Description
At A&B Beverage Company, we're proud to build, grow, and champion a diverse portfolio of leading and emerging brands across non-alcoholic beverages, wine & spirits, and snacks. As a Senior Brand Manager, you are the strategic owner of our brand portfolio- shaping the long-term brand vision, driving supplier partnerships, overseeing product innovation, and ensuring seamless integration between sales, operations, and marketing to deliver measurable business results.
As a senior leader within the Marketing and Business Development team, this individual will mentor Brand Managers, influence executive-level decision making, and serve as the internal and external face of our supplier portfolio. The ideal candidate is a strategic, commercially minded brand builder with deep beverage-alcohol and CPG experience, a strong analytical mindset, and a proven record of turning category insight into profitable growth.
Key Responsibilities
Brand Strategy & Portfolio Leadership
- Develop and execute long-term brand vision and annual brand plans across non-alcoholic beverages, wine & spirits, and snacks, including positioning, pricing, portfolio architecture, and channel strategy.
- Serve as the internal category expert across all three segments-synthesizing consumer insights, Nielsen/IRI data, and competitive intelligence into actionable growth strategies.
- Define, track, and report brand KPIs, ROI, depletion trends, and market share performance to senior leadership on a monthly and quarterly basis.
- Lead the annual planning process in partnership with Finance, Sales, and Operations, including volume forecasts, budget allocation, and resource prioritization across brands.
- Identify and evaluate new supplier and portfolio opportunities, developing business cases to support expansion and innovation decisions.
Supplier & Partnership Management
- Act as the primary strategic liaison with supplier partners across all three segments, building trust-based relationships at senior leadership levels.
- Negotiate and manage annual business plans, marketing co-op investments, incentive programs, and performance commitments with supplier partners.
- Lead supplier business reviews, market visits, and joint planning sessions to align on priorities, execution standards, and mutual growth targets.
- Evaluate new supplier opportunities and partnerships, building business cases and financial models to support portfolio expansion decisions.
Product & Innovation Management
- Direct the full product lifecycle from concept through launch and post-launch optimization-including new item onboarding, line extensions, limited-time offerings, and portfolio pruning.
- Lead cross-functional teams spanning supply chain, finance, sales, operations, compliance, and retail to ensure flawless execution of new brand introductions.
- Own brand forecasting and demand planning in partnership with supply chain and finance, ensuring the inventory health across the wine, spirits, non-alcoholic, and snack portfolios.
- Oversee the full lifecycle of point-of-sale materials, brand assets, sample programs, and supplier blitz activations-ensuring consistent execution in the field and measurable ROI.
Marketing & Communications
- Lead the development and execution of integrated marketing campaigns, including digital activations, social media, influencer partnerships, experiential marketing, and in-store programs across all three segments.
- Ensure brand identity, messaging, and creative standards are consistent and elevated across all consumer and trade touchpoints.
- Oversee the planning and execution of trade shows, supplier events, sampling programs, and sponsorships that drive brand visibility, trial, and trade engagement.
- Partner with supplier marketing teams to align national brand strategies with local market execution, maximizing the impact of shared marketing investment.
Sales & Trade Support
- Partner with the Sales leadership team to develop trade marketing programs, promotional calendars, and channel-specific strategies across on-premise, off-premise, independent, and chain accounts.
- Equip the sales organization with compelling brand education, selling tools, and category stories that drive distribution, shelf presence, and velocity.
- Evaluate trade spend effectiveness, promotional ROI, and pricing architecture-making data-driven recommendations to optimize investment and profitability.
- Conduct regular market work to maintain visibility into retailer execution, competitive activity, and on-the-ground brand performance.
Cross-Functional & People Leadership<