The Director Core Brands is responsible for supporting the development and growth of the Promised Land, Skim Plus, and Nordica brands. This position will build integrated portfolio marketing plans, support new product development and execute the annual brand plan through delivery of prioritized and assigned projects at the Field/Market level. This includes overseeing strategic planning, consumer research and analysis, development of marketing materials, field communication, execution and measurement of results. This position will also work closely with agency partners, Field Sales and internal stakeholders across functions.
Define brand strategy which includes, but not limited to, positioning, innovation and customer prioritization laddering up to annual marketing plan.
Improve spend efficiency, reduce costs and grow profit margins through P&L management.
Establish marketing plan and guidelines across all marketing elements.
Be the voice of the consumer and the brand within the organization.
Key liaison with the sales teams, finance, operations, retail marketing, R&D, and regional dairies.
Develop and manage launch plans and/or test markets of new products.
Lead consumer understanding and incorporate into all product, package, pricing and marketing initiatives.
Work with sales teams to optimize customer plans.
Develop and manage price list and overall trade rate to maximize profitability.
Build SKU profitability benchmarks and rationalize as necessary. Develop promoted pricing strategy and execution plan.
Manage the Senior Brand Manager Core Brands by providing guidance, priority setting, managing goals and objectives and providing coaching for continued development.
Bachelors degree in Marketing or a related field is required.
MBA is preferred.
Minimum 12 years of experience with strong consumer products organizations in brand management positions.
Minimum 5 years of experience at the Director level.
Strong financial acumen for managing P&L.
Customer facing experience either in calling on retail customers directly or working with Sales in calling on customers to share brand strategy or sell-in of new products/initiatives.
Must have a 360 marketing background and understand the fundamentals of local media.
Understanding of Brand Marketing strategy with knowledge of media, custom research, shopper behavior and new product development.
Strong understanding and knowledge of IRI/Nielsen data (syndicated data sources).
Excellent communication skills, including written and presentation skills.
Outstanding organization skills to ensure tight deadlines are met both internally and externally.
Highly developed analytic and problem-solving skills.
Ability to project confidence in developing and executing strategy.