Region Field Marketing Manager - West

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General Description of the Role

The Region Field Marketing Manager is a key role in the West Region Sales division and is responsible for the holistic management of execution and activation of the Campari portfolio in the field. This role is responsible for setting the strategic direction, ensuring proper resource alignment, execution planning and guidelines, and ensuring delivery of the US Commercial execution plan. This will be obtained through the development of commercial strategies, streamlined processes, and efficient execution and in-field activation.

The Region Field Marketing Manager – West reports to the Sr Director of Field Marketing and Activation US and works cross-functionally with Sales, Brand Marketing, and CCM as well as other functions within Campari, acting as a bridge between the functions to action commercial strategies in a way that enables efficient sales execution and drives profitable growth of prioritized brands in targeted markets, channels, and key accounts.  

This role is responsible for leading both a direct and indirect field team as well as driving external merchandisers and distributor merchandising initiatives to ensure proper commercial execution.

This role is directly responsible for:

• (1) direct report (Territory Field Marketing Manager located in California)

• (4) indirect reports through our Activation Team including:

  • (1) Region Activation Manager – West

  • (3) Market Managers – Northern California, Southern California & Las Vegas            

Key Responsibilities and Activities

Communication

• Leads the integrated and collaborative region planning process and all communication towards the region commercial plan with Customer and Channel Marketing, Brand Teams, and Region Sales team

• Manages frequent and robust communications with Region Sales team to ensure clear resource alignment and the assignment of accountabilities

• Establishes program review performance processes and provides regular feedback to Customer and Channel Marketing and Sales to influence future programming.

• Proactively builds strong partnerships across the organization and with our partners

• Drives frequent and robust communications with Field Sales, CCM, Merchandising teams and Agency Field Team to ensure clear resource alignment and the assignment of accountabilities

Planning

• Work closely with CCM, Marketing and Region Sales to plan the commercial calendar and execution details for all in market programs- National, Regional, and Local programs as well as Brand Activation calendar

• Strong collaboration with CCM for guidelines for execution by tier, segmentation model and POS planning process for Region ensuring coverage with On and Off premise Channel Managers as well as Territory Sales Specialists

• Drive the Development of clear program assessment methods and KPIs

• Monitor execution to ensure programs deliver targeted KPIs and drive the input for continuous improvement when programs fall short of targeted deliverables

Program Management

• Work with Region Sales Team, Distributors and Sales Ops to monitor program execution to ensure programs deliver targeted KPIs.

• Ensures flawless program execution working to continuously mitigate risks and optimize market opportunities

• Coordinates with Agency Program Managers to ensure all KPIs are executed – samplings, windows, OOH, as well as other nuanced programs

• Oversees the Point of Sale process in each market; coordinating initial strategy and activity KPIs by market, advising on the ordering process (including quantity forecasting and budget process), matching program "sell-in" and "sell-out" to drive merchandising efforts

• Manage Annual Region Roadshow and execution side of Distributor meetings 

Execution

• Leads direct and indirect field teams to ensure activation in the field

• Leads indirect and distributor merchandising teams, working with US Perfect Store initiatives and other CCM/ Brand led initiatives to drive sell-out in market

• Ensures that all programs are executed as planned.

• Performs field visits together with Sales leaders and CCM or Brand teams in a systematic and recurring way to get firsthand insights on execution results, identifying issues, actioning mitigation plans and exploiting opportunities

• Keep current on market trends and provide consistent recommendations and feedback to CCM and Brand for future improvements and/or opportunities in the field

• Recap Market events and activations in a timely cadence

Distributor Management

• Works with General Sales Manager, Strategic Vice President, and Channel Managers to ensure the coordinated planning and activation of key programs in assigned key accounts.

• Supports Sales to develop and implement plans and activities to ensure Distributor teams have the information needed to execute successfully against the Campari portfolio plans and to meet assigned depletion and account growth goals

• Manages relationships with Distributor Merchandising teams to monitor inventory levels of POS and ensure execution of POS in market

Budget and Performance Management

• Ownership, Management and governance of all investments related to execution and activation within region.

• Establish and manage budgets to achieve commercial objectives

• Utilize tracking and reporting tools to monitor activities, correlate activities to sales and monitor ROI

• Monitor spends and recommend adjustments as needed

Key Relationships

Internal:  Field Marketing and Activation Team, Field Sales Team, National and Regional Accounts Team, Customer and Channel Marketing, Brand Marketing; Activation Agency Field Team, Merchandising teams

External:  Agencies, distributor, merchandising teams (where applicable)

Experience Required

• 5+ years’ experience related Field Sales experience

• At least 3 years’ experience involving detailed program design and activations in the assigned markets

• Field marketing experience

• Experience with National Accounts a plus – specifically chains

• Agency management a plus

• Marketing experience a plus

• Experience planning, managing and facilitating small, medium, and large consumer events

Education / Professional Qualifications

• Bachelor’s degree in business or related field

• MBA in Marketing or Business a plus

Skills

Functional

• A demonstrated ability of driving the execution of in market activation plans 

• Strong understanding of the US 3 Tier system, the alcohol beverage category, and experience in effectively influencing results in this environment

• Sound understanding of business financials and experience in managing a budget.

• Ability to manage teams, both internal and agency, and execute business plans.

• Familiarity with product sales – ability to develop compelling selling stories to grow distribution and volume sales

• Ability to work effectively across multiple functions

• Ability to identify problems and offer solid, fact-based recommendations

• Channel Execution

Technical                                                                            

• Strong planning and analytical skills with a foundation of financial/business acumen

• Proficient in Word, Excel, and PowerPoint

• Strong written and verbal presentation skills

• Ability to synthesize data

• Extensive knowledge of syndicated data and internal depletion reporting tools

Managerial

• Leadership, conceptual and creative skills

• Ability to effectively manage multiple projects across a set of varied resources to deliver expected results

• Ability to manage a team with strong retention and development results

• Results oriented

• Intellectual ability reflecting strong problem analysis, commercial acumen, etc.

• Ability to influence and drive a strategic perspective

Other

• Ability to be self-directed; thrives in a dynamic, fast-paced environment

• Travel as needed, up to 50% of the time

• Effective communicator in the US market

• Ability to build and deliver effective presentations

• Strong project management skills

• Strong team-player, outgoing interpersonal way of working, adaptable to fast growing, changing environment, cross-functional and cultural awareness

• Pragmatic/hands on approach/proactive

• Strong interpersonal, communication and leadership to effectively drive budget allocations against business needs and able to influence Sales, CCM and Marketing

The expected base salary for this position ranges from $125,400-170,000. Salary offers are based on a wide range of factors and considerations. In addition to base salary and a generous employee benefits package, employees are eligible to receive a discretionary bonus.

Our commitment to Diversity & Inclusion:

At Campari Group we believe in building more value together, thus we see diversity in all forms as a source of enrichment. Our employment policies and practices ensure that we are committed to providing equal employment opportunities in all aspects of employment without regard to any individual’s race, religion, creed, color, national origin, ancestry, physical disability, mental disability, medical condition, genetic information, marital status, sex, sexual orientation, gender identity or characteristics or expression, political affiliation or activity, age, veteran status, citizenship, or any other characteristic protected by law.

Note to applicants:

Your application will be assessed based on your abilities, expertise, general knowledge and experience, not because of any confidential, proprietary or trade secret information you may possess. You must not disclose to Campari Group any such information. In the event that you are asked a question that cannot be answered without disclosure of any confidential, proprietary or trade secret information (including from a current or prior employer or their vendors or customers), you must decline to answer the question.

Notice to third party agencies:

Please refrain from cold-calling or emailing our executive leadership team or the HR community directly. The Talent Acquisition department manages centralized recruiting operations globally, including the selection and management of external suppliers. Currently, our preferred supplier list is at full capacity. To ensure we have your information on file for future consideration, we kindly request that you complete the online form provided here.