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Field Marketing Director

Willie's Superbrew

WILLIE'S SUPERBREW

Voted the Best Hard Seltzer 2 years in a row at the first ever hard seltzer competition, Fizz Fight, and winning multiple gold medals in international competitions year after year, Willie’s has cemented itself as a craft contender in this ever-changing category. From flavor aficionados describing it as “a tasty, spiked beverage that packs more punch than the average hard seltzer” (Vinepair 2020), to industry analysts calling us one of the “biggest regional players in seltzer” (Craft Business Daily 2020), Willie’s is quickly becoming one of the most-discussed brands in the seltzer world. 

It all started when a surfer named Nico and a goat farmer named Willie met over a game of beach volleyball. Willie shared his ginger brew, and they started selling it at Cape Cod farmers markets in 2015. Five years later, we’re a growing team doing everything we can to change alcohol. Come join us!


OUR VALUES

At Willie’s, we take our core values very seriously. All team members are expected to embrace and embody these values each and every day. We believe that they are the glue that keeps us all together, and keeps us moving forward, improving, and growing as individuals and as a company: 

  • Foster Growth
  • No B.S. 
  • Have a Soul 
  • Be Curious and Innovate
  • Live Responsibly 


POSITION DESCRIPTION

Willie’s is start-up to the core: a fast-paced environment with endless opportunity for growth and innovation. As our Field Marketing Director, you will play a key part in the company’s success by creating meaningful experiences that support our sales and build lasting relationships with our 3 tiers of customers across our entire footprint. You will lead the re-launch and scale up of our best in class Brand Ambassador Program (paused due to COVID-19, 250,000 people sampled in the 2 years prior). You will use the program to activate the brand at in-store samplings in the Off and On Premise, as well as out-of-store at events and festivals. You will guide the development of our SuperBus Program in a way that supports our sales and marketing goals, and you will bring together both programs to create activations around our Superbeach Cleanup Program as we work to clean 500 miles of beach in the Northeast this year. Most importantly, you will work closely with our Sales and Marketing leadership and teams to ensure that all of our field marketing programs are developed with the Sales Team and Marketing Teams working hand in hand from Day 1.


ESSENTIAL DUTIES AND RESPONSIBILITIES

Brand Ambassador Program

  • Re-launch and scale up our BA Program, including recruitment, hiring, onboarding, and management of BA’s with an emphasis on passionate and committed ambassadors
  • Work with our Sales Team to track, report, and communicate about the program internally and externally to our distributors and retailers
  • Work with our marketing team to ensure our presence at activiations is on-brand, fun, and impactful
  • Work with BA’s via e-mail, text, Slack, phone calls, video calls, and in-person to coach and troubleshoot, ensuring they feel comfortable and prepared for each sampling
  • Go above and beyond to foster growth of BA’s, empowering them to learn and grow within the company
  • Identify and pursue new growth opportunities for the program, including but not limited to working with other brands and establishing recurring partnerships with venues and events 
  • Identify and pursue opportunities for 3rd party sampling opportunities when the fit is right

SuperBus Program

  • Develop staffing and maintenance strategy for SuperBus
  • Work with Sales and Marketing Teams to standardize a process for requesting, booking, planning, and successfully utilizing the SuperBus in their territories
  • Directly pursue, coordinate, and carry-out unique in-person opportunities for the SuperBus to engage with consumers, retailers, and distributors

SuperBeach Cleanup Program

  • Integrate the BA Program and SuperBus Program to create memorable experiences that support our SuperBeach Cleanup Program
  • Work with On Premise accounts to create exciting activations leading up to, during, and after our beach cleans 
  • Work with nonprofits, individuals, and other organizations and partners that align with our mission to augment and expand the reach of our beach cleans
  • Carry out samplings and events twice per week, and as needed (more frequent when building out new regions or going through recruitment pushes)
  • Perform other duties as assigned 


QUALIFICATIONS 

The ideal candidate will possess the following skills and experience:

  • 5+ years managing field marketing programs with a consumer packaged goods brand
  • Experience leading a field marketing program with 20+ active participants
  • Experience working with Sales and Marketing Teams to create activations that serve both teams’ goals
  • Experience recruiting, onboarding, scheduling, and managing direct reports that are remote
  • Extremely detail-oriented, with exceptional organization and project management skills
  • Experience coordinating logistics and timelines for large projects across multiple departments
  • Experience creating and managing budgets, KPIs, and reporting
  • Demonstrated ability to collect and analyze data to better understand opportunities for growth
  • Passionate about forming genuine connections with others and building a community around a love for Willie’s
  • Consumer-relationship mindset: see every interaction as an opportunity for a long-term engagement 
  • Ability to work nights and weekends
  • Ability to work independently and remotely 


COMPENSATION

  • Salary and Benefits Commensurate with Experience 
  • Mileage Reimbursement at $0.30/mi 
  • Unlimited Vacation Policy 
  • Multiple Healthcare Plans Offered (Through UnitedHealthcare) with 50% Employer Contribution for "Silver" plan
  • Dental and Vision Insurance covered at cost to Employees
  • $85 Monthly Technology Reimbursement 
  • 401(k) plan 
  • Free Superbrew and a hell of an adventure


Please Note: This Job Description is neither definitive nor restrictive and may be modified to meet changing needs. As a fast-growing startup, we need everyone to put on different hats and do what it takes to move this company forward and achieve our goals.



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