The Director, Marketing will lead overall Marketing strategy, determine key POCM to support in market ROS growth, develop key programming for large scale retail accounts, adhere to the Trade Marketing budget monthly and annually, and manage Trade Marketing communication to internal (ABI) & external (Wholesaler network) customers, act as the liaison between GRB and Media Agency communication, determine ROI on campaigns and provide reporting back to the organization, develop 1-3-5 year brand plans, and provide direction to direct reports that will align to overall brand awareness and growth plans. Work in collaboration with the Sales team to ensure Marketing programs are properly communicated and to receive feedback
Coach and develop the Marketing team
Develop and manage On & Off-premise Trade Marketing strategy for Golden Road beer brands. Manage timeline, track and measure rate of sales, and in store programs provide routine performance update to Golden Road Leadership.
Work closely with the Sales Director, Director of National Accounts & ABI Trade Marketing to produce retail programming that will drive incremental volume and increased ROS opportunities throughout the market.
Track and Measure retail programming to determine lift and ROI on programming.
Work with internal customers and external employees to find innovative Trade Marketing Point of Connection resources that can be used by the GRB field sales team & Wholesalers to help lift ROS.
Oversee the start to finish process of Trimester planning, including communication with GRB Field Sales team and Wholesalers throughout the process. Hit key minimums to ensure POCM is produced on a Trimester basis.
Prepare and deliver annual Trade Marketing plans to both internal & external customers during Annual Business Planning & Home Market COM
Analyze how our brand is positioned in the market and crystallize targeted consumers insights
Take brand ownership and provide the vision, mission, goals and strategies to match up to Brand message
Translate brand strategies into brand plans, brand positioning and go-to-market strategies
Lead creative development and create motivating stimulus to get targeted population to "take action"
Lead creative campaigns and ensure that Media Agencies are held accountable to their scope of work while ensuring budget adherence
Establish performance specifications, cost and price parameters, market applications and sales estimates
Measure and report performance of all marketing campaigns, and assess against goals (ROI and KPIs)
Monitor market trends, research consumer markets and competitors' activities to identify opportunities and key issues
Oversee marketing and advertising activities to ensure consistency with product line strategy. Includes Agency management
Review current brand architecture and provide direction on re-branding specific packaging and message where appropriate
Lead brand innovation strategy and provide start to finish execution including packaging design work
Align the company around the brand's direction, choices and tactics
Adhere to positional budget and cascade budgets to support team. Hold support team accountable to their individual budgets
Review and manage PR agency/ABI liaison for adherence to annual PR plan. Oversee PR efforts prior to individual occurrences
Development of a Social Media annual plan and provide direction to Social Media Content Manager to ensure efforts are on brand strategy
Bachelor's degree required, preferably in Marketing
7+ years of Beer Industry experience.
5+ years of Management experience.
Strong analytical skills with ability to present data to C-Suite internal & external customers in compelling ways.
Strong understanding of forecasting, processes and business consulting.
Understanding of direct store delivery three tier system and strong knowledge of retail environment.
Ability to make business-critical decisions driven by both data and knowledge of business needs and legal requirements.
As a leading brewer, we are committed to finding innovative ways to continually improve. It's this kind of thinking that creates a unique work environment by rewarding talent, celebrating diversity and encouraging forward thinking. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, protected veteran status, disability status or any other characteristic protected by applicable law.
In 2011, beer enthusiasts Meg Gill and Tony Yanow founded Golden Road Brewing to bring fresh beer to the local market in the most sustainable way possible. In 2015, we proudly partnered with Anheuser-Busch giving us the ability to continue to grow and bring our beers to more fans. Golden Road is committed to engaging and supporting the growing community of socially-minded beer enthusiasts. Brewed and canned in California, Golden Road's year-round offerings include Wolf Pup Session IPA, Point the Way IPA, Golden Road Hefeweizen, Get Up Offa That Brown and Wolf Among Weeds IPA. Along with the core beers, Golden Road brewers are constantly experimenting with the freshest ingredients through a collection of rotating, seasonal and limited-edition brews.