Job Title: Manager, Market Activation - CA
Position Location: Irvine, CA (division office)
Reports To: Director, Market Activation
The primary purpose of this position is to serve as the local marketing expert and advisor to field sales and the distributor trade development teams. The incumbant will be responsible for translating HQ Brand Activation strategy into localized marketing & activation plans (limited local program creation) and overseeing execution and activation excellence for market entity to support sales/distributor network. This role requires a depth of understanding and communication of local market-based insights and growth opportunities. Incumbant will also serve as CA division's marketing lead for multicultural commercial efforts with a particular focus on the Hipanic market.
Major Responsibilities / Accountabilities:
Implement HQ Brand Activation strategy through localized marketing and activation plans.
Develop/maintain local expertise and identify opportunities based on market insights (channel, consumer, legal).
Develop local multicultural consumer touchpoint strategies across PRUSA portfolio
Lead multicultural program development and localization
Oversee and ensure excellence in activation and execution of national programs with limited local program creation.
Set objectives, track results, measure program ROI, and provide market-based insights and feedback to HQ Brand Activation teams through KPI scorecard process.
Track and manage Annual Operating Plan and assigned A&P budgets.
Provide "Voice of the Market" by providing understanding of local market dynamics, focusing on multicultural consumer and channels, to shape and influence national brand/brand activation strategies.
Market lead in executing special events (local and national).
Implement and communicate Annual Operating Plan and A&P plan (Distributor Trade Development, Region Directors and Market Managers)
Evaluate potential programs and provide feedback to HQ Brand and Brand Activation teams to ensure local consumer and channel dynamics are considered
Lead post-program ROI analysis (MMs, FMs, Digital Coordinator) to ensure national and local programming are meeting PRUSA objectives and we capture and share key learnings
Ensure retail & distributor execution meets brand standards, logo usage guidelines, legal mandatories, and agreed upon program KPIs and objectives (Region Directors and Market Managers).
Generate local market insights and identify local opportunities consumer shifts/trends, channel dynamics, key account dynamics (RDs and MMs, Distributor Trade Development), with particular focus on the multicultural market.
Train/brief region sales team and distributor team on brand standards and guidelines (RDs and MMs).
Collaborate with California Digital Coordinator to support local digital activation and e-commerce efforts via Local Events, Regional Chain Digital Marketing Assets/Content/Programming Calendar, and Local Sports & Event Partnerships
Nature & Scope:
80%+ of programs activated in Division were national from HQ
Actively tracked ROI for +70% of programs (using scorecard)
Participated in feedback process & shared business insight w/ HQ Brand Activation
Quality of performance/support feedback from RDs and FMs
Quality of feedback from key distributor trade development & sales personnel
Local Net Sales & CAAP targets achieved
Local depletions target achieved
A&P budget managed to plan
Programming demonstrates improved ROI over time
Education: Minimum of Bachelor's degree; Masters degree a plus.
Experience / Background: 5-10 years experience in consumer products marketing and/or sales with significant exposure to brand building activity. Previous work experience in sales, or experience in the selling environment preferred.
Most of work in division headquarter office (Irvine, CA), distributor offices or home-office setting, with frequent travel throughout the state. Must have valid driver's license.
Frequent (approximately 25% of the time)
Who are we?
Pernod Ricard USA is the premium spirits and wine company in the U.S. The company's leading spirits and wines include such prestigious brands as ABSOLUT Vodka, Chivas Regal Scotch Whisky, The Glenlivet Single Malt Scotch Whisky, Jameson Irish Whiskey, Malibu, Kahla Liqueur, Beefeater Gin, and Avin Tequila (through a joint venture with Tequila Avin); such superior wines as Jacob's Creek and Brancott Estate; and such exquisite champagnes and sparkling wines as Perrier-Jout Champagne, G.H. Mumm Champagne and Mumm Napa sparkling wines. Learn more about our history, values, strategies and organization by visiting us at http://www.pernod-ricard-usa.com/
Working at Pernod Ricard
Working for Pernod Ricard USA means working for the co-leader in the global wines and spirits industry and having the opportunity to work with great people and great brands in diverse and challenging roles. Our success is the result of the passion and creativity of our people, our exceptional portfolio of leading premium brands, and a shared commitment to our values of entrepreneurship, mutual trust, and a strong sense of ethics. Pernod Ricard USA rewards both individual initiative and a spirit of collaboration, and encourages ongoing professional development. Pernod Ricard USA recognizes the importance of continuously building upon our diverse workforce and inclusive culture. We believe in championing an inclusive culture that embraces differences and encourages employees to challenge themselves and their colleagues.
Pernod Ricard USA offers competitive compensation, performance bonuses and domestic & international career development opportunities.
Pernod Ricard USA is an Equal Opportunity Employer of Minorities, Females, Protected Veterans, and Individuals with Disabilities.
Offers will be subject to United States local terms.
Pernod Ricard USA