Opportunity Overview:
These are exciting times as we celebrate our 100th anniversary of the Ale-8-One brand in 2026! We are a small, 124-year-old company with a flagship brand that has become a cult icon in the state of Kentucky. The VP of Marketing will have the opportunity to grow Ale-8 in Kentucky and beyond. This position is a key member of our cohesive executive leadership team, and is responsible for leading all marketing efforts for the company: internal and external. If you are a proven marketing team leader who has achieved demonstrable results, with a passion for building brands, and the desire to make a difference, come join our family-owned, independent, values driven company.
Position Summary:
The VP of Marketing is responsible for leading the marketing team in the development and execution of a comprehensive marketing strategy to grow the Ale-8 brand across our markets. This role is accountable for building strong brand connections with consumers while developing marketing strategies and programs that create measurable demand across all of our channels and markets. The VP of Marketing partners closely with Sales, Strategy & Analytics, and Bottling Operations to equip the sales organization with practical, executable tools to expand distribution, accelerate product sales velocity, inspire and guide new product development, and grow market share.
Essential Functions of the Position:
Marketing Strategic & Tactical Planning
- Manage brand strategy, including brand positioning/architecture, brand voice, and brand personality to achieve long-term growth.
- Build, manage and report on the annual marketing budget.
- Work with analytics team to understand and provide insight around consumer, category, competition, channel, and retailer trends.
- Determine and prioritize tactical plans to support specific varieties and packages.
- Work with sales team to develop marketing plans for key distributors and retailers.
Intellectual Property
- Proactively oversee monitoring and tracking of infringements of Ale-8 intellectual property.
- Manage legal counsel in developing infringement responses, and in managing IP strategy and trademark submissions, ensuring we're protecting all current and newly developed IP.
Leadership and People Development
- Play key role in collaborating with ELT to develop and execute overall company strategy for growth, and support CEO with internal and external strategic communications.
- Provide leadership, transparent communication, and development to support marketing team.
- Provide management, coaching, and professional guidance to marketing team, communicating clear direction, prioritization, and guidance, and developing functional, interpersonal, and leadership skills.
Agency Management
- Manage agencies effectively to support marketing strategy & tactics, PR, design, and research.
- Build and maintain relationships with outside partners to strengthen & supplement team capabilities.
Digital and Social Media
- Oversee strategy and tactics across current and emerging social and digital media platforms.
- Review and manage social influencer and ambassador strategy to build awareness and engagement.
- Develop and execute digital media campaigns to support brand initiatives.
- Measure the effectiveness and ROI of digital and social media.
Sales Support and Promotion
- Oversee providing sales department with sales programs, pricing and promotion strategies, materials, POS, sales sheets, presentations, and customer and consumer insights.
- Develop plans and programs for in-store sampling, retail activation and merchandising, promotional pricing strategies, LTOs, and on-premise activations.
- Lead development and oversee implementation and analysis of annual plan for themed sales promotions to drive display, visibility & trial. Support promotions across the marketing mix.
Fan Experience
- Oversee management of all aspects of the company store, including merchandise design and ordering, inventory management, and in-person and online sales and customer service.
- Oversee fan experience through onsite tours, from design through revenue generation, as well as external experiences through our event team and partners.
E-Commerce
- Grow online sales and share with Kroger, Walmart, Instacart, Amazon and other retailers, and stay current with e-commerce trends.
- Monitor online sales, competitive share, ROAS of internal and agency managed online promotions.
- Develop internal team expertise in e-commerce.
Public Relations
- Lead PR strategy for the brand & company, supporting CEO and Chairman. Partner with agency to develop communications strategy, messaging, and plans to maximize earned media.
New Product and Package Development
- Oversee market research projects to drive NPPD and guide decision making.
- With leadership, lead strategic direction for NPPD and the prioritization of NPPD opportunities.
- Lead development of marketing plans to support new product launches.
- Oversee cross functional NPPD Team.
Internal Branding & Marketing
- The Marketing Department plays a significant role in our internal branding, marketing strategy, and execution, which includes internal communication, employee engagement, and an extensive employee welfare program. The Marketing Department partners with Human Resources to plan, develop, budget, and execute these programs for our amazing employees.
Key Requirements:
- Bachelor's degree in business, marketing, or related field from an accredited university; a graduate degree is preferred but not required.
- 8+ years marketing experience; CPG preferred.
- Proven track record of leading marketing professionals with a strong retention rate.
- Proven track record of planning and successfully executing comprehensive marketing strategies, digital advertising campaigns and successful PR efforts.
- Highly analytical with competitive analysis experience, pricing strategy a plus.
- Flexibility to learn and adapt to a fast-changing market environment.
- Ability to collaborate cross-functionally.
- Comfortable in a small business environment, as player-coach, wearing lots of hats and pitching in.
- Meet Ale-8-One's Values and Behavior Standard - to maintain a positive work atmosphere by acting and communicating with integrity and in a respectful manner with employees, co-workers, managers, customers, the public, and all business relationships.
This is a full-time position with competitive benefit package, including medical, dental, vision, company paid life insurance and company paid long term and short-term disability insurance. Benefits also include 401(k) and Roth 401(k) with a competitive company match, profit sharing, and paid vacation time.
Ale-8-One is proud to be an Equal Opportunity Employer. Rooted in Ale-8's company Values, we prioritize sourcing a diverse group of qualified candidates.
Ale-8-One, the soft drink unique to Kentucky, has been bottled in Winchester since 1926. We are a family-owned and operated soft drink sales, marketing, production, and distribution company that has been in business since 1902. For more information about Ale-8-One Bottling Company and our products, please visit us at http://www.ale-8-one.com or connect with us on: Facebook Instagram.
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