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Brand Home Sales, Events, and Marketing Manager - Angel's Envy

Job Name

Brand Home Sales, Events, and Marketing Manager - Angel's Envy

Country:

United States of America

City:

Louisville, KY

Function:

Marketing - Communication - PR

Reporting Line:

Brand Home Manager

Job type:

Full time

Lead recruiter:

Michael Stoess

About the role

Your Opportunity

The Angel’s Envy Brand Home Sales, Events & Marketing Manager will be responsible for all marketing for the brand home including driving guest visitor numbers, retail sales for both brick and mortar and ecommerce, events (both in-person and virtual) and special liquid releases. Helping to grow the brand globally through leveraging advocacy both through paying visitors and invited guests from all audiences. This is a key marketing role responsible for all internal/external communication from a premium brand home, including ticket sales, and marketing the events business.  This role encompasses all elements of marketing from digital/social, CRM, print media and press as well as active field sales and includes full responsibility for the Brand Home A&P budget and strategy.  

Working closely with the Angel’s Envy brand marketing team to ensure consistency and correct look and feel – the key function is to drive business to the brand home and the revenue driving business areas. 

Successful candidate will have strong experience of writing and leading marketing strategies and delivering against ambitious targets.  In addition, will have worked across digital, social media, partnerships, and print marketing. This role requires working within a matrix organization and delivering projects with multiple stakeholders. Representing the brand internally and externally and work on a fast-growing business planning operation.

Responsibilities

With our Consumer at the heart, your key focus will be:

Promotion/Marketing management and direct Sales 
  • Market and promote the Angel’s Envy Brand Home to achieve the yearly agreed budget both to attract individuals as well as groups and events market. tourism.
  • Creation and implement a fully integrated marketing, PR and sales strategy for Angel’s Envy Visitor Center, leveraging all A&P platforms to drive footfall to site.
  • Responsible for all media buying and managing the A & P budget for the Brand Home. Proactive field sales activity to maximize commercial potential through partners, including tour operators, and accommodation (ex: hotels) providers.
  • Leverage the established conference culture in Louisville to drive footfall to the distillery and exploit any offsite tasting opportunities that positively impact Brand Home.
  • Look for new commercial opportunities to expand the bottom line.
  • Strategically drive business and revenue through digital communication e.g. website, and third party online presence, social networks, TripAdvisor, Four Square, SEO and develop relationships with Online Travel Agencies. Work within the wider Bacardi business when launching new content to ensure social responsibility, legal and brand approval.
  • Liaise with the local community on charity and event sponsorship/engagement, leveraging all opportunities, and maintaining a positive working relationship with them. 
  • Manage customer feedback processes (complaints/praise) through on-site, written feedback as well as digital outlets (Trip advisor, Yelp, Google reviews etc.) and general media relations in a timely manner.
  • Innovate new PR and promotional activities to drive footfall through the Brand Home and raise awareness. Act as local media contact. Work with Brand team for talking points for Brand Home team.
  • Work within the wider business when launching new content to ensure compliance, social responsibility, legal and brand approval.
  • Drive group travel operators to site to help fulfil footfall targets and manage relationships.
  • Work in partnership with Louisville tourism to coordinate marketing activity & PR. 
  • Keeping the distillery front of mind within the Tourism Industry, including award submissions.
  • Manage customer databases, and outgoing communications policy for consumers and maintain communications dialogue – also under the guidance of the brand team & wider business CRM plans. 
Brand and Advocacy
  • Understand the relationship between brand equity/advocacy and revenue.
  • In liaison with the brand team, develop the internal /trade advocacy offering and implement ‘on the ground’. Develop various levels of consumer and trade “brand life” experiences - test and learn.
  • Work closely with Sales, RMMs and WGs to create unique experiences for incentives, training etc. for the teams.   
  • Working in partnership with brand marketing teams to attract the target market, while also delivering revenue from events and general visitor numbers as outlined in the budget
  • Responsible for brand visual identity on site, and external communications relating to the brand home, working closely with the brand team (as well as their agencies) to ensure that all advertising, signage and interpretation is on brand.
  • Responsible for coordinating branded content / assets created at site for wider use – all photos, video, text etc.
  • Actively contribute to the development of the tour offering, content and ‘script’ to ensure a fully on brand experience for every visitor.
  • Be intimately involved in the execution and evolution of the brand loyalty program – 500 Main. 
  • Use data to provide brand feedback - innovation and messaging.   
  • Positively contribute to all PR/press platforms.
  • Provide the brand/markets/sales team with updates from the Brand Home. 
  • Through a two-way partnership, work with the field level to understand trends, provide follow up on key visitors etc.     
  • Help the brand leverage Louisville at the heart of global marketing and advocacy campaign, constantly monitoring ROI of the Brand Home and ‘the reason for being’.
  • VIP hosting of both internal and external guests as required. Be a brand and production expert. 
Events
  • Responsible for the booking, planning, and operational implementation of all events in person and virtual, both paid and internal or trade events. 
  • Actively seek new opportunities to drive revenue through commercial hire.
  • Develop events pack and create innovative new and regular events to drive repeat visits and entice new audiences.
  • Oversee the Events Manager and event staff to ensure a quality, well organized offering is provided for events - befitting the brand standards.
  • Identify and develop strong relationships with event partners and preferred suppliers of event equipment and services (including caterers).
  • Manage the events calendar and work with the Tour and Retail Manager to ensure a seamless experience for all customers without conflict between events and daily operations.
  • Creation of associated promotional and event marketing material where appropriate.
  • Represent Angel’s Envy Brand Home at external events including trade fairs and offsite events.
Budget management
  • Financial management of A&P budget, including tracking and monitoring and reporting to the business as required.
  • Ensure effectiveness of A&P expenditure, monitoring visibility and ROI relating to advertising and promotional activity.
  • Provide support to the Brand Home Manager in budget creation for visitor numbers, A&P, spend per head etc.
  • Provide reports and feedback to the business on visitor numbers, trends, and profiling.
Compliance and Protection
  • Ensure that Angel’s Envy Brand Home r complies with all corporate governance and EHS licensing legislation.
  • Ensure the Brand Home operates within internal guidelines and H & S systems/protocol.
Other Duties
  • Have a fundamental understanding, and interest in the production process and wider business operations.
  • Work with the respective teams to ensure all marketing activity is operationally effective.
  • Have a fundamental understanding of the key importance of excellence in customer experience and hospitality.
  • Must be available to work flexible hours according to the business requirements, including evenings, weekends and public holidays.
  • Be a team player and willing to help others as needed, including other departments.
  • Any other duty reasonable requested by the Angel’s Envy Brand Home Manager

Skills and Experience

The Skills & Experience needed to create your legacy

Minimum Requirements:
  • Extensive sales and or marketing experience from within the leisure, tourism or hospitality industry. 
  • Experience of working with a premium or high-profile brand.
  • Marketing qualification preferred.
  • Budget Management experience.
  • Event / PR Management.
  • Team management responsibility.
Leadership Excellence

Living our Values and demonstrating high Learning Agility will be fundamental not only for success in this role, but also for potential growth to other roles across Louisville Distilling Company in the future. We have a clearly defined Leadership Excellence framework, and you will be expected to be a role model of all 6 elements:
  • Focus Externally to Win
  • Drive Execution & Results
  • Lead Strategically & Know your Business
  • Make the Matrix Work
  • Lead by Example
  • Develop and Inspire Talent

Our culture

We share the passion and entrepreneurial flair of our founder and are guided by our three culture pillars - Fearless, Family and Founders, they inspire our Primos to be the best they can be and drive us forward in all we do. But what does this mean?

·       Being Fearless; means adopting an agile mindset, being comfortable trying new things and taking risks. We are empowered to question, challenge and innovate.

·       Family; We treat each other, and our communities, like Family. Always.

·       Founders; The spirit of entrepreneurship is at the heart of everything we do. We see the business as if it’s our own. We do the right thing for the business and we all take accountability for our work.

When you join Bacardi, you become part of our family and gain more than just a job.


Disclaimer: Bacardi is an equal opportunity employer that values workforce diversity. Diversity is core to our business: by embedding diversity into all aspects of our culture, we maximize the opportunity to achieve sustainable business success and growth. The duties and responsibilities described in the role profile might not be a comprehensive list.