Director, Field Marketing

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, sponsor ships, 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…