BRAND MANAGER (4090)

Job Summary

The Brand Manager acts as the primary conduit between assigned supplier(s) and KEG 1 Missouri, LLC infrastructure. The Brand Manager develops and implements projects and programs to facilitate a growing market share while maintaining the highest possible gross profit.

Essential Duties and Responsibilities

Planning and Strategy Development

1. Develop and recommend short- and long-term growth strategies and tactics that will keep the company competitive and profitable.
   1. Generate annual sales forecast by brand based on trends. Utilizing these forecasts, work in conjunction with sales group/suppliers to determine impact of market factors/programs.
   2. Develop distribution goals by sales route and Company.
   3. Develop general strategies by brand, i.e. incentives, events, advertising, POS, enhancers, on premise promos, etc.
2. Develop and submit annual marketing plans and budgets to the EVP – Chief Sales Officer for approval. As part of the annual plans, develop monthly tactical plans (Marketing Calendar) required to meet goals.
3. Develop annual supplier-specific marketing plans for assigned suppliers.
4. Analyze all marketing performance-related data. Review with Chief Operating Officer, EVP – Chief Sales Officer, and Director Portfolio Management on a monthly basis, or more frequently, as needed.
5. Provide a marketing perspective and balance to the sales leadership team as they develop strategies and execute on an ongoing basis.
6. Determine brand potential and opportunities through analysis of the marketplace (competition, channels, demographics, economics, surveys) as well as studying the effects of potential margin changes due to supplier adjusted pricing/rebates, channel pricing, structure, etc.
7. Identify opportunities for specialty pricing, i.e. quantity discounts, mix/match, discontinued/close-dated products. Review competitive pricing.
8. Work with suppliers to develop and implement Non-Alc retail programs to include: slotting, shelf contracts, cooler programs, "free fills", etc. in compliance with state and federal regulations.

Brand Management

1. Execute/attend meetings as required to meet agreed to supplier goals (internal wholesaler business reviews, external supplier meetings, trade calls, promotions, etc.).
2. Work with suppliers to develop effective sales programs to win in the market. “Ride with” supplier representatives in the market to ascertain program effectiveness as well as identify new opportunities.
3. Coordinate local marketing activities with counterparts across all sales teams to represent the supplier’s brands.
4. Ensure that each brand gets the appropriate level of marketing and sales attention/effort as directed by the EVP – Chief Sales Officer and agreed upon with supplier.
5. Ensure all marketing expenses are applied to marketing budgets, including: sign shop, POS, CPC tracking, all sales and marketing material requisitions, incentives, etc.
6. Ensure the marketing budget is properly managed, and that supplier funding and credit issues are resolved in a timely manner.
7. Order all permanent POS, enhancers, promo items, saleable novelties and other support items and ensure it is available to sales team, as required.
8. Recommend permanent POS allocations and placement criteria.
9. Work with supplier representative(s) to develop media purchase plan and negotiate promotions.
10. Track supplier co-op budget.

Supplier Relationships

1. Provide retail and brand performance information to suppliers, as needed.
2. Review interim and final program effectiveness with suppliers
3. Seek out and provide preliminary approval for brand/package additions and deletions
4. Ensure program funding is provided on a timely basis and that supplier credits are received on a timely basis
5. Identify inventory issues and remedy with the appropriate supplier
6. Attend supplier conferences and region/national meetings approved by the EVP – Chief Sales Officer. 

Local Marketing & Execution

1. Ensure that local marketing is in place to support sales execution.
2. Coordinate all ride-with, promotions and crew drive activity.
3. Suggest MBO’s for sales personnel.
4. Ensure supplier and company marketing funds are spent as effectively as possible at the local level to position the brands and the company to win the market share battle.
5. Maintain an ongoing marketing calendar to coordinate local marketing activities.
6. Measure the effectiveness of each local marketing activity, determining/recommending if corrective action is necessary, and whether the company and the supplier should continue specific marketing programs.

Other Responsibilities

1. Monitor actual results vs select sales goals, key sales indicators, and pertinent financial data.
2. Track tactical expenses that are directly associated to a specific brand/supplier.
3. Conduct training with local sales personnel, to include: brand information, QA policy/codes.
4. Participate in supplier quality assurance programs.
5. Responsible for ensuring all time worked is properly and accurately recorded utilizing the appropriate, designated modes of timekeeping.
6. Maintain open and clear communications with the owners, managers, and other employees of the Company.
7. Comply with all relevant company policies and procedures outlined in the KEG 1 Missouri, LLC Employee Handbook.
8. Conduct all activities in accordance with local, state and federal regulations.

Qualifications

To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. The requirements listed below are representative of the knowledge, skill and/or ability required. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

1. Education – Bachelor’s Degree, or equivalent
2. Experience – Five (5) or more years sales and/or management experience in non-alc and/or Wine, Spirits industry
3. Licensing – valid Driver License
4. Both On Premise and Off Premise Sales experience strongly preferred