Senior Brand Manager, Spirits & Refreshments Job Description Posted Monday, November 11, 2024 at 5:00 AM
#BeExtraordinary
At Andrew Peller Limited (APL), our mission is to be Canada’s #1 branded wine and craft beverage company by delivering the perfect brand experience for every lifestyle and occasion. Through our commitment to excellence, honouring our roots, owning it, fostering belonging and driving to succeed, we inspire teammates to be extraordinary every day.
Who We Are
We are one of Canada's largest and oldest wine companies with a rich heritage in quality winemaking. We produce some of Canada's most recognized brands and offer our teammates a challenging and rewarding employment experience.
Senior Brand Manager Spirits
This role is a contract position. The person will be primarily based from home office with some weekly visits to our Oakville or Grimsby offices required.
The Senior Brand Manager of Spirits & Refreshments is responsible for building and maintaining a profitable spirits and Refreshments portfolio. This includes maintaining overall brand health of the existing and profitable growth of portfolio and leading the broader organization (sales, retail & estates, etc.) to ensure a consistent brand experience across all touchpoints. The Senior Brand Manager is also a coach to the cross-functional team and capability builder of core marketing skills for the organization. The Senior Brand Manager contributes to growth through leading product innovation from ideation through to commercialization. Portfolio currently includes Whisky, Vodka and Cream (Gretzky and Panama Jacks), Refreshments (No Boats on Sunday, Lively, XOXO Flavoured portfolio).
SPECIFIC RESPONSIBILITIES & ACCOUNTABILITIES
High level of proficiency in core marketing fundamentals including creation of advertising for in and out of store, media plan creation (understanding, budgeting, planning and analysis), developing and executing strategic consumer promotions, execution and analysis, equity building primary and secondary packaging development, market research.
Creating and translating brand positioning to short and long-term marketing plans for new/improved products, providing input on long-term brand forecasts, packaging improvements, pricing, advertising/media, and all relevant key touch points including influencers and wine media.
Responsible for developing positioning, strategy, annual and 5-year brand planning at the brand and portfolio level.
Responsible for enrolling and engaging the broader organization to bring the brand positioning, stories and strategies to life in a holistic way. Responsible for creating and executing of the consumer initiatives/tactics in the marketing plan, tracking business impact, & assessing ROI. Works collaboratively with Trade Marketers to ensure those tactics cascade to channels and that execution is seamless.
Innovation - Responsible for leading the cross-functional team to deliver innovation including line extensions and portions of new category launches. Lead ideation and opportunity development including concept development and research.
Leads the successful commercialization of new products and brands in collaboration with revenue management, sales & operations teams from category story through to marketing plans.
Leadership – Influences the cross-functional team and builds capability and coaches within the marketing team. Brings the team along with changes in strategy and engages and empowers the team.
Analysis – ongoing market, category and brand analysis to inform strategies and plans.
Influences all areas of brand-owned P&L and can respond to rigor of regular tracking and reporting.
Accountable and responsible for planning, tracking and actualization for fiscal budgets for their team within guidelines set by senior Management including Packaging, Market Data, Market Research, Consumer Promotion & Advertising.
WORKING RELATIONSHIPS
Reports to: Director, Core Wines, Spirits & Refreshments
Direct reports: N/A
Assists in managing the relationship with Gretzky family.
Collaboration and leadership with cross-functional organization and sales channels eg: Estate Wineries, Export and B2B & Agency.
Leads the cross-functional team including sales, Export, agencies, wine making, supply, demand, etc. to ensure consistent execution.
Collaborates with the cross-functional product focused team including winemaking, supply, operations, packaging, etc.
DIMENSIONS
Consumer Marketing Budget ownership – budgets vary with roles however impact and ROI expectations are consistent with various budget sizes.
SKILLS, KNOWLEDGE, EXPERIENCE
Significant experience and understanding across a breadth of core marketing fundamentals including out of store (traditional media – tv ads, etc.) advertising and campaigns.
Superior financial acumen and business owner mindset.
Proven ability to drive profitable brands.
Cross-functional leadership, collaboration and execution skills for project management.
A track record of taking business projects from concept to completion.
Strong proven analytical skills and ability to turn complex data into hypothesis and make simple and clear recommendations.
Solid experience of 3rd party agency management in relation to creative work including digital, events and instore.
Spirits industry experience considered as strong asset.
Experienced in coaching and managing others directly and the multifunctional team.
Working effectively with internal and external partners.
Can work under tight timelines and manages own as well as direct reports and multifunctional team priorities.
Influences across functions and all levels of Management through knowledge, critical thinking and excellent communication skills.
Ability to manage a broad range of projects from long term planning to short term crisis.
Must constantly have a proactive, take charge, action-oriented approach to spearhead development and implementation of multi-dimensional business projects.
Proficient in Microsoft platform; Excel, Powerpoint and Word.
Ability to learn internal data system to analyze data – Tableau.
Some evening and weekend work as it relates to the bev alc. industry and research.
Other duties as required.
We are conducting an internal and external search simultaneously. We wish to thank all applicants for their interest; only those applicants selected for an interview will be contacted.
Accommodation:
Andrew Peller Limited is committed to meeting the needs of persons with temporary and/or permanent disabilities in a way that allows them to maintain their dignity and independence. We are happy to discuss any need for accommodation in the workplace and will make an effort to meet those needs in a timely manner by preventing and removing barriers to accessibility in the areas of information, communications, and employment. If you require an accommodation to apply or interview for a position, please email
Equal Opportunity Employment:
At Andrew Peller Limited, we are committed to creating and celebrating a culture of Diversity, Equity, Inclusion and Belonging. We are an equal opportunity employer committed to ensuring every person has a right to equal treatment with respect to employment without discrimination or harassment because of race, ancestry, place of origin, colour, ethnic origin, citizenship, creed, sex, sexual orientation, gender identity, gender expression, age, record of offences, marital status, family status or disability.
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