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Marketing Director
Full Time Salary
Atlanta, GA
Posted 4 months ago

The purpose of the Marketing Director is to support the management and execution of specified key elements of SweetWater’s marketing plan, inclusive of recommending general strategies, developing and executing plans and programs and general brand/marketing management to drive and support the overall brewery marketing agenda.  This role will report directly to the VP / Head of Marketing & Innovation, and manage a team of direct reports with subordinates relevant to the key responsibility areas.

Proactively analyze the business and identify and capitalize on industry trends, new product and promotional opportunities. Support the day to day marketing operations in these areas including where relevant, commercial communications, advertising, promotions, digital/social marketing, market launches, budget management, agency relations, brewery relations and new product commercialization  

Commercial acumen from marketing standpoint is critical to the position; this role will work collaboratively with the field sales organization as a conduit between brewery marketing and sales team members, including national accounts.  Also critical in this role is an ability to build strong relationships and drive constructive outcomes with internal x-functional stakeholders, as well as agency partners through a combination of a collaborative approach, great follow-through and an ability to articulate and influence.

Key Focus Areas:

  • Digital/Social Marketing, including paid and organic including strategy, planning, and execution and management of direct reports in this area
  • New Markets Launch planning and execution, driving and supporting brewery’s expansion agenda
  • Partnership Marketing (inclusive of Corporate Alliances, Cause Marketing initiatives, and relevant Influencer/Ambassador Marketing)
  • General Brand Management/Marketing support across functions
  • Below the Line 360-degree programming (retail, consumer promotions, POS, chain, on-premise)

Key Responsibilities:

• Support development and execution of national marketing and sales strategies and tactics designed to grow the brand’s market share, volume and profitability

•Direct and drive existing key brand partnership marketing initiatives, as well as seek new opportunities – both in home market and as ID’ed in key markets
• Manage and drive key cause marketing and charity partner marketing initiatives, as well as seek new opportunities – both in home market and as ID’ed in key markets
• Manage and drive key community partnerships based on brand marketing and high-level brewery marketing agenda, both in home market and as ID’ed in key markets
• Manage and drive key influencer/ambassador partnership and programs based on brand marketing and high-level brewery marketing agenda in select areas
• Direct general Below the Line / promotional marketing management across key elements of the marketing activity wheel, including (working x-functionally with specialized marketing functions across the department)
o Support development and manage/maintain national and local promotional programs; management of promotions and promotional programming, including leveraging all elements of the marketing mix as well as channel-specific tactics – as needed per x-functional team and marketing org support roles
o Drive partners programming and relationships for the benefit of SW brand and activation, promo hooks logistics, and other programming-related activation logistics
o Sales Org support and consultation of marketing initiatives in support of driving our marketing agenda related to initiative at hand

• Work with x-functional marketing team to pull together information, plans and activities related to relevant programs/initiatives, to package up as the internal marketing plan, and also particularly for commercial (sales) delivery

• Field & Chain Sales marketing support – planning, communications, programming/activation & enforcing brand strategy as conduit from brewery marketing to sales org team;
o Includes vetting and enforcement of higher-level Co-op Marketing Activity opportunities (ie Sponsorships, Events, Media, etc) & requests, validating spend, activation, and ROI
o Providing support and consultation to sales team for maximizing activation opportunities, ROI, and brand essence
o Elements tied to rollout and support of Innovation and Programming (per above)

• Commercial Marketing Operations – Liaise with sales force to deliver key communications, drive marketing planning with sales organization and local markets
o Develop and deliver critical selling tools, assets, and materials – driving timeliness, format, cadence, and garnering support of x-functions as needed
o Support and drive rollout of programs, innovation/product launches, brand/marketing news and other key brewery initiatives
o Sales Org support and consultation of marketing initiatives in support of driving our marketing agenda related to initiative at hand

• Participate in development of advertising, media and creative, as a support role

• Support/management of agency/supplier partnerships relevant to marketing plans/operations, such as advertising, media & social media

• Track, analyze, and report performance and trends / ROI; share performance accountability

• Budget Management, including brewery and co-op

Experience/Capabilities:
• Approximately 6-8 years of marketing experience preferably on supplier/manufacturer side with beer, bev alc, or consumer packaged goods.
• Digital/Social Marketing
• Partnership Marketing Experience (may include some form of Brand Partnership, Corporate Alliance, Cause/Charity partner management, and/or Influencer/Ambassador Marketing)
• General brand/marketing management
• Promotional/Below the line programming
• Must possess a four year degree in Marketing or Management, or relevant field

Technical competencies:
• Thorough knowledge of brand positioning and communication strategies.
• Thorough understanding of the commercial operations aspect of the business and the importance of marketing’s relationship to field sales from manufacturer/supplier standpoint – knowledge of three-tiered system in beer/bev alc a plus
• Have a strong understanding of promotional marketing program development process & execution, as well as tactics, tools, and activties
• Understanding of digital and social media marketing
• Excellent Project Management Skills
• Excellent Relationship Skills
• Creativity and Ability to think outside the box
• Desire to seek, find, uncover and develop new opportunities in this area
• Thorough knowledge of brand positioning and communication strategies.
• Thorough understanding of the commercial operations aspect of the business and the importance of marketing’s relationship to field sales from manufacturer/supplier standpoint – knowledge of three-tiered system in beer/bev alc a plus
• Strong understanding of digital and social media marketing
• Candidate must possess excellent communication skills both verbal, written and presentation.
• Strong relationship skills and a team player
• Strong organizational and administrative skills
• Resourceful, creative, proactive, opportunistic
• Positive outlook and demeanor; ability to embrace challenge and support company objectives
• Team player

SweetWater Brewing is an Equal Opportunity Employer

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