CLASSIFICATION: BEVERAGE MARKETING SPECIALIST
Class Code: 1055-27 Date Established: 03-13-09
Occupational Code: 7-3-7 Date of Last Revision:
BASIC PURPOSE: To assess agency service needs and make recommendations regarding the selection, promotion and marketing of wine, spirits, or other beverages and related Liquor Commission products to enhance consumer purchasing.
CHARACTERISTIC DUTIES AND RESPONSIBILITIES:
· Analyzes consumer buying trends and determines marketability or viability of products.
· Identifies market trends and formulates market strategies and modifications to existing programs based on those trends.
· Identifies and develops product suppliers in support of Commission objectives.
· Analyzes performance of present marketing outlets, and identifies alternative or additional locations, when necessary.
· Evaluates and recommends individual products for sale, observes and evaluates market performance, and recommends removal of non-performing items.
· Makes recommendations for merchandising techniques in order to promote and increase sales, to include the development of product promotions and events, floor displays, and product packaging.
· Supervises marketing support personnel, and provides and coordinates training for store personnel in utilizing optional selling techniques for a variety of retail products.
· Meets regularly and negotiates with product representatives to maintain optimum sales and product availability within the guidelines prescribed by law.
· Makes presentations to industry personnel, Commission employees, and others in support of agency objectives, and interfaces with the media to advertise and promote the Commission and its products.
Skill: Requires skill in analyzing and interpreting data, policy, and procedures OR in using equipment in order to arrive at logical conclusions or recommendations.
Knowledge: Requires logical or scientific understanding to analyze problems of a specialized or professional nature
in a particular field.
Impact: Requires responsibility for achieving major aspects of long-range agency objectives by planning short- and long-term organizational goals, reviewing recommendations for procedural changes, and developing or revising program policies. Errors at this level result in incorrect decisions at an administrative level, and are detected subsequent to implementation in an overall evaluation process.
Supervision: Requires direct supervision of other employees doing related or similar work, including scheduling work, recommending leave, reviewing work for accuracy, performance appraisal, or interviewing applicants for position vacancies.
Working Conditions: Requires performing regular job functions in a controlled environment with minimal exposure to disagreeable job elements and little risk of hazard to physical or mental health.
Physical Demands: Requires light work, including continuous walking or operating simple equipment for extended periods of time as well as occasional strenuous activities such as reaching or bending.
Communication: Requires acting as the official representative of the agency, including explaining and defending current and long-range goals or objectives which directly affect public policy decisions regarding major state programs and services.
Complexity: Requires evaluating a combination of wide-ranging job functions to determine work procedures, to solve problems, and to reach conclusions by applying analytical, technical, or scientific thinking. This level also requires planning policies and long-term strategies, drawing conclusions based on available criteria, and evaluating the effectiveness of program objectives.
Independent Action: Requires independent judgment in planning and evaluating work procedures and in supervising the development of professional, technical and managerial standards under administrative direction and according to broad departmental guidelines.
Education: Bachelor’s degree from a recognized college or university with major study in marketing, economics, business administration or a related field. Each additional year of approved formal education may be substituted for one year of required work experience.
Experience: Six years of experience in the marketing and merchandising of alcoholic beverages and related products, to include advising customers on products or conducting education programs for consumers or vendors, plus two years of supervisory or managerial experience in a retail store operation. If related to the marketing and merchandising program area, the supervisory or managerial experience may count as part of the six years of marketing and merchandising experience. Each additional year of approved work experience may be substituted for one year of required formal education.
License/Certification: Must be eligible to hold a NH driver’s license and/or have access to transportation for use in statewide travel.
RECOMMENDED WORK TRAITS: Knowledge of the principles and methods of store management and merchandising. Knowledge of marketing and methods used to generate sales. Knowledge of the methods and procedures used in establishing an alcoholic beverage education program. Knowledge of wine, spirits and/or other beverages according to the position’s area of specialty. Skill in conducting successful negotiations with vendors and suppliers concerning products. Ability to interpret sales data and trends. Ability to develop a retail sales following by providing advice and service to consumers. Ability to make clear and concise reports in developing or preparing recommendations for removal of and/or increased viability of items. Ability to present products to customers in a knowledgeable manner. Ability to present oral and written reports and to express ideas clearly and concisely. Ability to establish and maintain effective working relationships with other employees, product representatives, media representatives and the general public. Must be willing to maintain appearance appropriate to assigned duties and responsibilities as determined by the appointing authority.
DISCLAIMER STATEMENT: This class specification is descriptive of general duties and is not intended to list every specific function of this class title.