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Brand Marketing Manager

2 months ago

Oakville, Canada Andrew Peller Limited Full time
h3>Senior Brand Manager, Spirits & RefreshmentsJob Description

Posted Monday, November 11, 2024 at 5:00 AM

#BeExtraordinary

At Andrew Peller Limited (APL), our mission is to be Canada’s #1 branded wine and craft beverage company by delivering the perfect brand experience for every lifestyle and occasion. p>

Who We Are

We are one of Canada's largest and oldest wine companies with a rich heritage in quality winemaking. We produce some of Canada's most recognized brands and offer our teammates a challenging and rewarding employment experience.

Senior Brand Manager Spirits

This role is a contract position. The person will be primarily based from home office with some weekly visits to our Oakville or Grimsby offices required.

The Senior Brand Manager of Spirits & Refreshments is responsible for building and maintaining a profitable spirits and Refreshments portfolio. This includes maintaining overall brand health of the existing and profitable growth of portfolio and leading the broader organization (sales, retail & estates, etc.) to ensure a consistent brand experience across all touchpoints. The Senior Brand Manager is also a coach to the cross-functional team and capability builder of core marketing skills for the organization. The Senior Brand Manager contributes to growth through leading product innovation from ideation through to commercialization. Portfolio currently includes Whisky, Vodka and Cream (Gretzky and Panama Jacks), Refreshments (No Boats on Sunday, Lively, XOXO Flavoured portfolio).

SPECIFIC RESPONSIBILITIES & ACCOUNTABILITIES

  • High level of proficiency in core marketing fundamentals including creation of advertising for in and out of store, media plan creation (understanding, budgeting, planning and analysis), developing and executing strategic consumer promotions, execution and analysis, equity building primary and secondary packaging development, market research.
  • Creating and translating brand positioning to short and long-term marketing plans for new/improved products, providing input on long-term brand forecasts, packaging improvements, pricing, advertising/media, and all relevant key touch points including influencers and wine media.
  • Responsible for developing positioning, strategy, annual and 5-year brand planning at the brand and portfolio level.
  • Responsible for enrolling and engaging the broader organization to bring the brand positioning, stories and strategies to life in a holistic way. Responsible for creating and executing of the consumer initiatives/tactics in the marketing plan, tracking business impact, & assessing ROI. li>
  • Leads the successful commercialization of new products and brands in collaboration with revenue management, sales & operations teams from category story through to marketing plans.
  • Leadership – Influences the cross-functional team and builds capability and coaches within the marketing team. li>
  • Analysis – ongoing market, category and brand analysis to inform strategies and plans.
  • Influences all areas of brand-owned P&L and can respond to rigor of regular tracking and reporting.
  • Accountable and responsible for planning, tracking and actualization for fiscal budgets for their team within guidelines set by senior Management including Packaging, Market Data, Market Research, Consumer Promotion & Advertising.

DIMENSIONS

Consumer Marketing Budget ownership – budgets vary with roles however impact and ROI expectations are consistent with various budget sizes.

SKILLS, KNOWLEDGE, EXPERIENCE

  • Significant experience and understanding across a breadth of core marketing fundamentals including out of store (traditional media – tv ads, etc.) advertising and campaigns.
  • Proven ability to drive profitable brands.
  • Cross-functional leadership, collaboration and execution skills for project management.
  • A track record of taking business projects from concept to completion.
  • Strong proven analytical skills and ability to turn complex data into hypothesis and make simple and clear recommendations.
  • Solid experience of 3rd party agency management in relation to creative work including digital, events and instore.
  • Spirits industry experience considered as strong asset.
  • Ability to manage a broad range of projects from long term planning to short term crisis.
  • Must constantly have a proactive, take charge, action-oriented approach to spearhead development and implementation of multi-dimensional business projects.
  • Proficient in Microsoft platform; Excel, Powerpoint and Word.
  • Ability to learn internal data system to analyze data – Tableau.
  • Some evening and weekend work as it relates to the bev alc. p>

    Accommodation:
    Andrew Peller Limited is committed to meeting the needs of persons with temporary and/or permanent disabilities in a way that allows them to maintain their dignity and independence. p>

    Equal Opportunity Employment:
    At Andrew Peller Limited, we are committed to creating and celebrating a culture of Diversity, Equity, Inclusion and Belonging. We are an equal opportunity employer committed to ensuring every person has a right to equal treatment with respect to employment without discrimination or harassment because of race, ancestry, place of origin, colour, ethnic origin, citizenship, creed, sex, sexual orientation, gender identity, gender expression, age, record of offences, marital status, family status or disability.