Director, US Brands - Basil Hayden

Overview

Company: Suntory Global Spirits (Beam Suntory)

Location: New York, NY

As the Director, Basil Hayden at Suntory Global Spirits, you will be a key leader in shaping the marketing strategies that drive our brands' success in a highly competitive market and category. Reporting directly to the Vice President of American Whiskey for the US, you will act as the P&L owner for all Basil Hayden Family of brands, which comprises one of Suntory Global Spirits' largest US sales priorities.

You will lead a team of 3 and be responsible for the delivery of our Annual Operating Plan for your brands, including budget planning and deployment guardrails, and the brand P&L. You will help the brand portfolio achieve sales, consumption, and share objectives for the Franchise. You will also serve as the key point of contact for any Basil Hayden related questions that come from the Global Brand House.

• Lead development, deployment, and financial delivery of Annual Operating Plan across the Basil Hayden portfolio
• Lead the US Basil Hayden portfolio strategy (JBTDs, strategic imperatives, comms strategy, innovation)
• Lead performance management, evaluation, diagnosis, and associated action planning
• Lead identification and evaluation of risks/opportunities through S&OP
• Accountable for raising any above-threshold variations to plan
• Partner with Field Marketing, business intelligence, and Commercial Marketing to maximize BI effectiveness, address gaps in planning, and support delivery of commercial P&L
• Develop & align on gap fill programs when there is a void in national programming or commercial timelines can't be met
• Determine budget allocation at GBU level, owning GBU brand budget broken out by market
• Serve as "first point of contact" for the Global Brand House Managing Director for all US portfolio needs / question areas related to Basil Hayden
• Lead the in-market execution of new product launches partnering with commercial marketing to plan and execute retail programs; provide support for future pipeline development partnering with innovation and global brand house team to ensure proper insights, ideation, positioning and subsequent transition to brand team for launching; partner with insights and commercial teams to ensure KPIs for success are defined and tracked
• Lead U.S. wide programming and experience development, including:
• Define and develop end-to-end national programs for brands, including strategic oversight of brand media planning and execution (with support from Media planning team)
• National alignment with key national customers both in-store, eCommerce, and Third Party (3
  
  Ps)
• Build robust programming that drives portfolio growth and works both nationally and at a local level
• Spend time in the market/s and consistently seek feedback from Field Marketing, Distributor, and Consumer to gain understanding of needs, trends, customer expectations and the competitive landscape
• Ensure timely communication flow to the Field Marketing team, and commercial marketing teams around important marketing updates
• Ensure consistent and cohesive asset development process:
• Manage iterative process of where and who is defining / developing assets between Global Brand House and North America Marketing
• Own agency relationships needed to facilitate adaptation and/or execution of local or portfolio asset and program needs
• Provide detailed marketing briefs to Commercial Marketing team to ensure delivery of all portfolio assets through the buy
• Define U.S. portfolio insights learning agenda for Basil Hayden in conjunction with global insights and dedicated insights resource
• Define the US communication strategy and content requirements working with the consumer connections team
• Plans and directs performance direct team:
  Motivates employees, assists in goal setting, provides development opportunities and performance feedback, addresses issues and resolves problems
• Creates a high-performance culture that instills integrity, creativity, teamwork, insight and excellence throughout the marketing organization

• 10+ years consumer marketing experience with premium, luxury goods, packaged goods or services
• Experience leading smaller growth brands and helping to scale in a local market within a matrixed organization and an efficient brand budget
• Strategic thinker, thought leadership, results orientation
• Proven ability to execute flawlessly on brand/marketing projects that align with overall Brand strategy
• Strong understanding of how to build brands that intersect with culturally relevant moments and touchpoints for today’s modern consumer
• Self-starter with an ability to manage through ambiguity and transformation in a new strategic role within the organization
• Experience repositioning of brands locally
• Acumen and experience building marketing plans with digital at the center /digital first
• Brand builder mindset with consumer centricity at the center
• Demonstrated experience in working across and up, within the organization, gaining credibility amongst…