ResponsibilitiesJob Description SummaryThe Brand Manager is responsible for leading the day-to-day management of a key brand portfolio. This role will drive marketing strategies that support business growth through brand development, innovation, consumer engagement, and performance optimization. The position partners cross-functionally to execute initiatives that strengthen brand performance and achieve company objectives. This role reports to the Senior Director, Brand Marketing.
Essential Functions- Be the point of contact for the snack brands, bringing strategic and creative thinking that will drive brand growth across marketing, innovation, pricing, distribution, and cost savings initiatives. Maintain continuous awareness of cultural trends, consumer & marketplace trends, and media channels to bring forth new ideas to test/implement.
- Develop and execute annual marketing plan, KPIs, and budget allocation. Partner with Shopper Marketing and Insights teams to continuously evaluate ROI on overall budget expenditures and provide recommendations for go-forward plans.
- Lead innovation pipeline development and product execution through Stage Gate. Manage weekly team meetings, follow ups, and problem-solving initiatives to ensure successful, on-time launch. Be the go-to team lead on strategic fit and tactical details.
- Partner closely with cross-functional team members (Integrated Marketing, Shopper Marketing, Sales Strategy & Planning, Insights, Revenue Growth, Management, Manufacturing, Supply Chain, and Finance) to drive go-to-market strategy, brand growth initiatives, and product launches. This includes leading the development of selling stories and marketing materials that translate our portfolio and commercial strategies into actionable resources that help enable our customer teams to sell effectively.
- Coordinate and execute retail business-related marketing efforts. Including but not limited to:
- Maintain current business, including management of product, specification, and packaging changes.
- Address customer and Sales inquiries and partner in customer product presentations.
- Assist demand planning in monthly forecasting by providing view of marketing activities and expected lift.
- Manage website updates and data analytics.
- Provide regular competitive review and business performance updates.
- Track, evaluate, and report on competitive brand positioning, pricing, marketing and social/digital tactics, performance.
- Conduct product reviews with key stakeholders including coordinating product panels, procurement of samples, documents, and review protocol.
- Analyze Popcorn business on a regular basis to understand shifts and due-to in order to actively manage brand deliverables and future initiatives.
- Understand category and brand dynamics to recommend necessary shifts in price-pack architecture, SKU line up, and distribution focuses (branded, PL, food service).
- Other duties as assigned.
Desired Traits- Business Owner - Thorough understand of business dynamics and ability to define the destination, motivate others to help deliver against goals, provide strategic POVs, and drive accountability to execute with excellence in an entrepreneurial environment.
- Team Player - Collaborative approach with a "We" vs. "Me" mentality so that we collectively win as a team.
- Self-Starter - Ability to identify needs and hold self accountable to address. Brings ideas and solutions to the team.
- Growth Mindset - A "yes, and" person that stays curious while seeking out and recognizing opportunities to improve the company, brand, team, and self.
- Detail-Oriented - While leading strategically, also masterfully manages the details, from project management to data analytics to timeline adherence.
- Agility - A multi-tasker and problem solver that can lead nimbly through ambiguity and complexity while prioritizing efforts that will deliver the greatest impact.
QualificationsMinimum Requirements:- Bachelor's or advanced degree in Marketing, Business Administration, or related field (MBA strongly preferred).
- 4+ years of classic CPG Brand Management experience; Food or Beverage experience preferred.
- Understanding of business fundamentals and ability to use that skillset to convert insights into to sustainable strategies and action plans for growth.
- Strong financial and strategic acumen, analytical abilities, and communication skills.
- Capable of independent decision making and influencing others.
- Project management skills and the ability to prioritize and multitask against several complex projects at a time.
- Familiarity with syndicated data systems (Nielsen, Consumer Household Panel, etc.), managing and leveraging primary consumer research and manipulating multiple data sources to generate business insights and actions.
- Computer proficiency in Excel, PowerPoint and Word.
Physical Requirements & Working Conditions- Extended periods of sitting at a desk and working on a computer.
- Regular use of a keyboard and mouse for typing and navigating software.
- Viewing a computer screen for prolonged periods.
- Ability to manipulate paperwork, including filing, sorting, and organizing.
- Moving within the office environment to attend meetings, use office equipment, or interact with colleagues.
- Occasional lifting of office supplies or paperwork (up to 20 pounds).
- Speaking and listening to colleagues and clients in person, over the phone, or via video conferencing.
- Working in a climate-controlled office environment with moderate noise levels.
- Performing repetitive tasks such as data entry or document preparation.
- Working under artificial lighting conditions typical of an office environment, which may include fluorescent or LED lighting.
- close vision, peripheral vision, color vision, depth perception, and the ability to adjust focus.
Working Conditions: The work environment characteristics described here are representative of those an employee encounters while performing the essential functions of this job. The employee occasionally works in proximity to fumes or air-borne particles, toxic or caustic chemicals, and in non-weather related extreme cold. The noise level in the work environment is usually moderate. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.
