Senior Brand Manager
Wilding Brands
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Primary Responsibilities (core to role success)
1. Brand Activation & Market Execution
- Lead the go-to-market strategy for new product launches and key initiatives across wholesale and on-premise channels.
- Develop and manage annual sales and marketing calendars to align programming across marketing, sales, and distributor teams.
- Build and execute wholesale marketing programs, promotions, and incentives designed to drive distribution, velocity, and visibility.
- Ensure consistent brand storytelling and execution across trade materials, activations, and field marketing efforts.
2. Sponsorships, Events & Partnerships
- Identify, negotiate, and secure sponsorships and partnerships that align with brand and business objectives.
- Lead planning and execution of large-scale events, festivals, and experiential activations.
- Manage all partner relationships, budgets, and deliverables from negotiation through post-event recap.
- Collaborate with Sales, Creative, and Digital teams to integrate event and sponsorship programming into broader brand campaigns.
- Develop content, collateral, and promotional assets that bring activations to life and maximize earned media value.
3. Key Account & Distributor Development
- Cultivate strong relationships with key accounts and distributor partners to expand visibility, support programming, and strengthen market execution.
- Partner with distributor sales reps on programming, incentives, and education to ensure alignment with brand priorities.
- Support sell-in efforts with presentations, activation plans, and promotional tools for top accounts.
4. Measurement & Analysis
- Track and report marketing KPIs across trade programs, sponsorships, and activations.
- Deliver sponsorship recaps, ROI analyses, and recommendations for improvement.
- Monitor competitor and category activity to inform strategy and identify opportunities for growth.
5. Budget & Project Management
- Manage marketing budgets across wholesale, sponsorship, and event programs, ensuring effective spend allocation and ROI.
- Oversee project timelines, contracts, and vendor relationships to ensure seamless, on-brand execution.
Secondary Responsibilities (important, but not daily focus)
- Retail Collaboration: Coordinate with the Retail Brand Manager to align event programming and seasonal launches between retail and wholesale channels.
- Distributor & Account Support: Cultivate relationships with distributors and key accounts, providing programming, sell-in materials, and activation support.
- Content & Collateral: Direct the design, sourcing, and distribution of sales collateral, POS materials, and event assets.
- Field & Trade Marketing: Partner with sales teams to align field activation, education, and brand execution.
Other Responsibilities (valuable, but tertiary)
- Monitor competitor and category activity across wholesale and experiential channels to inform strategy.
- Represent Wilding Brands at trade shows, festivals, and distributor events as needed.
- Identify and develop opportunities for cross-brand partnerships and co-branded activations.
- Provide administrative support including program tracking, budget management, and asset coordination.
Success Measures
- Alignment of brand priorities across marketing, sales, and distributor partners.
- Growth in distribution, velocity, and visibility of key SKUs.
- Successful execution and ROI of events, sponsorships, and activations.
- Positive feedback from distributor, account, and partner stakeholders.
- Consistency and impact of Wilding’s brand presence across all market touchpoints.
Qualifications
- Bachelor’s degree in Marketing, Business, Communications, or related field.
- 4–6 years of experience in brand management, trade marketing, or experiential marketing (beverage, CPG, or lifestyle industry preferred).
- Strong understanding of distributor networks, key account dynamics, and sponsorship negotiation.
- Proven success in developing marketing programs that deliver measurable results.
- Excellent organizational, communication, and presentation skills.
- Ability to travel as needed for events, activations, and distributor market visits.