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Brand Manager- Boneyard Beer

2 months ago

Oregon, United States Deschutes Brewery Full time

The

Brand Manager (Boneyard Beer)

is responsible for the strategic marketing and commercialization of the Boneyard Beer Brands. This includes managing consumer insights and data, community building across all fan-engagement platforms, management of the digital strategy, and brand management across the product portfolio and geographic footprint.

This position is based out of Bend, OR.

Essential Functions & Responsibilities:

Translate brand strategy, positioning, architecture, consumer segmentation, consumer insights into an integrated marketing plan, from strategy through execution.

Build, own and deliver a '360' marketing plan through lifestyle focused occasions and consumer needs that increases brand awareness, drives trial, and deepens consumer engagement, laddering up to business objectives and goals.

Lead the development and activation of breakthrough consumer programs across all touchpoints. This person will have a holistic mindset and ability to work/think across marketing functions - translating strategies into integrated tactics.

Create and activate on-premise plans that focus on key accounts and building deep relationships with the bartender as our ambassador.

Create and activate off-premise programs to increase distribution, volume and velocity in existing and new wholesale accounts and geographies.

Work with local market teams to develop and implement distributor and customer specific trade marketing initiatives, wholesaler trainings, educational materials/ videos, launch assets.

Lead, develop and help deliver support materials for sales team, including wholesaler and retailer presentations, trade marketing materials and other selling tools to support brand and/or portfolio programs.

Manage brand budgets, monitor A&P spend, and analyze investments to measure ROI/ program effectiveness.

Identify, define, and implement moments of community building and high touch experiences that bring Boneyard to every consumer touchpoint in an authentic way.

Develop event and partnership strategy that aligns with core consumer's lifestyle and cultural interests in partnership with the customer experience team, activate key events and partnerships in service of building awareness and driving trial of Boneyard.

Develop PR strategy and key messaging for consumer and trade focused journalists and publications.

Fluency in overarching media, email marketing, social platforms, influencer marketing and content development and how to leverage against Boneyard brand objectives and plan. A deep understanding of consumer journeys and full funnel activation.

Utilize excellent story-telling skills, passion, and energy to be the primary champion for Boneyard for internal and external audiences.

Collaborate with cross-functional team across marketing (events, PR, digital, innovation, design, analytics, sales, finance, etc.) to drive strategic marketing planning and consistent activation.

Work closely with the field sales team to translate brand plans into effective selling stories, compelling messaging, and unique market plans.

Manage creative with agency relationships and partner with marketing leadership to ensure creative work and content delivers creative brief and strategic goals.

Travel to key markets in support of new product launches, sales blitzes and share market learnings and recommendations to team. Launch and activate all new product releases.

Manage monthly budget, monitor YTD spending, commitments and planned spend.

Demonstrate a strong commercial mindset and understanding of the market, category, consumer, competitors, and business goals to identify issues, opportunities, and translate insights into activation plans that drive growth.

Collaborate with the Sales Analyst to develop compelling selling stories based on syndicated data, consumer research and competitive intelligence.

Oversee post-analysis review of brand initiatives and strategies and recommend actionable steps to improve strategic focus and brand priorities.

Complies with Deschutes Brewery safety practices, policies and procedures and actively promotes safe work practices.

Support an inclusive and equitable workplace and follow all Deschutes Brewery practices, policies, and procedures to ensure a respectful and welcoming work environment for all.

Performs other duties as assigned.

Required Education, Experience & Attributes:

Bachelor's degree in business, marketing, or related field. MBA or advanced degree preferred.

5+ years of progressive brand management experience within CPG in e-commerce, innovation, and media.

5+ years of experience in a senior level role in CPG , lifestyle partnerships or agency (design, advertising), but with client-side experience.

Deep understanding of route to market within a 3-tier system and complex distributor network.

Significant experience scaling culturally relevant brands, particularly on the west coast.

Success record of developing brand strategies grounded in insights and analytics.

Strong financial management skills, budget management and key stakeholder collaboration.

Highly motivated self-starter with strong leadership, analytical, organizational, and interpersonal skills as well as the ability to collaborate effectively across functions with passion and enthusiasm.

Strong entrepreneurial ability to work around obstacles, results driven, and a bias for action with a pilot/learn/scale approach.

Physical Requirements & Working Conditions:

Occasional travel required.

Prolonged periods of sitting and/or standing at a desk and working on a computer.

Working at Boneyard Beer & Deschutes Brewery includes a

competitive compensation and total rewards package

consisting of, but not limited to :

Comprehensive medical, dental and vision insurance.

Value for work-life balance with paid time off including; vacation time, sick leave, and holidays.

401k with a 4% company match,

vested immediately

Employee stock ownership.

Opportunity for a monetary bonus based on company performance.

Free award-winning beer and discounts on merchandise from Deschutes Brewery, Boneyard Brewery, other partnering companies and so much more

Studies have shown that women and people of color are less likely to apply for jobs unless they believe they meet every one of the qualifications as described in a job description. We are most interested in finding the best candidate for the job, and that candidate may be one who comes from a less traditional background. We would encourage you to apply, even if you don't believe you meet every one of our qualifications described. If you are unsure whether you meet the qualifications of this position, or how this would be determined, please feel free to contact

HR@deschutesbrewery.com

to discuss your application.

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