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Posted May 20th

VP - Multicultural & Shopper Commercial Strategy

Miami, Florida

Southern Glazer's Wine & Spirits logo


Southern Glazer's Wine & Spirits



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Posted May 20th

VP - Multicultural & Shopper Commercial Strategy

Miami, Florida

What You Need To Know


The VP, Multicultural & Shopper Commercial Strategy is a national leadership role within the SGWS Supplier Development & Marketing team.  This role will champion SGWS in developing diverse consumer and general shopper 
marketing strategies, for suppliers and customers, and amplify initiatives to support minority & women owned brands.This role serves as the subject matter expert on “route to consumer” with multicultural marketing & 
commercial activation in collaboration with SDM VPs, suppliers, customers, sales leadership and commercial operations.  In addition, must have experience with shopper marketing from a national perspective and the ability 
to create, recommend, sell and manage commercial marketing concepts to enhance our performance, profitability and competitiveness.This role works integrally with SGWS Regions and States to optimize program execution at 
the field level – collaborating with all functions of sales and marketing and overseeing the implementation of consumer centric programs. The right candidate will set a vision and lead with innovation to guide SGWS’ approach 
to multicultural and overall consumer marketing.  

Primary Responsibilities

Activities/Accountabilities (what the role does):
•    National lead for program development with oversight of shopper strategies and programming recommendations for suppliers.
•    Identify and implement sales strategies to drive growth, generate revenue and increase market share; taking into consider the overall integrated approach of consumer centricity
•    Coach, direct, counsel team on overall path to purchase strategies and performance; define expectations and monitor progress.
•    Insight into the account landscape (on, off, regional, independent accounts) in the top (5) SGWS states: TX, FL, CA, IL, NY and National.
•    Collaborate with SGWS Insights to further develop reporting tools: VISTA Account segmentation, Numerator, Shopper Insights, Brand Ownership tracking, etc. 
•    Lead annual planning process by providing proactive strategic brand and category direction to key internal stakeholders, reflective of retailer opportunities and potential with the diverse shoppers and consumers.
•    Lead internal cultural leadership program from recruitment, training, strategic projects thru the graduation.
•    Create “best-in-class” customer presentations, develop business insights and help translate them into action; develop shopper affinities and behavior insights, supporting retail programming around cultural tentpoles
•    Update sales management in timely matter on incremental programs from suppliers and ensure regional marketing directors and trade marketing managers are aligned on goals, inventory, etc. 
•    Demonstrate strong leadership role across the organization by developing relationships with and ensuring alignment/commitment from relevant departments and leaders to enable successful execution of strategies.
•    Ability to research and analyze proprietary and syndicated sales data and produce summary reports to measure the effectiveness of targeted programming.
•    Insight and creative thought leadership on the U.S. demographic landscape
•    High level of attention on state-by-state marketing compliance laws

Interfaces (who the role works with – primary & secondary):
Primary: SVP, Supplier Development & Marketing, Direct reports: Director, Insights Manager, Supplier dedicated Director; Multiple Supplier contacts 
Secondary: Regional and State Sales Leadership, Trade Development, National Accounts

Additional Primary Responsibilities

Critical Capabilities (knowledge, skills required):
•    Proficient working knowledge of computerized applications, for example, word processing, spreadsheet, database, presentation software, email, and specialized business applications software
•    Excellent presentation skills necessary to effectively communicate, update, persuade, and facilitate discussions with all level of management
•    Interpersonal skills necessary to lead a team and establish and maintain effective working relationships with all levels of the organization and relevant stakeholders
•    Knowledge of applicable state regulations and adult beverage market dynamics
•    Demonstrated ability to inspire, coach, and lead colleagues and direct reports by example in an intense and fast-paced business environment
•    Ability to manage multiple projects/priorities on tight deadlines and maintain high level of quality output
•    Strong analytical, leadership and verbal/written communication skills.
•    Communication: Spanish-language a plus
•    Moderate travel (30% - 50% of time by auto and air).  
•    Entrepreneurial spirit and passion for wine and spirits industry
•    Appreciates and can share insights into business opportunities coming from the culturally diverse make-up of the United States    KPI’s/Goals and decision rights (what the role owns): 
•    Win in the marketplace - Continue to drive consumer centric programming to drive diverse consumer recruitment 
•    Reflects and works by Southern Glazer’s FAMILY values 
•    Performance driven attitude - Shares success stories, ROI and performance/results of programs
•    Reflects a spirit of trust and collaboration internally and externally
•    Administrative accountability with all programs – delivered on time with accuracy

Minimum Qualifications

•    Bachelor’s degree in related field; or an equivalent combination of education and experience
•    10+ years of relevant marketing and commercial experience is required
•    Experience in developing strategic programs within the beverage alcohol industry
•    Must have insight and experience in marketing to various culture and lifestyle consumer personas
•    Must have field marketing experience from within the top (5) highly ethnically diverse states: Texas, California, New York, Florida, Illinois
•    Able to attract, retain and motivate the team to maintain an engaging work environment and to ensure sound policies and procedures adhered to
•    Able to obtain and meet industry licensing requirements as needed

Physical Demands

EEO Statement

Southern Glazer's Wine and Spirits provides equal employment opportunities to all employees and applicants for employment and prohibits discrimination and harassment of any type 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. This policy applies to all terms and conditions of employment, including recruiting, hiring, placement, promotion, termination, layoff, recall, transfer, leaves of absence, compensation and training.

Miami, Florida