Brand Director
3 months ago
About Peter Mielzynski Agencies LTD “PMA” and the Mission
- PMA Canada’s Mission is to become Canada’s Best Premium Beverage Alcohol Growth Partner. We strive to be recognized as ‘Agents for Growth’ focused on three core areas of People, Partnerships and Performance. We represent an enviable portfolio of leading premium spirits, wines and beer brands. We are a privately held company founded in 1979 by Peter Mielzynski Sr., and to this day, we pride ourselves on building brands and providing Service Excellence for our Suppliers, Customers & Consumers._
Company Values
Professionalism: Show proper preparation, responsiveness, accountability, and responsibility for their actions. Improves self through personal development. Conduct themselves with honesty, ethics, and integrity.
Leadership: Energize employees and provide a path to career success, company objectives and growth. Display a conscientious work ethic, coach, and mentor staff, be proactive and not reactive to potential issues.
Creativity: Show initiative to succeed, share ideas, opens to change, and learn from successes and failures.
Enthusiasm: Bring energy, passion, positive attitude and demonstrate strong commitment to PMA
**About the Brand Director Wine & Beer Role**
As a senior manager within PMA, the Brand Director Wine & Beer will lead brand teams in the delivery of service excellence to suppliers, customers and consumers, championing the development of winning brand plans and superior performance in the execution of plans. The role requires liaising across the organization to rally support behind key initiatives and to maintain strong supplier relationships.
**Key Deliverables**
- Effective leadership and supervision of brand teams, providing coaching and direction.
- Commercial results: brand depletions (sales), market share, brand value & PMA commissions.
- Business updates such as monthly supplier reports & Quarterly Business Reviews with suppliers & PMA executive.
- Uphold high standards and ensure timely completion of Brand Manager Deliverables / team:
- Annual consumer centric brand plans & associated brand activities, aligning with supplier objectives and approvals.
- Commercial plans: sales channel strategies for each variant in the range with customer level plans.
- Customer proposals with convincing content that will lead to sales success (i.e. Listing pitch presentations).
- Price strategy implementation: delivery of aligned pricing on all variants & sizes vs competitive benchmarks.
- Implementation of ATL plans: advertising, PR, consumer engagement, digital and brand ambassador program.
- Retail programs: 12-18 month activity calendar that is aligned to brand strategy & annual brand plan.
- Commercial tools: permanent visibility, POS & promotional items and selling & category management tools.
- Budget control: management & reconciliation of brand investment spends aligned with annual brand plan.
- Financial planning support: brand inputs to supplier 5-year plan, annual budget and LE submissions.
- On premise plans and activity execution to recruit consumers and increase popularity of signature drinks.
- Other duties as required.
**Core Competencies**
- Brand and Commercial Strategy, Planning & Delivery: Build effective plans and execute them on respective business.
- Supplier Relations & Brand management: Manage global and local stakeholders effectively.
- Results Orientation: Hold an External Lens | Outcome NOT Activity Focused | Measure Results | Deliver Targets
- Strategy: Big Picture View | Balance Near & Long Term | Lateral Thinking | Link Activity to Imperatives
- Consumer Centricity: Target Consumer Understanding | Insight Application Overcome Consideration Barriers
- Budget Management & ROI: Strategic investment and spend the budget.
- Consumer Brand Marketing: Consumer funnel, marketing disciplines and their respective Intended Impact on Consumer Behaviour & Attitudes
- Advertising, Media & Activation: Drive distinctive, memorable on-brand impressions to target audience.
- Consumer Insight & Brand Health: Learn and share key insights on the brand to drive the right decision-making.
- Talent Development: Develop talent effectively to support and drive your business.
- Commercial Acumen: Versed in MES | Understand BTL Levers | Effective Product Launches | Overcome Conversion Barriers
- Interpersonal Effectiveness: Effective Timely & Relevant 2 Way Communication | Persuasive | Stakeholder Engagement
- Judgment & Decision Making: Growth Mindset | Take Intelligent Risks | Learn from Outcomes | Risk Mitigation Actions
**Qualifications**
- Bachelor’s degree with training in Marketing, Business Management or Sales.
- 7+ years’ experience in a similar role, preferably within Beverage Alcohol or CPG companies.
- Experienced people manager with multiple direct reports.
- Strong familiarity with the sales channels within the Beverage Alcohol industry preferred.
- Canadian Beverage Alcohol Industry: Route-to-
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