Firestone Walker Brewing Company
Firestone Walker Brewing Company began as a small brewery with roots in the wine country on Californias Central Coast. Now a regional craft brewery, our singular purpose remains to craft the worlds best beers. Passionately in pursuit of the perfect beer and never satisfied
Job Summary:
The Trade Marketing Manager is responsible for developing and managing all trade efforts for critical national and regional channels, including on and off-premises, DTC, and e-comm delivery channels. This role will cultivate and analyze trade marketing strategies that effectively drive consumer awareness and purchase behavior across our product portfolio. They will possess a detailed understanding of trade marketing strategies, experience with key retail partners, wholesalers, and external vendor platforms to maximize effectiveness and return on investment. Key focus includes driving collaboration across business divisions (marketing, sales, POS, media), to identify programs, develop tools, and measure execution, while creating brand fame and engagement between Firestone products and consumers.
Essential Job Duties and Responsibilities:
Specifically, the responsibilities of the position include, but are not limited to, the following activities:
Develop and lead a comprehensive trade marketing strategy and execute plans aligned with brand and sales objectives in all off and on-premises national and regional account channels.
Create, plan communicate, execute, and measure programs that help our customers drive traffic, loyalty, and conversion. This comes through the scheduling of campaigns and digital offers through 3rd party partners and delivering weekly, monthly, and quarterly recaps.
Support sales and marketing needs through Retail / Trade POS, key brand initiatives, inventory management, and alignment to in-store activation of campaign and shopper POS. This includes a variety of strategic planning cycles, and alignment with sales and marketing leadership, to ensure the impact of campaigns at the appropriate milestones.
Leverage the Companys marketing properties against key brand initiatives to drive customers excitement, leading to incremental growth.
Collaborate with cross-functional channel teams to accomplish specific channel objectives. Team members include sales, national accounts, POS + Retail Marketing, brand marketing, Experiential, 3rd party vendors, and media buying.
Be immersed in consumer, trade, and channel insights, and create customer-specific annual marketing plans. Segment strategies and plans into channels designed to accomplish key company objectives, including share growth, consumer experience, and revenue maximization. Transform insights into added value by creating solutions that convert shoppers into buyers. This omni approach includes management and collaboration with Sales & Marketing on Loyalty, Web Digital, Print Ads, and varying staying legalities.
Develop and communicate sales and execution channel standards for each trade marketing program. Detail the merchandising points of interruption necessary to activate the designated trade marketing program and include program duration.
Build strong customer connections by providing proprietary marketing solutions that contribute to becoming our customers most valued supplier. This includes KAM newsletters, online content, reset scheduling, andasset planning.
Analyze, manage, and support tracking National Accounts budget across all verticals (Scan, Promotion, Donations). Provide monthly updates to the team. Ensure spending is measured across the organization to sales and marketing leadership.
Understand significant retail objectives through collaboration with customers. Align Firestone Walkers goals with customer objectives to create mutually beneficial programming.
Create and manage pre- and post-ROI systems for all executed trade marketing programs to drive continuous improvement for future programming.
Participate in meetings with the sales team and retail customers to communicate marketing strategy, assist in selling-in trade marketing programs, and report back post-program performance metrics to build retail relationships and unlock further trade support.
Manage set-up and execution of all trade marketing programs, coordinating with the internal creative team, sales team, and managing relationships with third-party vendors as primary Firestone contact.
Manage set-up and execution of on & off-premises national consumer promotions, including text-to-redeems, available to National Accounts and general sales team to secure account support, drive volume, and encourage consumer engagement.
Create sales materials for the National Accounts team, including presentation slides for program sell-ins, post- program performance recaps, new opportunity probes, and recapping mutually agreed upon goals etc.
Create sales tools for the general sales team to educate and communicate chain trade marketing programs to accounts and w
Location: Marina Del Rey, CA
Posted: Sept. 2, 2024, 8:22 a.m.
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