Field Marketing Activation Manager - Toronto, Canada - Brown-Forman

Description

CURRENT EMPLOYEES, CONSULTANTS, AND AGENCY PARTNERS:
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Meaningful Work From Day One

Leads the development, localization, implementation, evaluation, and advancement of integrated marketing field activation plans that are consumer-focused and are aligned to national brands' promotional pillars, by leveraging the B-F Brand Growth Framework, to increase value share, and brand equity across the portfolio, within the designated geographic scope.

"This role offers a unique opportunity to lead how we bring our brands to life with consumers and trade partners, across all channels, as well as working in a highly collaborative environment with the Canada Leadership team, marketing, commercial, and distributor partners, as well as our dedicated advocacy team, to continue to grow our super-premium portfolio" - National Marketing Manager, Canada.

What You Can Expect

• Focus on building

Strong Consumer Franchises:
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Strategy Development- Creates and leads the development of regional marketing field activation plans, which cascade from and are aligned to the national brand plans, and localizes them to the nuances of the respective region (i.e. adapt them to the needs/realities of Quebec French-Canadian market/consumers, etc.)- Ensures the regional marketing field activation plans tie directly to the consumers' targets per brand, and that programs are aligned to the focus brands in the region.

\- Collaborates and aligns with the Brand Team to develop activation guidelines that are aligned to brand themes/pillars, incorporating expectations, and measures of success.- Manages and oversees the AEM (Activation & Engagement) Program (hired via distributor/agency partner), including managing the program's budget, and KPIs and being the conduit between the Brand Team and the AEM Team, to secure successful cascade and implementation of brand pillars/programs.- Leads the development and implementation of multicultural consumer programs in collaboration with National Marketing Manager, Brand Managers, BF Sales Leads, and local AEM Team, to continue to explore and amplify opportunities with the multicultural consumer landscape in Canada.

Integrated Marketing Communications- Leads the workstreams with agency partners to develop locally relevant marketing materials for marketing and commercial use, with the consumer in mind.

Collaborates with brand managers and IMC partners, to get alignment and approvals on Brand Communications elements of any 360 program/partnership (inclusive but not limited to:
permanent branding takeovers at key partners/consumer events/entertainment venues/stadiums, flagship on-premise accounts/groups, etc (i.e.

Ink Entertainment properties, Soccer Teams stadiums, year-around partners like Stackd Market, etc.)- Leads and manages any digital/social media marketing programs that are part of key partnerships/programs (i.e.

digital/social media within the 360 Programs of Soccer Teams partners, social media content for year-around partners like Stackd market, Canada's 100 Best Culinary, VISA Partnership, etc.) to amplify these, recruit new consumers and strengthen brand affinity.- Leads E-commerce initiatives and programs, partnering and aligning on goals/plans with the Brand Managers and the East Region E-Commerce Manager.

Driving Business Results- Partners and collaborates with the Canada Brand team, BF Sales Leads, AEM team, and Distributor partner, to secure implementation of programs toward the appropriate consumers and customers, including sponsorships, partnerships, experiential engagement, and commercial integration.- Partners with National Marketing Manager and Brand Managers and influences resource allocation decisions (including the AEM Team budget), to champion and secure proper resource allocation to key programs.- Leads ongoing evaluation of all significant programs and initiatives, in order to develop exit, improvement, and/or continuation strategy.- Partners with local AEMs to identify relevant education and advocacy opportunities that amplify and support the key programs and partnerships.- Guides the appropriate allocation of promotional resources to support field marketing priorities and AEM Team.- Leads the communication and socialization of brand activation / branding guidelines, among BF Sales Leads, AEM Team and Distributor partner, to secure consistency.- Evaluates and communicates opportunities, changes and gaps back to the Brand Team and BF Sales Leads, from the AEM Team and Sales Teams.- Identifies market opportunities and key drivers (where to play, how to win) that align directly with brand strategy and the brand pillars and develops programming to address the opportunity.

Winning at the Point of Purchase / Point of Consumption- Leads all aspects of experiential engagement inclusive of but not limited to: sports partnerships (i.e. F1, Soccer Teams), music (JD music Festivals) and event sponsorships; including but not limited