innovation.
- Based on brand strategy and positioning, identifies innovation guardrails to enable the brand team to draft innovation brief based on consumer, brand or category opportunities. Partners with Outcome Owner to deliver the brief to cross-functional partners.
- Demonstrates strong consumer empathy for select target consumer groups. Mines insights/trends and understands how to translate data into strong and compelling consumer insights (analysis, trend reports, first party data), developing a POV around potential changes.
- Actively contributes to the development or optimization of Consumer Base, Opportunity Audience or Inspirational Archetypes through a deep understanding of the psychology, motivations, needs and behaviors of consumers.
- Qualitatively identifies and collects consumer, customer, and channel insights by regularly and physically spending time with distributor sales reps and customers in accounts.
- Deeply understands where consumers are (GTM/Channel standpoint) and how brand placement shapes consumers’ impression of equity.
- Responsible for the development of brand identity and packaging to best communicate the brand positioning, maximize/grow brand equity, and drive consumer relevance. Responsible for not only developing Creative Briefs that inspire breakthrough thinking and creative but also ensuring the work is within brief tolerance; able to flag gaps to partner and Team.
- Actively contributes to the development and maintenance of Brand Story, ensuring relevance.
- Maintains deep understanding of Brand Visual Guidelines and BSP (brand strategic positioning) to evaluate and provide feedback.
- Actively contributes to the development of the Creative Platform and Comms Strategy in partnership with SME’s based on brand strategy, objectives, relevance to consumer, fit with brand and ownability.
- Responsible for setting the Measurement & Learning plan for campaign and creative work and providing recommendations for optimizations based on results.
Minimum Qualifications
- Master's degree plus 3 years of experience to include brand management experience reflecting increasing levels of responsibility; OR Bachelor’s degree plus 5 years of sales, marketing, consulting, or agency experience to include brand management experience reflecting increasing levels of responsibility; OR Bachelor’s degree plus 4 years of Gallo sales, marketing, engineering or operations experience reflecting increasing levels of responsibility; OR High School diploma or State-issued equivalency certificate plus 9 years of sales, marketing, consulting, or agency experience to include brand management experience reflecting increasing levels of responsibility.
- Required to travel up to 25% of the time in-market in order to perform job duties.
- Strong analytical & financial acumen.
- Experience in brand innovation and/or leading brand positioning and brand strategy development.
- Demonstrated skill in leading and coaching cross-functional teams.
- Ability to influence management, lead cross-functional teams, and work through others.
- Ability to effectively manage competing priorities and operate with a sense of urgency.
- Excellent written & verbal communication skills.
- Required to travel to company offices, sites, and/or meeting locations for onboarding, training, meetings, and events for development, department needs, and business delivery up to 5% of the time, with or without reasonable accommodation. This may be in addition to travel requirements, if applicable, as listed in this job description.
- Required to be 18 years or older. This may be in addition to other age requirements, if applicable, as listed in this job description.
Preferred Qualifications
- Master’s of business administration degree plus 6 years of brand marketing experience reflecting increasing levels of responsibility; OR Bachelor’s degree in business administration with a marketing or finance concentration plus 8 years of brand marketing experience reflecting increasing levels of responsibility.
- Experience in brand innovation and/or leading brand positioning and brand strategy development.
- Consumer insights and research experience.
- Demonstrated experience effectively leading without formal authority across functional groups.
- Demonstrated experience effectively influencing SR Leadership. Experience managing multiple external agencies.
- IRI Circana experience.
- Experience Managing a P&L.
- Experience working in an agile environment.
- CPG, Pharmaceutical, or Alcohol beverage industry experience.
- Experience in a regulated environment.
- Solid understanding of 3-tier distribution system.
Gallo does not sponsor for employment-based visas for this position now or in the future.
Compensation
- Hiring Salary Range: $118,600 - $178,000/Year
- Actual compensation amount paid may be lower or higher to be determined by factors other than race and gender such as the education, experience, knowledge, skills and abilities of the applicant, internal equity, and alignment with market data.
Perks & Benefits
- This position includes a competitive benefits package.
- Please click here to view our full list of benefits or click here to watch our video.
Job Description
To view a full job description, please click here.
Job Requisition ID: 105472
BRA001
Recruiter: Adam Johnson
Gallo’s policy is to afford equal employment opportunity to all applicants and employees and not to discriminate on the basis of race, traits historically associated with race, including but not limited to, hair texture and protective hairstyles (such as braids, locks, and twists), color, national origin, ancestry, creed, religion, physical disability, mental disability, medical condition as defined by applicable state law (including cancer and predisposing genetic characteristics), genetic information, marital status, familial status, sex, gender, gender identity, gender expression, sexual orientation (actual or perceived), transgender status, sex stereotyping, pregnancy, childbirth or related medical conditions, reproductive health decision making, age, military or veteran status, domestic violence or sexual assault victim status, or any other basis protected by applicable law. Nor will Gallo discriminate based on a perception that an individual has any of the foregoing characteristics or is associated with a person who has, or is perceived to have, any of those characteristics.
Gallo will comply with state and local laws prohibit discrimination for lawful out-of-work behavior, such as off-duty use of cannabis away from the workplace (subject to federal and state law exceptions), the existence of non-psychoactive cannabis metabolites in hair, blood, urine, or other bodily fluids as determined by a drug screening test (subject to federal and state law exceptions).
We also consider qualified applicants with criminal histories, consistent with applicable federal, state and local law. Gallo is committed to providing reasonable accommodations for candidates with disabilities in our recruiting process. If you need any assistance or accommodations due to a disability, please let us know at 209.341.7000.
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