Field Marketing is the primary representative for the Marketing Department within the West Business Unit (WBU).Â The local field marketing team is responsible for collaborating with both the Marketing and Sales Departments in annual planning, developing, managing and evaluating the local marketing plans for priority DMAâs and driving overall business alignment in support of all marketing initiatives.Â The Field Marketing Director (FMD) is the lead between corporate marketing and field sales to align, build and manage execution of national and local marketing strategy and business plans.Â The FMD will drive local marketing strategy working closely with the Senior Director, Field Marketing, West Business Unit VP and BU Leadership Team driving alignment with national marketing objectives and BU sales priorities across the portfolio of Constellation Brands beer portfolio.Â They are the lead in communicating the national and local marketing platforms gaining buy-in on marketing programs to key Business Unit DMAs and Key Wholesalers, The FMD will lead ideation, oversee execution and evaluate local marketing programs across all field marketing resources.Â The FMD will also manage two (2) Field Marketing Managers.
Annual Marketing Department Planning:
To provide requested (from both Marketing Departments, as well as Business Unit) information and POV on various elements of the marketing mix, leading to the following years plan(s).
Assist in the review of marketing strategies and proposed programming for next yearâs plan as requested from different Marketing Departments.
Provide local prioritization of DMAs, funding, programming to corporate marketing team to drive alignment across national and local business objectives.
Annual Business Unit Planning:
Represent Marketing Department objectives and strategies.
Work with the Business Unit VP in developing: key strategies and priorities, spending philosophy, and identify priority DMAâs for assigned Business Unit.
Assist Business Unit in establishing annual goals. (i.e., profit, retail objectives, media planning etc.)
Ensure an on-going communication plan/process to continually monitor priority market plans.
âLeadâ the Development of priority DMA Annual Plan(s).
Work with key DMA sales personnel and Wholesalers to clearly understand annual objectives/goals for the market (i.e.: Sales volume, retail promotion standards, etc).
Lead discussions on all support elements available to the market areas (includes brand programming, retail promotions, sponsorships, P.O.S, media support, Hispanic programming and Business Unit wide initiatives)
Create resource model for key DMAs, managing committed national dollars, flex funds and resources to drive business objectives as defined by the BU and DMA.
Develop specific West Business Unit marketing plan, utilizing and maximizing all elements of the marketing mix directed towards meeting the Business Units goals/objectives and priorities.
Identify, secure, allocate, and manage all local marketing funds for the Business Unit.
Work with Senior Director - Field Marketing and Marketing Leads in development of annual budgets.
Work with Business Unit VP to identify Market Budgets, allocate those budgets to priority DMAâs and all remaining markets
Work with General Managers and Market Development Managers with securing distributor funds for market activation.
Work with Field Marketing Managers to establish budgeting protocols, tracking, phasing and reporting
Manage the Local Marketing Funds (LMF) for assigned territory
Responsibilities include the allocation of resources, financial forecasts, budget review and reconciliation, approval and submission of all expenses
Adherence to all company and governmental regulatory policies.Â
Marketing Representation and Program Communication/Sell In
Able to understand and act on brand strategy, consumer targeting and positioning
Utilize consumer insights and sales analytics to create regional initiatives that deliver on Business Unit marketing and sale objectives.
Ability to understand and leverage consumer insights and segmentation research to direct and influence regional programming.
Utilize information to influence sales decisions across entire sales team functions starting from Business Unit VP to sales specialists
Represent marketing in all key West Business Unit sales and priority market meetings
Play an active role in key business meetings within the Business Unit.
Understand each brands' positioning and strategy and ensure all local efforts align with brand positioning and objectives
Oversee the development and communication of the strategic marketing plan in priority DMAs as well as elements of the West Business Unit with Constellation field sales and wholesalers to ensure local plan executionÂ
Work with Business Unit VP to identify elements of Business Unit plans (e.g., new package introductions, innovations and other BU wide initiatives) that cross over numerous priority markets and agree on BU wide plans and deliverables from field marketing to position BU for success
Communicate and sell-in all marketing programming for assigned Business Unit.
For each program, work with corporate marketing personnel to ensure field marketing has proper sell-in material, including strategic positioning, marketing objectives, sell story, support data, timing and all specifics of each program.
Ensure communication/sell-in of programming is done within the appropriate planning window for the Business Unit.
Management, Execution, and Evaluation of Plans & Programs
Oversee the execution of marketing programming in priority DMAâs within West Business Unit
Ensure all national programming is a part of the Business Unit plans and priority DMAâs plans.
Responsible for developing marketing plans for each West Business Unit sponsorship & strategic alliance while ensuring each marketing initiative is fully-integrated and will provide the consumer with a unique experience that differentiates the brand from the competitive set. Working with the Field Marketing Managers on activation of local properties maximizing ROI at the retail and partner level.
Ensure sales team and distributors have needed sell-in material.
Collaborate with Lifestyle & Experiential team as needed for activation of brand driven sponsorship programs at DMA level.Â Field marketing is responsible for managing/communicating the execution of that event i.e. establishing timelines, budgets, working with distributor, sales dept., and brand/event organizers to assign responsibilities etc.
Communicate specifics of all brand programming to appropriate Business Unit and priority DMA personnel.Â
Work with marketing, sales, and distributor personnel to ensure a tracking/evaluation process is in place for programming being executed.
A Bachelorâs degree is required.Â
Position requires 10+ years of marketing experience in a related role preferably within the beverage alcohol industry or CPG industry using a distributor/wholesaler distribution system.
A cross functional marketing background in areas such as brand, retail, channel, trade marketing and/or sponsorships is a plus.
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.Â Critical experience requirements include:
Marketing program design, implementation and communication
Management of marketing programs and activation of events and sponsorships
Media experience including assessing media valuations, negotiating with media partners, added value programming
Experience negotiating and leveraging marketing sponsorships, alliances and partners
Experience managing people in direct reporting and indirect reporting relationships.
Has either worked in or had a strong working relationship with the Sales function
Experience working and managing agencies (media, creative, activation, promotional).Â Understanding of the creative process and being able to write creative briefs, judge creative which meets strategic direction and provide constructive feedback to agencies.Â
Experience working with and activating major sports leagues, teams or other high-profile partners in the sports, music and/or entertainment landscape.
Highly developed interpersonal skills and leadership qualities are necessary.Â Individual must be able to interact at all levels within an organization, including the Wholesaler network.Â Skills should be grounded in a âteam playerâ 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.Â Must feel comfortable in giving presentations with various audiences and sizes (distributors, retailer, sales team etc.).
Must have experience in and 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.Â Experience with or ability to learn new digital interfaces.Â Understanding of social networking/media technologies and their application to marketing also desirable.
(what will set you apart)
Alcohol beverage experience
Physical Requirements/Work Environment
Must be able to sit and/or stand for long periods of time and work on a computer for extended periods. Lifting may be required. Reasonable accommodations may be made to enable individuals with disabilities to perform essential functions.
Position resides at the respective Business Unit office and requires 40% travel.
Constellation Brands is committed to a continuing program of equal employment opportunity. All persons have equal employment opportunities with Constellation Brands, regardless of their sex, race, color, age, religion, creed, sexual orientation, national origin or citizenship, ancestry, physical or mental disability, medical condition (cancer or genetic characteristics), marital status, gender (including gender identity or gender expression), familial status, military or veteran status, genetic information, pregnancy, childbirth, breastfeeding, or related conditions (or any other group or category within the framework of the applicable discrimination laws and regulations).
Internal Number: 14135535
About Constellation Brands
If you have taken a moment to unwind with a bottle of beer, toast with glass of wine, or celebrate with a cocktail, chances are that you have shared that moment with Constellation Brands. We are passionate producers of iconic beer, wine and spirits brands that consumers love. From Corona Extra, to Robert Mondavi Wines, to SVEKDA Vodka, we produce over 100 premium brands with sales in nearly 100 countries, making us the number one multi-category beverage alcohol company in the U.S.