Job Code Pay Scale Group Pay Scale Type Bargaining Unit Civil Service or Non-Civil Service Last Executive Board Change Executive Board Change History
02375 10 ST A3 N 699-04 01/31/2013

1/31/2013 02375


DEFINITION: This is responsible administrative and managerial work in planning, developing, directing, and coordinating the marketing and merchandising programs of the Pennsylvania Liquor Control Board (PLCB).

The employee in this job is responsible for planning, developing, coordinating, and directing the agency’s comprehensive statewide marketing and merchandising functions. Work involves developing, implementing, and evaluating policies and operational procedures to ensure the efficient marketing of regularly listed and luxury wine and spirits products made available in Wine and Spirits Stores. Work involves the direction of a centralized marketing and merchandising program to satisfy customer and licensee demand, promote product selection while enhancing profit, and ensure competitive pricing. A major responsibility of this position involves advising on proposed policy changes needed for improved customer service and agency profitability. Work is performed with considerable independence within the framework of applicable laws, regulations, and policies with considerable discretion exercised in making administrative and program decisions under the general direction of an executive supervisor, and work is reviewed through conferences, reports, and evaluation of results obtained.

EXAMPLES OF WORK: Develops, recommends, implements, and evaluates product marketing policy to improve product selection and customer satisfaction.

Directs the supervision of the luxury and category management staff in the establishment of marketing programs.

Oversees special pricing and display programs and coordinates with luxury and category management staff in the implementation of marketing and merchandising plans.

Directs and approves the development of standards for promotional campaign displays and oversees the preparation of documentation for distribution to, and training of, field personnel.

Directs the planning and implementation of space prioritization and layout of varied products and brands for display and promotion.

Coordinates the development and implementation of promotional sales forecasting methods to analyze current practices and establish future promotional sales and benchmarks.

Directs and evaluates profitability and margin analyses, providing appropriate recommendations.

Oversees the development, evaluation, and presentation of marketing-related statistical data and analytical studies relative to the Agency’s marketing and merchandising efforts.

Presents analysis of supplier proposals to add products and makes recommendations to the Director of Marketing for prospective new product introduction or trial, or recommendations for discontinuation of currently offered products.

Leads negotiations with vendors on product promotion proposals involving discounts, rebates, incentives, luxury items, or one-time buys.

Directs luxury wine and category management staff in the review and analysis of special product promotions, including the pricing, floor positioning, advertising, and marketing of these items.

Develops monthly marketing plans, supplier profitability factor determinations, and reviews and approves supplier proposed point-of- sale materials.

Supervises the preparation of monthly documentation and informational bulletins for statewide distribution that serve to instruct and advise retail operations personnel of marketing and merchandising programs.

Conducts presentations to suppliers, supplier representatives, and retail operations employees to apprise them of procedural changes to the merchandising principles and market analysis or promotional campaign results.

Meets and consults with the Comptroller, Comptroller’s staff, and PLCB executive staff to review, discuss, and monitor year-to-date sales and profit statistics and present projected sales and profits forecasts.

Establishes goals and directs the adjustment of the marketing program to ensure sales and profitability goals are accomplished.

Conducts special projects, serves on agency committees, and performs other related duties as required.

Performs the full range of supervisory duties.

The employee in this job may participate in the performance of subordinates’ work consistent with operational or organizational requirements.

Performs related work as required.

REQUIRED KNOWLEDGES, SKILLS, AND ABILITIES: Knowledge of the phases of the retail business industry, including operations, purchasing, pricing, marketing and product promotion, and display techniques.

Knowledge of the economic factors that impact upon retail marketing.

Knowledge of the principles and practices of business administration.

Knowledge of the principles and practices of supervision.

Ability to analyze and interpret written material, including program information and statistical data.

Ability to communicate effectively orally.

Ability to communicate effectively in writing.

Ability to establish and maintain effective working relationships.

MINIMUM EXPERIENCE AND TRAINING REQUIREMENTS: Six years of experience in a retail chain store environment, including two years in a management position that included experience in product purchasing, sales, merchandising, marketing, and business management; and a bachelor’s degree with major course work in marketing, business administration, or closely related field;


An equivalent combination of experience and training that includes two years in a retail management position that included experience in product purchasing, sales, merchandising, marketing, and business management.