The Field Marketing Manager role is assigned for the development and implementation of the key marketing initiatives for the company's assigned brands. Operating within the organizational hierarchy, this role includes the development of the marketing plan for assigned brands. The Field Marketing Manager will lead formulation of marketing objectives and tactics to support the strategies including a full communications, advertising and promotional program. This position requires a candidate with proven success in multi-cultural marketing.

 

Core Role and Responsibilities:

 

Develop a tactical business plan for brand

Complete a competitive analysis including identification of current and potential future threats Provide insights on specific competitors: marketplace activity, promotional pricing, SWOT analysis Develop sales forecasting to support the sales goals Create SWOT analysis for current packing strategies and sales situation Support brand plan by channel considering distribution, route-to-market and competition Participate within NBC's Marketing Department to define sales goals, brand programming and resource requirements (budgets) Manage expenses and resource management Assist in determining and measuring KPI's including the tracking of market size, market share and competitive pricing

To determine the brand position:

Identify and define a specific group which creates a competitive advantage for the brand in the changing market segment Create tactical programs designed to increase ACV through current channels Support sales organization with plans, incentives Determine channel strategy and identify routes to market, packages, pricing to co-exist within the current hybrid distribution system Create strategy for penetration of multiple channels Provide product positioning and sales collateral Train sales team members on street level marketing techniques for the market segment Interact directly with sales team members across multiple business units, customers and consumer groups Participate in the creation of a formalized communication plan for the brand which includes: Trade press packets and ads during key timeframes Outbound e-flashes Sample mailings to customers, trade presses and retail buyers Strategic plan for consumer advertisement through all media vehicles: sponsorships, radio, print, and web

Design and execute promotional strategies including:

Participate in the development of brand objectives and strategies and implement the translation of
strategies to programs and tactics Sampling in target markets: recruiting, hiring, training, or working with outsourced agency Effectively communicate brand strategies to brand team, sales team and other relevant internal groups Identifying and managing three and four star events while identifying and managing consistency of the brand through team members on two and single star events Create specific marketing initiatives with regard to targeted market segments

 

Requirements:

Bachelor's degree in business, marketing or related field At least 5 years of progressive marketing experience, specifically in consumer, preferably beverage or packaged goods marketing. A thorough understanding of the marketing process with proven ability to develop and implement marketing campaigns. Proven success in multi-cultural marketing. Outstanding project management and analytical skills Ability to influence others in cross-functional teams. Experience interviewing, hiring and training promotional staff personnel. Preferred experience managing and negotiating with outside agencies. Exceptional written and verbal communication skills. Familiarity in e-marketing methodologies is a plus. Proficient in Microsoft Office (Word, Excel, PowerPoint and Outlook). Ability to travel as necessary to manage brand building events.

 

National Beverage Corp. provides equal employment opportunities to all applicants for employment without regard to race, color, religion, sex, national origin, age, disability, gender, genetics, gender identity, disabled veterans or sexual orientation.