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Brand Manager
1 month 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 Manager Role (Hendrick’s/Milagro)
Responsible for developing and delivering the annual brand plan in line with the Global Brand Team strategic imperatives. Fostering relationships with the Global Brand Team (GBT), key external agencies and internal stakeholders (Trade Marketing and Sales). Collaborate with key internal stakeholders in the development and execution of ATL & BTL budgets and plans to achieve brand objectives. Consistently demonstrate expertise in marketing/brand management disciplines. The role delivers superior brand performance by enabling saliency and advocacy and developing full-funnel marketing and sales initiatives. Delivering ATL and BTL initiatives that recruit new and lapsed consumers working in conjunction with the PMA Marketing and Shopper / Trade Marketing team, Agencies, the PMA Sales Force and Customers (Retail, On-Premise outlets & chains). Supported by excellence in budget management, project management and cross-functional networking.
Key Deliverables
- Market Share of Value Growth
- Beat Rivals within Defined Competitive Set
- Achieve volume / value targets
- Measurement and evaluation of Above the Line (A.T.L.) and Below the Line (B.T.L) campaigns
- Strategy development
- Brand Owner Engagement: Proactively engages with the GBT, to align on annual Brand Plans
- Consumer behavior understanding
- Range architecture | Brand positioning | brand Look & Feel
- Manage innovation pipeline and launch plans for Canada.
- Consumer engagement platform
- The Big Idea | To be Taken through the Line (360)
- Creative Adaptation | Regulatory Compliance | Activation
- Develop activity plans from aligned consumer strategies and provide direction, tools and materials for activation.
- Develop and establish clear brand initiatives that drive brand growth, image & equity.
- P&L outcome
- NSV | NSV/9Ls
- Customer Discounts | Marketing Investments (A|P|CMI)
- Commercial Results: Brand Depletions (Sales), Market Share & brand ROI (at the level of Can $ income less A&P) beats plan.
- Annual Brand Plan
- Target Consumer Understanding | Barriers to Purchase
- Consumer Elements of the IBP
- Governance | guidelines | compliance
- Commercial Guardrails | TTP Oversight
- Brand health measure growth
- Awareness | Consideration | Conversion
- Business Reporting
- Monthly Brand Report | Initiative measurement & learning
- Competitive Gaming
- Effective brand budget management
- Coaching, Networking and Influencing
- Foster strong relationships with relevant suppliers/3rd party agencies
- Collaborate with internal stakeholders to drive achievement of brand plans
- Coach and Motivate Brand Ambassadors & Promotion Co-coordinators as applicable
- Other duties as assigned
Core Competencies
- Results Orientation: Hold an External Lens | Outcome NOT Activity Focused | Measure Results | Deliver Targets
- Strategic Awareness: Big Picture View | Balance Near & Long Term | Lateral Thinking | Link Activity to Imperatives
- Consumer Centricity: Target Consumer Understanding | Insight Application Overcome Consideration Barriers
- 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**:
- Post-secondary, college degree preferably with sales or marketing emphasis.
- Minimum 3 Years’ Experience in Consumer Brand Management
- Previous Canadian CPG Industry Experience
- Canadian Beverage Alcohol Industry knowledge and experience
- Category Knowledge: Working Knowledge & Understanding of Rival Brands
