Position Title :
Customer Marketing Director, Chains
Position Location :
New York, NY (Headquarters)
Position Summary :
The primary purpose of this role is to lead a team of Customer Marketing Managers to develop relevant customer and channel programming, rooted in shopper and consumer insights that support customer calendars and shopper/consumer occasions. The incumbent leader will work with the Off-Premise Sales leaders and Directors of Shopper and Customer Insights to create programming 18 to 24 months out including customer innovation planning and VAP strategies. This Director will also lead, negotiate and manage partnership relationships for the company.
A critical component in achieving success in this role will be turning category and shopper insights into compelling omni-channel activation by considering the shopper’s path to purchase and how to best motivate conversion and advocacy at critical moments in the shopper’s purchasing decisions.
Major Responsibilities / Accountabilities :
Chains Strategy and Prioritization (10% of time)
Develop relevant Customer strategies that leverage PR USA brands and insights to ensure the implementation of category leading campaigns that maximize total portfolio impact at key customer and category selling periods; ensure proper prioritization of division opportunities, and allocate marketing resources by market and activity to meet the opportunities
Work with Directors of Shopper and Customer Insights in an overarching Chains prioritization calendar and event strategy – portfolio, by brand, channel/chain, by month priorities
Work with Customer and Commercial Planning & Analysis/Channel Directors in development of channel investment strategies by brand to ensure a prioritization of relevant activation by account to deliver the greatest strategic & financial return
Develop Customized Marketing Programs for Leading Chains Customers (40% of time)
Co-lead joint business planning with Chains/Customer leads to ensure customer marketing programs are relevant to the shopper occasion and Customer objectives.
Lead the customization of Chains-specific plans and programming; ensure compliance of local programs with the specific legal constraints of the addressed market(s), to global brand identity/essence, and consistency with long term strategic objectives
Customize programs (both brand and portfolio) to tailor specifically for Chains, where necessary. This might include tailoring content to leading chains, developing synchronized, yet tailored, POS, digital content for a seamless omni-channel customer experience
Lead the coordination, management and solicitation of Partnership programming to support national customer/campaign programming that is rooted in shopper and consumer occasion.
Work with Portfolio Manager in Digital team to develop customer/channel and occasion programming for key Portfolio multi branded events that support customer and shopper occasion.
Lead and Coach Division Marketing Managers in development of Killer Sell-in Stories, that provide a triple win (for the customer, for the shopper and for the brand)
Manage Agency and internal resources, A+P funds and projects to delivery – on-time and on budget
Implementation of Customer Marketing Plans (20% of time)
Lead Market Activation Directors/Market Activation Managers (MAMS) and Customer facing teams (Sr managers and Managers of Chain Customers) in the integrated and collaborative marketing plan development process. Plan usage of local and brand marketing budgets and allocation of local resources.
Lead the implementation of customer marketing plans – including the coordination with MAMs Customer Facing teams in market and distributors
With business planning & analysis support, set up and leverage implementation tracking to fully maximize in-market execution; assess and solve for hurdles in execution
Evaluation and Feedback (15% of time)
Leverage business planning & analysis team to fully evaluate and feedback performance and possible improvements to cross-functional teams
Management / Team Development (15% of time)
Empower and coach team of managers to add value throughout the planning, program development, implementation and evaluation cycle; develop talent and leadership skills in both delivery as well as values, especially collaboration skills.
Provide insights for next planning cycle on what works/doesn’t work by Chain customer, including any competitive insight
Incorporate feedback into next cycle of planning/program development
Nature & Scope :
This position plays a key role in driving brand and cross-portfolio activation at scale, and ensuring that they are properly tailored to our leading chains and implemented in the field. Position requires collaboration and leadership of cross-functional teams within Chains Division, across Marketing and across local Divisions. Requires frequent travel into the field to work with local marketing and sales teams, customers and distributor management. Requires interpretation and application of sales and demographic data for use in formulating customized business plans for customers. Must effectively communicate brand strategy to the division, as well as geographic trends by brand up to the brand directors. Other contacts will include distributor management, marketing, customers, business planning & analysis, and channel specialists.
Key Competencies :
Minimum of Bachelor’s degree, Masters in business or marketing preferred.
Experience / Background :
Minimum 10-15 years experience in consumer products marketing with significant exposure to brand building activity, shopper marketing, customer/chains activation. Previous work experience in sales, trade marketing and in cross-portfolio programming strongly preferred. CPG or Bev Al experience preferred.
Required Skills/Competencies :
Collaboration and communication skills - ability to communicate complex concepts succinctly, translate recommendations into influence and inspire teams to follow/buy-in
Solid understanding of the business planning process, and the ability to create a bottoms-up business plan, as well as joint business plannings with customers
Understanding of distributor and retailer operations and legal constraints, ideally within BevAl
High EQ – understanding and ability to “read” customers and stakeholders, collaborate with team members to drive positive outcomes and alignment
Keen ability to interpret market data (sales, demographics, retail distribution, display activity, etc.) recognizing marketplace opportunities to create programming, and then sell it in through a compelling story and killer fact-based sell-in presentations
Proven leadership skills, and ability to manage and motivate people, both internal and external (agency partners)
Digitally savvy/experience with different types of brand building activities: media, events, point of sale items, etc; able to envision and create a seamless, omni-channel program
Understanding of tracking metrics to evaluate marketing effectiveness
Exceptional verbal and written communication skills
Microsoft Office, especially Excel and PowerPoint; or Keynote
Project management - experience using project management tools such as Jira, Trello, Project or similar and training in agile methodology preferred
Working Conditions :
Most of the work will be performed in an office setting (NY preferred), with frequent travel to TX and Chains’ headquarters, as well as key regions/states within the divisions. Must have valid driver's license.
W ho are we?
Pernod Ricard USA is the premium spirits and wine company in the U.S. The company's leading spirits and wines include such prestigious brands as ABSOLUT® Vodka, Chivas Regal® Scotch Whisky, The Glenlivet® Single Malt Scotch Whisky, Jameson® Irish Whiskey, Malibu®, Kahlúa® Liqueur, Beefeater® Gin, and Avión™ Tequila (through a joint venture with Tequila Avión); such superior wines as Jacob's Creek® and Brancott Estate®; and such exquisite champagnes and sparkling wines as Perrier-Jouët® Champagne, G.H. Mumm™ Champagne and Mumm Napa® sparkling wines. Learn more about our history, values, strategies and organization by visiting us at http://www.pernod-ricard-usa.com/
Working at Pernod Ricard
Working for Pernod Ricard USA means working for the co-leader in the global wines and spirits industry – and having the opportunity to work with great people and great brands in diverse and challenging roles. Our success is the result of the passion and creativity of our people, our exceptional portfolio of leading premium brands, and a shared commitment to our values of entrepreneurship, mutual trust, and a strong sense of ethics. Pernod Ricard USA rewards both individual initiative and a spirit of collaboration, and encourages ongoing professional development. Pernod Ricard USA recognizes the importance of continuously building upon our diverse workforce and inclusive culture. We believe in championing an inclusive culture that embraces differences and encourages employees to challenge themselves and their colleagues.
Pernod Ricard USA offers competitive compensation, performance bonuses and domestic & international career development opportunities.
- Pernod Ricard USA is an Equal Opportunity Employer of Minorities, Females, Protected Veterans, and Individuals with Disabilities.
- Offers will be subject to United States local terms.