Senior Manager, Field Marketing at Constellation Brands in Irvine, California

Job Description:

Job Description

Field Marketing creates and executes the local marketing plan as the market level experts within the West Business Unit (WBU).  The local field marketing team is responsible for collaborating with both the Marketing and Sales Departments in planning, developing, managing and evaluating the local marketing plans for priority DMAs and driving overall business alignment in support of all marketing initiatives. The Field Marketing Senior Manager (FMSM) is responsible for assisting the Field Marketing Director in the annual planning, development, managing and evaluation of marketing plans and budgets within their territory. They proactively source and execute regional marketing opportunities that align with marketing strategy and support sales objectives. Reporting directly to the WBU Director of Field Marketing, it is the primary responsibility of the Field Marketing Sr. Manager to deliver efficiencies in marketing programming across all BU Field Marketing teams while leading priority sponsorship execution in the West Business Unit (WBU). The Sr. Manager will lead a team of one (1) Field Marketing Manager).

Responsibilities

Annual Planning

Play a significant role alongside the Field Marketing Director in developing the annual marketing plan within the Business Unit from start to finish in line with the annual planning cycle.

• Leverage data, analysis and deep consumer and market level understanding to inform strategic choices, including but not limited to:
  
  
  
  • Internal sales and consumer data resources such as IQ, Circana, Numerator
  
  
  • Consumer research, studies, demographics, and other insights
  
  
  • Market level, competitive, and category analysis and in-market experience
  
  
  
  


• Work with Director to interpret brand strategy and apply a local lens to achieve brand, business, and consumer objectives within the Business Unit


• Utilize a mix of national resources, programs, and tools along with local partnerships, sponsorships, and regional programming to build the tactical plan for each fiscal year


• Work alongside Director to collaborate with Growth and Brand Marketing teams to develop the localized media plan for the Business Unit including briefing and identifying local creative needs


• Work with corporate marketing to identify priority markets and develop business unit plans inclusive of both national and local support


• Present the marketing plan as part of the annual planning cycle, gaining alignment from marketing and business unit leadership on objectives, tactics, budget, and collaborative execution


• Represent Field Marketing in key marketing initiatives like brand planning, strategic budgeting, and overarching budget management


• Consult with Brand Marketing and Brand Activation teams on national plans and programs to ensure programs deliver on the objectives and needs of the Business Unit

Management, Execution, and Communication of Local Market Plans

Execute the annual marketing plan within the Business Unit by leveraging internal and agency resources to deliver on annual volume and brand-level objectives 

• Work closely with cross functional partners and commercial field sales to execute all market level programming including retail tools, consumer engagement, media, customer marketing, on-premise activation, and more 


• Execute the local media plan in partnership Brand and Growth Marketing teams, delivering the right messaging, to the right consumer, and the right time 


• Ensure all programming is vetted, legal approval obtained and compliance is maintained for all local marketing programs activated in assigned territory; submit, track and maintain files to ensure legal compliance and adherence to CBBD marketing policies


• Participate in and execute key business meetings within the Business Unit, including Business Unit leadership calls, wholesaler & sales meetings, Business Unit roadshows, annual business planning meetings with wholesalers 


• Maintain constant and concise communications with Field Marketing Director, Sales General Managers, and Market Development Managers on programming; utilize this communication to solicit updates and receive feedback; communicate the sell-in of marketing programs to key Business Unit and Wholesalers teams 


• Oversee Field Marketing Manager in management of the annual budget and work with Finance team to ensure accurate forecasting, month-end activities, risk and opportunity analysis, and overall utilization according to plan 

Sponsorship Management  

Play an active role in Sponsorships and Partnerships strategy, working with the Director in sourcing and vetting new opportunities, ensuring that partnerships and execution plan ladders back to support business unit sales and brand objectives.

• Evaluate new opportunities with to ensure alignment with brand strategies and business unit sales objectives 


• Discuss potential opportunities and sell-in to marketing, business unit sales, and local wholesalers  


• Work with select sponsorship partners on developing contractual assets/proposal and ensure strong valuation/ROI of assets to spend  


• Gain alignment on negotiated deal points with cross functional marketing and business unit sales partners


• Develop funding model for both sponsorship fee and activation needs and gain alignment across all stakeholders 


• Manage contract development and approval process for select partnerships across legal, finance, and other functions  


• Act as the main point of contact for select sponsorship partners


• Develop marketing plans for each WBU Business Unit sponsorship & strategic alliance while ensuring each marketing initiative is fully-integrated and will provide the consumer with a unique experience that differentiates the brand from the competitive set. 


• Hold select partners accountable to agreed upon objectives and assets

Team Leadership

Be the face of WBU marketing from within the business unit including with internal and external resources and cross functional partners

• Work with agencies in the creative development process and execution of all local creative campaigns, including television, radio, print, OOH, trade, and digital and social media.


• Write and evaluate creative briefs to lead and direct development on all local marketing plans; Evaluate creative assets against briefs and deliver feedback to agency partners.  


• Provide feedback and local intel to cross functional marketing teams to provide strategic direction on market priorities and what will resonate at the local level 


• Work with marketing, sales, and distributor personnel to ensure a tracking/evaluation process is in place for programming being executed.


• Recap programs and share results with cross-functional marketing groups and local sales to determine success of programs and influence future program development 


• Responsible for managing the performance and development of the WBU business unit Field Marketing Manager


• Aligns vision, principles, and behavior with Constellation Brands Beer Division Vision; Understands and articulates to team how his/her department goals and activities link to Constellation’s goals

Minimum Qualifications

• A Bachelor’s degree in marketing, communications, or adjacent discipline


• 5+ years of marketing experience in a related role
  
  
  
  • A cross functional marketing background in areas such as brand, retail, channel, trade marketing, experiential marketing and/or partnerships.
  
  
  
  


• Experience managing people in direct reporting and indirect reporting relationships


• Experience working with and managing agencies (media, creative, activation, promotional). 


• Understanding of creative with ability to write creative briefs, evaluate creative, and provide constructive feedback to agencies. 


• Highly developed interpersonal skills and leadership qualities


• Works well in a fast-paced, action-oriented environment


• Strong written and oral communications skills


• Proficient at leading presentations with various audiences and sizes (internal, leadership, customer, etc)


• Demonstrated ability to make critical decisions and problem solve


• Excellent organizational and time management skills.


• Strong negotiation and persuasion skills.


• Tech-proficient with strong working knowledge of MS Word, Excel, PowerPoint, and other digital tools. 


• Understanding of social networking/media technologies and their application to marketing also desirable.

Preferred Qualifications

• Masters degree or MBA


• Alcohol beverage experience or experience in CPG using a three-tier distribution system.


• Experience working with and activating major sports leagues, teams or other high-profile partners in the sports, music and/or entertainment landscape.


• Experience working close to or within a sales-focused team


• Working knowledge of creative tools, programs, and file formats such as Adobe Creative Suite


• Bilingual English & Spanish

Physical Requirements/Work Environment

• Must be able to sit and/or stand for long periods of time and work on a computer for extended periods. Lifting may be required. Reasonable accommodations may be made to enable individuals with disabilities to perform essential functions.


• Must be willing and able to travel as needed, up to 40%

Location

Irvine, California

Additional Locations

Job Type

Full time

Job Area

Marketing

The salary range for this role is:

$112,600.00 - $176,100.00

This is the lowest to highest salary we in good faith believe we would pay for this role at the time of this posting.  We may ultimately pay more or less than the posted range, and the range may be modified in the future. An employee’s pay position within the salary range will be based on several factors including, but limited to, the prevailing minimum wage for the location, relevant education, qualifications, certifications, experience, skills, seniority, geographic location, performance, shift, travel requirements, sales or revenue-based metrics, any collective bargaining agreements, and business or organizational needs. We offer comprehensive package of benefits including paid time off, medical/dental/vision insurance, 401(k), and any other benefits to eligible employees.

Note: No amount of pay is considered to be wages or compensation until such amount is earned, vested, and determinable. The amount and availability of any bonus, commission, or any other form of compensation that are allocable to a particular employee remains in the Company's sole discretion unless and until paid and may be modified at the Company’s sole discretion, consistent with the law.

Equal Opportunity

Constellation Brands is committed to a continuing program of equal employment opportunity. All persons have equal employment opportunities with Constellation Brands, regardless of their sex, race, color, age, religion, creed, sexual orientation, national origin or citizenship, ancestry, physical or mental disability, medical condition (cancer or genetic characteristics), marital status, gender (including gender identity or gender expression), familial status, military or veteran status, genetic information, pregnancy, childbirth, breastfeeding, or related conditions (or any other group or category within the framework of the applicable discrimination laws and regulations).

Not sure you meet all qualifications? Research shows that women and members of other under-represented groups tend to not apply to jobs when they think they may not meet every qualification, when, in fact, they often do! We are committed to creating a diverse and inclusive environment and strongly encourage you to apply.

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