Overview
Primo Brands is a leading branded beverage company in North America with a focus on healthy hydration. We are proud to offer an extensive and iconic portfolio of highly recognizable, sustainably sourced, and conveniently packaged branded beverages distributed across more than 150,000 retail outlets.
Pay Range: $159,934k - $183,809k. This role is eligible for a yearly bonus.
Location: Tampa, FL (Hybrid - 3 days in-office)
About the Role:
We are seeking a Director of Brand Activation & Field Marketing to be a dynamic and strategic leader and lead our customer acquisition and revenue growth initiatives at the local level. This role is pivotal in driving brand awareness, customer acquisition, revenue growth, and customer retention through various channels including frontline, sales, online platforms, and community management. The ideal candidate will work closely with the Brand Strategy and Insights team by developing and executing integrated marketing strategies that amplify brand presence, engage communities, support frontline operations and sales teams, and manage the product portfolio to ensure our services meet evolving customer needs and market demands.
Responsibilities
Key Responsibilities:
Strategic Planning & Leadership:
Develop and execute comprehensive local brand activation and field marketing strategies aligned with overall business objectives.
Collaborate with operations leadership teams to create and execute activation programs that will drive customer acquisition and revenue growth through promotions and incentives.
Lead the activation team to deliver impactful campaigns that directly support growth through frontline, sales, and online engagement.
Execute strategies to grow the customer base, increase revenue, and enhance customer retention. Monitor and analyze customer data to identify opportunities for improvement.
Customer Acquisition & Revenue Growth:
Develop programs for the frontline and sales teams that will attract new customers in target markets through local events, partnerships, and community engagement initiatives.
Oversee the partnership with the sales organization to provide marketing collateral, training, and localized support that empowers frontline teams to connect effectively with prospects and customers.
Develop field-facing tools and resources to enhance the effectiveness of sales and delivery teams in engaging customers and closing subscriptions.
Oversee the management of online marketing channels, including social media, email marketing, and digital advertising, to maximize reach and engagement.
Build and nurture online communities to foster brand loyalty and customer retention. Engage with customers through social media platforms, forums, and other online communities.
Cultivate strong relationships with local organizations, influencers, and community groups to enhance brand awareness and credibility.
Organize and oversee local events, sampling programs, and promotional activities that generate leads and foster brand loyalty.
Analyze local market trends, customer insights, and competitive landscape to inform activation strategies that complement sales and product initiatives.
Monitor campaign performance metrics and ROI, making data-driven adjustments to maximize impact and support sales and product objectives.
Performance & Budget Tracking:
Measure and report on the effectiveness of marketing campaigns. Use analytics to optimize future marketing efforts and achieve business objectives.
Manage local activation and field marketing budgets, ensuring optimal allocation of resources to support sales, product initiatives, and operational excellence.
Metrics for Success:
Customer Acquisition: Achieve growth in new customer acquisitions through local marketing initiatives.
Revenue Growth: Increase local market revenue through targeted activation campaigns and sales support.
Customer Retention: Improve customer retention rates through enhanced community engagement and loyalty programs.
Online Engagement: Boost online community engagement through active management of social media platforms and online forums.
Sales Support: Enhance frontline sales effectiveness to increase lead conversion rates through tailored marketing collateral and training.
Qualifications
Qualifications:
Bachelor's degree in Marketing, Business Administration, or related field; MBA preferred.
8+ years of experience in brand activation, field marketing, product management, or related roles, ideally within subscription services, consumer goods, or FMCG sectors.
Proven success in developing and executing local marketing campaigns that drive customer acquisition, revenue, sales enablement, and product positioning.
Strong leadership, team management, and cross-departmental collaboration skills.
Excellent communication, negotiation, and relationship-building abilities.
Analytical mindset with experience in using data to inform marketing, sales, and product strategies.
Ability to work independently and collaboratively in a fast-paced environment.
Salary Range Disclaimer:
The salary range provided for this position is an approximation based on market research, internal compensation data and the candidate’s qualifications and experience. Final salary offers are determined through a comprehensive evaluation of candidate qualifications and may vary depending on factors such as skills, experience, and geographic location of the position. Other components of the compensation package, including benefits and bonuses, will also be considered. We are committed to fair and equitable compensation practices, and we encourage open dialogue about compensation during the interview process.