Marketing Manager

Highland Brewing Company

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Keen on being the orchestrator for the marketing team at Highland Brewing Company, Asheville’s original craft brewery? Are you passionate about beer? Are you a master organizer of chaos and a natural leader? Can you be a catalyst to sell more beer and build this brand? Well then, we’d sure like know more about you!

 

JOB DESCRIPTION 

Job Title:         Marketing Manager

FLSA Status:    Fulltime Exempt

Reports to:     President or Marketing Director

Leads:              Marketing Team

 

SUMMARY DESCRIPTION

Marketing Manager is responsible for masterful coordination of a dizzying array of marketing efforts and leadership of marketing team members. Marketing efforts include complex project management, brand-building internal and external communications, multiple vendor relationships. Some travel (10%) and work on weeknights and weekends is required. This role actively manages the brand, both building it and ensuring that brand and company standards are met. Working collaboratively with all other departments and fostering interdepartmental teamwork is critical.

 

Marketing

  • Leads and supervises Marketing team members and all marketing-related vendor relationships
  • Proactively pursues new marketing approaches, items and strategies
  • Develops and executes annual Marketing Plan and budget

o   PR and Media strategy

o   Trades and sponsorships

o   Oversees all advertising

o   Oversees all social media

o   Oversees community engagement – donations, monthly community partners

  • Oversees project/team management, strategic content creation, and execution:

o   Social Media

o   Graphic Design

o   Website

o   PR

  • Collaboratively strategizes long range beer planning across departments
  • Works with Leadership Team, Production, and Sales and associated vendors to develop new beer products, packaging, pricing, distribution and promotion
  • Works with Guest Experience Director to ensure that the Taproom is the best marketing tool Highland has – from tour, to merch, to presentation of space, brand personality, and BEER
  • Ensures brand standards are met across distribution footprint in collaboration with Marketing & Graphic Design Coordinator
  • Develops strategy and oversees creation of all multi-media - video, social media, digital, print
  • Works with Sales, Guest Experience Director, and Marketing & Graphic Design Coordinator on strategic creation of new POS and merchandise
  • Seeks out ways to measure and enhance brand relevance (Nielsen studies, surveys, market research, etc.)
  • Creates and maintains calendar of onsite events and offsite events and deadlines to organize across departments
  • Promotes and collaboratively plans beer releases and other onsite events, and ensures compliance

 

Sales Support

  • Understands the 3-tier system and markets to each of them
  • Understands sales channels and markets to each of them
  • Oversees creation and organization of all sales tools, POS, print and digital assets
  • Elicits sales input regularly
  • Works collaboratively with sales on new product launches across distribution footprint
  • Develops special sales programming as needed. i.e. Text2Win, special chain marketing proposals
  • Generates and manages database of UPCs for all products
  • Oversees maintenance of Distributor Resource site (digital assets)
  • Oversees distributor eNewsletters  
  • Occasional travel with sales team and distributors to all types of sales channels

 

Leadership

  • Leads Marketing team members and coaches development opportunities 

 

 

Other

  • Fosters communication and teamwork 
  • Performs other duties as assigned 

QUALIFICATIONS

 

Education:  

Bachelor’s degree in Marketing, Communications, Business or related field required

Master’s degree preferred

 

Experience: 

5+ years marketing experience, preferably with demonstrated progressive responsibility

3+ years in the craft brewing industry

2+ years experience in management/supervision of 2 or more people

2+ years social media strategy

1+ yrs using project management software – Asana preferred

 

Specific Knowledge, Skills, and Abilities: 

Understanding of company values and ability to translate values into brand experience

Exceptional organizational skills 

Exceptional ability to prioritize, manage, and delegate

Excellent verbal and written communication skills 

Ability to manage Highland assets 

Ability to lead and develop staff

Ability to manage inventory/reorders 

Ability to negotiate effectively  

 

Working Conditions: 

Ability to stand for long periods of time and do physically demanding work is required   

Ability to lift up to 50 lbs. is required

Willingness to work on evenings and weekends is required

Willingness to travel overnight on occasion is required

 

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