Career Opportunity

Program Manager – Irvine, CA


Job Summary:

The Program Manager (PM) is responsible for delivering vision, direction, and leadership through excellence in communication, planning, implementation and execution of Brown-Forman (BF) identified consumer events, sponsorships and targeted strategies.  The PM drives connectivity, inclusion and communication between BF and Greenhouse (GH) managers. This position manages a team of Greenhouse Account Managers and Territory Promotional Coordinators responsible for leading consumer activations and account management in California, Oregon, and Washington. The PM will also execute account programming that aligns with the field objectives. This includes thinking creatively, within the framework of account programs that align with marketing strategies and driving volume in a focused number of accounts.

Major Responsibilities/Activities:

  • Planning and Processes:
    • Drive brand, division, and agency alignment
    • Drive alignment between BF brand team national platforms and local events/sponsorships
    • Leverage resources and personnel to bring 360 Activation to all consumer activation
    • Review field results and monitor brand direction updates
    • Identify opportunities for improvement with activations and resources
  • Tactical Event Execution:
    • Implement best strategy and promotional plans for on-premise, off-premise and non-traditional events
    • Drive national brand platforms locally
    • Leverage BF community partnerships by strategically aligning promotional programs around large scale events
    • Drive promotional execution programming at BF and Young’s Market Company (YMC) Distributor meetings
    • Provide leadership and training to GAMs to ensure activation teams deliver event execution excellence against target consumer
    • Ensure Promotion Specialists (PSs) match the target consumer profile
    • Consistently achieve assigned number of episodic promotions and episodic impressions by supplier and brand
    • Ensure activations/experiences are professional in all classes of trade for BF brands
    • Instill execution excellence system through consistency in training and expectations.
    • Monitor brands programming effectiveness and strategic objectives
    • Secure adherence to state laws in all promotional operations
    • Keep current on competitive intelligence, know what is new/interesting in the industry
  • Account Management:
    • Drive Brown-Forman’s velocity in 20 local key accounts through trade advocacy, menus, features and brand visibility.
    • As a part of program execution, coordinate and leverage both consumer and account Point of Sale (POS).
    • Identify event opportunities within market and key account universe to feature Brown-Forman’s brand portfolio.
    • Provide consumer/channel/competitive insights and communicate local market intelligence up through the organization. Participate with the Brand/Regional environmental analysis and collaborate with territory/brand teams to develop innovative programs and ideas.
  • Human Capital:
    • Manage five Greenhouse Account Managers and one Territory Promotional Coordinator (TPC)
    • Implement a consistent, effective system and process for training Market Managers (MMs) and PS’, including in-person/1:1 sessions and online tutorials.
    • Create and implement MM and PS scorecard evaluations to measure performance
  • Communication:
    • Be highly visible in the market through B-F events, sponsorship and crew drives
    • Constantly communicate with Brown Forman Territory Portfolio Managers (TPMs), Field Marketing Managers (FMMs), and Market Managers
    • Publish results to BF and YMC via insightful recaps
    • Manage the flow of communication to distributor partner YMC managers
    • Maintain line of communication to YMC and BF personnel
    • Implement social media integration where possible
  • Metrics/Accountability:
    • Responsible for a monthly recap of team activities and budgets to B-F and YMCo management
    • Oversee reporting and recaps in the GARDEN
    • Manage GAM, TPC and PS performance scorecards
    • Conduct in-market visits and onsite audits of GAM/TPC performance
    • Secure adherence to Supplier Compliance Policies
  • Financials:
    • Oversee financial responsibilities of the IMPACT Program, including:
      • Program budgets
      • Selling, General, & Administrative Expenses (SG&A) for eight field managers
      • Brand budgets including supplies, Point of Sale (POS), Pay-For-Performance
      • Bill-backs

Minimum Requirements:

  • Bachelor’s degree and minimum 5 years of management experience
  • Previous experience in the Alcohol Beverage Industry a plus
  • Must be local to Orange County, as the PM will spend at least 1 day a week in the B-F Irvine office
  • Ability to understand and execute brand strategy and “big picture” thinking
  • Communication skills, which promote connectivity and inclusion
  • Financial skills, including the ability to manage a budget
  • Organization skills and attention to detail
  • Delegation and management skills
  • Negotiating, interpersonal and sales skills
  • Analytical skills, including ability to analyze and interpret consumer research data, financial data, and competitive activity
  • Networking skills, including ability to build and maintain relationships within communities and organizations
  • Must have a valid Driver’s License and be able to drive/travel through the designated market area

Additional Comments:

This is a full-time position based on an annual contract with the client.

Position Financials (Annual):

Base Salary:               $ 60,000 – $ 70,000
Bonus:                             10%
Auto Allowance:        $ 6,600
Communication:        $ 2,400
Benefits:                       Health, Dental, Optional Vision, 401K

Apply Today!

To apply for this position, please send your resume in .doc, docx or pdf format only to: Please include a cover letter and put IMPACT_PM in the subject line.