Hybrid - On site 1x a week in East Boston
The Mission:
The Director of Brand Marketing for Downeast Cider and the FMB segment owns all aspects of the brand plan for their respective segments. This includes development of the portfolio strategy (item, mix and pricing) and innovation pipeline as well as holistic marketing support programs and creative development. Partnering with teams across R&D, Sales and Operations, the Brand Director will champion projects from concept to launch. Everything they do serves to strengthen brand equity, increase penetration and build a sustainable and profitable portfolio of products, this role will oversee two direct reports.
Job Responsibilities:
Brand Strategy
- Define the brand’s positioning and unique value proposition
- Conduct research to understand the unmet needs, triggers and barriers, preferences and changing behaviors of the consumer
- Create a brand identity, brand architecture and brand story/personality that resonates with consumers and supports the business objectives
- Develop next year and mid-term brand plans across the 4 Ps - Portfolio, Placement, Pricing and Promotion
Analytics
- Utilize syndicated data and other available resources to assess category and macro economic trends to inform business decisions
- Monitor competitive performance and marketing activities
- Analyze performance of Downeast products and leverage findings to optimize portfolio mix
Portfolio Management & Innovation
- Identify portfolio white space
- Develop a pipeline of products to maximize profitable sales while continuously monitoring the existing portfolio to ensure efficiencies
- Manage owned projects through the development process, leading communication and managing timelines with the cross functional team
- Lead design development and art production for all new products
Advertising and Consumer Promotion
- Develop and execute annual media plans across channels including but not limited to Video, Digital, Social, Print and OOH
- Develop the media and content strategies to support brand objectives (trial, new item support, awareness)
- Measure performance of all marketing activities and leverage learnings to maximize reach, engagement and ROI
Budget Management
- Own the brand P&L, ensuring revenue and profit targets are achieved YOY
- Manage annual budgeting for advertising investments and design/creative expenses
Qualifications:
- 5-7 years experience in CPG brand management
- Proficient with consumer research and syndicated data (Circana, Nielsen, Kantar, IPSOS, Numerator)
- Experience developing and implementing holistic advertising and go-to-market programs
- Extensive product development experience required (including creative design)Exceptional interpersonal skills and ability to interact effectively across functions and organizations
- Comfortable working in a fast-paced, entrepreneurial environment
- Alcoholic beverage or beverage experience preferred
Employment is contingent upon successful completion of a background check.
We aspire to build an enduring company with a world-class brand, known as an extraordinary place to work. It’s been 12 years since our first batches of unfiltered cider were fermented in the dorms of Bates College, Maine, and while we’ve gained 231 new teammates and 1.6 million cases of tasty drinks - with a growing assortment beyond cider - we remain 100% founder-owned. We’re a scrappy team that enjoys the hard work of creating a company because we get to work on fun things with people we like.
We like to hire the way we like our cider, unfiltered. With the understanding that we can learn and grow from each other’s differences, we are proud to hire regardless of gender, race, nationality, religion, sexual orientation, disability, age, or anything else that makes us who we are.
