Position Summary
Co-lead the marketing efforts for Kraken Spiced Rum, one of the leading rum brands in the U.S. The Kraken Rum brand is born of a legend… from the tales of a ship carrying Caribbean Spiced Rum that mysteriously disappeared into the depths of the sea many years ago. It's whispered that a ship was attacked by the monstrous Kraken, a legendary beast known for its deadly tentacles, razor-sharp teeth, and insatiable appetite. Even though never proven, the stories remain, along with a respectful fear of the sea. To honor the beast, the mysterious rum that was recovered was renamed…The Kraken Rum.
The Brand Manager will implement and manage a consumer-driven marketing strategy for Kraken, which will result in the long-term growth trajectory of the brand in line with Proximo’s long-term goals.
Brand management responsibilities include budget management, developing a marketing strategy, pricing/promotion/product placement), agency management, creative direction, cross-functional team collaboration, trade marketing, media engagement, digital marketing, communication strategy, on-premise & influencer marketing, and innovation/new product development.
Role & Responsibilities
- Co-lead the development of the Kraken marketing strategy and plan.
o Develop and optimize brand plan based on portfolio needs and opportunities
o Co-lead and manage innovation & the innovation process
o Evaluate Media mix versus objectives
o Optimize Kraken’s brand strategy & implement it flawlessly across all touchpoints
- Propose new and innovative ways to reach our target consumer segments.
o Understand competitive initiatives
o Stay abreast of consumer insights and lifestyle
- Lead the day-to-day management of the Agency partners
o Ensure Agency integration and overall strategic alignment amongst and between Agency partners
o Facilitate Agency collaboration and define rules of engagement for Agencies.
- Lead the day-to-day management of the brand including:
o Budget management
o Developing sell-In tools & sell stories
o Field marketing communication & field marketing ad-hoc requests
o Reporting on brand health (Nielsen/Nabca/Omnigram/IWSR)
- Lead our digital marketing & social media strategy
o Evaluate role within brand Strategy
o Evaluate role within the media mix
o Optimize and balance against key objectives and target consumer opportunities
o Manage digital ecosystem for the brand including social, online store, CRM, e-commerce
- Collaborate in developing advertising creative for Kraken
o Develop relevant and business effective campaign ideas and creative for the brand
o Creative and media involves TV, Radio, Print, OOH and Digital (incl. Social)
- Lead advocacy driving strategy and tactics including:
o Brand Ambassador management
o Cocktail strategy
o Influencers
- Lead, manage, and report on the Kraken Merchandise store
o Developing new merchandise items
o Creating marketing materials to drive purchase
o Manage the Kraken merchandise PLE
Key Competencies
- Self-Starter--Demonstrates the ability to own and lead projects from start to finish.
- Innovation--Displays original thinking and creativity; Meets challenges with resourcefulness; Generates suggestions for improving work; Develops innovative approaches and ideas; Presents ideas and information in a manner that gets others' attention.
- Business Acumen--Understands business implications of decisions; Displays orientation to profitability; Demonstrates knowledge of market and competition; Aligns work with strategic goals.
- Judgment--Displays willingness to make decisions; Exhibits sound and accurate judgment; Supports and explains reasoning for decisions; Includes appropriate people in decision-making process; Makes timely decisions.
- Planning/Organizing--Prioritizes and plans work activities; Uses time efficiently; Plans for additional resources; Sets goals and objectives; Organizes or schedules other people and their tasks; Develops realistic action plans.
- Analytical--Synthesizes complex or diverse information; Collects and researches data; Uses intuition and experience to complement data; Designs workflows and procedures.
- Commercial Skills: Strategy, pricing, promotion, distribution, negotiation and, accountability.
- Financial Skills: P&L Management (pricing, costs, margins, tax, discounts).
Key Relationships
- Internal: Field Sales, Commercial Team, Finance, Operations, Human Resources, PR, Cross-functional interaction with Proximo Canada, Proximo UK & Casa Cuervo marketing department
- External: Distributor Partners, Agency Partners: Advertising/Creative/Social Media/PR
Knowledge and Experience
- 3+ years of brand management experience preferably related to the Spirits Industry or FMCG.
- Experience with managing budgets, working with creative agencies, innovation, building trade programs, and a solid working knowledge of Nielsen.
- Up-to-date on marketing trends, new media platforms, and benchmarking with other industries
- Understanding consumer insights and aligning all strategies to feed these needs
- Excellent presentation and communication skills
- Analytical skills- identify the full story and define implications from data analysis
- Forward thinker, who proactively seeks opportunities and proposes solutions.
- Positive attitude and influence.
- Ability to lead and manage projects with cross-functional teams across the company and our distributor network.
- Team-oriented player that thrives in a collaborative environment.
- Proficient in Excel, PowerPoint, and Word
The salary range for this role is a base salary of $105,500 - $140,000 along with an annual bonus, 401K match, and medical and wellness benefits. The range will vary if outside of this location. Base salaries are determined during our interview process, by assessing a candidate’s experience and skill set against internal peers and against the scope and responsibilities of the position.
Proximo is an equal opportunity employer and does not unlawfully discriminate against employees or applicants for employment based on race, color, sex (including pregnancy), sexual orientation, gender identity or expression, religion, national origin, citizenship status, age, genetic information, physical or mental disability of an otherwise qualified individual, membership or application for membership in a uniformed service, engaging in legally protected activity, or any other characteristic protected under applicable law.
