Strategic Experiential Group

ABOUT STRATEGIC GROUP

Strategic Group is a full-scale marketing agency specializing in experiential programming and sales support initiatives. For more than two decades, we’ve built a reputation for engaging our clients’ retail customers and influencing their hard-to-penetrate consumer base.

MARKET ACTIVATION MANAGER

In this role, the Market Activation Manager will serve as the primary marketing expert on behalf of Gallo's Innovation Team, leading launch efforts in key markets for a new line of canned cocktails. They will develop and maintain positive relationships with key on & off premise accounts in their market, ensure high visibility for the brands, and create affinity among target consumers. In addition to executing sales support efforts in the accounts, they will be responsible for building new business within their respective territories and executing impactful sampling activations within their defined account universe and potentially in venues nearby.

Our Market Activation Managers will work collaboratively with our client’s local team as well as the distributor partners that sell directly to their target customers.

ESSENTIAL JOB FUNCTIONS

Sales Support:

o Build and develop a key account list across a defined territory of “must win” accounts, driving off premise growth, focusing on targeting quality distribution

o Demonstrate an understand of supplier brand strategies (marketing, promotion, and consumer engagement)

o Execute brand standards at industry leading levels

o Apply skills to educate, inspire, and achieve shelf placements, staff education, POS visibility, cooler placements, and trade enthusiasm

o Focus on securing brand features, programming, and visibility within the account universe

o Communicate market conditions to the client regularly in an articulate efficient manner

o Maintain awareness of best practices, trends, and competitive brands

o Track, measure, record, and provide valuable insights on all sales support initiatives

o Ensure practices are compliant with all local, state, and federal regulatory statutes

o Work closely with local distributors partners to ensure all goals are met within the defined time frame

o Occasionally assist the Gallo Innovation brand teams, in executing select brand events within the market

Experiential Marketing

o Identify brand opportunities via non-traditional marketing initiatives

o Execute in-store tastings where legal

o Develop engaging sampling initiatives that generate excitement and affinity for the brand

■ Schedule programing in target accounts at the optimal time for target consumer engagement

■ Manage budget and associated activation costs

■ Leverage programming and consumer demand to inspire trade

■ Execute impactful sampling activations within the account universe, recording sales, tracking

conversions, and recap accordingly

REQUIREMENTS

Retail Activation Managers must possess/demonstrate:

• 1-3 years of beverage industry related experience; preferably in beer

• B.A. or B.S. in Business Administration, Marketing, Public Relations, or related field

• Ability to drive and maintain a valid driver’s license, and have a reliable vehicle

• Proficiency in the entire Microsoft Office Suite (PowerPoint, Excel, Word, and Outlook)

• Comprehensive understanding of the brewing process, basic production, product/food pairing techniques, and service

• Strong time management skills, and ability to manage a budget effectively

• Self-motivated with the ability to work efficiently remotely

• Creative abilities to develop programming opportunities

• Ability to thrive in a fast-paced, goal-oriented, dynamic environment

• Comprehensive understanding of adult beverage practices and regulatory compliance

• Must be available to work a flexible schedule, including some nights and weekends as needed

• Must be able to lift at least 50lbs and stand for long periods of time

QUALIFICATIONS

• Strong leadership, motivation, excellent and persuasive communication skills (written and verbal)

• Existing distributor, on premise, or retail account relationships are a plus

• Extensive knowledge of alcohol beverage industry, with preferred expertise in the beer category

• Experience taking prompt action to accomplish objectives and achieve goals beyond what is required; ability to be proactive

• Skilled at commanding presence, presenting ideas effectively to individuals and groups at all levels

• Experience setting high standards of performance for self and others; experience implementing standards of excellence with measurable goals

• Knowledge & ability to use industry related software such as Canva, Karma/VIP, etc., a huge plus

REPORTING RELATIONSHIP AND EVALUATION

Reports directly to and is evaluated by the company’s Northeast Region Manager of Emerging Brands and overseen by the company’s Vice President. Additionally, all roles are responsible to Gallo's Business Development Manager in market and Innovation Brand Team. The above description is intended to describe the general content of and requirements for the performance of the job of the Market Activation Manager. It is not to be construed as an exhaustive statement of essential functions, responsibilities, or requirements nor should it be construed as creating a contract of employment, which is terminable by the employee or Strategic Group at any time for any reason.

TARGET MARKETS

Columbus, OH • Hoboken/ Jersey City & The Jersey Shore, NJ