Senior Manager, Commercial Marketing Strategy

About the Company:

Built on a dream and distilled in Austin, Texas, Tito’s Handmade Vodka has been bringing people (and dogs) together over the last two decades. Tito’s Handmade Vodka has gained a reputation for its high-quality vodka, charitable contributions, and its goal to make people happy while making the world a better place.

About the Position:

The Senior Manager of Commercial Marketing Strategy will work across HQ Marketing Verticals, Field Sales, distributors, and agencies to lead the strategic implementation of our assets in marketing & selling channels, with an added emphasis on Multicultural markets and consumers. The role will focus on driving the success of commercial initiatives across retail, on-premise, multicultural & and above-the-line channels through active integration during development stages.

This person will craft and communicate the “Why” behind brand activation, and support through-the-line plans that appropriately showcase solutions & insights based on commercial realities.

Responsibilities:

Commercial Execution Strategy & Integrated Marketing Support:

• Effectively consolidate & interpret commercial needs across priority marketing activation channels during the inception, development, execution, and analysis stages of the integrated workflow.
• Collect and interpret internal data, trends & insights across marketing verticals to develop strategic foundations for briefs, brainstorms & channel plans.
• Proactive development of insights and strategies to capture business from future trends within the beverage alcohol category and consumer behaviors.
• Work with HQ Marketing verticals & Field Sales to formalize, track and measure KPIs across commercial execution.
• Craft commercial strategic upfronts across final deliverables that maximize the visibility and impact of our programming by equipping our sales team with the “Why” behind initiatives.
• Liaise between marketing channel leads, driving program efficiencies and consistency through cross-channel tactics, POS, and communication, internally and externally as needed.
• Ensure BTL commercial execution translates into a strong ATL campaign and activation support
• Monitor the competitive landscape and market trends across channels to identify growth opportunities or future headwinds
• Identify strategic partnership opportunities with quality brands or platforms that align with internal business objectives and values

Multicultural Market Development:

• Lead the development of omnichannel multicultural initiatives in identified Big Bet, Development, and Opportunity markets.
• Manage and communicate multicultural Core Cocktail Strategy across channels driven by cultural trends, insights & market-level feedback, and best practice sharing.
• Deliver through-the-line programming plans for key markets that include localized strategic upfronts, activation concepts, merchandise & print assets, sampling & engagement, sponsorship, and Brand/Media support components.
• Collaborate with National Events & Experiential Team to inform Music & Sports sponsorship strategy, execution playbooks, and assets in Big Bet Markets.
• Optimize Local Market Execution Standards for retail and on-premise backed by strategic insights & path to purchase roadmaps.
• Analyze and pivot General Market Brand Sampling strategy for multicultural consumers, using data and consumer insights to showcase approach adjustment needs
• Explore commercial opportunities and behavioral differences in key sub-channels (ex. Mercado, Small Format, etc.) and develop execution strategies backed by insights where viable

Administrative and Organizational:

• racking budget vs spending details across commercial multicultural initiatives
• Effectively utilize and mentor support structure role on the team
• Manage T/E Budget

Requirements:

• A thorough understanding of brand strategy, category & sub-channel data, commercial insight, and multicultural drinker/consumer, trade, and market trends.
• Curiosity, seeking new information, tools, or ideas to inform commercial opportunities
• Creativity, good at assessing and communicating strategically sound, commercially strong solutions
• Organization, managing multiple workstreams and elements with varying timelines
• Communication, both written and oral ensuring all parties are clear and current at all times
• Collaboration across multiple internal and external team

Qualifications:

• 8 years of experience in Trade, Field, Brand, Customer Marketing or Commercial Strategy
• Proven success in retail & on-premise execution strategies
• Ability to analyze insights and translate information into actionable commercial strategies
• Excellent project management and cross-functional collaboration skills
• 4-Yr College Degree, AlcBev Experience a plus
• 15% Travel

Compensation & Benefits:

• Salary Bonus (based on experience)
• Medical, Dental & Vision Insurance
• Company Paid Life & Disability Insurance
• Voluntary Insurance Plans
• 401k plan with company match, profit sharing
• Vacation, Sick, Flex Time
• Paid Parental Leave
• Adoption Assistance Program
• Dependent Care Flexible Spending Account
• Health Savings Account
• Lifestyle Spending Account
• Financial Wellness Benefit
• Employee Assistance Program

Fifth Generation, Inc.

Equal Opportunity Employer