Weâre the producers, creators and marketers of beer, wine and spirits brands that people love. At Constellation Brands, weâre driven to push boundaries and think beyond today to deliver products and experiences that resonate now, tomorrow and well into the future. Because of this approach, weâre the fastest-growing large CPG company in the U.S. at retail, with operations in the U.S., Mexico, New Zealand and Italy. Our premium portfolio of iconic brands like Corona Extra, Modelo Especial, Kim Crawford, Robert Mondavi, Meiomi, The Prisoner, SVEDKA Vodka, High West Whiskey, and more drive industry-leading growth for us today. But weâre just getting started. Our ability to stay on the forefront of consumer trends has fueled our success since our founding in 1945 and will guide us in creating the next generation of products and experiences Worth Reaching For.
The Director of Trade Marketing and Promotions is responsible for direction and development of all National Retail Promotions and integrated path-to-purchase strategies across the Constellation Brands Beer Divisionâs portfolio.Â This includes directing internal teams and outside agencies and suppliers in all aspects of retailer and consumer engagement including strategic development, ideation and timely implementation of all trade marketing programs, development of wholesaler engagement tools, creative development and production of all POS.Â This individual will report to the Senior Director, Trade Marketing, and work closely with the Directors and VPs across Trade Marketing, Brand Marketing, Lifestyle & Experiential, Insights, Media, Legal, Field Marketing and Sales to develop the Trade strategies and programming across all beer brands.
Responsible for strategy development and strategic direction for Trade Marketing platforms across all CBBD brands.Â This includes directing teams and agencies in programming plans and consumer engagement throughout the path to purchase.Â Ensures trade strategy aligns and accentuates individual brand strategies. Focus on the building of brand equity and cultural relevance.
Maintains oversight of below the line promotional agencies.Â Directs and coordinates with agency Account VPs in the education, exploration and progressive adoption of consumer activation platforms.Â Â Provides ongoing direction and insight into agency evaluation and selection through leading of the account review process and evaluation of competitive agencies capabilities.
Directs the integrated strategic and tactical planning processes across all multi-agency programming in association with brand leads.Â Leads the below-the-line agencies in the development of trade led programming and corresponding platforms in support of thematic time periods.
Manages Trade and POS teams with multiple direct and indirect reporting relationships.Â Identifies employee opportunities, set priorities, plans direction, articulates goals, delegates responsibilities and provides actionable feedback.Â Develops career paths for employee development.Â Energizes, motivates and leads internal and external teams.Â
Maintains open communication with Division Sales VPs, GMs and select wholesaler management to encourage identification and sharing of opportunities within the trade against multiple consumer segments.Â
Develops POS strategy and provides POS team with direction and identification of industry POS opportunities that align with trade strategies.Â Establishes positive relationships with key suppliers/vendors and promotes an innovative approach to identifying the white space and consumer platforms available to elevate the brand communication against our target consumers.Â
Directs the development, communication and education of national programs to our Field Sales and Wholesaler network for presentation to our retail partners across the US.Â This is through the oversight of the teamâs buildout of the Promotional Calendar, Planning Guides, Presentations Decks along with leading CAP, GNS and Roadshow (Sales/Distributor meetings) presentations.Â
Maintains communication with brand marketing and finance leads in the planning and allocation for budget line items.Â Ensures Trade and POS teams are aligned with accounting principles and proactive and efficient with budget spends.Â Reviews ROI analysis and realign spend to achieve objectives against programming KPIs for the brands.
A Bachelorâs degree, preferably with an emphasis in marketing, is required.Â
A minimum of 10 years progressive experience in Brand/Trade Marketing development within a CPG organization or in an agency position of strategic capacity, preferably in the beverage alcohol industry, is required to understand the job function, marketing and sales needs and the three-tier distribution system. Must have progressive marketing experience in cross function strategic development, design, implementation, and management of marketing and promotional programs with emphasis on wholesaler and retailer sell in of associated brandâs path to purchase strategy.Â
Must fully understand the internal workings of outside agencies, including financials, staffing needs, head count, rate and hour reconciliation, etc. against negotiated SOW.Â Â
Must possess successful leadership experience in portfolio strategy development across multiple brands in like categories.Â Able to communicate and lead multiple agency collaboration through IMC with above and below the line strategy, creative, and production in elevating the brand equity across the portfolio.
Strong financial acumen with regards to agency reconciliation, internal budgeting, forecasting, programming ROI and production.
Background in overseas production, including the complexities of supplier relations, ordering, production, shipping and customs.Â
Progressive experience in leadership and management of marketing teams with depth of knowledge in mentoring, training and education of career development.Â
Strong analytical skills with a demonstrated aptitude to educate teams in the use of trend analysis, syndicated and customized research and other sources to turn data and information into actionable insights. Demonstrated collaboration with consumer & shopper insights/analytics, and incorporation into Trade Promotions strategy and programming.
Highly developed interpersonal and presentation skills are required.Â Must lead trade direction and ensure regular communication with senior management, brand and insights teams, legal counsel, field sales personnel, wholesaler representatives, agencies and suppliers. Must demonstrate an understanding of the needs of all stakeholders to ensure successful program sell-in and execution.
MBA highly desired.Â
Proficiency in business level Spanish preferred.
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.
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).
If you have taken a moment to unwind with a bottle of beer, toast with glass of wine, or celebrate with a cocktail, chances are that you have shared that moment with Constellation Brands. We are passionate producers of iconic beer, wine and spirits brands that consumers love. From Corona Extra, to Robert Mondavi Wines, to SVEKDA Vodka, we produce over 100 premium brands with sales in nearly 100 countries, making us the number one multi-category beverage alcohol company in the U.S.