Marketing Manager

Highland Brewing Company

Asheville, NC, USA

Full time

Jan 26

The Marketing & Communications Manager (MCM) oversees the implementation and evaluation of engaging, cohesive marketing strategy for Highland Brewing, our Taprooms and product brands including oversight in market analysis, customer feedback, content creation and media outreach. The MCM works closely with the Sales & Marketing Director to ensure strategies align with Highland’s brand and supports the profitable achievement of organization goals.


 Leadership & Content Creation

• Lead a small, nimble team of marketing professionals to implement strategy overseeing content creation, campaign execution, and marketing initiatives (both internal and external)

• Ensure communication and marketing assets align with brand and product target audiences including print, billboards, digital and social media outlets

• Undertake market research to stay familiar with product trends and customer preferences and emerging opportunities to support company goals

• Develop beer descriptions, taglines, and branded copy for packaging, sell sheets, and collateral.

• Manage marketing dashboard to monitor current and emerging campaigns ensuring the team meets deadlines and communication timeline with other teams and vendors

• Analyze campaigns and strategies to identify key learnings and forecast new opportunities

• Oversees Highland website for on-brand content, messaging and promotion

• Create and manage eNewsletters for customers and Highland’s internal newsletter

• Collaborate with Sales Manager to manage paid sponsorships and initiatives requiring marketing support and new advertising strategies

• Oversee co-op advertising and media placements for regional distributor contracts

• Ensure advertising meets legal compliance across 4 states (NC, SC, TN, GA)


Public Relations & Communication

• Leads and executes all PR and media strategy

• Writes and distribute press releases for both industry and consumer-facing publications

• Create and foster relationships with contacts at key industry and consumer-facing publications

• Schedule and facilitate all interviews, podcasts, video features, news coverage, etc.

• Record and quantify media coverage using Meltwater software

• Oversee and maintain Highland’s press kit and media crisis SOP

• Create monthly eNewsletter for local media partners on happenings at the brewery

• Foster greater internal communication with through implementation of company eNewsletter

• Manage interdepartmental communication around community partnerships, sponsorships, specialty beer releases, and donation events


Community Outreach & Sponsorships

• Develop and manage relationships with Highland’s Community Partners to ensure partnerships are mutually beneficial, strategic and on-brand

• Collaborate with Sales & Hospitality to vet new sponsorships that align with Highland’s strategic marketing plan and oversee implementation of sponsorship obligations

• Vet donation requests and coordinate beer and merchandise giveaways

• Attend Community Partners events representing Highland

• Ensure accurate reporting and records for donations and sponsorships to evaluate success of partnership and make future recommendations




• Bachelor’s degree or beyond in Public Relations, Communications, Marketing, or Business related field required


• 2-3 years of experience in marketing management with a minimum of 5 years of experience in a strategic role in sales, marketing, media and/or public relations

• Work within the alcohol industry or non-profit sector is a plus, a love of beer is a must

• High level proficiency with Windows and Apple operating systems, Microsoft Office Suite, and Constant Contact

Specific Knowledge, Skills, and Abilities:

• Ability to collaborate across teams

Important Characteristics:

• You are known to be a critical thinker with strong analytical skills who enjoys research, understanding consumers, exploring product trends, and developing strategy

• You are innovative and collaborative with the ability and willingness to work with teammates across several departments

• You are known to be highly organized with a keen attention to detail

• You show initiative and leadership with the ability to coach others to produce the best results for the brand or campaign while meeting deadlines and project goals

• You can multi-task and prioritize projects while generating content in multiple formats

• You have excellent written and verbal communication skills

Working Conditions:

• Willingness to work on evenings and weekends may be required

• Overnight travel on occasion

 At-Will Employment:

Employment with Highland Brewing Co. may be terminated by either Highland or the employee at any time with or without cause or notice.

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