Position SummaryCo-lead the marketing efforts for Kraken Spiced Rum, one of the leading rum brands in the U.S. The Kraken Rum brand is born of a legend from the tales of a ship carrying Caribbean Spiced Rum that mysteriously disappeared into the depths of the sea many years ago. It's whispered that a ship was attacked by the monstrous Kraken, a legendary beast known for its deadly tentacles, razor-sharp teeth, and insatiable appetite. Even though never proven, the stories remain, along with a respectful fear of the sea. To honor the beast, the mysterious rum that was recovered was renamedThe Kraken Rum.
The Brand Manager will implement and manage a consumer-driven marketing strategy for Kraken, which will result in the long-term growth trajectory of the brand in line with Proximos long-term goals.
Brand management responsibilities include budget management, developing a marketing strategy, pricing/promotion/product placement), agency management, creative direction, cross-functional team collaboration, trade marketing, media engagement, digital marketing, communication strategy, on-premise & influencer marketing, and innovation/new product development.
Role & ResponsibilitiesCo-lead the development of the Kraken marketing strategy and plan.o Develop and optimize brand plan based on portfolio needs and opportunitieso Co-lead and manage innovation & the innovation processo Evaluate Media mix versus objectiveso Optimize Krakens brand strategy & implement it flawlessly across all touchpoints
Propose new and innovative ways to reach our target consumer segments.o Understand competitive initiativeso Stay abreast of consumer insights and lifestyle
Lead the day-to-day management of the Agency partnerso Ensure Agency integration and overall strategic alignment amongst and between Agency partnerso Facilitate Agency collaboration and define rules of engagement for Agencies.
Lead the day-to-day management of the brand including:o Budget managemento Developing sell-In tools & sell storieso Field marketing communication & field marketing ad-hoc requestso Reporting on brand health (Nielsen/Nabca/Omnigram/IWSR)
Lead our digital marketing & social media strategyo Evaluate role within brand Strategyo Evaluate role within the media mixo Optimize and balance against key objectives and target consumer opportunitieso Manage digital ecosystem for the brand including social, online store, CRM, e-commerce
Collaborate in developing advertising creative for Krakeno Develop relevant and business effective campaign ideas and creative for the brando Creative and media involves TV, Radio, Print, OOH and Digital (incl. Social)
Lead advocacy driving strategy and tactics including:o Brand Ambassador managemento Cocktail strategyo Influencers
Lead, manage, and report on the Kraken Merchandise storeo Developing new merchandise itemso Creating marketing materials to drive purchaseo Manage the Kraken merchandise PLE
Key CompetenciesSelf-Starter-- Demonstrates the ability to own and lead projects from start to finish.Innovation-- Displays original thinking and creativity; Meets challenges with resourcefulness; Generates suggestions for improving work; Develops innovative approaches and ideas; Presents ideas and information in a manner that gets others' attention.Business Acumen-- Understands business implications of decisions; Displays orientation to profitability; Demonstrates knowledge of market and competition; Aligns work with strategic goals.Judgment-- Displays willingness to make decisions; Exhibits sound and accurate judgment; Supports and explains reasoning for decisions; Includes appropriate people in decision-making process; Makes timely decisions.Planning/Organizing-- Prioritizes and plans work activities; Uses time efficiently; Plans for additional resources; Sets goals and objectives; Organizes or schedules other people and their tasks; Develops realistic action plans.Analytical --Synthesizes complex or diverse information; Collects and researches data; Uses intuition and experience to complement data; Designs workflows and procedures.Commercial Skills:
Strategy, pricing, promotion, distribution, negotiation and, accountability.Financial Skills:
P&L Management (pricing, costs, margins, tax, discounts).
Key RelationshipsInternal:
Field Sales, Commercial Team, Finance, Operations, Human Resources, PR, Cross-functional interaction with Proximo Canada, Proximo UK & Casa Cuervo marketing departmentExternal:
Distributor Partners, Agency Partners: Advertising/Creative/Social Media/PR
Knowledge and Experience3+ years of brand management experience preferably related to the Spirits Industry or FMCG.Experience with managing budgets, working with creative agencies, innovation, building trade programs, and a solid working knowledge of Nielsen.Up-to-date on marketing trends, new media platforms, and benchmarking with other industriesUnderstanding consumer insights and aligning all strategies to feed these needsExcellent presentation and communication skillsAnalytical skills- identify the full story and define implications from data analysisForward thinker, who proactively seeks opportunities and proposes solutions.Positive attitude and influence.Ability to lead and manage projects with cross-functional teams across the company and our distributor network.Team-oriented player that thrives in a collaborative environment.Proficient in Excel, PowerPoint, and Word
The salary range for this role is a base salary of $105,500 - $140,000 along with an annual bonus, 401K match, and medical and wellness benefits. The
range will vary if outside of this location. Base salaries are determined during our interview process, by assessing a candidates experience and skill set against internal peers and against the scope and responsibilities of the position.by Jobble
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