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Position Summary
The Brand Marketing Manager is a critical member of the marketing team and reports directly to CJS Beverage’s Chief Marketing Officer (CMO). This role is essential for developing and executing marketing initiatives that elevate brand awareness and drive growth for Pinhook and Rye & Sons. The Brand Marketing Manager brings a strategic mindset and ties marketing efforts to business objectives; success requires pairing creativity with analytical rigor, while reflecting a deep understanding of our customers—consumers, buyers, and distributors.
Responsibilities
Strategic Development and Execution
The Brand Marketing Manager is a critical member of the marketing team and reports directly to CJS Beverage’s Chief Marketing Officer (CMO). This role is essential for developing and executing marketing initiatives that elevate brand awareness and drive growth for Pinhook and Rye & Sons. The Brand Marketing Manager brings a strategic mindset and ties marketing efforts to business objectives; success requires pairing creativity with analytical rigor, while reflecting a deep understanding of our customers—consumers, buyers, and distributors.
Responsibilities
Strategic Development and Execution
- Develop, manage, and execute inspiring and innovative strategies and plans that push the boundaries for advertising, experiential marketing, social media, public relations/influencer engagement, brand partnerships and sponsorship, and consumer CRM/loyalty
- Lead integrated brand marketing campaigns, collaborating with the marketing team, sales, and external vendors to fulfill business objectives and ensure timely program launches.
- Analyze and report on performance metrics, making recommendations based on insights.
Paid Advertising
- Collaborate with paid media agency to develop and execute paid media plans that drive brand awareness with target consumers to lead to trial and brand affinity.
- Work with Creative Director and creative agency to develop impactful, on-brand assets for paid; quickly optimize creative assets and media plan with insights and learning.
- Investigate and experiment with innovative media strategies to reach consumer target in new and breakthrough ways.
Experiential
- Develop and manage company’s experiential strategy and plans, including sponsorships and partnerships in existing third-party events (festivals), as well as owned events.
- Create an on-brand and innovative experiential concept, leveraged across touchpoints, to immerse target consumers into the Pinhook world, creating brand understanding, driving trial, and building affinity.
- Identify and recommend new experiential opportunities; set event goals, guidelines, and KPIs to evaluate and maximize event impact.
- Collaborate with event managers to enhance visibility and engagement, leverage experiential for social and PR opportunities, and to drive consumers into brand CRM.
Social Media
- Drive social strategy to raise brand awareness, build brand equity, and cultivate an engaged community.
- Monitor trends and platform transformations, adjusting strategies as needed.
- Coordinate social efforts with paid advertising plans managed by the CMO.
- Manage social agency to execute strategies within budget.
Public Relations / Influencer Engagement
- Manage public relations agency to develop and execute PR strategies, including media target identification, plan execution, and media relations.
- Track and evaluate media coverage, preparing and packaging wins for colleagues to use in sales, fundraising, and other disciplines.
- Handle sample requests and manage PR contacts database.
- Oversee spirits competition submissions and distribute awards information.
- Create and implement influencer programs to build brand awareness and equity.
Sponsorships and Partnerships
- Identify, develop, and manage sponsorship and partnership programs to add new dimensions to our brands, attract new consumers, and maximize brand visibility overall. Leverage for experiential, PR, and Social.
Analytics and budget
- Measure and report on the effectiveness of trade marketing initiatives, analyzing ROI, sales lift, and other KPIs. Use insights from sales data, market research, and customer feedback to optimize future programs.
- Manage trade marketing budget effectively, ensuring maximum ROI from promotional spend and that programs stay within allocated resources.
- Generate ideas and recommendations for innovative collateral, partnerships, and go-to-market
approaches to support the brand strategies and help to meet and/or exceed KPIs.
CRM / Loyalty, Integrated Campaigns, & Ad Hoc Initiatives
- Develop CRM Loyalty strategy to build advocacy and recommendations; cultivate loyal community through newsletters, SMS/Breeze, special releases, and events.
- Devise and manage development and execution of integrated, 360-degree campaigns, collaborating with trade marketing and Creative Director to develop and execute impactful, innovative, on-brand comms and experiences for key programs (e.g. Triple Crown Program).
- Participate in and lead company-wide initiatives, such as single barrel improvement projects, company summits, and promotional materials production.
Qualifications
- Bachelor’s degree in marketing, business, or related field.
- 4+ years of marketing experience, preferably in an agency or in-house team. Wine and Spirits
experience a plus - Strong strategic thinking and problem-solving skills.
- An excellent team player who can ensure campaigns and promotions are delivered on-time and in-full as required.
- Highly motivated self-starter who is proactive and able to effectively prioritize and take ownership of projects with post-review reports.
- Excellent communication, leadership, and collaboration abilities; able to present to and
persuade peers and external partners and negotiate and advocate effectively. - Proficiency in marketing tools and software (e.g., CRM platforms, social media management tools).
- Ability to analyze metrics and derive actionable insights.
At Pinhook, our success depends entirely on our employees; their authenticity, curiosity, and empathy
for our customers propel us forward. Therefore, to cultivate these qualities within the Pinhook
community, we celebrate and seek to maximize diversity in all its forms.
Pinhook is an equal opportunity employer and considers all applicants without regard to race, color,
religion, age, sex, national origin, disability status, genetics, protected veteran status, sexual orientation,
gender identity or expression, or any other characteristic protected by federal, state, or local laws.
for our customers propel us forward. Therefore, to cultivate these qualities within the Pinhook
community, we celebrate and seek to maximize diversity in all its forms.
Pinhook is an equal opportunity employer and considers all applicants without regard to race, color,
religion, age, sex, national origin, disability status, genetics, protected veteran status, sexual orientation,
gender identity or expression, or any other characteristic protected by federal, state, or local laws.
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