Brand Manager (Soju)

Role Summary:

The Brand Manager will lead the strategic development, launch, and growth of Riboli’s Soju business in the U.S. This role owns brand positioning, innovation, marketing programming, trade activation, and commercial execution across on-premise and off-premise channels.

The ideal candidate combines strong brand marketing capability with category insight in Wine & Spirits and understands how to build culturally relevant brands in competitive markets. This individual will act as the brand champion internally and externally and play a key role in establishing Soju as a power category within the Riboli portfolio.

Essential Duties & Responsibilities - Current duties may be changed if the job requires and/or additional duties may be assigned if necessary.

Brand Strategy & Positioning

• Develop and execute a strategic brand plan for the Soju portfolio.
• Define brand positioning, target consumer segments, communication hierarchy, and channel strategy.
• Establish Soju’s role within the Riboli portfolio and broader spirits category.
• Act as the internal and external brand champion.

Commercial & P&L Ownership

• Manage marketing budget, volume forecasts, and target account lists.
• Monitor sales performance, depletion trends, distribution gains, and competitive landscape.
• Partner with Sales leadership to align brand strategy with commercial objectives.

Innovation & Product Development

• Lead new product development (NPD) initiatives including flavor extensions, pack formats, and innovation pipeline.
• Manage product lifecycle from concept to commercialization (pricing, packaging, positioning, regulatory coordination).
• Identify long-term innovation opportunities within Soju and adjacent categories.

Trade & Market Activation

• Develop national and regional trade marketing programs across on-premise and off-premise channels.
• Support distributor engagement, sell-in materials, and brand programming.
• Lead on-premise activation strategy including menu placements, POS development, and experiential initiatives.

Marketing Execution

• Lead integrated marketing campaigns including digital, social, PR, and experiential.
• Oversee packaging updates and creative development in partnership with designers and agencies.
• Manage external vendors including advertising, PR, creative, and research partners.
• Write and oversee brand messaging across websites, sell sheets, and promotional materials.

Consumer & Market Insights

• Conduct and interpret market research to identify consumer trends and growth opportunities.
• Track competitive activity within the spirits and flavored alcohol categories.
• Leverage insights to refine brand strategy and innovation pipeline.

Team & Cross-Functional Leadership

• Collaborate cross-functionally with Sales, Finance, Operations, and Production.
• Provide leadership and clear direction to support teams and external partners.
• Organize priorities across multiple initiatives to drive measurable results.

Education, Experience, & Skill Required:

• Bachelor’s degree in Marketing, Business Administration, or related field
• 3–6+ years of experience in wine & spirits, CPG, or beverage alcohol brand management.
• Proven experience managing brand strategy and commercial performance.
• Strong understanding of the three-tier distribution system.
• Experience leading new product development initiatives.
• Experience with digital marketing platforms and integrated campaign execution.
• Proficiency in Microsoft Office, project management tools (Asana preferred), and DAM systems.
• Represent the brand at trade events, distributor meetings, tastings, and cultural activations
• Bilingual, Korean Required
• Knowledge of Soju, Asian spirits, or culturally driven brands preferred.
• 50% of travel required

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