Highland Brewing Company - Job Description

Job Title: Marketing & Communications Manager

FLSA Status: Salary, full-time

Reports to: Sales & Marketing Director

Summary Description

The Marketing & Communications Manager (MCM) oversees the implementation and evaluation of engaging, cohesive marketing strategy for Highland Brewing, our Taprooms and product brands including oversight in market analysis, customer feedback, content creation and media outreach. The MCM works closely with the Sales & Marketing Director to ensure strategies align with Highland’s brand and supports the profitable achievement of organization goals.

Job Responsibilities

Leadership & Content Creation

Lead a small, nimble team of marketing professionals to implement strategy overseeing content creation, campaign execution, and marketing initiatives (both internal and external)
Ensure communication and marketing assets align with brand and product target audiences including print, billboards, digital and social media outlets
Undertake market research to stay familiar with product trends and customer preferences and emerging opportunities to support company goals
Develop beer descriptions, taglines, and branded copy for packaging, sell sheets, and collateral.
Manage marketing dashboard to monitor current and emerging campaigns ensuring the team meets deadlines and communication timeline with other teams and vendors
Analyze campaigns and strategies to identify key learnings and forecast new opportunities
Oversees Highland website for on-brand content, messaging and promotion
Create and manage eNewsletters for customers and Highland’s internal newsletter
Collaborate with Sales Manager to manage paid sponsorships and initiatives requiring marketing support and new advertising strategies
Oversee co-op advertising and media placements for regional distributor contracts
Ensure advertising meets legal compliance across 4 states (NC, SC, TN, GA)

Public Relations & Communication

Leads and executes all PR and media strategy
Writes and distribute press releases for both industry and consumer-facing publications
Create and foster relationships with contacts at key industry and consumer-facing publications
Schedule and facilitate all interviews, podcasts, video features, news coverage, etc.
Record and quantify media coverage using Meltwater software
Oversee and maintain Highland’s press kit and media crisis SOP
Create monthly eNewsletter for local media partners on happenings at the brewery
Foster greater internal communication with through implementation of company eNewsletter
Manage interdepartmental communication around community partnerships, sponsorships, specialty beer releases, and donation events

Community Outreach & Sponsorships

Develop and manage relationships with Highland’s Community Partners to ensure partnerships are mutually beneficial, strategic and on-brand
Collaborate with Sales & Hospitality to vet new sponsorships that align with Highland’s strategic marketing plan and oversee implementation of sponsorship obligations
Vet donation requests and coordinate beer and merchandise giveaways
Attend Community Partners events representing Highland
Ensure accurate reporting and records for donations and sponsorships to evaluate success of partnership and make future recommendations

Education

JOB REQUIREMENTS

Bachelor’s degree or beyond in Public Relations, Communications, Marketing, or Business related field required

Experience

2-3 years of experience in marketing management with a minimum of 5 years of experience in a strategic role in sales, marketing, media and/or public relations
Work within the alcohol industry or non-profit sector is a plus, a love of beer is a must
High level proficiency with Windows and Apple operating systems, Microsoft Office Suite, and Constant Contact

Specific Knowledge, Skills, And Abilities

Ability to collaborate across teams

Important Characteristics

You are known to be a critical thinker with strong analytical skills who enjoys research, understanding consumers, exploring product trends, and developing strategy
You are innovative and collaborative with the ability and willingness to work with teammates across several departments
You are known to be highly organized with a keen attention to detail
You show initiative and leadership with the ability to coach others to produce the best results for the brand or campaign while meeting deadlines and project goals
You can multi-task and prioritize projects while generating content in multiple formats
You have excellent written and verbal communication skills

Working Conditions

Willingness to work on evenings and weekends may be required
Overnight travel on occasion

At-Will Employment

Employment with Highland Brewing Co. may be terminated by either Highland or the employee at any time with or without cause or notice.

Highland Brewing Company

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