Sr. Associate Brand Manager - Renovation

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This position can be done remotely within the following cities: Atlanta, Chicago, Dallas, Los Angeles, Miami, and New York. Please note one week travel per monthto the corporate headquarters in Modesto, CA along with additional travel in-market a month (50% travel annually).

Summary:

Manages brand strategy and positioning projects on assigned Renovation priority brands which represent an opportunity to be optimized or re-imagined to reach their full potential by better meeting consumer needs and driving business growth. Independently leads portions of robust brand assessments and consumer research to determine brand gaps and opportunities. With support from the brand team and Outcome Owner, actively contributing to brand strategy and positioning development to address gaps and opportunities. Defines competitive frame of reference and consumer target(s), the creative strategy, brand identity, and packaging, as well as the go-to-market strategy, KPIs, and learning plan to evaluate performance. Responsible for understanding category, consumer, and cultural trends and how to apply them to the company's growth and profit objectives.

Essential Functions:

• Independently manages development of portions of brand plan (e.g., subline or channel plan, key marketing initiatives), where Renovation has brand ownership.
• Actively supports in the development of the team's pipeline of Renovation projects - analyzing existing brands for growth potential through brand strategy and positioning work.
• Deeply understands components of BSP (Brand Strategic Positioning), actively participates in development and capable of pressure-testing different initiatives for fit.
• Pulls relevant data for decision making and articulates drivers behind under or over performance.
• Deeply understands brand architecture; partners with Outline Owner to manage a subline within architecture.
• Deeply understands role of 3Y operating plan and can contribute to development.
• Makes trade-offs between different elements of the P&L (cost, pricing, investment) to deliver financial results.
• Effectively leads demand prep on behalf of assigned brand where Renovation has ownership, articulating risks & opportunities and drives improvement in brand demand across consumer and customer drivers.
• Uses portfolio roles to screen for opportunities, both strategically and tactically.
• Contributes to the development of the Sixth Standard (gatekeeper advocacy) strategy in partnership with Brand Team. Develops all or part of Brand Standards for Six Standards of Execution where Renovation has brand ownership. Partners with key internal stakeholders to drive execution of the Six Standards where Renovation has brand ownership.
• Develops and manages project timelines and A&P budget.
• Demonstrates capable agency management.
• Understands the basics of each channel and an in-depth knowledge for channels critical to brand success.
• Proposes and develops appropriate corresponding tactics. Ensures channel tactics are consistent with brand equity.
• Completes monthly market visits, as needed, to evaluate whether activation tools are supporting sales execution; collects and responds to channel feedback; identifies emerging trends; identifies opportunities across key channels through observation.
• Evaluates the appropriateness of innovative marketing methods in support of the consumer target, distributors or gatekeepers/trade. Assists in the test and learn or implementation of new marketing innovation. Evaluates and measures the effectiveness of marketing innovation.
• Demonstrates strong consumer empathy for select target consumer groups. Deeply understands how to pull and analyze brand / category data and can articulate how learnings that should/could affect key consumer audiences.
• Supports Outcome Owner in development/evolution of Opportunity Audience and Inspirational Archetype, where applicable by brand.
• Supports Outcome Owner in qualitatively collecting consumer, customer, and channel insights by regularly and physically spending time with distributor sales reps and customers in accounts.
• Actively supports in the development of brand identity and packaging to best communicate the brand positioning, maximize/grow brand equity, and drive consumer relevance. Responsible for not only developing Creative Briefs that inspire breakthrough thinking and creative, but also ensuring the work is within brief tolerance; able to flag gaps to partners and Team.
• Drives development and optimization of Brand Story and Visual Guidelines, and can leverage to evaluate work and provide feedback on brand initiatives where Renovation has brand ownership
• Delivers on-time, go-to-market materials.
• Responsible for understanding and complying with applicable quality, environmental and safety regulatory considerations. If accountable for the work of others, responsible for ensuring their understanding and compliance.

Minimum Qualifications:

• Master's degree plus 2 years of experience reflecting increasing levels of responsibility; OR Bachelor's degree plus 4 years of marketing, agency, brand ambassador, tasting room,bartender/mixology, restaurant management, or sales experience reflecting increasing levels of responsibility; OR Bachelor's plus 3 years of Gallo sales, marketing, engineering or operations experience reflecting increasing levels of responsibility; OR High School diploma or State-issued equivalency certificate plus 8 years of marketing, agency, brand ambassador, tasting room, bartender/mixology, restaurant management or sales experience reflecting increasing levels of responsibility.
• Required to travel up to 25% of the time in-market in order to perform job duties.
• Strong analytical & financial acumen.
• Skilled in project management.
• Ability to effectively partner with cross-functional teams.
• Excellent written & verbal communication skills.
• Required to travel to company offices, sites, and/or meeting locations for onboarding, training, meetings, and events for development, department needs, and business delivery up to 5% of the time, with or without reasonable accommodation. This may be in addition to travel requirements, if applicable, as listed in this job description.
• Required to be 18 years or older. This may be in addition to other age requirements, if applicable, as listed in this job description.

Preferred Qualifications:

• Master's degree plus 4 years of brand marketing experience; OR Bachelor's degree plus 7 years of marketing, agency, brand ambassador, tasting room, bartender/mixology, restaurant management, or sales experience reflecting increasing levels of responsibility; OR Bachelor's plus 6 years of Gallo sales, marketing, hospitality, engineering or operations experience reflecting increasing levels of responsibility.
• Experience with brand positioning, brand strategy and consumer research.
• Experience influencing without authority and effectively influencing through the SR Leadership level.
• IRI Circana experience.
• Experience managing multiple external agencies.
• CPG, Pharmaceutical, or Alcohol beverage industry experience.
• Experience in a regulated environment.
• Understanding of agile practices.
• Knowledge of on-premise channel.

Gallo does not sponsor for employment-based visas for this position now or in the future.

Compensation

• Hiring Salary Range: $98,000 - $147,000/Year
• Actual compensation amount paid may be lower or higher to be determined by factors other than race and gender such as the education, experience, knowledge, skills and abilities of the applicant, internal equity, and alignment with market data.

Perks & Benefits

• This position includes a competitive benefits package.
• Please clickhereto view our full list of benefits or clickhereto watch our video.

To view a full job description, please click here.

Job Requistion ID:105473

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Recruiter: Adam Johnson

Gallo's policy is to afford equal employment opportunity to all applicants and employees and not to discriminate on the basis of race, traits historically associated with race, including but not limited to, hair texture and protective hairstyles (such as braids, locks, and twists), color, national origin, ancestry, creed, religion, physical disability, mental disability, medical condition as defined by applicable state law (including cancer and predisposing genetic characteristics), genetic information, marital status, familial status, sex, gender, gender identity, gender expression, sexual orientation (actual or perceived), transgender status, sex stereotyping, pregnancy, childbirth or related medical conditions, reproductive health decision making, age, military or veteran status, domestic violence or sexual assault victim status, or any other basis protected by applicable law. Nor will Gallo discriminate based on a perception that an individual has any of the foregoing characteristics or is associated with a person who has, or is perceived to have, any of those characteristics.

Gallo will comply with state and local laws prohibit discrimination for lawful out-of-work behavior, such as off-duty use of cannabis away from the workplace (subject to federal and state law exceptions), the existence of non-psychoactive cannabis metabolites in hair, blood, urine, or other bodily fluids as determined by a drug screening test (subject to federal and state law exceptions).

We also consider qualified applicants with criminal histories, consistent with applicable federal, state and local law. Gallo is committed to providing reasonable accommodations for candidates with disabilities in our recruiting process. If you need any assistance or accommodations due to a disability, please let us know at 209.341.7000.

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