Senior Brand Manager

Primary Responsibilities (core to role success)

1. Brand Activation & Market Execution

• Lead the go-to-market strategy for new product launches and key initiatives across wholesale and on-premise channels.
• Develop and manage annual sales and marketing calendars to align programming across marketing, sales, and distributor teams.
• Build and execute wholesale marketing programs, promotions, and incentives designed to drive distribution, velocity, and visibility.
• Ensure consistent brand storytelling and execution across trade materials, activations, and field marketing efforts.

2. Sponsorships, Events & Partnerships

• Identify, negotiate, and secure sponsorships and partnerships that align with brand and business objectives.
• Lead planning and execution of large-scale events, festivals, and experiential activations.
• Manage all partner relationships, budgets, and deliverables from negotiation through post-event recap.
• Collaborate with Sales, Creative, and Digital teams to integrate event and sponsorship programming into broader brand campaigns.
• Develop content, collateral, and promotional assets that bring activations to life and maximize earned media value.

3. Key Account & Distributor Development

• Cultivate strong relationships with key accounts and distributor partners to expand visibility, support programming, and strengthen market execution.
• Partner with distributor sales reps on programming, incentives, and education to ensure alignment with brand priorities.
• Support sell-in efforts with presentations, activation plans, and promotional tools for top accounts.

4. Measurement & Analysis

• Track and report marketing KPIs across trade programs, sponsorships, and activations.
• Deliver sponsorship recaps, ROI analyses, and recommendations for improvement.
• Monitor competitor and category activity to inform strategy and identify opportunities for growth.

5. Budget & Project Management

• Manage marketing budgets across wholesale, sponsorship, and event programs, ensuring effective spend allocation and ROI.
• Oversee project timelines, contracts, and vendor relationships to ensure seamless, on-brand execution.

Secondary Responsibilities (important, but not daily focus)

1. Retail Collaboration: Coordinate with the Retail Brand Manager to align event programming and seasonal launches between retail and wholesale channels.
2. Distributor & Account Support: Cultivate relationships with distributors and key accounts, providing programming, sell-in materials, and activation support.
3. Content & Collateral: Direct the design, sourcing, and distribution of sales collateral, POS materials, and event assets.
4. Field & Trade Marketing: Partner with sales teams to align field activation, education, and brand execution.

 Other Responsibilities (valuable, but tertiary)

• Monitor competitor and category activity across wholesale and experiential channels to inform strategy.
• Represent Wilding Brands at trade shows, festivals, and distributor events as needed.
• Identify and develop opportunities for cross-brand partnerships and co-branded activations.
• Provide administrative support including program tracking, budget management, and asset coordination.

Success Measures

• Alignment of brand priorities across marketing, sales, and distributor partners.
• Growth in distribution, velocity, and visibility of key SKUs.
• Successful execution and ROI of events, sponsorships, and activations.
• Positive feedback from distributor, account, and partner stakeholders.
• Consistency and impact of Wilding’s brand presence across all market touchpoints.

Qualifications

• Bachelor’s degree in Marketing, Business, Communications, or related field.
• 4–6 years of experience in brand management, trade marketing, or experiential marketing (beverage, CPG, or lifestyle industry preferred).
• Strong understanding of distributor networks, key account dynamics, and sponsorship negotiation.
• Proven success in developing marketing programs that deliver measurable results.
• Excellent organizational, communication, and presentation skills.
• Ability to travel as needed for events, activations, and distributor market visits.

Passion for the craft beverage industry and building independent, experience-driven brands.