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Manager, Multicultural Marketing - East

Date: Nov 23, 2021

Location: New York, NY, US

Company: Beam Suntory

Beam Suntory is Crafting the Spirits that Stir the World. Rooted in two centuries of family heritage, Beam Suntory has evolved into the world's third largest leading premium spirits company ... where each employee is treated like family and trusted with legacy. With our greatest assets - our premium spirits and our people - we're driving growth through impactful marketing, innovation and an entrepreneurial spirit. Beam Suntory is a place where you can come Unleash your Spirit by making an impact each and every day.



Manager, Multicultural Marketing - East  



What makes this a great opportunity?

The Manager, Multicultural Marketing is responsible for developing the Multicultural COE strategy within the GBU (Geographic business unit), while overseeing the ideation, planning, execution, tracking, and evaluation of all MC marketing programs within the region. Reporting directly into the Sr. Marketing Director, the role will be integral to ensuring the MC strategy is ingrained through the holistic regional strategy. The role will also have direct-line management responsibilities for four Associate Managers, Multicultural Marketing within their respective region

  • Spearhead multicultural marketing at a strategic level within the GBU
  • Close collaboration with executive team, sales, marketing, distributors, and cross-functional partners
  • Utilize creativity and practical application of initiatives
  • Leverage your expertise in marketing strategies to bring the Beam Suntory portfolio to life
  • Gain intimate knowledge of interplay between marketing and sales functions


Role Responsibilities

  • Responsible for developing and implementing fully integrated marketing strategy that embeds BSI brands in key cultural moments and delivers against corporate objectives, working closely with RBMs (Regional Brand Mangers) and Marketing Portfolio Managers within the GBUs
  • Work cross-functionally with various internal teams such as Sales, eCommerce and Brand Advocacy to incorporate MC strategy into broader initiatives within the GBU
  • Manage the creation of culturally relevant local campaigns for core brands that are aligned with brand strategy and deliver across the core tenets of Visibility, Availability, Engaging Connections and Advocacy
  • Focus on building brand affinity with a broader range of diverse consumers via critical elements of media relations, influencer marketing, earned advocacy, branded entertainment, partnerships, sponsorships and event activations
  • Ensure ideas are innovative, measurable, relevant, provide positive brand exposure, awareness, social conversation and are financially feasible to execute for brands
  • Effectively manage external agencies and 3rd parties for best in class program ideation, implementation and delivery of results within budget & scope of work
  • Establish a clear ways of working strategy between RBMs, Portfolio Managers, and MC AMs across the GBUs to deliver integrated plans
  • Set clear expectations of MC Marketing team’s delivery and serve as the intermediary between GBU and Cultural Connections leadership team
  • Manage and deploy MC brand investment, including:
    • Manage multicultural budget deployment, planning, forecasting, and results within budget parameters & participate in BI budget review meetings with all stakeholders (monthly review/quarterly deep dive)
    • Oversee the MC Marketing AMs with planning, allocation and spend of yearly MC brand investment

Provide input and recommendations for all incremental program and funding requests to maximize and track return on investment (ROI) across each GBU


Qualifications & Experience

Qualifications & Experience

  • Bachelor’s Degree
  • 5+ years of experience in brand or trade marketing
  • Multicultural Marketing experience preferred
  • Strong financial acumen, knowledge of Salesforce.com and SAP a plus
  • Advanced skills in Microsoft Office; specifically, Excel & PPT
  • Strong and effective communication skills and project management
  • Ability to conceptualize and think strategically while developing work plans, as well as work independently
  • Ability to build strong relationships internally and externally across functions
  • Knowledge of local market dynamics and consumer/cultural trends

Desired Qualifications

  • Previous industry experience a plus
  • Strong on- and off-premise brand building experience
  • Experience managing premium brands and knowledge across spirits categories
  • Passion for the brands and categories
  • Time Management and analytical capabilities


In an effort to ensure the health and safety of our workforce while doing our part to protect those around us, Beam Suntory is requiring proof of full COVID vaccination for US salaried employees in our offices and commercial field roles as a condition of employment, subject to medical/religious exemptions.




At Beam Suntory, people are our number one priority, and we believe our people grow together in diverse and inclusive environments where their unique insights, experiences and backgrounds are valued and respected. Beam Suntory is committed to equal employment opportunity regardless of race, color, ancestry, religion, sex, national origin, sexual orientation, age, citizenship, marital status, disability, gender identity, military veteran status and all other characteristics, attributes or choices protected by law. All recruitment and hiring decisions are based on an applicant’s skills and experience.