Napavalleywineacademy
Brand Marketing Manager - Renovation
Napavalleywineacademy, Los Angeles, California, United States, 90079
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If you are interested in applying for this job, please make sure you meet the following requirements as listed below. Why Gallo? 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 multiple 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. Leads robust brand assessments and consumer research to determine brand gaps and opportunities. With support from the brand team, develops brand strategy and positioning to address gaps and opportunities. Defines competitive frame of reference, consumer target(s), the creative strategy, brand identity, and packaging, as well as defining 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. Leads brand strategy and positioning work through successful partnership and mentorship of internal and external partners. Essential Functions:
Participates in the development of the team's pipeline of Renovation projects - analyzing existing brands for growth potential through brand strategy and positioning work. Identify opportunities to shift brand strategy in order to address a strategic gap for the portfolio. Develops and manages project roadmaps, timelines, and A & P budget. Executes robust brand assessments to identify opportunities in brand strategy and positioning in order to maximize brand performance. Independently manages a strong brand plan where the Renovation team has brand ownership. Leads the BSP (Brand Strategic Positioning) development and coaches internal and external partners on the application of brand positioning components. Actively contributes to brand architecture development; can manage a subline in line with brand architecture. Identifies and manages trade-offs in the P&L to improve Gross Margin, GMAA (GM after A&P investment) and brand health outcomes. Contributes to the development of all or part of the brand standards for the Sixth Standard Strategy of Execution and partners with/independently manages internal teams on driving execution. Understands the role of portfolio strategy and adopts strategies to increase the brand's ability to fulfill its portfolio role and increase short-term profitability and long-term brand health. Demonstrates capable agency management. Understands the basics of each channel and an in-depth knowledge expertise in 1 or more 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 support sales execution; collects and responds to channel feedback; identifies emerging trends; identifies opportunities across key channels through observation. Identifies new and innovative marketing methods and practices in support of the consumer target, distributors or gatekeepers/trade. Capable of recommending test and learn parameters and evaluating the measures of effectiveness of marketing innovation. Based on brand strategy and positioning, identifies innovation guardrails to enable the brand team to draft innovation brief based on consumer, brand or category opportunities. Partners with Outcome Owner to deliver the brief to cross-functional partners. Demonstrates strong consumer empathy for select target consumer groups. Mines insights/trends and understands how to translate data into strong and compelling consumer insights (analysis, trend reports, first party data), developing a POV around potential changes. Actively contributes to the development or optimization of Consumer Base, Opportunity Audience or Inspirational Archetypes through a deep understanding of the psychology, motivations, needs and behaviors of consumers. Qualitatively identifies and collects consumer, customer, and channel insights by regularly and physically spending time with distributor sales reps and customers in accounts. Deeply understands where consumers are (GTM/Channel standpoint) and how brand placement shapes consumers' impression of equity. Responsible for 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 partner and Team. Actively contributes to the development and maintenance of Brand Story, ensuring relevance. Maintains deep understanding of Brand Visual Guidelines and BSP (brand strategic positioning) to evaluate and provide feedback. Actively contributes to the development of the Creative Platform and Comms Strategy in partnership with SME's based on brand strategy, objectives, relevance to consumer, fit with brand and ownability. Responsible for setting the Measurement & Learning plan for campaign and creative work and providing recommendations for optimizations based on results. Minimum Qualifications: • Master's degree plus 3 years of experience to include brand management experience reflecting increasing levels of responsibility; OR Bachelor's degree plus 5 years of sales, marketing, consulting, or agency experience to include brand management experience reflecting increasing levels of responsibility; OR Bachelor's degree plus 4 years of Gallo sales, marketing, engineering or operations experience.
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If you are interested in applying for this job, please make sure you meet the following requirements as listed below. Why Gallo? 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 multiple 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. Leads robust brand assessments and consumer research to determine brand gaps and opportunities. With support from the brand team, develops brand strategy and positioning to address gaps and opportunities. Defines competitive frame of reference, consumer target(s), the creative strategy, brand identity, and packaging, as well as defining 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. Leads brand strategy and positioning work through successful partnership and mentorship of internal and external partners. Essential Functions:
Participates in the development of the team's pipeline of Renovation projects - analyzing existing brands for growth potential through brand strategy and positioning work. Identify opportunities to shift brand strategy in order to address a strategic gap for the portfolio. Develops and manages project roadmaps, timelines, and A & P budget. Executes robust brand assessments to identify opportunities in brand strategy and positioning in order to maximize brand performance. Independently manages a strong brand plan where the Renovation team has brand ownership. Leads the BSP (Brand Strategic Positioning) development and coaches internal and external partners on the application of brand positioning components. Actively contributes to brand architecture development; can manage a subline in line with brand architecture. Identifies and manages trade-offs in the P&L to improve Gross Margin, GMAA (GM after A&P investment) and brand health outcomes. Contributes to the development of all or part of the brand standards for the Sixth Standard Strategy of Execution and partners with/independently manages internal teams on driving execution. Understands the role of portfolio strategy and adopts strategies to increase the brand's ability to fulfill its portfolio role and increase short-term profitability and long-term brand health. Demonstrates capable agency management. Understands the basics of each channel and an in-depth knowledge expertise in 1 or more 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 support sales execution; collects and responds to channel feedback; identifies emerging trends; identifies opportunities across key channels through observation. Identifies new and innovative marketing methods and practices in support of the consumer target, distributors or gatekeepers/trade. Capable of recommending test and learn parameters and evaluating the measures of effectiveness of marketing innovation. Based on brand strategy and positioning, identifies innovation guardrails to enable the brand team to draft innovation brief based on consumer, brand or category opportunities. Partners with Outcome Owner to deliver the brief to cross-functional partners. Demonstrates strong consumer empathy for select target consumer groups. Mines insights/trends and understands how to translate data into strong and compelling consumer insights (analysis, trend reports, first party data), developing a POV around potential changes. Actively contributes to the development or optimization of Consumer Base, Opportunity Audience or Inspirational Archetypes through a deep understanding of the psychology, motivations, needs and behaviors of consumers. Qualitatively identifies and collects consumer, customer, and channel insights by regularly and physically spending time with distributor sales reps and customers in accounts. Deeply understands where consumers are (GTM/Channel standpoint) and how brand placement shapes consumers' impression of equity. Responsible for 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 partner and Team. Actively contributes to the development and maintenance of Brand Story, ensuring relevance. Maintains deep understanding of Brand Visual Guidelines and BSP (brand strategic positioning) to evaluate and provide feedback. Actively contributes to the development of the Creative Platform and Comms Strategy in partnership with SME's based on brand strategy, objectives, relevance to consumer, fit with brand and ownability. Responsible for setting the Measurement & Learning plan for campaign and creative work and providing recommendations for optimizations based on results. Minimum Qualifications: • Master's degree plus 3 years of experience to include brand management experience reflecting increasing levels of responsibility; OR Bachelor's degree plus 5 years of sales, marketing, consulting, or agency experience to include brand management experience reflecting increasing levels of responsibility; OR Bachelor's degree plus 4 years of Gallo sales, marketing, engineering or operations experience.
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