Senior Brand Manager- Kraken

Lead the marketing efforts for Kraken Black Spiced Rum, one of Proximo’s top priority brands. The Kraken is rum from the Caribbean blended with island spices. Named for a Sea Beast of myth and legend, The Kraken Rum is strong, rich, black and smooth.

The Sr. Brand Manager will implement and manage a consumer driven marketing strategy for Kraken, which will result in growth of the brands in line with Proximo’s long-term goals. Brand management responsibilities over volume and PLE; Develop marketing strategy, pricing/promotion/product placement), agency management, creative direction, cross-functional team collaboration, trade marketing, media engagement, digital marketing, communication strategy, on-premise & influencer marketing, and innovation/new product development.

Role & Responsibilities

• Lead the development of the Kraken marketing strategy and plan.

1. Develop and optimize brand plan based on portfolio needs and opportunities
2. Lead and manage innovations
3. Balance plan to ensure strong ROI
4. Evaluate Media mix versus objectives

• Communicate the strategies and activation tactics in a compelling way to our internal and external stakeholders.
• Propose new and innovative ways to reach our target consumer segments.

1. Understand competitive initiatives
2. Stay abreast of consumer insights and lifestyle

• Lead the day-to-day management of the Agency partners

1. Ensure Agency integration and overall strategic alignment amongst and between Agency partners
2. Facilitate Agency collaboration and define rules of engagement for Agencies.
3. Define digital media strategy
4. Evaluate role within brand Strategy
5. Evaluate role within the media mix
6. Optimize and balance against key objectives and target consumer opportunities
7. Manage digital ecosystem for the brand including social, on-line store, CRM, e-commerce

• Collaborate on brand communication strategy
• Collaborate in developing advertising creative for Kraken

1. Develop relevant and business effective campaign idea and creative for brand
2. Creative and media involves TV, Radio, Print, OOH and Digital (incl. Social)

• Lead advocacy driving strategy and tactics: sponsorships and experiential activation
• Providing marketing tools for the sales-team - absolutely key to have affinity with this team - understanding sales issues facing them, and working with them so our distributor network gives our brands the greatest possible attention.
• Tracking and managing brand health and budget (Nielsen, NABCA, brand P&L)

Key Competencies

• Innovation--Displays original thinking and creativity; Meets challenges with resourcefulness; Generates suggestions for improving work; Develops innovative approaches and ideas; Presents ideas and information in a manner that gets others' attention.
• Business Acumen--Understands business implications of decisions; Displays orientation to profitability; Demonstrates knowledge of market and competition; Aligns work with strategic goals.
• Judgment--Displays willingness to make decisions; Exhibits sound and accurate judgment; Supports and explains reasoning for decisions; Includes appropriate people in decision-making process; Makes timely decisions.
• Planning/Organizing--Prioritizes and plans work activities; Uses time efficiently; Plans for additional resources; Sets goals and objectives; Organizes or schedules other people and their tasks; Develops realistic action plans.
• Analytical--Synthesizes complex or diverse information; Collects and researches data; Uses intuition and experience to complement data; Designs work flows and procedures.
• Commercial Skills: Strategy, pricing, promotion, distribution, negotiation and accountability.
• Financial Skills: P&L Management (pricing, costs, margins, tax, discounts).

Knowledge and Experience

• 5+ years of brand management experience preferably related to the Spirits Industry or FMCG.
• Experience with managing budgets, working with creative agencies, innovation, building trade programs and a solid working knowledge of Nielsen.
• Up-to-date on marketing trends, new media platforms and benchmarking with other industries
• Understanding consumer insights and aligning all strategies to feed these needs
• Excellent presentation and communication skills
• Analytical skills- identify the full story and define implications from data analysis
• Forward thinker, who proactively seeks opportunities and proposes solutions.
• Positive attitude and influence.
• Ability to lead and manage projects with cross-functional teams across the company and our distributor network.
• Team oriented player that thrives in a collaborative environment.
• Proficient in Excel, PowerPoint and Word
• Bachelor's degree in marketing or related field (required); advanced degree (preferred)