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Senior Marketing Manager - Core Brands

LALA US, Inc. Dallas, TX

Job Description

Nurturing your life is our passion and has been our mission for over six decades. Here at LALA U.S., we believe our success comes from listening to the needs of our customers and employees. LALA U.S. supports the processing, distribution and sale of value-added dairy products across North America. Our history is rich as we are a subsidiary of Grupo LALA, a Mexican public dairy company founded in 1949. We are looking for high-energy professionals to want to be part of helping to grow our business!


The Senior Brand Manager Core Brands leads the branded milk and cultured products portfolio strategy (Promised Land and Skim Plus milks and Nordica cottage cheese) and key initiatives at the national and regional levels.  This position helps to build integrated portfolio marketing plans, support new product development, and execute the annual brand plan through the delivery of prioritized and assigned projects.  This includes strategic planning, consumer research and analysis, development of marketing materials, field communication, and execution and measurement of results.  This position is also responsible for product innovation for both line extensions and new offerings, including packaging.  To ensure customer engagement and execution, the Senior Brand Manager Core Brands will be requested from time to time to join Sales Leaders on customer calls for sell-in, strategic planning and ideation. 


  • Responsible for developing integrated marketing solutions in designated regions/markets that translate/optimize national brand strategy to local market conditions and retail to drive distribution and sustainable sales. 

  • Lead cross-functional teams on major brand initiatives including defining roles and responsibilities, influencing others while holding them accountable and communicating flawlessly across the organization both vertical and horizontal. 

  • SKU management which includes rationalization for profit improvement. 

  • Align shopper insights with customer segments, as appropriate, to support customer specific initiatives and strategies. 

  • Work closely with Sales and Marketing Operations to identify key opportunities for growth in designated markets through customer shopper marketing programs. 

  • Manage agency partners against business deliverables, budget and brand building.  

  • Ensure all creative is consistent with the master brand architecture and positioning. 

  • Monitor all aspects of the products financial targets (revenue, profit, planning, etc.). 

  • Collaborate with sales teams and customer stakeholders to identify profitable and sustainable opportunities consistent with brand strategies/equity; seek internal alignment and approvals that meet or exceed deadlines and support. 

  • Track and evaluate effectiveness, ROI, of key marketing and customer activities. 

  • Proactively anticipate sales needs and manage internal and external expectations. 


  • Seek out developmental opportunities and actively participate in professional training initiatives and seminars training. 

  • Assist with projects related to the LALA brands as needed 



  • 7+ years brand marketing experience. 

  • Prior experience bringing new products to market. 

  • Experience working with retailers. 

  • Understanding of brand/shopper marketing strategy with knowledge, custom research, and shopper behavior. 


  • Self-starter with the ability to think strategically. 

  • Excellent communication and organizational skills. 

  • Strong grasp of fiscal responsibilities. 

  • Ability to effectively manage multiple projects. 

  • Collaborator, passion for the business and driver of results. 

  • Financial acumen. 


  • Bachelors degree in Marketing or a related field is required. 

  • MBA is preferred. 


  • Normal office environment with little exposure to noise, dust and temperatures. 

  • The ability to lift, carry or otherwise move objects of up to 10 pounds is necessary. 

  • Normally works a regular schedule of hours, however hours may vary depending on the project or assignment. 

  • Must be able to travel up to 10% of the time. 

Job Details

Date Posted December 7, 2018
Date Closes January 6, 2019
Requisition 926906
Located In Dallas, TX
Department Marketing
SOC Category 00-0000.00