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Summary
Under minimal supervision, manages specific brand building initiatives that will lead to the implementation of strategic marketing objectives. Under the direction of leadership, manages multiple marketing initiatives ensuring alignment with brand objectives. Assists in the development of business review for assigned brands; ensuring marketing plans are consistent with the company’s growth and profit objectives.
Essential Functions
- Understands implications and role of a brand’s strategic positioning and BSP context around components to contribute to development of a Brand’s strategic positioning.
- Successfully applies BSP when evaluating work and managing day-to-day activities.
- Maintains understanding of brand architecture and the role that different SKUs play.
- Develops relevant one sheets and other supporting assets/resources.
- Leverages knowledge of KPIs to work with SMEs to identify opportunities for improvement and plan results accordingly.
- Understands brand architecture; capable of managing a subline in line within the architecture.
- Participates in brand project roadmap and prioritization development and delivery as part of the agile team process with assistance from BM and SME partners.
- Contributes to the development and improvement of departmental and brand goals.
- Develops end-to-end consumer experiences with assistance from BM and SME partners.
- Understand the basics of the P&L and components and makes trade-offs between different elements of the P&L such as cost versus pricing.
- Understands the role of product formulation and packaging on the P&L.
- Drives improvement in brand demand across consumer and customer drivers.
- Pulls data to inform decision making (category analysis, demand prep, pricing, portfolio).
- Understands pricing mechanics and how the three-tier distribution model impacts consumer pricing and overall profitability.
- Ensures channel tactics are consistent with brand equity.
- In partnership with manager, appropriately allocates and delivers the annual budget against the channels that correspond with brand strategy.
- Develops channel playbooks and updates brand standards accordingly.
- Makes market visits, as needed, to evaluate whether activation tools are supporting sales execution; collects and responds to channel feedback; identifies emerging trends; identifies opportunities across key channels through observation.
- Understands the Six Standards of Execution (Retail, OP, and Customer Development) and how brand equity is built and protected across each.
- Assists the ABMs and BMs to traffic and drive relevant channel brand tactics through Commerce Marketing.
- Delivers channel assignments on time via the Agile team.
- Develops on-time, go-to-market materials under the direction of manager.
- Displays curiosity for innovative marketing methods and how they can apply to processes or brands.
- Evaluates the appropriateness of innovative marketing techniques in support of the consumer target, distributors, or gatekeepers/trade.
- Assists in the test and learn or implementation of new marketing innovation, as needed. Evaluates and measures the effectiveness of marketing innovation.
- Gains BSP experience through the observation of BSP development and implementation.
- Observes the briefing process (and briefing response) and provides input for creation of the brief.
- Participates in Agile innovation sprints to complete development and go-to-market tasks.
- Manages go-to-market budget and delivers on-time, go-to-market materials.
- Demonstrates consumer empathy for select target consumer groups.
- Provides point of view and actively participates in the development of brand consumption and design targets.
- Translates data into meaningful consumer insights (analysis, trend reports, first party data), develops a POV, and makes recommended actions to marketing mix.
- Participates in qualitatively identifying and collecting consumer, customer, and channel insights by regularly and physically spending time with distributor sales reps and customers in account.
- Owns execution and measurement of specific initiatives or programs to reach target consumer and/or affect LTV.
- Understands where consumers are (GTM/Channel standpoint) and how brand placement shapes consumers’ impression of equity.
- Pulls and analyzes brand / category data (FLEX, IRI, first party/club data etc.) to serve as inputs for key consumer audiences, evaluation of line extensions and market opportunity.
- Understands and executes upon Marketing Calendar.
- Understands creative platform and Comms Strategy and supports tactical execution (e.g., POS execution).
- Maintains knowledge of digital, media, experience, and direct-to consumer landscape.
- Links a brand’s narrative and/or campaign to marketing activities and assets in a compelling way.
- Supports development / optimization of Brand Story and Visual Guidelines.
- Tracks KPIs and recommends adjustments to program or creative based on results.
- Provides POV on Creative Platforms and Comms Strategy (relevance to consumer, fit with brief, ownability).
- Pulls the Comms Strategy through specific vehicles in a way that motivates the consumer (e.g., O&O) and is aligned with brand story and guidelines.
- Responsible for understanding and complying with applicable quality, environmental and safety regulatory considerations. If accountable for the work of others, responsible for ensuring their understanding and compliance.
Minimum Qualifications
- Bachelor’s degree plus 3 years of marketing, consulting, agency, brand ambassador, tasting room, bartender/mixology, restaurant management, or sales experience reflecting increasing levels of responsibility; OR Bachelor’s plus 2 years of Gallo sales, marketing, hospitality, engineering or operations experience reflecting increasing levels of responsibility; OR High School diploma or State-issued equivalency certificate plus 7 years of marketing, consulting, agency, brand ambassador, tasting room, bartender/mixology, restaurant management or sales experience reflecting increasing levels of responsibility.
- Required to travel up to 25% of the time in-market in order to perform job duties.
- Skilled in project management.
- Demonstrated ability to effectively partner with cross-functional teams.
- 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
- Bachelor’s degree plus 5 years of marketing, agency, brand ambassador, tasting room, bartender/mixology, restaurant management, or sales experience reflecting increasing levels of responsibility; OR Bachelor’s plus 4 years of Gallo sales, marketing, hospitality, engineering or operations experience reflecting increasing levels of responsibility.
- IRI Circana experience.
- CPG, Pharmaceutical, or Alcohol beverage industry experience.
- Experience in a regulated environment.
- Understanding of agile practices.
- Knowledge of on-premise channel.
Gallo does not sponsor for employment-based visas for this position now or in the future.
Compensation
- Hiring Salary Range: $81,000 - $121,600/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: 105354
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.
Gallo is enrolled in the Department of Homeland Security's E-Verifying program and will use the program to verify the employment eligibility of all newly hired employees as required.
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