Director Field Marketing

Requisition ID: 32095

Summary: The Director of Field Marketing will drive the local marketing strategies, lead the team responsible for executing the national retail marketing plan and drive local marketing programs in key markets/states to drive brand awareness, relevance and Sales. This is a key Leadership role that will drive TYC Brand and portfolio priorities to achieve Sales and Revenue goals through strong planning, activation and execution. This position must be highly engaged with DGY/1Yuengling Brand and Marketing teams as well as Field Sales teams and distributors in the highest priority DMA's throughout the TYC footprint in order to drive and execute activation plans for Yuengling Brands for maximum awareness. This is a highly visible role that will require excellent leadership, time management, creativity and communication skills to achieve long term goals.

1. Key Job Functions

• Annual Marketing Planning:
• Align with 1Yuengling Executuve Marketing team to build plans to drive, communicate and execute Yuengling Brand strategies
• Lead the development of the annual Marketing Plan and calendar for The Yuengling Company
  • Development of Brand and Portfolio Priorities for media, programs and activations
• Apply plan to all budget elements, prioritizing Brand and Activation strategies with geographic focus and all support elements (includes brand programming, retail promotions, sponsorships, POS, and custom/multicultural programming)
• Adherence to all company and governmental regulatory policies with all programs by state
• Key DMA and Distributor Plan Development :
• Responsible for launch plans and Brand priorities including but not limited to Brand plans/priorities, Media Plans, Retail Activation plans, Sampling Plans
• Work with Region Sales Directors and Zone Manager to identify highest priority DMA's and coordinate with Field Sales teams to build out key strategies, objectives and tactics
• Analyze plan effectiveness, ROI and recommend local marketing, media & sponsorship mix of tactics for the following years plan(s) or adjustments in current year
• Work with sales personnel and Distributors in all key markets to support and drive against annual objectives/goals for the market (i.e.: POS – Merchandising Plans, Special promotions, Display standards, etc)
• Develop specific field marketing plan and vision, utilizing and maximizing all elements of the marketing mix directed towards meeting the goals/objectives and priorities for that market
• Lead the Field Marketing team and work with Regions/Zones to maximize our activation of large sponsorship and alliance partnerships. Including but not limited to the following: brand prioritization, on-site asset placement, media components, logo placement and maximization, and alignment to 1Yuengling national programming calendar
• Develop investment model for key markets, managing committed national CPC dollars, flex funds and any incremental resources needed to drive business objectives
• Ensure an on-going communication plan/process to continually monitor priority market plans
• Budgeting - Identify, allocate, and manage local marketing funds
• Work with DGY Executive Marketing Team, Director of Region Sales and Zone Manager in development of annual budgets
• Proactively build, track, and support of TYC Media plans including billing process in alignment with Finance and Administration team procedures
• Ownership of identification of sponsorship opportunities in alignment with Brand and sponsorship priorities.
  • Development of key benchmarks to determine value and ROI potential of sponsorship
• Work with Field Marketing Managers to establish budgeting protocols, tracking and reporting for priority DMAs, including measurement of ROI
• Responsibilities include the allocation of resources, forecasting performance, budget review and reconciliation, approval and submission of all expenses
• Marketing and Merchandising Programming:
• Program development in alignment with DGY/1Yuengling Marketing and Brand teams in order to act on / drive brand strategy, consumer targeting, and positioning
• Ownership of POS fulfillment process in conjunction with DGY for development and MolsonCoors MC Connect order and fulfillment program
  • Ensure in stock and on time order fulfillment of key POS
• Understand each brands' positioning and strategy and ensure all local efforts align with brand positioning and objectives
• Utilize consumer insights and sales analytics to create regional initiatives that deliver on marketing and sales objectives
• Utilize information to influence sales decisions
• Communication Internal and External :
• Lead external communications for TYC of Marketing and Brand programs as well as key Company initiatives
• Represent marketing in key priority market meetings and play an active role in key business meetings
• For each program, develop proper sell-in material, including strategic positioning, marketing objectives, selling story, supporting data, timing as well as specifics of each program
• Ensure communication/sell-in of programming is done within the appropriate planning window with relevant parties (wholesaler, ZM/DM)
• Ownership of internal communication and upkeep of TYC Chatter Home page
• Agency Management:
  • In conjunction with DGY / 1Yuengling, manage agency relationships and development of strategies and programs to deliver TYC Marketing / Field Marketing priorities
    • Hispanic Marketing Agency Lead
    • Retail / Mobile Activation Agency TYC Lead
    • Media Agency TYC Lead
    • Sampling Agency Lead
    • Public Relations Agency TYC Lead
    • Represent TYC priorities as needed with Brand Agency

1. Other Key Skills and Competencies

• Ability to positively impact team and drive culture and values of Organization
• Expertise in building teams and developing talent for succession and growth
• Strong ability to deliver on Brand goals including volume and financial results
• Strong ability and experience in leading the development and management of marketing plans
• Experience should include establishing goals/objectives, strategies, tactical programming and evaluation process. Critical experience requirements include:
  • Marketing program design, implementation and communication
  • Management of marketing programs and activation of events and sponsorships
  • Experience negotiating and leveraging marketing sponsorships, alliances and partners
• Has either worked in or had a strong working relationship with the sales team
• Experience working with and activating local sponsorships in the form of: major sports leagues, teams or other high profile partners in the sports, music and/or entertainment landscape

1. Minimum Qualifications

• Bachelor's degree with 10 or more years of sales and marketing experience in a related role
• Cross functional marketing background in areas such as brand, retail, channel, trade marketing and/or sponsorships is a plus
• Highly developed interpersonal skills and leadership qualities are necessary; individual must be able to interact at all levels within an organization including the wholesaler network; skills should be grounded in a "team player" mentality, resulting in strong working relationships
• Works well in a fast-paced, action oriented environment where priorities change and timeframes are critical
• Requires strong written and oral communications skills with the ability to communicate well across all levels of the organization. Must feel comfortable in giving presentations with various audiences and sizes (distributors, retailer, sales team etc.)
• Must have experience in and be able to demonstrate ability to make decisions independently and recommend viable solutions to problems and issues
• Must possess excellent organizational and time management skills
• Needs strong negotiation and persuasion skills
• Must possess computer skills which include MS Word, Excel, PowerPoint, e-mail; experience with or ability to learn new digital interfaces
• Position resides in TX and requires up to 50% travel

Job Posting Grade: 12

At The Yuengling Company we seek diversity. Differing perspectives lead to challenging the expected, which keeps new ideas bubbling up. We're an equal opportunity employer and invite applications from candidates from all backgrounds, race, color, religion, sex, sexual orientation, national origin, gender identity, age, disability, veteran status or any other characteristic. We take pride in celebrating our unique brew.

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