Sr. Associate Brand Manager - Renovation

Sr. Associate Brand Manager - Renovation With a global portfolio of over 100 unique wine and spirits brands, we are the largest family-owned winery in the world.

Apply Today Our Brands. Your Future. This position can be done remotely within the following cities:

Atlanta, Chicago, Dallas, Los Angeles, Miami, and New York. Please note one week travel per month to the corporate headquarters in Modesto, CA along with additional travel in-market a month (50% travel annually). Summary: Manages brand strategy and positioning projects on assigned Renovation priority brands which represent an opportunity to be optimized or re-imagined to reach their full potential by better meeting consumer needs and driving business growth.

Independently leads portions of robust brand assessments and consumer research to determine brand gaps and opportunities. With support from the brand team and Outcome Owner, actively contributing to brand strategy and positioning development to address gaps and opportunities. Defines competitive frame of reference and consumer target(s), the creative strategy, brand identity, and packaging, as well as the go-to-market strategy, KPIs, and learning plan to evaluate performance.

Responsible for understanding category, consumer, and cultural trends and how to apply them to the company's growth and profit objectives. Essential Functions: Independently manages development of portions of brand plan (e.g., subline or channel plan, key marketing initiatives), where Renovation has brand ownership.

Actively supports in the development of the team's pipeline of Renovation projects - analyzing existing brands for growth potential through brand strategy and positioning work. Deeply understands components of BSP (Brand Strategic Positioning), actively participates in development and capable of pressure-testing different initiatives for fit. Pulls relevant data for decision making and articulates drivers behind under or over performance.

Deeply understands brand architecture; partners with Outline Owner to manage a subline within architecture. Deeply understands role of 3Y operating plan and can contribute to development. Makes trade-offs between different elements of the P & L (cost, pricing, investment) to deliver financial results.

Effectively leads demand prep on behalf of assigned brand where Renovation has ownership, articulating risks & opportunities and drives improvement in brand demand across consumer and customer drivers. Uses portfolio roles to screen for opportunities, both strategically and tactically. Contributes to the development of the Sixth Standard (gatekeeper advocacy) strategy in partnership with Brand Team.

Develops all or part of Brand Standards for Six Standards of Execution where Renovation has brand ownership. Partners with key internal stakeholders to drive execution of the Six Standards where Renovation has brand ownership.

Develops and manages project timelines and A&P budget.

Demonstrates capable agency management. Understands the basics of each channel and an in-depth knowledge for channels critical to brand success. Proposes and develops appropriate corresponding tactics.

Ensures channel tactics are consistent with brand equity. Completes monthly 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. Evaluates the appropriateness of innovative marketing methods in support of the consumer target, distributors or gatekeepers/trade.

Assists in the test and learn or implementation of new marketing innovation. Evaluates and measures the effectiveness of marketing innovation. Demonstrates strong consumer empathy for select target consumer groups.

Deeply understands how to pull and analyze brand / category data and can articulate how learnings that should/could affect key consumer audiences. Supports Outcome Owner in development/evolution of Opportunity Audience and Inspirational Archetype, where applicable by brand. Supports Outcome Owner in qualitatively collecting consumer, customer, and channel insights by regularly and physically spending time with distributor sales reps and customers in accounts.

Actively supports in the development of brand identity and packaging to best communicate the brand positioning, maximize/grow brand equity, and drive consumer relevance. Responsible for not only developing Creative Briefs that inspire breakthrough thinking and creative, but also ensuring the work is within brief tolerance; able to flag gaps to partners and Team.

Drives development and optimization of Brand Story and Visual Guidelines, and can leverage to evaluate work and provide feedback on brand initiatives where Renovation has brand ownership.

Delivers on-time, go-to-market materials. 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: Master's degree plus 2 years of experience reflecting increasing levels of responsibility; OR Bachelor's degree plus 4 years of marketing, agency, brand ambassador, tasting room, bartender/mixology, restaurant management, or sales experience reflecting increasing levels of responsibility; OR Bachelor's plus 3 years of Gallo sales, marketing, engineering or operations experience reflecting increasing levels of responsibility; OR High School diploma or State-issued equivalency certificate plus 8 years of marketing, 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.

Strong analytical & financial acumen. Skilled in project management. J-18808-Ljbffr