Brand Manager - Wilding Brands

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Senior Brand Manager

Wilding Brands

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Primary Responsibilities (core To Role Success)

• Brand Activation & Market Execution
• Lead the go-to-market strategy for new product launches and key initiatives across wholesale and on-premise channels.
• Develop and manage annual sales and marketing calendars to align programming across marketing, sales, and distributor teams.
• Build and execute wholesale marketing programs, promotions, and incentives designed to drive distribution, velocity, and visibility.
• Ensure consistent brand storytelling and execution across trade materials, activations, and field marketing efforts.
• Sponsorships, Events & Partnerships
• Identify, negotiate, and secure sponsorships and partnerships that align with brand and business objectives.
• Lead planning and execution of large-scale events, festivals, and experiential activations.
• Manage all partner relationships, budgets, and deliverables from negotiation through post-event recap.
• Collaborate with Sales, Creative, and Digital teams to integrate event and sponsorship programming into broader brand campaigns.
• Develop content, collateral, and promotional assets that bring activations to life and maximize earned media value.
• Key Account & Distributor Development
• Cultivate strong relationships with key accounts and distributor partners to expand visibility, support programming, and strengthen market execution.
• Partner with distributor sales reps on programming, incentives, and education to ensure alignment with brand priorities.
• Support sell-in efforts with presentations, activation plans, and promotional tools for top accounts.
• Measurement & Analysis
• Track and report marketing KPIs across trade programs, sponsorships, and activations.
• Deliver sponsorship recaps, ROI analyses, and recommendations for improvement.
• Monitor competitor and category activity to inform strategy and identify opportunities for growth.
• Budget & Project Management
• Manage marketing budgets across wholesale, sponsorship, and event programs, ensuring effective spend allocation and ROI.
• Oversee project timelines, contracts, and vendor relationships to ensure seamless, on-brand execution.

Secondary Responsibilities (important, But Not Daily Focus)

• Retail Collaboration: Coordinate with the Retail Brand Manager to align event programming and seasonal launches between retail and wholesale channels.
• Distributor & Account Support: Cultivate relationships with distributors and key accounts, providing programming, sell-in materials, and activation support.
• Content & Collateral: Direct the design, sourcing, and distribution of sales collateral, POS materials, and event assets.
• Field & Trade Marketing: Partner with sales teams to align field activation, education, and brand execution.

Other Responsibilities (valuable, But Tertiary)

• Monitor competitor and category activity across wholesale and experiential channels to inform strategy.
• Represent Wilding Brands at trade shows, festivals, and distributor events as needed.
• Identify and develop opportunities for cross-brand partnerships and co-branded activations.
• Provide administrative support including program tracking, budget management, and asset coordination.

Success Measures

• Alignment of brand priorities across marketing, sales, and distributor partners.
• Growth in distribution, velocity, and visibility of key SKUs.
• Successful execution and ROI of events, sponsorships, and activations.
• Positive feedback from distributor, account, and partner stakeholders.
• Consistency and impact of Wilding’s brand presence across all market touchpoints.

Qualifications

• Bachelor’s degree in Marketing, Business, Communications, or related field.
• 4–6 years of experience in brand management, trade marketing, or experiential marketing (beverage, CPG, or lifestyle industry preferred).
• Strong understanding of distributor networks, key account dynamics, and sponsorship negotiation.
• Proven success in developing marketing programs that deliver measurable results.
• Excellent organizational, communication, and presentation skills.
• Ability to travel as needed for events, activations, and distributor market visits.

Passion for the craft beverage industry and building independent, experience-driven brands.

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