Troegs Independent Brewing – Brand Marketing Manager – Brewbound.com Craft Beer Job Listing

Job Description:

The Brand Marketing Manager leads the strategy and creation of Tröegs brand marketing and communications content, producing original copywriting, concept development, public relations outreach, email marketing, photography, video and advertising. The ideal candidate is a strategic thinker and skilled editor who has a strong desire to build the Tröegs brand through dynamic storytelling that aligns with company culture and integrated business planning to create successful campaigns and messaging that resonates inside and outside the brewery walls.

The Brand Marketing Manager collaborates with brewing, sales, retail and leadership teams to deliver best-in-class marketing across paid, owned, shared, and earned channels, balancing consumer insights with Tröegs vision and core business objectives to reach our wholesaler partners as well as current and future customers.

This individual is an expert in all things related to culture and product content, channel optimization, brand consistency, segmentation and localization and meaningful measurement, while being mindful of the brewery’s big picture relating to sales and marketing goals and overall company objectives.  

Daily Duties, Functions and Responsibilities:

The daily duties, functions and responsibilities of the Brand Marketing Manager fall into three categories: Strategy/Management, Editorial and Creative.

STRATEGY/MANAGEMENT

• Maps out an efficient content strategy that supports Tröegs’ business initiatives, both short- and long-term, in order to meet future brand expectations and sales targets. 
• Leads team to develop authentic and original photography, video and written content for Tröegs social media and marketing channels including but not limited to: Instagram, Twitter, Facebook, Blog, Direct Mail, PR, Retail Displays/Point of Sale.
• Collaborates with sales, retail and brewing teams to conceive of and launch new beers, partnerships, experience concepts and initiatives through contribution to positioning strategy and development of content, advertising and selling points.
• Drives traffic and brewery retail revenue through content, targeted ads and social channels.
• Manages digital advertising and wholesaler co-op budgets and external paid media vendors.
• Conducts monthly social media analysis and summary report and plans for forward optimization.

• Analyzes owned, earned and paid channel metrics and provides reporting and course-correction/opportunity insights.
• Manages roadmap for increasing engagement/followers, measures for success. 
• Conducts social listening to engage consumers, gauge brand sentiment and mitigate risks.
  • Communicates measurable goals to team members, provides regular feedback, opportunities to build skillsets and establishes priorities for managing workflow.
• Manages Communications Coordinator and Content Coordinator/Photographer.

   

  EDITORIAL

• Writes and edits short- and long-form copy including headlines/social taglines, beer label copy, blog posts, press releases, consumer and industry editorial, and other projects as assigned.
• Tests and learns about innovative editorial approaches as they emerge.
• Digs in, finds and builds stories about daily life in a production brewery along with Tröegs events and field trips away from the brewery.
• Oversees publishing of all social media and blog content and creates photography/video assets to support.
• Develops standards, systems and best practices (both human and technological) for content creation, distribution, maintenance, content retrieval and content repurposing, including the real-time implementation of content strategies.

 

CREATIVE

• Collaborates with the marketing team to conceive of and launch new marketing programs in addition to protecting and growing the market position of our core offerings.
• Develops marketing creative concepts and pitches, and is able to present in a variety of internal and external forums.
• Collaborates with key stakeholders to brainstorm ideas and concepts that push our thinking and creative deliverables to new heights.

 

Skills, Attributes and Other Required Qualifications:

• Bachelor’s degree in Marketing or a related field.
• 5+ years of experience in multichannel brand communication and content creation.
• Previous experience managing social media or editorial for a lifestyle brand or blog is required.
• Previous experience writing compelling long-form content such as blog posts or magazine stories is required.
• Expertise in using a DSLR camera and photo editing software is required.
• Prior experience leading and developing a team.
• Superior communication skills with ability to stimulate collaborative discussions.
• Must have an understanding of SEO and paid media content development, distribution and measurement.
• Experience identifying target audiences and devising digital, email and social media campaigns that engage customers.
• Relationship-builder adept at fostering strong internal and external collaboration.
• Uses digital tools including but not limited to social media management platforms, Google Analytics, WordPress, and others to complete tasks
• A love for craft beer and understanding of brewing and beer styles is strongly preferred, as well as the desire to learn more.

   

  About Tröegs Independent Brewing:

  Founded in Pennsylvania in 1996 by brothers John and Chris Trogner, Tröegs Independent Brewing is driven by a sense of adventure and curiosity. From the beginning, our brewery has been built by family, friends and kindred spirits who share a love of great beer. 

  Tröegs sells beer throughout the Mid-Atlantic region, and we welcome visitors to our Hershey brewery, tasting room, tours and general store 7 days a week. We’re widely known for award-winning craft beers like Perpetual IPA, Troegenator, Nugget Nectar and Mad Elf, as well as our experimental Scratch Series and wood-aged Splinter Series. 

  Tröegs supports independent voices – our co-workers, brewers, artists, farmers, makers and small businesses. We are nimble and each department is continuously incubating new ideas to more effectively and efficiently communicate and connect with our customers. We look for co-workers who share in our love of great beer and are eager to contribute towards our uncompromising vision. 

  Work Environment:

  Tröegs Brewing Company is a climate–controlled brewing and packaging facility. The following is a representative list of what a co-worker might encounter during a typical work day:

  • Hot water
  • Steam
  • Pressurized vessels
  • Loud working areas

     

    Co-workers regularly handle hazardous materials and regularly come in contact with broken glass and wet floors while working in close proximity to moving mechanical parts.

    This position is not expected to regularly handle hazardous materials and regularly come in contact with broken glass.

    Work Schedule:

  • 40-hour minimum work week, with extended hours as required.
  • Some travel and weekends required.