Job Code Pay Scale Group Pay Scale Type Bargaining Unit Civil Service or Non-Civil Service Last Executive Board Change Executive Board Change History
02399 10 ST A3 N 677-02 06/15/2009

06/15/2009 02399


DEFINITION: This is highly responsible professional and managerial work in planning, directing and coordinating the marketing, communications, branding and design programs for the sale of wine and spirits in the Pennsylvania Liquor Control Board (PLCB).

The employee in this job develops and manages a portfolio of comprehensive marketing plans to promote the selection of wine and spirits available in PLCB Wine and Spirit Stores. Work involves formulating and implementing departmental policy and proposing legislative changes regarding the advertisement of wine and spirits; and developing, implementing, and managing the advertising strategy, from a business, sales, and technical perspective. Work also involves developing and implementing the agency brand through all consumer touchpoints; directing the e-commerce retail store; managing the retail design and layout for all stores; overseeing the production of materials and signage; and developing and implementing statewide retail design policies, guidelines, and specifications for the Wine and Spirit Stores. This position establishes goals and formulates long-term strategies for the agency and represents the Board’s interests in dealings with the media, vendors and key stakeholders within and outside of the Commonwealth. Supervision is exercised over professional, administrative and clerical staff. Work is assigned in the form of broad goals and objectives and reviewed by the Director of Marketing and Merchandising and the Board for attainment of these goals and objectives.

EXAMPLES OF WORK: Directs the marketing, advertising and branding programs and initiatives for the PLCB.

Formulates departmental policy and proposes legislative changes regarding the advertisement and sale of wine and spirits in Pennsylvania.

Formulates policies and procedures for the marketing program and branding initiative.

Directs marketing, advertising, e-commerce, graphic arts, and store layout design functions.

Develops new marketing concepts, evaluates statistical reports, and utilizes concepts and information in initiating and implementing methods to increase sales while ensuring consistency with the mission of PLCB.

Develops and implements all PLCB advertising campaigns, including strategy of the campaign, content and nature of ads, and media placement.

Oversees the development and monitoring of advertising contracts and prepares and manages the budget for campaign costs.

Works closely with the media, vendors, marketing and advertising agencies, branding companies and consumers.

Directs the development and implementation of store layout, POS placement, materials selection, merchandising guidelines, and all other specifications related to retail design.

Develops consistent standards for advertising promotions in regards to communications, procedures, and online/in store appearance and function of the sale.

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

Performs the full range of supervisory duties.

Performs related duties as required.

REQUIRED KNOWLEDGES, SKILLS, AND ABILITIES: Knowledge of advertising principles and practices.

Knowledge of media communications and alternative ways to communicate information through visual media.

Knowledge of marketing and advertising plans, techniques, and procedures.

Knowledge of office management procedures.

Knowledge of supervisory principles and procedures.

Ability to read and interpret laws, policies, procedures and codes.

Ability to establish and maintain effective working relationships.

Ability to communicate effectively orally.

Ability to communicate effectively in writing.

MINIMUM EXPERIENCE & TRAINING: Seven years of professional marketing experience involving the promotion and advertisement of products, that includes two years in a supervisory capacity;


An equivalent combination of experience or training, which includes two years of supervisory experience in the promotion and advertisement of products.