Senior Brand Manager
7 days ago
Tilray Beer, a division of Tilray Brands Inc., is seeking a highly skilled and experienced Sr. Brand Manager to lead the Pub Beer Brand Family. This is a critical role in the marketing function responsible for managing the largest craft brand by volume in the PNW.
Key Responsibilities:- Develop and execute the yearly marketing strategy for the Pub Beer Brand family portfolio across all consumer touchpoints.
- Regularly analyze brand insights, consumer insights, and competitive trends to inform strategic plans, innovation launches, and activations for the Pub Beer Brand Family.
- Develop and deliver brand creative briefs that align with brand strategy and value-based brand proposition for all creative projects to ICX team and agency partners, managing timelines and deliverables.
- Lead marketing plan development through creation of well-researched background (insights, trends, opportunities, etc.), creation of clear/measurable objectives, strategies, KPIs, timeline, budget required, and tactical plans.
- Lead x-functional marketing team (Social/Digital, Trade, Events, Merch, Pubs, PR) from kick-off of brand plans to execution and final reporting of priority brand campaigns.
- Responsible for consistent communication and review of all marketing plans/executions with leadership team to ensure compliance to overarching brand strategy.
- Provide ongoing collaboration and creative input on design projects with Creative Director.
- Lead innovation recommendations based on situational analysis and product/consumer expertise.
- Lead development of clear commercial strategy in partnership with the Commercialization Director.
- Maintain close x-functional relationships across marketing, sales, brewing, operations, pubs to ensure new product launches, marketing activations, and sales activations are supported at a level in accordance with prioritization and are on brand.
- Leading role in strategic planning for products, ensuring the one and three-year plans for 10 Barrel are on track and successful.
- Owns Marketing brand budget for Pub Beer Brand Family.
- Proficient understanding of key brand principals and ability to apply knowledge to clear strategic brand recommendations.
- Analytically minded, with ability to pull key insights from industry trends, consumer research, internal metrics to inform strategic decision making/recommendations.
- Creative thought leader.
- Continuous improvement/collaborative mindset.
- Creative problem solver who can lead a diverse cross-functional team.
- Excellent organization, communication, and project management skills.
- Strong strategic, analytic, financial, and consumer research skills.
- Working knowledge of the craft beer industry.
- Understanding of the selling process, retail environment, and distribution network.
- Strong multi-tasker able to handle multiple competing priorities at once.
- Bachelor's degree in marketing, advertising, or related field preferred.
- Solid foundational understanding of brand marketing principals.
- 6+ years of marketing experience in Brand Marketing.
- 3+ years of people management.
- Experience in the Craft beer industry preferred but not required.
- Proven history of building/growing brands.
Tilray Beer welcomes applications from all qualified individuals and is committed to employment equity and diversity in the workplace. Accommodations are available for applicants with disabilities throughout the recruitment process. If you require accommodations for interviews or other meetings, please advise when submitting your application.
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