Brand Marketing Manager - RTD

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Oversees ready to drink (RTD) brand with significant business impact in leading the implementation of strategic marketing objectives and initiatives ensuring alignment with brand objectives. Actively partners with Sr manager / Director to lead cross-functional teams and agencies through planning, development and execution of best-in-class advertising, National/ Local media plans, brand partnerships, commerce/customer programming and brand activations. Maintains complete responsibility for the business review for assigned brands; ensuring marketing plans are consistent with the company’s growth and profit objectives. Owns day to day management of A&P budget and supports Director on management of P&L.

Essential Functions:

• Actively contributes to BSP development and able to coach internal and external partners on the application of BSP elements.
• Owns the annual Business Review process, identifying trends and insights across brand, channel, customer, competitive, category and consumer, making sound recommendations to enhance brand’s equity and improve market performance.
• Leverages business acumen in conjunction with marketing competency to influence annual brand plan recommendations that will drive brand equity and profitability. Actively mines insights/trends and translates data into meaningful consumer insights (analysis, trend reports, first party data), developing a POV around potential changes.
• Applies knowledge of category and competitive set (Beer/RTD) to strengthen brand plans.
• Manages the Brand Universe and ensures all communication aligns with it.
• Understands KPIs and continuously works to improve performance of business.
• Actively contributes to brand architecture development.
• Can successfully partner with and coach a team of internal and external partners to develop endto-end consumer experiences.
• Leads subsets of Agile Roadmap development and delivery.
• Actively contributes to development and improvement of OGSM.
• Autonomously prepares materials for leadership & executive review & feedback, tailoring materials to audience.
• Contributes to the development of the Sixth Standard Strategy and partners with/independently manages internal teams on driving execution.
• Able to identify opportunities and create action plans based on competitive analysis.
• Can identify and manage trade-offs in the P&L to improve GMAA and brand health outcomes.
• Recommends appropriate trade-offs across all elements of the marketing mix.
• Leverages pricing opportunities to increase GM performance of the brand.
• Optimizes the brand portfolio of products to increase both short-term profitability and long-term brand health.
• Adopts strategies to increase the brand’s ability to fulfill its portfolio role.
• Demonstrates capable agency management. Oversees relationships with outside agencies & partners, stewarding brand/ category knowledge, fostering ownership and trusting relationship.
• Ensures creative platform, comms strategy and ideas to bring campaign to life align with brand goals, brand platforms, brand universe and will resonate with target consumer.
• Stays up to date on social platform, content and digital best practices and trends.
• Creates compelling and impactful selling materials that provide sales organization with clear product proposition or program idea, rationale and simple and clear call to action to garner support and excitement with internal and external stakeholders (sales, distributors, retailers)
• Builds strategic relationships with sales, sales planning, and regional marketing teams to successfully drive local brand strategies and plans.
• Comfortable commanding a room of sales/distributors, confidently presenting brand objectives, strategies and plans in sales/ distributor meetings
• Contributes to the development of the sixth standard (gatekeeper advocacy) strategy; partners to share and drive execution.
• Ensures channel tactics are consistent with brand strategy.
• Partners with Commerce Marketing to appropriately allocate Commerce budget against the channels and tactics that best support brand strategy, capable of articulating tradeoffs and decisions.
• Measures the impact and ROI of brand tactics from prior year and seeks to optimize for future brand planning.
• Completes monthly market visits as needed to evaluate whether activation tools support sales execution; collects and responds to channel feedback; identifies emerging trends; identifies opportunities across key channels through observation.
• Develops strong understanding of the on-premise channel and demonstrates expertise in at least 1 channel.
• Manages go-to-market budget.
• Identifies new and innovative marketing methods and practices.
• Capable of recommending test and learn parameters for new marketing methods in partnership with cross-functional subject matter experts.
• Able to recommend appropriate funding and resources for new marketing methods based on test and learn result.
• Drafts innovation brief based on consumer, brand or category opportunities. Partners with manager to deliver the brief to cross-functional partners.
• Provides recommendation for marketing mix, budget, channels and appropriate tactics to deliver proof of concept or proof of potential.
• Actively contributes to the development or optimization of Consumer Base, Opportunity Audience or Inspirational Archetypes through a deep understanding of the psychology, motivations, needs and behaviors of consumers.
• Serves as key contact for all SMEs.
• Qualitatively identifies and collects consumer, customer, and channel insights by regularly and physically spending time with distributor sales reps and customers in accounts.
• Independently manages and executes parts of the marketing program mix to reach target consumer and/or affect LTV (understands the economics of LTV).
• Deeply understands where consumers are (GTM/Channel standpoint) and how brand placement shapes consumers’ impression of equity.
• Actively contributes to the development and maintenance of Brand Story, ensuring relevance.
• Maintains deep understanding of Brand Visual Guidelines and BSP to evaluate and provide feedback.
• Identifies opportunities based on Consumer Target and Insights for Comms Work.
• Develops a creative brief that inspires breakthrough thinking and creative (initiative level).
• Ensures the work is within brief tolerance; able to flag gaps to partners and team.
• Actively partners with SMEs and leadership to develop Creative Platform and Comms Strategy.
• Actively contributes to building the Comms Strat and capable of effectively executing against it.
• Identifies and recommends target vehicles based on target consumer insights, trends, and ROI.
• Responsible for setting the Measurement & Learning plan for campaign and creative work.
• Provides recommendations for program and campaign optimization based on results.
• Mentors and contributes to the development of the team’s brand marketing skillset which can be applied successfully across other Gallo Spirits brands.
• Responsible for understanding and complying with applicable quality, environmental and safety regulatory considerations. If accountable for the work of others, responsible for ensuring their understanding and compliance. 

Minimum Qualifications:

• Master's degree plus 3 years of marketing, media or communications experience including at least 2 years of Beer or Spirits experience reflecting increasing levels of responsibility; OR Bachelor’s degree plus 5 years of marketing, media or communications experience including at least 3 years of Beer or Spirits experience reflecting increasing levels of responsibility; OR Bachelor’s degree plus 4 years of Gallo Spirits marketing experience reflecting increasing levels of responsibility; OR Master’s degree plus 4 years of Gallo Spirits marketing experience reflecting increasing levels of responsibility; OR High school diploma or state-issued equivalency certificate plus 7 years of marketing, media or communications experience including at least 4 years of Beer or Spirits experience reflecting increasing levels of responsibility.
• Required to travel up to 30% of the time in-market in order to perform job duties.
• Knowledge of the on-premise channel.
• Experience managing multiple external agencies// partners across a variety of disciplines including creative, media, PR and experiential. 
• Experiencing owning 360 media plans with robust budgets.
• Strong analytical & financial acumen.
• Ability to influence management, lead cross-functional teams, and work through others.
• Ability to effectively manage competing priorities and operate with a sense of urgency.
• Excellent written & verbal communication skills. 
• Required to travel to company offices, sites, and/or meeting locations for onboarding, training, meetings, and events for development, department needs, and business delivery up to 5% of the time, with or without reasonable accommodation. This may be in addition to travel requirements, if applicable, as listed in this job description.
• Required to be 18 years or older. This may be in addition to other age requirements, if applicable, as listed in this job description. 

Preferred Qualifications

• Master's degree plus 5 years of marketing, media, or communications experience including at least 3 years of Beer or Spirits experience reflecting increasing levels of responsibility; OR Bachelor’s degree plus 7 years of marketing, media, or communications experience including at least 3 years of beer or spirits experience reflecting increasing levels of responsibility; OR Bachelor’s degree plus 6 years of Gallo Spirits marketing experience reflecting increasing levels of responsibility OR Master’s degree plus 4 years of Gallo Spirits marketing experience reflecting increasing levels of responsibility.
• Experience Managing a P&L.
• Experience working in an agile environment.
• Solid understanding of 3-tier distribution system.
• Ability to prioritize tasks and guide team in effective delivery of projects. Knows how and when to escalate for Sr manager/director feedback.
• Exceptional organization and project management skills - Experience managing complex project lists, priorities, and budgets with a focus on building brand equity.
• Experience collaborating and influencing internal and external partners, managing large media budgets, writing agency briefs, developing content strategy across integrated campaigns, guiding media agency through National and local plan strategy development and execution, development of paid and organic social content calendars, influencer campaigns, experiential event strategy & execution, as well as earned media (PR) tactic evaluation.
• Solid understanding of media channel strategies and tactics including TV, social, digital.
• Experience training and developing Jr level brand marketers in executing brand and organizational objectives.
• Trained in data systems (IRI/Circana) with the ability to analyze data and translate data into insights.
• Demonstrates a genuine desire and passion for the alcohol industry. 

Gallo does not sponsor for employment-based visas for this position now or in the future. 

Compensation

• Hiring Salary Range: $121,800 - $182,600/Year
• Actual compensation amount paid may be lower or higher to be determined by factors other than race and gender such as the education, experience, knowledge, skills and abilities of the applicant, internal equity, and alignment with market data.

Perks & Benefits

• This position includes a competitive benefits package.
• Please click here to view our full list of benefits or click here to watch our video.

To view a full job description, please click here.

Job Requisition ID: 106091

BRA001

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Recruiter: Adam Johnson

Posting End Date: 6/17/25

Gallo’s policy is to afford equal employment opportunities to all applicants and employees and not to discriminate on the basis of race, traits associated with race, including but not limited to, hair texture and protective hairstyles (such as braids, locks, and twists), color, national origin, ancestry, creed, religion, physical disability, mental disability, medical condition as defined by applicable state law (including cancer and predisposing genetic characteristics), genetic information, marital status, familial status, sex, gender, gender identity, gender expression, sexual orientation (actual or perceived), transgender status, sex stereotyping, pregnancy, childbirth or related medical conditions, reproductive health decision making, age, military or veteran status, domestic violence or sexual assault victim status, or any other basis protected by applicable law. Nor will Gallo discriminate based on a perception that an individual has any of the foregoing characteristics or is associated with a person who has, or is perceived to have, any of those characteristics.

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