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Posted February 12th

Director, Channel & Shopper Marketing - On Premise

New York, New York


Pernod Ricard USA



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Posted February 12th

Director, Channel & Shopper Marketing - On Premise

New York, New York






Full Time

Position Title: Director, Channel & Shopper Marketing - On Premise

Location: New York, NY (Headquarters)

Position Summary

The Channel & Shopper Marketing Director will play an important leadership role in the PR USA media-to-shelf marketing transformation. Building and coaching a team of channel and shopper experts within the On-Premise channel, this leader will oversee the development of multi-brand programs, as well as the communication of national programs and priorities to the Field. Working in close partnership with the Brand and Field Marketing teams, this position is consulted throughout the creative and discovery processes to ensure that relevant, data-driven shopper/customer insights inform national program creation and execution. The Channel & Shopper Marketing Director anchors national programs and assets through the synthesis of these shopper/customer insights upfront, thereby supporting the overall execution of PR USA's portfolio strategy - translating to profitable growth, increased household penetration, stronger brand love, and ultimate goal of beating the market. The successful candidate also serves as a channel/shopper plan lead for the Chains team for customer-specific programming as required. This role is a critical thought partner for the VP, Channel & Shopper Marketing, who oversees a team of six Directors within the following channel segments: on-premise; independent liquor; chain and large liquor; grocery, drug, club, and convenience; high touch; and innovation.

Major Responsibilities / Accountabilities

Channel Strategy & Plan Development

  • Shopper insights: act as lead in identifying, utilizing, consolidating, and distributing shopper insights to both Brand Management and Field
  • Channel insights: act as lead in developing comprehensive PRUSA portfolio channel plans, including data and analytics insights, channel purchase triggers, channel execution standards, and priorities
  • Plays lead role in the development of a comprehensive Channel Strategy Playbook to be leveraged across the business for On-Premise
  • Utilize Shopper and Channel insights for brand programming and ensure those Insights lead to Action in the marketplace
  • Assessing the need for customer-specific programming where national programs will not meet a particular customer need (limited to
  • Assisting Field and Brand in creation of locally developed programs to capitalize on these market opportunities by providing existing assets that can be adapted to local context

  • Chain Customer Support

  • Provide chain team key channel and shopper insights and support to facilitate portfolio and programming prioritization
  • Deliver "execution-ready" channel specific programs to chain team and customize to customer requirements where needed/warranted
  • Act as Insights leader for JBP meetings ensuring necessary shopper/channel information is available and recommendations are grounded in insights
  • Solicit chain customer feedback on program effectiveness and impact (ROI)
  • Attend key customer meetings and present marketing programs where needed
  • Collaborate with eCommerce BU in the development of customer specific eCommerce plan and programming to ensure world-class omni-channel approach to customer marketing ad programming

  • Portfolio Management & Multi-Brand Programming

  • Portfolio Management and Prioritization within assigned channel
  • Creating and distributing channel/sub-channel materials (i.e. calendars, buy book, shell selling decks) with geographic-specific focus
  • Creating multi-brand / portfolio programs and communicating priorities for multi-brand and single-brand programs focusing on key consumption occasions and shopper insights
  • Ensuring brand standards (i.e. shelving, pricing) guidelines are being communicated to Field
  • Ensuring brand creative content guidelines are being followed in market

  • Program Input, Feedback, and ROI

  • Provide channel and shopper insights during media-to-shelf discovery phase of annual planning process
  • Provide channel and shopper insights to inform master-program briefing phase to create "field ready" channel & customer programming
  • Establish program objectives aligned with channel commercial objectives and develop program ROIs based on program results

  • Team Leadership & Management

  • Lead and mentor team Channel Managers, supporting career path enhancement and achievement of objectives
  • Demonstrate leadership attributes aligned with PR USA's core values: deliver through collaboration, growth mindset, bold and agile, growth mindset, drive results, and consumer centricity

  • Required Competencies

    Functional Competencies

  • Strong Business acumen and understanding of channel, customer, and distributor requirements
  • Shopper marketing experience and demonstrated ability to translate insights to high-impact outputs (programs, selling materials, etc.)
  • Ability to manage a high degree of complexity and to distil and translate information
  • Exceptional cross-organization consensus-building skills with the ability to gain buy-in and universal alignment
  • Executive-level communication and reporting skills
  • Ability to pull and leverage syndicated data including Nielsen, IRI, etc.
  • Identify and utilize shopper insights to inform strategy and commercial action plans
  • The ability to build trust, influence, and relationships with diverse team members at all levels and across various functions; ability to leverage relationships to accelerate delivery; ability to use these skills to facilitate connection with stakeholders across the organization, key customers, and agencies
  • Strong program management experience with the ability to prioritize work in a rapid-changing environment and synthesize information from massive volume of data and ambiguous situations
  • Deliver materials on-time to the highest business partner satisfaction
  • Proven experience in managing and leading a large diverse team

  • Leadership Competencies

  • Growth Mindset: Strategic mindset - Seeing ahead to future possibilities and translating them into breakthrough strategies
  • Consumer Centricity: Building strong customer relationships and delivering customer-centric solutions
  • Drive Results: Consistently achieving results, even under tough circumstances
  • Deliver through collaboration: Building partnerships and working collaboratively with others to meet shared objectives
  • Bold and Agile: Actively learning through experimentation when tackling new problems, using both successes and failures as learning fodder; courageous; strong decision-making ability that keeps the organization moving forward
  • Grow Diverse Teams: Leverages and values diversity of profiles to build empowered teams and develops talents creating a sense of belonging to help them meet both their career goals and the organization's goals

  • Job Requirements

    The role requires a highly motivated self-starter with strong leadership, analytical, organizational, and interpersonal skills as well as the ability to collaborate effectively across functions with passion and enthusiasm. Strong entrepreneurial ability to work around obstacles, results driven, and a bias for action with a pilot/learn/scale approach. Demonstrated ability to identify and leverage shopper insights for execution in the marketplace.

  • Education: Minimum of Bachelor's degree - preferably in Marketing or Business Administration with a concentration in Marketing; Proficiency in a wide array of office software platforms (MS Outlook & Office)
  • Experience / Background: Minimum 10-15 years of work experience in relevant Channel/Shopper management capacity, with significant exposure to National/Regional Customer building activities. Preferred previous work experience in sales, or experience working closely with sales. In depth, demonstrated understanding of how to anchor national multi-brand programs in sound channel/shopper insights.
  • Travel: This position may travel up to 30% of the time

  • Who are we?

    Pernod Ricard USA is the premium spirits and wine company in the U.S. The company's leading spirits and wines include such prestigious brands as ABSOLUT® Vodka, Chivas Regal® Scotch Whisky, The Glenlivet® Single Malt Scotch Whisky, Jameson® Irish Whiskey, Malibu®, Kahlúa® Liqueur, Beefeater® Gin, and Avión™ Tequila such superior wines as Jacob's Creek® and Brancott Estate®; and such exquisite champagnes and sparkling wines as Perrier-Jouët® Champagne, G.H. Mumm™ Champagne and Mumm Napa® sparkling wines. Learn more about our history, values, strategies and organization by visiting us at

    Working at Pernod Ricard

    Working for Pernod Ricard USA means working for the co-leader in the global wines and spirits industry - and having the opportunity to work with great people and great brands in diverse and challenging roles. Our success is the result of the passion and creativity of our people, our exceptional portfolio of leading premium brands, and a shared commitment to our values of entrepreneurship, mutual trust, and a strong sense of ethics. Pernod Ricard USA rewards both individual initiative and a spirit of collaboration, and encourages ongoing professional development. Pernod Ricard USA recognizes the importance of continuously building upon our diverse workforce and inclusive culture. We believe in championing an inclusive culture that embraces differences and encourages employees to challenge themselves and their colleagues.


    Pernod Ricard USA offers competitive compensation, performance bonuses and domestic & international career development opportunities.

    * Pernod Ricard USA is anEqual Opportunity Employer of Minorities, Females, Protected Veterans, and Individuals with Disabilities.

    * Offers will be subject to United States local terms.

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