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Brand Manager - Schrader & To Kalon Vineyard Company at Constellation Brands

Posted in Other 30+ days ago.

Type: Full-Time
Location: Napa, California

Job Description:

Job Description

Position Summary

The Brand Manager position has a General Management approach and is responsible for delivering specified business targets (volume, profit, share) through the development and execution of brand strategies and plans. These include portfolio and brand strategy & plan development, ongoing actionable business analytics, business budgeting and financial analysis, media campaigns, sponsorship & event activation, cross-functional team leadership, insights led innovation strategy and development, and integrated marketing communication.

Key Accountabilities

  • Responsible for development and execution of strategic and annual marketing plans which address all aspects of the marketing mix.

  • Shared responsibility for the delivery of volume, share and profit objectives consistent with overall brand strategy, with P&L accountability for bottom line profitability.

  • Build premium consumer / trade equity for the brand through the design and execution of consumer and trade strategies including pricing, packaging, innovation, promotion, public relations, advertising/digital marketing and special events, rooted in analytical and consumer insights.

  • Develop and execute insights based strategic innovation plans to position the business for both short and long-term success.

  • Perform on-going business and competitive analyses and provide findings and recommendations for corrective action where appropriate to Senior Management.

  • Manage brand projects, overall budget allocation, and prepare and present branded presentations to both internal and external audiences.

  • Manage all outside agency initiatives in support of the brand’s business objectives to include promotion agency, media buying and advertising agencies, if applicable.

  • Work with sales leadership, key on and off premise strategic accounts, internal field sales, and distributor personnel, to develop marketing programs and identify opportunities to expand the business.  

  • Liaise with international teams as global brand owners to insure consistency of brand strategy and execution globally.

  • Manage multi-year brand S&OP forecast with Operations team, including at-risk inventory review.

  • Multi-functional leadership: Drive stewardship of 360 programs and nurture collaborative working relationships—including leadership of monthly / quarterly cross-functional team meetings.

  • Visit key markets in support of market blitzes, new product launches, surveys, etc. and report brand and competitive findings as well as any market driven recommendations to Senior Management.

  • Successfully communicate and work with a large number of key internal groups across the organization on a regular basis, including: Trade Marketing, National Events, Public Relations, Finance, Operations and Production team (vineyard management, winemaking, bottling, packaging technology, production, transportation etc.).

  • Communicate on a regular basis with the General Manager, Luxury & Icon Wines, ensuring strategy and projects are on track, gaining support and guidance.

Key Foundational Business & Leadership Skills

  • Thought Leader - Demonstrating industry and content expertise with the ability to pioneer new ideas, efficiently and effectively solve problems, and influence others while being open to collaboration.

  • Intense Drive - Leading with passion, enthusiasm, and a sense of urgency that influences others to follow suit, with self-motivation to achieve goals and challenge the status quo.

  • Constantly Innovating - Developing and encouraging creative ideas that challenge common thinking and help CBI gain a competitive advantage while being open and agile to adapt, change, and try new things to promote growth, learning, and improvement.

  • Personal Leadership - Exhibiting excellent interpersonal skills, charisma, and self-confidence to make an impact on teams, coaching and motivating others, tackling new problems, and advocating strongly for integrity and sensitivity.

  • Results Oriented - Having a GM mindset that focuses on taking decisive action to get things done while finding optimal balance between quality and protecting the bottom-line.

Experience Sets

  • Experience with luxury products

  • Strong analytical skills with a proven track record utilizing trend analysis, syndicated and customized research and other sources to turn data and information into actionable insights.

  • Strong leadership with track record of others seeking out his / her involvement and leadership for projects.

  • Strong financial acumen and P&L understanding.

  • Strong writing, presentation, and verbal communication skills; demonstrates ability to influence and communicate/sell the strategies and plans at all levels of the organization.

  • Must be able to interact successfully with Senior Management, field personnel, agencies, and cross functional teams, fostering open, honest and direct communication.

  • Ability to evaluate creative work in the context of brand strategy.

  • Experience managing complex project list, priorities and budgets and track record of project management with a focus on driving for results.

  • Demonstrated ability to manage expectations of supervisor, other functional groups and agency partners.

  • Strong developer of people and talent, with the ability to be feedback forward.

Minimum Qualifications

  • Bachelor’s Degree in related field or equivalent experience preferred.

  • A minimum of 4+ years of CPG or Beverage Alcohol industry experience in marketing role, preferred experience with high end, ultra-luxury brands.

  • Strong overall wine knowledge, Court of Master Sommelier Introductory / Certified or WSET certifications preferred.

  • Solid understanding of the three-tier distribution system preferred.

  • Experience in identifying key consumer insights, refining brand positioning and developing brand strategies.

  • Experience in developing and managing brand plan to successful execution.

  • Strong results orientation, with a track record of financial accountability.

  • Strong financial acumen, analytical / problem-solving skills and bottom-line P&L management.

  • Experience managing people, with the ability to provide coaching and guidance to further develop employees’ skills and promote job satisfaction.

  • Excellent communication skills; articulate, influential, and strong public speaking and writing skills, effective interpersonal skills.

  • Strong team player and collaborator.

  • Experience managing external agencies.

  • Excellent organizational skills, ability to prioritize, and strong project management skills.

  • Proficient PC skills (Windows, Word, Excel, PowerPoint), syndicated database experience (IRI or Nielsen), custom database experience.

Physical Requirements/Other

  • Able to lift 40 lbs on occasion.

  • Work in a normal office environment.  Must be able to sit at a workstation for up to 2-hour intervals. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

  • Must be flexible in work style and schedule: travel up to 30%, the wine industry is a hospitality-oriented industry, so availability to work weekends and evenings on occasion as required.

  • Must have a valid U.S. Passport.


Napa, California

Additional Locations

San Francisco, California

Job Type

Full time

Job Area


Equal Opportunity

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).

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