Field Marketing Manager

Field Marketing Manager

Field Marketing creates and executes the local marketing plan as the market level expert within the South Business Unit (SBU). The local field marketing team is responsible for collaborating with both the Marketing and Sales Departments in planning, developing, managing and evaluating the local marketing plans for priority DMAs and driving overall business alignment in support of all marketing initiatives.

The SBU Field Marketing Manager (FMM) is responsible for owning the annual planning, development, management, and evaluation of marketing plans and budgets across the Mid South and Desert Sierra regions. This role proactively identifies and executes high-impact regional marketing opportunities that align with brand strategy and support sales objectives. Reporting to the SBU Director of Field Marketing, the FMM serves as a strategic thought partner and cross-functional leader, overseeing priority programming execution, and modeling strong accountability, ownership, and influence.

Responsibilities

Annual Planning & Business Development

Play a significant role alongside the Field Marketing Director in developing the annual and long-range marketing plans within the assigned Business Unit territory, in line with the annual planning cycle.

• Leverage data, analysis and deep consumer and market level understanding to inform strategic choices, including but not limited to:
• Internal sales and consumer data resources such as IQ, Circana, Numerator
• Consumer research, studies, demographics, and other insights
• Market level, competitive, and category analysis and in-market experience
• Interpret brand strategy and trends and apply a local lens to achieve brand, business, and consumer objectives within the assigned territories
• Present the marketing plan as part of the annual planning cycle, gaining alignment from marketing and business unit leadership on objectives, tactics, budget, and collaborative execution
• Aid Director in representing Field Marketing in key marketing initiatives like brand planning, strategic budgeting, and overarching budget management
• Utilize a mix of national resources, programs, and tools along with local partnerships, sponsorships, and regional programming to build the tactical plan for each fiscal year
• Consult with Brand Marketing and Brand Activation teams on national plans and programs to ensure programs deliver on the objectives and needs of the Business Unit
• Collaborate with Growth and Brand Marketing teams to develop the localized media plan for assigned regions, including briefing and identifying local creative needs

Management, Execution, and Communication of Local Market Plans

• Execute the annual marketing plan within the Business Unit by leveraging internal and agency resources to deliver on annual volume and brand-level objectives
• Work closely with cross functional partners and commercial field sales to execute all market level programming including retail tools, consumer engagement, media, customer marketing, on-premise activation, and more
• Responsible for developing marketing plans for each sponsorship within assigned regions & strategic alliance while ensuring each marketing initiative is fully-integrated and will provide the consumer with a unique experience that differentiates the brand from the competitive set.
• Source and evaluate local marketing opportunities that support the marketing strategy and Business Unit sales objectives, such as local execution of media buys, sponsorships, retail extensions, experiential marketing programs, etc.; evaluate proposed opportunities for brand fit and anticipated ROI; develop and utilize business case proposals to objectively evaluate programming and to optimize effectiveness of LMF funding
• Execute the local media plan in partnership Brand and Growth Marketing teams, delivering the right messaging, to the right consumer, and the right time
• Ensure all programming is vetted, legal approval obtained and compliance is maintained for all local marketing programs activated in assigned territory; submit, track and maintain files to ensure legal compliance and adherence to CBBD marketing policies
• Maintain constant and concise communications with Field Marketing Director, Sales General Managers, and Market Development Managers on programming; utilize this communication to solicit updates and receive feedback; communicate the sell-in of marketing programs to key Business Unit and Wholesalers teams

Sponsorship Management

• Source and evaluate new opportunities, ensuring that partnerships and execution plans ladder back to support sales and brand objectives, and to ensure strategic brand and sales alignment and secure cross-functional alignment on assets, ROI, spend, terms, etc. Work with director to prepare all documentation needed for Sponsorship Stagegate process.
• Communicate with all external partners and stakeholders to gain feedback and/or alignment
• Develop funding model for both sponsorship fee and activation needs and gain alignment across all stakeholders
• Manage contract development and approval process for select partnerships across legal, finance, risk, and other functions
• Act as the main point of contact for select sponsorship partners
• Develop fully-integrated marketing plans for each sponsorship & strategic alliance while ensuring each will provide the consumer with a unique experience that differentiates the brand from the competitive set.
• Hold select partners accountable to agreed upon objectives and assets

Team Leadership

• Be the face of SBU marketing from within the business unit including with internal and external resources and cross functional partners
• Work with agencies in the creative development process and execution of all local creative campaigns, including television, radio, print, OOH, trade, and digital and social media.
• Write and evaluate creative briefs to lead and direct development on all local marketing plans; Evaluate creative assets against briefs and deliver feedback to agency partners.
• Provide feedback and local intel to cross functional marketing teams to provide strategic direction on market priorities and what will resonate at the local level
• Work with marketing, sales, and distributor personnel to ensure a tracking/evaluation process is in place for programming being executed.
• Recap programs and share results with cross-functional marketing groups and local sales to determine success of programs and influence future program development
• Aligns vision, principles, and behavior with Constellation Brands Beer Division Vision; Understands and articulates to team how his/her department goals and activities link to Constellation's goals

Minimum Qualifications

• A Bachelor's degree in marketing, communications, or adjacent discipline
• 5+ years of marketing experience in a related role (i.e. cross functional marketing background in areas such as brand, retail, channel, trade marketing, experiential marketing and/or partnerships).
• Experience working with and managing agencies (media, creative, activation, promotional).
• Ability to analyze business, market, and performance data to identify trends and translate insights into clear, actionable local marketing strategies and investment decisions
• Understanding of creative with ability to write creative briefs, evaluate creative, and provide constructive feedback to agencies.
• Proficient at leading presentations with various audiences and sizes (internal, leadership, customer, etc)
• Demonstrated ability to make critical decisions and problem solve
• Excellent organizational and time management skills.
• Strong negotiation and persuasion skills.
• Tech-proficient with strong working knowledge of MS Word, Excel, PowerPoint, and other digital tools.
• Understanding of social networking/media technologies and their application to marketing also desirable.

Preferred Qualifications

• Masters degree or MBA
• Alcohol beverage experience or experience in CPG using a three-tier distribution system.
• Experience working with and activating major sports leagues, teams or other high-profile partners in the sports, music and/or entertainment landscape.
• Experience localizing national programming for beer distributors managing marketing initiatives from concept to execution
• Experience working close to or within a sales-focused team
• Working knowledge of creative tools, programs, and file formats such as Adobe Creative Suite
• Bilingual English & Spanish

Physical Requirements/Work Environment

• Must be able to sit and/or stand for long periods of time and work on a computer for extended periods. Lifting may be required. Reasonable accommodations may be made to enable individuals with disabilities to perform essential functions.
• Must be willing and able to travel as needed, up to 40%

Location: Dallas, Texas