Brand Product Marketer
The Opportunity
We are looking for a curious, consumer-focused and highly ambitious marketer who wants to work for a growing and innovative new beverage category.
Who You Are
You are a trail blazer and a passionate owner of your brand portfolio, responsible for the product development and marketing communications roadmap and execution. You’re ready to roll up your sleeves, put your skills to the test, jump in with both feet wherever necessary and be a part of an entrepreneurial team. You lead the way.
Job Summary
Reporting to the Director of Brand & Innovation, the Brand Marketing Manager is responsible for leading the launch and executing of best-in-class products and brands through cross-functional leadership for new product launches across sales and R&D as well as exceptional 360° integrated marketing programs and brand experiences that drive brand equity, sales and widen the gap amongst market competitors.
Responsibilities
Lead innovation launch(s) & commercialization strategy development
Analyze market and competitive conditions, provide opportunity assessments
Continually analyze brand performance in order to appropriately adjust strategies & maximize ROI
Develop and execute strategic and tactical marketing plans for the brand including advertising, promotions, public relations, and brand communications across all channels
Establish objectives and KPI’s for each marketing channel
Monitor, track, and report on campaign tactic performance and optimize marketing plans as needed
Work in collaboration with the Director of Brand & Innovation to conduct competitive strategic analysis and benchmarking and make recommendations for portfolio expansion
Monitor, measure and manage brand equity across all consumer touch points
Measure and evaluate brand P&L and market performance, delivering thoughtful insights and recommendations on gaps and opportunities
Lead the development for paid, earned, owned and shared content across all touch points
Manage integrated project timelines, content calendars, and marketing budgets
Ensure proper and thorough channel, creative, and post-campaign analysis
Collaborate with the Digital, Media & E-Commerce Director to plan, execute, and optimize local marketing initiatives
Shepherd new products and innovations through the process from concepting, to development, to commercialization through cross-functional collaboration
Collaborate and support the Commercial Director’s shopper marketing efforts to build physical availability, drive trial, and repeat purchase for current and new products
Monitor competitive environment, such as tracking performance of new products & brands, competitor marketing & promotion activities, and competitor marketing spend to assess competition in the market
Manage the relationships, briefing, planning, and deliverables with external agency partners and vendors
Required Competencies
Strong consumer acumen, with a proven ability to make choices and prioritize projects in relation to the business opportunity they represent
Exceptional analytical skills and ability to create strategy-driven action plans from analysis
Strong understanding of new product development/innovation
Budget and financial management acumen
Proven track record of managing multiple projects and showing initiative to drive impact in a fast changing environment
Demonstrated ability to lead and execute projects independently
Excellent verbal, written, and visual communication skills with experience presenting to senior leadership
Commercial awareness partnered with a creative mind to effectively and articulately present information to the company, our customer, and the consumer
You can put bureaucracy aside in pursuit of the company’s success
Ability to manage priorities of various stakeholders simultaneously; can manage change and shift gears comfortably
A passion for continuous improvement and development both personally and professionally
Challenge the status quo by contributing impactful ideas and solutions
Ability to focus on high-level strategy without losing sight of the details
Resourceful and creative problem solver
You support great ideas but can respectfully challenge when appropriate and never leave a room unresolved
An entrepreneurial mindset and isn’t afraid to take risks, but can learn from failure
Required Experience
Bachelor's or Master’s Degree in Marketing, Advertising or related field
A minimum of 3+ years’ experience working in a marketing function for a consumer packaged goods (CPG) company or an advertising agency
Led social media strategy and implementation for a consumer brand(s), yielding increases in customer engagement
Led Influencer and Public Relations programs yielding increases in customer acquisition
Experience marketing new products for food & beverage, cannabis, high-growth start-up, and/or regulatory environments is an asset
Working knowledge of a variety of marketing tactics from TV, print, digital, and consumer promotions
Working knowledge of MarTech solutions
Strong project management skills
Exceptional verbal and report presentation abilities
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