Marketing & Business Operations Manager (2500 bbl/yr)

Marketing

• Manage LTB Social Media
• Post quality content daily to drive business and customer following
• New releases (>70/year), taproom events, community events, lesser-known information about LTB, re-launching core brands, taproom experience, etc.
• Currently using FB and IG, but considering other worthwhile avenues as well.
• Re-share events or tagged posts to Stories when worthwhile
• Create Facebook events for all taproom events
• Respond to customer inquiries, comments, ratings, reviews when appropriate/valuable
• Explore other advertising opportunities
• Print, Radio, TV, Streaming services, billboards, etc.
• Collaborations with other businesses (brewery, non-brewery, non-profit, etc.)
• Seek out meaningful community engagement partnerships
• Maintain website and online profiles (Google, Apple, Yelp)
• Update new release section weekly
• Update summer hours and holiday hours
• Add new taproom events and food trucks as they get planned
• Update plug-ins as needed
• Add stores to Beer Locator as Sales dept updates them
• Update accounts sheet to track store’s info – split into Beechwood Wholesale (Mad/Milw) and Self-Distro accounts.
• Design and Manage Branded Merchandise
• Create design concepts–Craft Industry Apparel will make proofs from them
• Order quantities based on taproom sales data
• Use industry resources such as Joe from OnTimeApparel for trends, recommendations, etc
• Use LTB resources for ideas, feedback, etc. to get the most value from this program.
• Coordinate 2/year employee apparel printing/embroidery runs.
• Create “Sell sheets” for Beechwood Sales Personnel
• Copy finished labels & can renderings into Beechwood folder in DropBox
• Design Beer Packaging
• Can art, Packtech color style and case trays. 
• Create concepts or list ideas and work with designer (contractor) to generate label art.
• Use beer info provided by owner and head brewer to generate descriptions and levels for “flavor wheel”
• Manage timing of this entire process from beer concept to delivery of packaging materials.
• Consult with Taproom Managers, as needed, on projects
• Particularly with event ideas/execution
• Help plan and execute annual Oktoberfest Celebration (with Neenah GM)
• Always weekend before Appleton’s Octoberfest (typically around Sept 20)–plan date as soon as they announce it for following year. Create FB Event landing page.
• Book entertainment by end of January
• Arrange rentals, confirm months prior to event. 

Business Operations

• Procure all materials for Neenah operations and brewing process

o  Everything needs to be ordered at least 2 weeks before brew date to ensure it arrives in time

o  Ingredients like hard-to-find hops or shelf-stable additions can be ordered or sourced as soon as the recipe is finalized

o  Once all ingredients are ordered/scheduled, recipe gets moved from Ready to Order folder to Brew Deck folder

o  Minimize freight costs by coordinating, streamlining, etc the needs among our 4 malt typical malt suppliers, 3 yeast suppliers, 2 fruit suppliers, 3 chemical/process aid suppliers and 5 hops suppliers. No shipping doc nor fork truck but we do use a Powered lift. 

o  Work within the confines and limited storage ability of what our facilities afford us. 

o  Manage storage capacity/inventory among our various locations (Neenah, Wauwatosa, Off-site warehousing, etc.)

• Maintain levels of commonly used brewing supplies

o  Work with Head Brewer who sends order requests when supplies are getting low along with your inventory management process.

• Develop supplier relationships

o  Build existing relationships to get the most value, best possible pricing, and troubleshooting/help when needed. 

o  Find new suppliers to source new ingredients or for better pricing. Keep head brewer and owner abreast of new products, trends from suppliers, etc.

• Manage Cost Model with Cost of Goods for all LTB products.

o  Input costs for each product as ingredients are ordered or using saved data from current inventory.

o  Review final updates on recipe once production is complete to insure initial cost is accurate

o  Determine SKU pricing for taprooms based on costs and target gross margins set by owner. Compute gross margins for Head of Sales to determine distro/wholesale pricing.

• Contribute to new beer concept & name production planning

o  Manage the “Funnel” process for products from idea phase to material procurement to production. 

o  Maintain 1 new release each week, occasionally 2 releases during peak demand season.

o  Verify our concepts against other products/names sold in the markets we compete in to make sure we are being unique (Untappd, Google, etc.)

o  Use sales data to help guide the leadership team in this process

• Serve on the leadership team

o  Typically a <=60 min meeting on Friday mornings along with department heads

o  Coordinate efforts across departments, generate ideas, evaluate results. 

• Along with our leadership team- keep up with industry trends to guide LTB

o  Offerings by national breweries with more resources and access to research, etc.

o  Monitor local competitors activities

o  Not just beers, but also technology improvements, market changes, and consumer preferences