Shopper & Guest Marketing Leader - Europe

Build your career at Sazerac! With almost 400 years of rich history, Sazerac Company has thrived as an independent, American family-owned company with operations in the United States and around the world. Since the 2000s, Sazerac has averaged double digit growth every year! Sazerac Company produces and markets the most award-winning bourbons and whiskeys in the world, including Buffalo Trace, Pappy Van Winkle, Eagle Rare, Blanton’s, and Sazerac Rye. Additionally, Sazerac owns many popular brands across a range of spirits, including Fireball, Southern Comfort, Seagram’s V.O., Myers’s, Goldschläger, Parrot Bay, 99 Brand, and Platinum Vodka.

The Shopper & Guest Marketing Leader for Europe will spearhead initiatives to generate demand for the company's brand portfolio though market-specific Off-Premise and On-Premise programming implemented at scale, specifically tailored to the Off-Premise channel, On-Premise outlets, and relevant Key Accounts. This leader will possess a strong focus on shopper behavior, expertise in path-to-purchase strategies, and will continually consider how Sazerac can enhance its presence in retailers across Europe. Staying ahead of market trends and developing innovative Shopper Marketing solutions is essential for achieving success and differentiation in the marketplace.

• Use PDS as tool to conduct optimal performance discussions, articulate consistent skill evaluations, recommend actions and tactics, and measure progress. Drive greater PDS leverage across the trade marketing team  to improve overall engagement and development.
• Creates shopper & guest marketing strategies, develops category growth drivers and oversees implementation and execution of (brand) portfolio events while collaborating with market, brand, and sales leaders on shopper and guest marketing strategies and programming
• Develop the Trade Marketing strategy aimed at achieving a leading position in stores/outlets, while overseeing Trade Marketing tasks (including point of sale and trade shows) to ensure effective and timely planning, ordering, and execution for the Trade
• Leads shopper & guest insights and consumption occasion based national programming platform development (with channel, and national account specific adaptation/execution oversight) to determine brand portfolio shopper program activities. Omnichannel integrated path to purchase marketing to drive consumer/shopper awareness, consideration, conversion, and loyalty. Creation of occasion based (multi-brand) national shopper & guest marketing programs across channel and outlet segments as well as national key account customers Determines market, channel and national account priorities and implications to execute growth drivers
• Collaborates with key market teams, as well as Sales, Category Leadership, Business Intelligence, and Branding, to implement impactful and scalable shopper and guest marketing programs. Developed innovative, engaging, and educational solutions to foster trade advocacy with key decision/’taste’-makers within the On-Premise channel
• Clear leadership of Shopper marketing tool measurement and the formulation of strategic recommendations to optimize ROI and effectiveness. Contributes market, channel, and national account insights into brand strategies and plans by country. Oversees the development of national account-specific growth drivers and enhanced support for Power Partner National Key Accounts (NKAs)
• This Leader will define objectives, KPIs, and benchmarks to drive and measure strategic Shopper Marketing initiatives with a results-oriented mindset. Effectively manage budgets to ensure efficiencies and return on investment in alignment with shopper and guest marketing programming KPIs. Oversee the strategy for point-of-sale (POS) systems, the development of POS tools, and establish standards and processes for POS prioritization and procurement.
• Collaborate closely with sales, business intelligence, and in-house creative teams to create an insight-driven approach to shopper engagement during the final stages of the purchasing process across key market segments. Evaluate the potential impact of each growth driver and oversee the effective implementation of these opportunities through market activation. Provide comprehensive and timely marketing programming briefs for both off-premise and on-premise shoppers and guests to The Shop
• Responsible for managing and developing direct reports to coach and train them into high-performing Shopper Marketers. Collaborates with the Global Manager of Commercial Planning & Analytics to ensure effective planning and efficient execution and measurement of programs Works in partnership with the US Shopper Marketing Leader and the Global Commercial Planning & Analytics Manager

Requirements

Must

• Bachelor's Degree
• +5 Years of relevant functional experience
• 10 years’ experience leading the development and execution of commercial strategies
• 10 years’ Brand Marketing or Trade Marketing experience
• Detailed experience of how sales and marketing operate to develop and execute against shopper & guest-centric strategies
• Detailed experience and ability to coach others in shopper & guest marketing capabilities with depth in shopper/guest insights, sales drivers, outlet segmentation, targeted trade investment and customer profitability
• Experience of leading and coaching people
• Record of successful leadership
• Experience and comfort wiring with Sales, Category Management, Brand Marketing and Creative teams
• In-depth involvement in strategy development as well as linking strategy to implementation
• Experience in process design, implementation and improvement
• Communicates a clear vision and priorities
• Strong analytical and technical skills
• Ability to manage multiple projects at one time
• Expert ability to operate at both strategic and executional levels
• Ability to communicate with all levels of an org
• Strong customer service aptitude, ability to work with all levels of the organization from Field Level to Executive Management
• Strong understanding of field sales execution and route to market design
• Proven team building capabilities/strong cross-functional teammate, strong organizational skills, and ability to manage multiple projects at one time

Preferred

• MBA

Physical Requirements

• Ability to travel (up to 25%)
• Ability to pay attention to detail
• Strong communication skills

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