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Director, Market Activation

Company: Pernod Ricard USA
Location: Irvine
Posted on: June 15, 2019

Job Description:

Position Summary: Leads division marketing and serves as thought partner to GM; owns development of division's strategic direction to meet Net Sales and CAAP targets through optimal allocation of total resource pool and adherence to brand strategy/standards from Brand & Brand Activation; serves as primary interface with corporate marketing teams: provides GM updates on program ROIs and market dynamics & insights.

Major Responsibilities / Accountabilities:


  • Implement HQ Brand/Brand Activation strategy by defining tools & content required by division and developing division plan based on national brand strategy/standards across entire marketing mix
  • Allocate local brand activation resources (A&P, LMF, EG. etc) for division across markets, brands, channels, and relevant business levers
  • Manage and track holistic A&P budget
  • Act as Voice of the Market to Brand/TM to ensure national strategies are shaped by local market insights & needs from dist. Trade Development team
  • Compile market insights through available syndicated data, in-market observation, and feedback from local sales & distributor teams. Lead &develop division marketing team and serve as key touchpoint for distributor and corporate-level Trade Development leadership
  • Initiates and coordinates local business & brand building projects and initiatives
  • Coach and develop Market Activation Managers and Marketing Coordinator

    Shared: 50%

    • Develop division AOP, serving as brand/strategic thought leader (GM, VP Sales, FD)
    • Manage division budget, variance analysis, and plan revision recommendations (GM, VP Sales, FD)
    • Develop and evaluate programs - review national program briefs, concepts, and creative and provide input/feedback to HQ Brand/TM (MAMs)
    • Provide HQ Brand Activation teams with programming feedback based on program scorecards (post-program analysis), sales team (field sales, distributor, and chains) feedback, and direct in-field observation
    • Maintain expertise and communicate changes in regulatory/legal environment and subsequent implications (MAM/MC )
    • Identify local market intelligence and opportunities consumer shifts/trends, channel dynamics, key account (NA/chain) dynamics (MAMs, Dist. Trade Dev)
    • Support GM and PRUSA Brand & Brand Activation senior leadership
    • Oversee & reconcile ROI analysis for division (w/Director of Finance, GM, and VP Sales)Communication/Training of brand strategies and retail standards with sales team and distributors (MAMs, RDs/RMs)

      Nature & Scope:

      Financial Targets:
      • Mkt/Div Net Sales targets achieved
      • Mkt/Div CAAP targets achieved
      • Mkt/Div depletion targets achieved
      • A&P & OH budget mgmt & cost controls +/- 5%

        Organizational Context

        • Reports to GM
        • Direct reports include MAMs (in Big 4 Markets) and DMC
        • Works closely with FD & VP Sales/RD/RM on AOP and ongoing budget management
        • Ongoing collaboration and communication with Brand team leadership and distributor Trade Development teams

          Key Metrics:
          • Quality and impact of Division/Market AOPs
          • A&P budgets managed to target
          • 80%+ of programs activated in Division were national from HQ
          • Used program scorecard for +70% of priority brand programs
          • Quality of strategic insight and thought partnership to GM & HQ Brand/TM
          • Delivered high quality strategic insight and thought partnership to GM & Brand Directors and Brand Activation Directors

            Decision Rights:Owns

            • Holistic A&P budget management & tracking
            • Division/Market Marketing Plan
            • Co-Owns ROI process for division (w/ VP Sales, RD/RM; DFD support)
            • A&P budget revision
            • Resource allocation (brands, markets, channels, consumer opportunities)


              • Brand/Market playbooks (BADs)
              • Pricing plan & management (DFD)
              • Division AOP strategy development, sales strategy (GM & VP Sales)
              • Holistic budget management (DFD)


                • A&P budget development
                • Local sales promotion planning

                  Key Requirements:

                  Education: Minimum of Bachelors degree, Masters in business or marketing preferred.

                  Experience / Background: Minimum 10-15 years experience in consumer products marketing with significant exposure to brand building activity. Previous work experience in sales, or working closely with sales teams strongly preferred.

                  Travel: Frequent, 30-40%

                  Who are we?

                  Pernod Ricard USA is the premium spirits and wine company in the U.S. The company's leading spirits and wines include such prestigious brands as ABSOLUT-- Vodka, Chivas Regal-- Scotch Whisky, The Glenlivet-- Single Malt Scotch Whisky, Jameson-- Irish Whiskey, Malibu--, Kahl--a-- Liqueur, Beefeater-- Gin, and Avi--n Tequila (through a joint venture with Tequila Avi--n); such superior wines as Jacob's Creek-- and Brancott Estate--; and such exquisite champagnes and sparkling wines as Perrier-Jou--t-- Champagne, G.H. Mumm Champagne and Mumm Napa-- sparkling wines. Learn more about our history, values, strategies and organization by visiting us at

                  Working at Pernod Ricard

                  Working for Pernod Ricard USA means working for the co-leader in the global wines and spirits industry and having the opportunity to work with great people and great brands in diverse and challenging roles. Our success is the result of the passion and creativity of our people, our exceptional portfolio of leading premium brands, and a shared commitment to our values of entrepreneurship, mutual trust, and a strong sense of ethics. Pernod Ricard USA rewards both individual initiative and a spirit of collaboration, and encourages ongoing professional development. Pernod Ricard USA recognizes the importance of continuously building upon our diverse workforce and inclusive culture. We believe in championing an inclusive culture that embraces differences and encourages employees to challenge themselves and their colleagues.

                  Pernod Ricard USA offers competitive compensation, performance bonuses and domestic & international career development opportunities.

                  • Pernod Ricard USA is an Equal Opportunity Employer of Minorities, Females, Protected Veterans, and Individuals with Disabilities.

                  • Offers will be subject to United States local terms.

Keywords: Pernod Ricard USA, Irvine , Director, Market Activation, Executive , Irvine, California

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