Job Description
The LaCroix BrandED Marketing team is responsible for building brand relevance through the execution of collaborative retail focused, shopper engagement programs that spread the joy of LaCroix. Reporting to the Regional Manager, Brand Education the BrandED Lead will translate sampling strategy into sales via education at the retail level. You will help lead brand ambassadors on project plans to bring LaCroix to life in a hyper local way. You’ll spend your days working in various retailer locations and communities across your region; growing brand visibility, flavor awareness, and product consumption. You will increase brand affinity through education focused, shopper engagements. This isn’t your average 9-5 office job, you will be in the field ensuring LaCroix is relevant and present in the right places on any day of the week; at a time when people need healthy hydration.
Role Scope Responsibilities:
•Lead LaCroix brand activation strategy to increase focus flavor awareness, trial,and brand visibility via curated programs with select retailers through shopperengagement demos throughout region
•Implement and manage BrandED initiatives to optimize consumer touch pointsand maximize incremental revenue
•Conduct regular market visits to better understand focus retailers and potentialexecutional challenges
•Recruit, train, and oversee a team of brand ambassadors for each market toexecute education experiences for select retail partners
•Provide direct, consistent, and productive feedback to brand ambassadors helpmaintain quality performance
•Create tools and trainings to empower your ambassador team, and promoteLaCroix’s core values. Promote integration of process, project management, anddevelopment of tools and training across the field
•Build relationships with internal partners and external opinion leaders (storemanagement) to promote program impact and support overall strategy
•Engage and build confidence in the sales team with project successes toencourage championing new projects and expand activity across all accountchannels serviced by LaCroix
•Serve as a conduit between the retail client, shopper/consumer, brand educationambassador and the field sales teams
•Communicate what project success looks like across all stakeholders throughfacilitation of project kick-off and post mortem recap exercises
•Create and maintain a culture that rewards relentless effort and exceptionalexecution in line with LaCroix’s values.
Required Skills:
•Ability to manage local projects with ultimate goal of growing consumption
•Experience recruiting, hiring, training and managing team members
•A history of coaching, leading, and influencing development in order to foster a collaborative and creative environment
•Experience managing large, successful teams and growing talent, preferred
•An understanding of traditional and non-traditional brand marketing strategies
•An understanding and working knowledge of marketing communications and storytelling with an emphasis on content--the ability to write, present, and articulate ideas clearly
Must Haves:
•Bachelor's Degree strongly preferred; equivalent, applicable education and work experience will be considered
•1-3 years of relevant work experience: preferably with a focus on experiential events, CPG marketing, or retail
•2 years of people management experience, preferred
•A strategic thinker who takes initiative and ownership and “makes things happen
•A ‘connector’ who has excellent communication and networking skills, who can open doors and excite people of an idea
•Strong ‘can do’ attitude, strives for perfection and love for the detail in every project
•Valid Driver’s License and personal vehicle for daily use
•Ability to stand 8 hours daily and lift up to 50lbs
•Willingness to travel up to 40% annually including weekends
LaCroix Sparkling Water provides equal employment opportunities to all applicants for employment without regard to race, color, religion, sex, national origin, age, disability, gender, genetics, gender identity, disabled veterans, or sexual orientation.
