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Vice President, Marketing

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New York, United States Suntory Global Spirits Full time

At Suntory Global Spirits, we craft spirits of the highest quality and deliver brilliant experiences to people around the world. Suntory Global Spirits has evolved into the world's third largest leading premium spirits company ... where each employee is treated like family and trusted with legacy. With our greatest assets - our premium spirits and our people - we're driving growth through impactful marketing, innovation and an entrepreneurial spirit. Suntory Global Spirits is a place where you can come Unleash your Spirit by making an impact each and every day.

 

 

Vice President, Marketing - Global Maker's Mark (Location: NY or KY)  

 

The following position is is open in New York, United States.

 

What makes this a great opportunity?

In 1953, Kentucky distiller Bill Samuels, Sr. set out to create a bourbon whisky to suit any palate. After burning the 170-year-old family recipe, he created a full flavored yet easy-to-drink recipe using red winter wheat. Co-founder Margie Samuels was inspired to create a name and bottle design that celebrated the handmade values of the handmade bourbon – to this day each and every bottle of Maker’s is still hand-dipped in the brand’s signature red wax at our National Historic Landmark Distillery on Star Hill Farm. Maker’s Mark is recognized as the first craft distillery in America while aspiring to become a global icon, while leading as a force for good in the world as a certified B-Corp brand.

 

PURPOSE & SCOPE OF ROLE:

Reporting to the Brand House Managing Director, the is a critical role leading the global Maker’s Mark marketing organization. The position is responsible for the development and implementation of compelling and focused brand strategy delivering exceptional in-market brand performance while strengthening global brand equity.  The VP is responsible for ensuring that the Brand DNA and the founder’s vision is nurtured and strengthened through authentic brand experiences, communication platforms and innovation that place the rich understanding of culture and consumers at the heart of our work. Balancing this with strong commercial acumen and an obsession for execution, the BH VP needs to work with Regions and Markets to ensure that we delight consumers at every touch point. A strong communicator and collaborator, the VP can more effortlessly from inspiring and aligning the brand’s marketing community behind a compelling vision to a strong focus on execution, delivery, and business performance. Responsible for the development and coaching of the Maker’s Mark marketing team. 

 

NOTE - The location of this role can be either New York or Kentucky based on the candidate's current location/preference 

Role Responsibilities

Leadership & Talent Development.  

  • Build marketing capability within the Brand House Team and play an active role as a coach and mentor of the broader BSI global marketing community
  • Inspire and align the global marketing organization behind an ambitious, clear and culturally relevant growth strategy for the brand. 
  • Leverage all the elements of capability build (knowledge and systems; people and skills; leadership and culture; process and structure; and measurement) to effectively develop and drive our “One Beam Suntory Way of Marketing” across the enterprise

 

(Gemba) Insight: 

  • Nurture and inspire a passion for, and application of, cultural, competitor, category and consumer insights in our brand strategy development and execution.
  • Ensure that we penetrate consumer behavior and business/brand data to go beyond the “what” to really understand the “why” and implications for future growth plans.
  • Lead the understanding of global cultural and category differences and similarities to ensure that our Brand Strategies are fit for purpose across multiple markets.
  • Demonstrate strong financial acumen linking brand strategies and budget management/recommendations to both short and long-term P&L delivery. 

 

Brand Foundations & Stewardship: 

  • Partnering with the Brand House Master Blender/Distiller ensure that the brand has a clearly articulated and unique House Style with a strong commitment to the continuous nurturing and evolution of our liquid experience.
  • Place the Brand’s timeless DNA at the heart of our brand strategies, ensuring our plans and execution in market consistently nurtures and strengthens our equity. Be prepared to take hard and unpopular decisions to protect the long-term integrity of the brand.
  • Lead the identification, development and application of the brand’s distinctive ID and design codes to packaging and marketing communication platforms to build memory structure, standout along the consumer journey and brand saliency.  
Role Responsibilities Continued

Strategy & Planning: 

  • Working with the Brand House MD and Leadership Team, ensure that the BH 12 Year strategies and 3 Year Strat Plan guidance are grounded in the brand’s DNA/positioning and address key consumer and market opportunities
  • Lead the development a compelling and ownable positioning that connects the brand to modern day culture and forms the basis for our global communication platform
  • Lead, from the Brand Houses side, the development and sign-off of the Brand’s 3 Year Growth plans, working collaboratively with cross-functional colleagues and Regional/In-market brand and commercial teams.
  • Working with the BH innovation resource, Master Distiller/Blender, lead the development of a purposeful innovation strategy and pipeline that strengths our DNA and delivers strategic and commercial objectives in market.
  • Support integrating the Brand and distilleries commitment to higher purpose into the brands communication strategy and local market consumer experience.

 

Experience Design & Delivery:

  • Lead the development and deployment of consumer centric, impactful and fully integrated brand experience platforms and programs focused on “fewer, bigger” initiatives that will engage our consumers and excite our trade partners.
  • Drive for “brilliance in execution” with both strategic precision and an obsession for detail that starts with the drink experience and which is amplified through consumer programs that drive talkability and saliency.
  • Ensure that we create a culture of learning and accountability through the tracking of programs and brand performance against clear KPI’s and reviews. 
  • Ensure marketing plans meet the requirements for financial year targets, including marketing spend on budget and phasing of activity to support top line growth.
  • Bring a bias for action and agility to the execution of the BH strategy and plans, ensuring that we respond appropriately to changing market and competitor dynamics
Qualifications
  • Proven leadership in driving alignment to strategic brand vision within a global matrix organization. Strong communicator and collaborative leader able to engage internal and external stakeholders. Ability to influence and build productive relationships with peers on the Leadership Team and across the company
  • Strategic thinker with solid experience in consumer insights, brand strategy and business analytics. Ability to simplify complex issues and drive focus on a focused number of key issues and opportunities for the brand.
  • Experience in leading and managing the creative brand building and innovation process and fostering productive relationships with agencies, creative teams and cross functional partners. Proven record in partnering with Sales and Commercial leaders to align marketing strategy to commercial goals
  • A track record in bringing new thinking and ideas to a business/brand in order to accelerate growth.
  • Strong Commercial and Financial Acumen with a focus on driving sustainable profitable growth and being astute in all areas of the commercial P&L (product mix, investment, logistics, COGS, pricing) and budget management.
  • Proven ability to build effective teams, coach and develop direct reports in order to strengthen organizational capability.
  • A strong curiosity for and, ideally experience of, different cultures and markets across the world.

 

EXPERIENCE & QUALIFICATIONS

  • 15+ years’ consumer marketing experience. Global CPG, luxury brands or spirits experience preferred 
  • Business degree (MBA preferred).  
  • Ideally global or cross market brand experience.
  • Demonstrable achievements in growing brands and managing complex brand portfolios within a matrixed organization requiring strong cross functional leadership.
  • Strong commercial experience with P&L responsibility and demonstrated track record of engaging effectively with commercial partners to drive alignment and performance.
  • Has managed and developed teams successfully and, ideally, has experience of leading diverse, global teams and talent. 

 

KEY RELATIONSHIPS:    

  • Prestige Commercial Lead
  • Reports to the Managing Director of the Brand House.
  • Leadership team members of the Brand House, including the Distillery.
  • Senior Marketing Directors and teams across the International, Asia and NA region and Brand Houses.
  • Commercial Regional Heads. 
  • Cross functional leads and teams (e.g., Innovation, Digital, PR, Capability, HR)
  • External agencies

At Suntory Global Spirits, people are our number one priority, and we believe our people grow together in diverse and inclusive environments where their unique insights, experiences and backgrounds are valued and respected. Suntory Global Spirits is committed to equal employment opportunity regardless of race, color, ancestry, religion, sex, national origin, sexual orientation, age, citizenship, marital status, disability, gender identity, military veteran status and all other characteristics, attributes or choices protected by law. All recruitment and hiring decisions are based on an applicant’s skills and experience.