STATE OF
HUMAN RESOURCES
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.
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DISTINGUISHING FACTORS:
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.
MINIMUM QUALIFICATIONS:
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.
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