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Brand Manager, Reserva De La Familia

Company: Proximo Spirits
Location: Jersey City
Posted on: September 17, 2022

Job Description:

Position SummaryReserva de la Familia is the crown jewel of the Cuervo portfolio of tequilas. Historically only shared with the closest family and friends, Reserva De La Familia was first offered commercially in 1995 on the brand's 200th anniversary. Reserva currently offers three 100% agave luxury/ultra-premium tequilas that have a strong heritage rooted in quality. Our small batch tequilas are handcrafted following an artisanal process that has been handed down over generations and the brand is a trailblazer for luxury tequila as we know it today. We are seeking a brand manager to join the Luxury Tequila team and support all Reserva De La Familia brand marketing efforts. As Brand Manager, you will help in the creation and implementation of consumer and commercially-driven marketing plans that poise the brand for continued growth.
Role & Responsibilities-Support the development of the Reserva De La Familia marketing strategy and annual plans:

  • Identify brand, portfolio, consumer and commercial needs & opportunities
  • Support the innovation & commercialization process including collaborating with cross-functional partners in the U.S. and Mexico
  • Optimize brand strategy & implement plans across all touchpoints
  • Evaluate media mix versus objectives
  • Offer new ideas opportunities to evolve the brand and meet objectives -Day-to-day brand management:
    • Monitor brand health and performance tracking (Nielsen, Shipments, Numerator, etc.) and effectively manage brand budgets to optimize marketing spend and ROI
    • Partner w/ Sales & Trade Marketing to create impactful selling tools & merchandising materials (sell sheets, displays, POS, etc.) to grow distribution and drive rate of sale
    • Create an ongoing cadence of communication to the field and support ad-hoc requests that support the brand
    • Support creation and ongoing management of samples, swag and gifts -IAT / agency partner support:
      • Facilitate communication & collaboration between agency partners
      • Support execution of strategic brand initiatives and activations
      • Drive the development of the brand's social / digital strategy -Create consumer and trade advocacy driving strategy and tactics:
        • Brand Ambassador management
        • Cocktail strategy
        • Influencers -Keep a finger on the pulse of the consumer, competition and luxury brands:
          • Drive actionable competitive assessments
          • Stay abreast of consumer insights, luxury and relevant and lifestyle trends
            Key Competencies
            • Consumer Driver / Cultural Awareness-- Has finger on the pulse of luxury brands and culture. Demonstrates a keen awareness of consumer trends. Is experienced in marketing ultra-premium / high-end / luxury brands.
            • Commercial Skills-- Commercially focused with an eye for how in-market execution and success.
            • Teamwork-- Balances team and individual responsibilities. Ability to reach an agreement and drive alignment with peers and leadership (internal and/or external) and creates opportunity to build trust and rapport with peer and partners.
            • Judgment-- Displays willingness to make decisions. Exhibits sound and accurate judgment and demonstrates reasoning for choices. Makes timely decisions.
            • Analytical- Comfort and familiarity with brand and business tracking tools (Nielsen/Nabca//IWSR/Shipments/Depletions/etc). Synthesizes complex or diverse information, collects and researches data and uses intuition and experience to make sound business decisions.
            • Business Acumen-- Understands business implications of decisions and displays orientation to profitability. Aligns work with strategic goals. P&L familiarity.
            • Self-Starter-- Demonstrates the ability to own and lead projects from start to finish and find a path, even when it is not clear.
            • Communication -- Strong verbal and written communication.
            • Results Driven-Demonstrates the ability to create, define and deliver targets. Sets actionable goals and objectives and finds creative ways to deliver.
              Key Relationships
              • Internal: Trade Marketing / PR/ Ecommerce & Media, Field Sales / Commercial StrategyFinance, Innovation, Supply & Operations & Case Cuervo (Mexico)
                • External: Agency Partners, Advertising/Creative/Social Media/PR, Distributor Partners & Partner brands
                  Knowledge and Experience
                  • BS/BA degree in marketing or related field required (MBA a plus)
                  • 4+ years of brand management experience preferably related to the Spirits Industry or FMCG. Luxury experience a strong plus.
                  • Experience with managing budgets, working with creative agencies, developing new packaging, and a solid working knowledge of Consumption (Nielsen/IRI) and Depletions tools.
                  • Ability to thrive in an entrepreneurial, fast paced and dynamic environment.
                  • Forward thinker, who proactively seeks opportunities and proposes solutions.
                  • Highly organized with strong time-management skills
                  • Team oriented player that thrives in a collaborative environment.
                  • Proficient in Excel, PowerPoint, Word. Solid working knowledge with Nielsen or IRI.

Keywords: Proximo Spirits, Jersey City , Brand Manager, Reserva De La Familia, Executive , Jersey City, New Jersey

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