You know us as the food and beverage company behind a lot of your favorites like Stouffer’s, Nesquik, Toll House, Lean Cuisine, and Häagen-Dazs, as well as new discoveries like Sweet Earth and Chameleon Cold-Brew coffee. Across our organization, we’re creating a workplace where collaboration is important, courage is rewarded, speed is expected, and agility is the norm to delight our consumers every single day!
POSITION SUMMARY:
When you join our Baking Division as our newest Brand Manager, you’ll lead the charge in driving brand performance, evolving brand equity, and growing share through activating distinctive consumer insights for some of our most beloved products! This role is accountable for knowing the brand’s consumer deeply in order to create engaging brand experiences and annual plans consistent with the 3-year strategy including: alignment and articulation of brand’s strategies and tactics to deliver annual and long-term objectives, leading consumer communications strategy planning and oversees execution including agency management (digital, PR, promotions, media, creative agencies), and defining a brand’s innovation/ renovation strategy and delivers profitable long-term growth in collaboration with sales, operations, product development and finance.
PRIMARY RESPONSIBILITIES:
- Develop a deep understanding of the demographics, psychographics, and behavioral drivers of the brand’s consumer.
- Understand, validate and/or develop the consumer’s hidden universal truths to drive relevant communications and innovation
- Identify and understand what the brand stands for in the hearts and minds of consumers including brand identity, essence, vision, mission and core values to drive relevant communications and innovation.
- Identify and address knowledge gaps in consumer, brand, product, business and marketplace in order to build a learning plan in collaboration with Shopper Marketing, eCommerce, and Market Research.
- Develop a creative territory that brings the brand to life and enables effective consumer communication.
- Identify optimal engagement strategy and campaign structure to reach consumers when and where they are most receptive.
- Manage brand’s consumer marketing budget and demonstrate efficient and effective investment approach.
- Activate brand’s nutrition health and wellness proposition in consumer communication and incorporate into its innovation strategy
- Within the context of the division’s I/R strategy, identify the brand’s unique approach and the consumer benefits it delivers in order to define it’s the brand’s innovation strategy
- Explore and incorporate new approaches to brand innovation in the brand’s innovation strategy including new business models, distribution strategies, licensing agreements and strategic partnerships.
- In collaboration with cross-functional and external experts, generate innovation ideas then select winning opportunities to pursue for brand innovation and renovation.
- Lead commercialization and build business plan for new product opportunities in collaboration with sales, operations, product development and finance.
- Develop and sell-in an annual plan to closely align the efforts of Marketing and Sales to generate optimal demand for the brand
- Use ongoing analysis and other methodologies/tactics to mobilize “real time” adaptations to brand plans.
- Create the annual communications plan including recommended touchpoint plan, activation/implementation plan, stewardship and measurement
- Support a 3-year consumer centric brand plan to drive and/or sustain long-term brand health including equity, awareness and engagement.
- Mentoring and development of a function team by leading through example to motivate and inspire direct reports and cross-functional teams supporting the brand to exceed high performance targets
- Actively communicate expectations and provide regular feedback against those expectations through a robust performance management process, working with each team member to evaluate performance, provide feedback and training.
- Work with direct reports to build appropriate development plans and coach team to ensure that the training activities achieve mutual, agreed upon objectives.
- Participate in talent recruitment and selection to staff the organizations with the best people for current jobs, as well as future leadership, promoting workforce diversity.
- Achieving corporate objectives on Market Share, Sales Volume Growth Brand Equity, Brand Health and Marketing ROI.
Qualifications
REQUIREMENTS AND MINIMUM EDUCATION LEVEL:
- Bachelors degree required, MBA or Masters degree in Marketing is preferred.
EXPERIENCE:
- Minimum of 3-5+ years previous experience in marketing required.
- Experience developing strategic plans, such as communication campaigns or commercialization strategies is required
- Experience leveraging data and trends to generate insights to understand consumer behavior is required
- Experience in Consumer Packaged Goods Industry (CPG) is preferred
- Experience in direct management of 1 or more Associates
Key Functional Competencies:
- Marketing Strategy
- Innovation
- Experience developing strategic plans, such as communication campaigns or commercialization strategies is required
- Experience leveraging data and trends to generate insights to understand consumer behavior is required
- Experience in Consumer Packaged Goods Industry (CPG) is preferred
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- Marketing Strategy
- Innovation
- Consumer Engagement
- Consumer Insight and Empathy
- Brand Knowledge and Advocacy
- Consumer Engagement
- Consumer Insight and Empathy
- Brand Knowledge and Advocacy
Key Functional Competencies:
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Job Marketing/Brand Management
Primary LocationUS-VA-Arlington-Arlington
Organization Nestle USA
Schedule Full-time
Unposting Date Ongoing
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