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Ale-8-One Bottling Company · 1 day ago

VP, Marketing

Main Office - Winchester, KY 40391

Full-time

Onsite

Director/Executive

8+ years exp

Ale-8-One Bottling Company is a family-owned soft drink company celebrating its 100th anniversary. The VP of Marketing will lead the marketing team in developing and executing strategies to grow the Ale-8 brand, manage brand positioning, and collaborate with sales and operations to enhance market presence.

Craft BeerManufacturing

Responsibilities

Manage brand strategy, including brand positioning/architecture, brand voice, and brand personality to achieve long-term growth

Build, manage and report on the annual marketing budget

Work with analytics team to understand and provide insight around consumer, category, competition, channel, and retailer trends

Determine and prioritize tactical plans to support specific varieties and packages

Work with sales team to develop marketing plans for key distributors and retailers

Proactively oversee monitoring and tracking of infringements of Ale-8 intellectual property

Manage legal counsel in developing infringement responses, and in managing IP strategy and trademark submissions, ensuring we’re protecting all current and newly developed IP

Play key role in collaborating with ELT to develop and execute overall company strategy for growth, and support CEO with internal and external strategic communications

Provide leadership, transparent communication, and development to support marketing team

Provide management, coaching, and professional guidance to marketing team, communicating clear direction, prioritization, and guidance, and developing functional, interpersonal, and leadership skills

Manage agencies effectively to support marketing strategy & tactics, PR, design, and research

Build and maintain relationships with outside partners to strengthen & supplement team capabilities

Oversee strategy and tactics across current and emerging social and digital media platforms

Review and manage social influencer and ambassador strategy to build awareness and engagement

Develop and execute digital media campaigns to support brand initiatives

Measure the effectiveness and ROI of digital and social media

Oversee providing sales department with sales programs, pricing and promotion strategies, materials, POS, sales sheets, presentations, and customer and consumer insights

Develop plans and programs for in-store sampling, retail activation and merchandising, promotional pricing strategies, LTOs, and on-premise activations

Lead development and oversee implementation and analysis of annual plan for themed sales promotions to drive display, visibility & trial. Support promotions across the marketing mix

Oversee management of all aspects of the company store, including merchandise design and ordering, inventory management, and in-person and online sales and customer service

Oversee fan experience through onsite tours, from design through revenue generation, as well as external experiences through our event team and partners

Grow online sales and share with Kroger, Walmart, Instacart, Amazon and other retailers, and stay current with e-commerce trends

Monitor online sales, competitive share, ROAS of internal and agency managed online promotions

Develop internal team expertise in e-commerce

Lead PR strategy for the brand & company, supporting CEO and Chairman. Partner with agency to develop communications strategy, messaging, and plans to maximize earned media

Oversee market research projects to drive NPPD and guide decision making

With leadership, lead strategic direction for NPPD and the prioritization of NPPD opportunities

Lead development of marketing plans to support new product launches

Oversee cross functional NPPD Team

The Marketing Department plays a significant role in our internal branding, marketing strategy, and execution, which includes internal communication, employee engagement, and an extensive employee welfare program. The Marketing Department partners with Human Resources to plan, develop, budget, and execute these programs for our amazing employees

Qualification

Marketing StrategyDigital AdvertisingBrand ManagementConsumer InsightsPublic RelationsE-CommerceAnalytical SkillsLeadershipCollaborationAdaptability

Required

Bachelor's degree in business, marketing, or related field from an accredited university; a graduate degree is preferred but not required

8+ years marketing experience; CPG preferred

Proven track record of leading marketing professionals with a strong retention rate

Proven track record of planning and successfully executing comprehensive marketing strategies, digital advertising campaigns and successful PR efforts

Highly analytical with competitive analysis experience, pricing strategy a plus

Flexibility to learn and adapt to a fast-changing market environment

Ability to collaborate cross-functionally

Comfortable in a small business environment, as player-coach, wearing lots of hats and pitching in

Meet Ale-8-One's Values and Behavior Standard – to maintain a positive work atmosphere by acting and communicating with integrity and in a respectful manner with employees, co-workers, managers, customers, the public, and all business relationships