Field Marketing Director

Job Description

Position Summary

Field Marketing creates and executes the local marketing plan as the market level experts within the Southeastern Business Unit (SEBU).  The local field marketing team is responsible for collaborating with both the Marketing and Sales Departments in planning, developing, managing and evaluating the local marketing plans for priority DMAs and driving overall business alignment in support of all marketing initiatives. The Field Marketing Director (FMD) also oversees the execution, tracking, and evaluation of local marketing programs and partnerships and facilitates national program execution within the Business Unit to achieve portfolio and brand-level marketing objectives and BU sales priorities. The FMD is also the lead in communication of all marketing platforms and programs, gaining buy-in with BU leaders, wholesalers, and customers as required. The FMD will lead a team of internal marketers in addition to various external agency resources in pursuit of these objectives.

Responsibilities

Annual Planning

Lead development of the annual marketing plan within the Business Unit in line with the annual planning cycle.

• Leverage data, analysis and deep consumer and market level understanding to inform strategic choices, including but not limited to:
  • Internal sales and consumer data resources such as IQ, Circana, Numerator
  • Consumer research, studies, demographics, and other insights
  • Market level, competitive, and category analysis and in-market experience
• Interpret brand strategy and apply a local lens to achieve brand, business, and consumer objectives within the Business Unit
• Utilize a mix of national resources, programs, and tools along with local partnerships, sponsorships, and regional programming to build the tactical plan for each fiscal year
• Collaborate with Media and Brand Marketing teams to develop the localized media plan for the Business Unit including briefing and identifying local creative needs
• Work with corporate marketing to identify priority markets and develop business unit plans inclusive of both national and local support
• Lead budgetary planning, decisioning available resources to deliver against aligned goals and objectives
• Present the marketing plan as part of the annual planning cycle, gaining alignment from marketing and business unit leadership on objectives, tactics, budget, and collaborative execution
• Consult with Brand Marketing and Brand Activation teams on national plans and programs to ensure programs deliver on the objectives and needs of the Business Unit

Management, Execution, and Communication of Local Market Plans

Lead all execution against the annual marketing plan within the Business Unit by leveraging internal and agency resources to deliver on annual volume and brand-level objectives 

• Work closely with cross functional partners and commercial field sales to execute all market level programming including retail tools, consumer engagement, media, customer marketing, on-premise activation, and more 

• Execute the local media plan in partnership Brand and Media teams, delivering the right messaging, to the right consumer, and the right time 

• Manage the annual budget and financial plan and work with Finance team to ensure accurate forecasting, month-end activities, risk and opportunity analysis, and overall utilization according to plan 

• Play an active role in key business meetings within the Business Unit, including Business Unit leadership calls, wholesaler & sales meetings, Business Unit roadshows, annual business planning meetings with wholesalers  

• Lead communications across cross functional marketing teams and local business unit sales on all local marketing initiatives  

• For each program, work with cross functional marketing teams to ensure field marketing has proper sell-in material, including strategic positioning, marketing objectives, sell story, support data, timing and all specifics of each program.  

Sponsorship Management  

Lead all sponsorship initiatives, from sourcing and vetting new opportunities to managing execution of existing ones, ensuring that partnerships and execution plan ladders back to support business unit sales and brand objectives.

• Evaluate new opportunities with to ensure alignment with brand strategies and business unit sales objectives 

• Discuss potential opportunities and sell-in to marketing, business unit sales, and local wholesalers  

• Work with sponsorship partner on developing contractual assets/proposal and ensure strong valuation/ROI of assets to spend  

• Gain alignment on negotiated deal points with cross functional marketing and business unit sales partners through Sponsorship Stage Gate

• Develop funding model for both sponsorship fee and activation needs and gain alignment across all stakeholders 

• Manage contract development and approval process across legal, finance, and other functions  

• Act as the main point of contact for sponsorship partners
• Attend key events and coordinate the team engagement and attendance plan for all other events and partnerships 

• Develop marketing plans for each Business Unit sponsorship & strategic alliance while ensuring each marketing initiative is fully-integrated and will provide the consumer with a unique experience that differentiates the brand from the competitive set. 

• Hold partners accountable to agreed upon objectives and assets

Team Leadership

Serve as the leader for all marketing activities within the business unit including with internal and external resources and cross functional partners

• Embraces measurement and transparency; establishes goals and shares goals subsequent results with Sr. Management
• Work with agencies in the creative development process and execution of all local creative campaigns, including television, radio, print, OOH, trade, and digital and social media
• Write and evaluate creative briefs to lead and direct development on all local marketing plans; Evaluate creative assets against briefs and deliver feedback to agency partners  
• Drive decisions and results across a matrix organization and cross-functional teams including brand marketing, lifestyle & experiential, licensing & promotions, retail connections, customer marketing, and sales
• Provide feedback and local intel to central marketing teams to provide strategic direction on market priorities and what will resonate at the local level 
• Work with marketing, sales, and distributor personnel to ensure a tracking/evaluation process is in place for programming being executed
• Recap programs and share results with cross-functional marketing groups and local sales to determine success of programs and influence future program development 

• Develop and lead a team of field marketers, driving proficiency in all marketing competencies and successful completion of team goals and objectives
• Aligns vision, principles, and behavior with Constellation Brands Beer Division Vision; Understands and articulates to team how his/her department goals and activities link to Constellation’s goals

Minimum Qualifications

• A Bachelor’s degree in marketing, communications, or adjacent discipline
• 10+ years of marketing experience in a related role

• A cross functional marketing background in areas such as brand, retail, channel, trade marketing, experiential marketing and/or partnerships

• Experience managing people in direct reporting and indirect reporting relationships
• Experience working with and managing agencies (media, creative, activation, promotional). 
• Understanding of the creative with ability to write creative briefs, evaluate creative, and provide constructive feedback to agencies 
• Highly developed interpersonal skills and leadership qualities
• Works well in a fast-paced, action-oriented environment
• Strong written and oral communications skills
• Proficient at leading presentations with various audiences and sizes (internal, leadership, customer, etc)
• Demonstrated ability to make critical decisions and problem solve
• Excellent organizational and time management skills
• Strong negotiation and persuasion skills
• Tech-proficient with strong working knowledge of MS Word, Excel, PowerPoint, and other digital tools 
• Understanding of social networking/media technologies and their application to marketing also desirable

Preferred Qualifications

• Masters degree or MBA preferred
• Alcohol beverage experience or experience in CPG using a three-tier distribution system.
• Experience working with and activating major sports leagues, teams or other high-profile partners in the sports, music and/or entertainment landscape.
• Experience working closely with or within the Sales function

Physical Requirements/Work Environment

• Must be able to sit and/or stand for long periods of time and work on a computer for extended periods. Lifting may be required. Reasonable accommodations may be made to enable individuals with disabilities to perform essential functions.
• Position resides at the respective Business Unit office and requires 40% travel.

Location:

• Must be located, or be willing to relocate to, the South Florida area (Miami/Ft Lauderdale/West Palm Beach).

Location

Miami, Florida

Additional Locations

Fort Lauderdale, Florida, West Palm Beach, Florida

Job Type

Full time

Job Area

Marketing

The salary range for this role is:

$147,500.00 - $240,700.00

This is the lowest to highest salary we in good faith believe we would pay for this role at the time of this posting.  Our compensation is based on cost of labor. For remote locations or positions open to multiple locations, the pay range may reflect several US geographic markets, including the lowest geographic market minimum to the highest geographic market maximum. We may ultimately pay more or less than the posted range, and the range may be modified in the future. An employee’s pay position within the salary range will be based on several factors including, but not limited to, the prevailing minimum wage for the location, relevant education, qualifications, certifications, experience, skills, seniority, geographic location, performance, shift, travel requirements, sales or revenue-based metrics, any collective bargaining agreements, and business or organizational needs.  At Constellation Brands, it is not typical for an individual to be hired at the high end of the range for their role, and compensation decisions are dependent upon the facts and circumstances of each position and candidate. We offer comprehensive package of benefits including paid time off, medical/dental/vision insurance, 401(k), and any other benefits to eligible employees.

Note: No amount of pay is considered to be wages or compensation until such amount is earned, vested, and determinable. The amount and availability of any bonus, commission, or any other form of compensation that are allocable to a particular employee remains in the Company's sole discretion unless and until paid and may be modified at the Company’s sole discretion, consistent with the law.

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).