Head of Brand Marketing

Drew Estate is seeking an exceptional consumer brand leader to lead strategy, growth and business performance across one of the most distinctive portfolios in premium lifestyle products.

Prior premium cigar expertise is a definitive plus but not a requirement. A genuine curiosity to learn about the premium cigar culture is desired and expected, and ultimate success in the role requires translating that curiosity into industry expertise and impact.

This role is a senior marketing leadership role with P&L accountability. It is designed for an accomplished brand builder comfortable leading multi-brand portfolios, building consumer-led growth strategies and developing outstanding marketing talent.

The successful candidate will combine the brand-building rigor and commercial discipline of a world-class consumer products organization with the resourcefulness and bias for action necessary to fuel discontinuous growth.

Experience in new ventures, emerging businesses incubation or transformation assignments within large consumer organizations, or demonstrated success scaling a mid-sized consumer products business, is particularly attractive.

Reporting Relationships

The Head of Brand Marketing reports to the Senior Vice President, Marketing.

Develop and implement always-on growth strategies for Drew Estate's priority brands.

• Build clear multi-year growth plans grounded in consumer understanding and focused on the critical levers capable of driving sustained brand equity growth with positive customer and consumer results.
• Move the organization beyond episodic campaigns and launches toward continuous brand management: strengthening positioning and distinctive brand assets, increasing penetration and trial, improving retention and loyalty, identifying renovation opportunities, optimizing portfolio and price-pack architecture, and improving execution at retail.
• Personally lead the strategic response when brands underperform. Diagnose the underlying consumer, competitive or commercial issue, make explicit choices about what must change, redirect resources where necessary and establish measurable turnaround plans.

Define the multi-year audience and develop master plan necessary to meet Drew Estate’s core brand growth plans, partnering with the Consumer Growth and Consumer Experience teams to recruit qualified adult cigar consumers to grow Drew Estate’s raving fan base.

• Establish priority consumer audiences, emerging whitespace opportunities, sizes of prize, and leverage insights to translate those plans into audience growth.
• Shape the audience acquisition strategy by establishing size-of-prize, cohort growth prospects, and business opportunity, collaborating with the Consumer Growth and Consumer Experience teams to deliver winning plans.
• Inform innovation decisions mapped to audience development goals in partnership with the Director, Brand Management and the Innovation Team.

Define how Drew Estate will play in the global luxury segment in a way that is distinctive to Drew Estate and true to its roots.

• Inspire deep understanding of the luxury cigar consumer as a target audience, understanding motivations, cigar construction and pack architecture expectations, and the effects of rarity and provenance on luxury value perception.
• Inform the luxury innovation master plan to ensure innovation drives consumer excitement in the luxury segment.
• Create distinctive, high-touch consumer experiences in partnership with the Director of Consumer Experience that deepen affinity, loyalty and advocacy and grow Drew Estate's population of highly engaged adult consumers.
• Unlock Global Travel Retail channel, in partnership with the Sales team, as a growth channel for Drew Estate’s most coveted offerings.

Build world-class brand management capabilities and strengthen commercial accountability within the Brand organization.

• Raise the quality of brand plans from activity calendars to true business growth plans with explicit consumer objectives, strategic choices, financial outcomes, KPIs and clear accountability for results.
• Build greater discipline around portfolio reviews, innovation pipeline management, launch evaluation, brand health, competitive assessment and course correction.
• Develop the Brand Portfolio talent bench. Establish meaningful development plans to build a Brand organization capable of producing Drew Estate's next generation of marketing leaders.

Skills & Abilities

• Strong analytical mindset with the ability to translate data into actionable insights and recommendations.
• Collaborative, cross-functional working style.
• Excellent people and project management skills with high attention to detail and execution quality.
• Strong verbal and written communication skills.
• Knowledge of MS Word, Excel, Explorer, Outlook, etc.
• Comfortable working in a dynamic, fast-paced environment.
• Professional and positive demeanor.
• Ability to multi-task, prioritize, juggle multiple priorities and adapt quickly.
• Ability to work independently and in a collaborative environment.

Education & Experience Requirements

10+ years of progressive brand marketing and/or general management experience, including meaningful experience in a world-class consumer products organization.

• Significant experience leading multi-brand portfolios, including direct leadership of at least one major, category-leading or mega-brand property.
• Demonstrated P&L ownership and clear evidence of delivering revenue, profit, share and/or brand-equity growth.
• Proven success developing and implementing multi-year brand and portfolio growth strategies.
• Demonstrated core-brand turnaround experience.
• Demonstrated success developing high-performing marketers and future leaders.
• Strong consumer insights, financial and analytical capabilities.
• Bachelor's degree required; MBA preferred.

Experience in premium hand-rolled cigars, spirits, wine, premium lifestyle, hospitality or other culturally-driven consumer categories is particularly attractive.

Experience operating within a regulated category is a meaningful advantage, but is not required.

Work & Travel Requirements

• This is an in-office position based in Doral, Florida with a hybrid work schedule consistent with current company policy.
• Remote candidates will not be considered.
• Flexibility to travel 25% of the time.

What We Offer

• Highly Competitive Base Salary commensurate with experience
• Performance-Based Incentive Opportunities
• Medical, Dental, Vision, Basic Life Insurance effective on date of hire