Job Description

Company Summary

We’re the producers, creators and marketers of beer, wine and spirits brands that people love. At Constellation Brands, we’re driven to push boundaries and think beyond today to deliver products and experiences that resonate now, tomorrow and well into the future. Because of this approach, we’re the fastest-growing large CPG company in the U.S. at retail, with operations in the U.S., Mexico, New Zealand and Italy. Our premium portfolio of iconic brands like Corona Extra, Modelo Especial, Pacifico Clara, Victoria, Kim Crawford, Robert Mondavi, Meiomi, The Prisoner, SVEDKA Vodka, High West Whiskey, and more drive industry-leading growth for us today. But we’re just getting started. Our ability to stay on the forefront of consumer trends has fueled our success since our founding in 1945 and will guide us in creating the next generation of products and experiences Worth Reaching For.

Position Summary

The Director, Lifestyle & Experiential Marketing will be a strong, business-oriented leader who understands consumer trends, insights and is experienced in identifying, programming and activating both national and local strategic sponsorships to deliver consumer experiences with retail application across the Beer Division. The Director will act as a business owner as well as strategic counsel and activation expert to national and local teams to meet business objectives. The successful candidate will have proven experience in authoring brand activation strategies, a strong understanding of how sponsorships and event marketing translate across a 360-degree approach, brand positioning and strategic framework, P&L impact and be able to counsel, influence, and lead business partners and stakeholders on that translation.

Responsibilities

• Author a brand activation strategy designed to align the brand positioning with target consumers and their passion points to accelerate business objectives while creating unique, brand-ownable consumer experiences.
• Oversees a team that manages the development of lifestyle & experiential marketing platforms and pillars working with department VP and brand teams; the team is composed of strategy focused team members and experiential focused team members
• Oversees national strategic sponsorships aligned by brand, working directly with department Vice President, brand marketing, field marketing, licensing & partnerships, and retail and consumer connection marketing teams.
• Leads and counsels brand, promotions, retail and field marketing teams on leveraging national and local sponsorships to meet brand and sales objectives.
• Oversees team working with department Vice President and brand teams to create, author and implement strategic sponsorship and event strategy by focus lifestyle area.
• Works to drive consistent local activation approaches across sports, music and entertainment disciplines, venues, and large scale events, utilizing innovative approaches and best practices.
• Makes recommendations on national activation investments and budgets, managing experiential marketing team on proposed recommendations to brand marketing for alignment and deployment.
• Oversees brand assigned budgets, managing costs, activation investments, agency costs and tracking/reporting across strategy and experiential development
• Works with brand, retail and consumer connections, public relations and field marketing teams to identify, acquire and manage personality/talent that is aligned with brand as needed working with applicable agency support.
• Identify agency resource needs related to national sponsorship investments, and with group Vice President to identify agency resources at local level as needed.
• Supports group Vice President in creating, implementing and continuously refining the local sponsorships and venue strategy across the Beer portfolio nationwide; collaborates with On-Premise National Accounts, ensuring alignment on strategy.
• Regularly employs strong negotiation and influencing skills to navigate discussions around local business dynamics that could impact approach or value of potential properties/partners.
• Supports Field Marketing Directors on local sponsorship negotiations ($250k and more) and supports Vice President with negotiations of national sponsorships and other large scale strategic partnerships as directed by department Vice President.
• Provides continuous support to department Vice President in refinement and oversight of strategic local and national sponsorships acquisition roadmap, ROI/ROO analyses for major strategic sponsorships.

Minimum Qualifications

• 10+ years of relevant work experience in sponsorship management, sponsorship activation and/or marketing program management with substantial below the line and above the line program components.
• Bachelor’s degree in relevant field of study.
• Experience in managing a P&L and large budgets.
• Sophisticated knowledge of and experience developing marketing strategies leveraging partnerships of all types.
• Proven track record of bringing creative new ideas and programs to keep sponsorship programming fresh and relevant, increasing ROI and driving measurable growth around business metrics (volume, share) and brand health metrics.
• Demonstrated experience leading integrated campaigns.
• Experience managing complex situations and effectively communicating to stakeholders as needed to make sound business decisions.
• Experience working with professional leagues/teams preferred; experience working with large scale partners (non-sports) preferred; experience working with music partners preferred; experience working with personalities (influencer, sports, music, entertainment preferred)
• Ability to write a brand brief and deliver feedback to agencies in a succinct and efficient manner.
• Demonstrated success presenting recommendations, influencing, and gaining alignment with cross-functional teams and leadership.
• Able to use consumer insights, syndicated information and other metrics to build business cases and analysis around sponsorship opportunities and ROI evaluation.
• Ability to use statistics, sales data, qualitative/quantitative results and other hard measurable data to influence key decision makers.
• Excellent time management, resource management and planning skills.
• Demonstrated experience working independently, employing big picturing thinking, and developing strategic programs.
• Strong budget management skills and the ability to effectively communicate forecasting and updates on a regular basis and as requested.
• Strong communication skills across all forms of communication (written, presentation) with varying audiences (marketing/sales leadership, distributors, internal, field sales, field marketing sponsorship partners and agencies).
• Proven success working collaboratively across cross functional teams to help lead and drive initiatives, process and change; ability to delegate roles and responsibilities to agency and field partners to successfully complete objectives.
• Able to inspire and lead direct reports and non-direct reports towards common strategy, goals, and objectives, ensuring all stakeholders are aligned.

Preferred Qualifications

• Brand management and/or retail activation experience a plus.
• MBA or Masters in Sports Marketing or related field is preferred.
• Bilingual (English/Spanish) is a plus, but not mandatory.

Physical Requirements/Work Environment

• Must be able to sit and/or stand for long periods of time and work on a computer for extended periods. Lifting may be required. Reasonable accommodations may be made to enable individuals with disabilities to perform essential functions.
• Ability and willingness to travel 25 – 30% of time

Location

Additional Locations

Job Type

Job Area

The salary range for this role is:

This is the lowest to highest salary we in good faith believe we would pay for this role at the time of this posting. We may ultimately pay more or less than the posted range, and the range may be modified in the future. An employee’s pay position within the salary range will be based on several factors including, but limited to, the prevailing minimum wage for the location, relevant education, qualifications, certifications, experience, skills, seniority, geographic location, performance, shift, travel requirements, sales or revenue-based metrics, any collective bargaining agreements, and business or organizational needs. We offer comprehensive package of benefits including paid time off, medical/dental/vision insurance, 401(k), and any other benefits to eligible employees.

Note: No amount of pay is considered to be wages or compensation until such amount is earned, vested, and determinable. The amount and availability of any bonus, commission, or any other form of compensation that are allocable to a particular employee remains in the Company's sole discretion unless and until paid and may be modified at the Company’s sole discretion, consistent with the law.

Equal Opportunity

Constellation Brands is committed to a continuing program of equal employment opportunity. All persons have equal employment opportunities with Constellation Brands, regardless of their sex, race, color, age, religion, creed, sexual orientation, national origin or citizenship, ancestry, physical or mental disability, medical condition (cancer or genetic characteristics), marital status, gender (including gender identity or gender expression), familial status, military or veteran status, genetic information, pregnancy, childbirth, breastfeeding, or related conditions (or any other group or category within the framework of the applicable discrimination laws and regulations).

Not sure you meet all qualifications? Research shows that women and members of other under-represented groups tend to not apply to jobs when they think they may not meet every qualification, when, in fact, they often do! We are committed to creating a diverse and inclusive environment and strongly encourage you to apply.