Sr. Associate Brand Manager - NFL Partnership

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Manages specific brand-building initiatives to drive growth for Barefoot Wine, the #1 selling wine brand in America.  In addition to managing multiple marketing platforms, this individual will lead the strategic partnership with the National Football League (NFL), building the strategy and managing the execution of the national partnership and 13 local team partnerships.  Provides insights and thought leadership on the partnership to the organization, collaborating with agency and cross-functional partners, sales and distributor teams, and members of brand team(s).  Maintains responsibility for the business review for Barefoot as well as the broader NFL partnership, ensuring marketing plans are consistent with the company’s growth and profit objectives.

Essential Functions:

Brand Marketing:

• Maintains a consistent understanding of business drivers and growth opportunities for identified brand(s) and develops strategies to address in an omni-channel environment.
• Analyzes business on a monthly basis to uncover and activate against business drivers.
• Works with agency partners, sales organization, and key SME teams to develop strategies to address business drivers and growth opportunities.
• Observes, analyzes, and recommends new trends and competitive activities to seek out innovative ways to build marketing and channel effectiveness and efficiency.
• Activates against set strategies for assigned and identified brand(s), ensuring an optimized consumer experience.
• Communicates strategies to agencies, cross functional partners, sales organization, and leadership on a planned and ad-hoc basis.
• Leads development of areas within the Integrated Marketing Planning Process (IMP).
• Deliver annual Business Review of NFL partnership for assigned brand(s)
• Develops Brand Plans, in collaboration with brand team(s)
• Writes and delivers activation briefs.
• Track, monitor and manage advertising & promotional  budget for adherence to guidance; specifically responsible for the NFL activation fund, enhancement fund and media fund.

NFL Partnership:

• Develops key strategic relationships with 3rd parties and IP rights holders across the marketing spectrum and maintains a positive working relationship with partners and stakeholders to generate positive association on behalf of Gallo and key brands.
• Maintains critical relationships with the NFL and all 32 NFL teams, serving as the day-to-day lead for the organization and key brands.
• Acts as the main liaison between internal and external partners on the NFL partnership, ensuring all partners have appropriate background data and approvals.
• Maintains a deep understanding of NFL strategies and growth opportunities, partnering to leverage the breadth of the GALLO portfolio to maximize opportunities within the league
• Shares best practice insights on Measurement & Evaluation standards: current and emerging KPIs, benchmarking and dashboards, and analyses results to identify success and opportunities for improvement.
• Leads negotiation and renewal agreements for NFL local teams and NFLPA. Continually overdelivers on the acquisition of assets, access and IP rights associated with any contractual agreement that is procured on behalf of the company and its brands.
• Partners with brand team and BU to develop NFL activation plan, strategies and approach for key brands.
• Organizes onboarding and training for all brand teams interested in partnering with the NFL
• Identifies and vets (or provides guidance to agencies and cross-functional partners) relevant NFL partnership and events opportunities that align with brand strategy to determine relevance, extent of exposure and financial implications.
• Supports briefing, management and evaluation of agencies that plan and execute NFL partnership on behalf of Barefoot and BU.
• Works collaboratively with manager, cross-functional partners and BU leadership to sustain and grow partnership and event capabilities to meet business needs.
• Ensures events are in line with brand strategy and the brand presence is maximized and fully leveraged at events.
• Develops and oversees implementation of staffing plans for events, executed with agencies.
• Reviews event plans to determine viability, KPIs and ROI with established process and metrics. Actively participates and recommends the creative elements needed to successfully execute events with the appropriate brand equity guidelines.
• Ensures all logistical processes relating to event participation are executed in a timely fashion (e.g. planning of events, event compliance approvals and product procurement).
• Attends events when required ensuring our participation is executed as planned; engages in event evaluation and problem solving when required.
• Works with NFLPA talent, spokespeople and ambassadors, coordinating activities with Gallo sales and distributor personnel.
• Leverages expertise in marketing and NFL to provide direction to Commerce Marketing to ensure best use of local IP and funds.
• 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

• Bachelor’s degree plus 6 years of partnership marketing, communications/PR, hospitality, sales, event planning, marketing project management, finance, marketing, supply chain/supply planning, process development, new product development, project management, process engineering, or sales experience reflecting increasing levels of responsibility.
• Experience effectively presenting information to top management, public groups and boards of directors.
• Required to spend 75% of time traveling in-market & to company headquarters in order to conduct job duties.
• 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

• Bachelor's degree plus 7 years of hospitality, partnership marketing, communications/PR, sales, event planning, marketing project management, or marketing experience to include supervisory or managerial experience reflecting increasing levels of responsibility.
• Experience implementing and executing events
• Brand Marketing Experience.
• Experience training and developing junior level brand marketers in executing brand and organizational objectives.
• Experience managing business operations and leveraging basic finance and accounting principles.
• Skilled in reading, analyzing and interpreting common scientific and technical journals, financial reports and legal documents.
• Experience responding to common inquiries or complaints from customers, regulatory agencies or members of the business community.
• Experience writing speeches and articles for publication that conform to prescribed style and format.
• Experience defining problems, collecting data, establishing facts, and drawing valid conclusions.
• Skilled in interpreting an extensive variety of technical instructions in mathematical or diagram form and deal with several abstract and concrete variables.
• Experience performing work that is complex and varied in nature, requiring frequent evaluation, originality or ingenuity.
• Experience with working independently and exercising confidentially and sound decision making.
• Strong sense of creativity.

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

Compensation

• Hiring Salary Range: $110,600 - $166,100/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 Requistion ID: 105972 

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Recrutier: Adam Johnson

Posting End Date: 5/21/25

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.

Gallo will comply with state and local laws prohibiting discrimination for lawful out-of-work behavior, such as off-duty use of cannabis away from the workplace (subject to federal and state law exceptions), the existence of non-psychoactive cannabis metabolites in hair, blood, urine, or other bodily fluids as determined by a drug screening test (subject to federal and state law exceptions).

We also consider qualified applicants with criminal histories, consistent with applicable federal, state and local law. Gallo is committed to providing reasonable accommodation for candidates with disabilities in our recruiting process. If you need any assistance or accommodation due to a disability, please let us know at 209.341.7000.

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