Role Overview (U.S. Market Focus)
The Senior Brand & Go-to-Market Manager is responsible for Ginger People Group brand portfolio in the U.S. market, with occasional support for global brand and ingredient initiatives.
This role serves as the critical thinking link between Marketing and Sales, ensuring retail opportunities translate into actionable go-to-market plans that drive awareness and long-term brand growth.
Whether launching a new product, entering a new retailer, expanding distribution or activating a promotional partnership, this role ensures every opportunity has a disciplined execution plan.
The Senior Brand & Go-to-Market Manager owns brand strategy, positioning, messaging, consumer insight, trade marketing and go-to-market planning across the master brand and sub-brands. They ensure the brand remains clear, differentiated, commercially relevant and consistent across all consumer and trade touchpoints.
This is not a passive role. The ideal candidate is highly proactive and commercially minded -- someone who naturally asks, “Now that we have this opportunity, what is the plan to win?”
Core Responsibilities
Go-to-Market Strategy & Execution
- Develop clear go-to-market plans for new products and retail placements
- Define goals, target audience, key messaging, channel priorities and ROI measures for each launch
- Set launch requirements across retail, e-commerce, ingredient and consumer channels, ensuring alignment with business priorities
- Ensure execution of all launch materials, including sell sheets, retailer presentations, digital assets, packaging support, promotional programs and merchandising tools
- Monitor launch performance, identify gaps and opportunities, and recommend adjustments to improve sales and results
Brand Strategy & Positioning
- Evolve brand architecture across the master brand and all sub-brands, including hierarchy, naming conventions and portfolio clarity
- Refine positioning, value propositions an/differentiation across categories
- Develop and maintain target audience profiles and customer segments (how we group customers into meaningful types so we can market to them more effectively)
- Provide input on innovation, product claims, packaging strategy and pricing
- Serve as the internal expert on the brand, customers and category trends (what’s happening in the category and how it is changing)
Messaging & Brand Stewardship
- Own the brand messaging framework, including key messages, proof points, tone of voice and messaging guidelines, ensuring it is consistently applied across all brand communications
- Develop creative briefs for campaigns, packaging, product launches and channel activations, including objectives, target consumer, key messages, brand guardrails, deliverables, budget, timeline and success metrics
- Partner with Creative Director to ensure the brand messaging framework is cohesive
- Partner with teams to ensure all consumer-facing and trade-facing messaging is consistent, on-brand and aligned with brand strategy
- Maintain brand guidelines and support internal teams in understanding and applying brand standards
- Ensure all communications are authentic, credible and aligned with brand positioning
Trade Marketing & Sales Enablement
- Develop and execute marketing plans and activities designed to help retailers, distributors, brokers and strategic partners sell more of product
- Partner with Sales to strengthen retail sell-in stories and promotional strategy
- Partner with E-commerce team to strengthen online strategy and execution
- Work with the Brand Educator on broker communication plans, including training, product education and brand resources
Consumer & Channel Activation
- Identify and develop promotional partnerships and marketing opportunities that extend brand reach
- Define campaign direction, messaging and channel priorities, and ensure alignment across trade and consumer touchpoints
- Partner with the Marketing Coordinator to execute campaigns across email, digital, social, SEO/SEM, e-commerce and retail channels
- Direct the Marketing Coordinator in the execution of marketing programs, including asset deployment, scheduling, updates and coordination across channels
- Ensure product launches are positioned consistently across trade and consumer audiences through aligned messaging and channel execution
Insights, Analytics & Market Intelligence
- Build and maintain a centralized view of consumer, customer and channel insights, in coordination with Marketing Coordinator support for data collection and reporting
- Translate insights into actionable recommendations for campaigns, innovation and channel expansion
- Monitor competitors, category trends, pricing, claims and retail activity, supported by Marketing Coordinator tracking and reporting inputs
- Define brand health and campaign performance metrics and ensure consistent tracking across initiatives, in coordination with Marketing Coordinator and NPID New Product Development team where relevant
- Measure ROI and performance of trade events, promotions and campaigns and provide recommendations to improve effectiveness and investment decisions
Trade Events & Industry Presence
- In coordination with Sales, select trade shows, distributor events and key industry activations and build annual event calendars
- Lead planning for trade events and in-store programs, including objectives, messaging and success measures
- Partner with the Marketing Coordinator to execute logistics, materials and coordination Measure performance and recommend future investment priorities
Budget Management
- Manage brand and trade marketing budgets
- Ensure expenditures align with approved budgets and deliver strong ROI
- Seek cost-efficient solutions without compromising brand standards
Ecommerce Partnership & Omnichannel Enablement
- Establish digital shelf standards, including content, imagery, video, search optimization and conversion best practices across ecommerce partners.
- Develop integrated omnichannel go-to-market strategies that align retail, ecommerce and retail media initiatives to create a seamless consumer experience.
- Support retailer.com go-to-market strategies across Amazon, Walmart and Target by helping define product positioning, launch readiness and aligned messaging to drive successful product launches.
- Work alongside Ecommerce teams and designers to evolve Amazon Brand Stores, translating brand priorities, campaigns and product launches into engaging digital experiences that strengthen shopper education, brand storytelling and conversion.
- Translate shopper insights into actionable recommendations for content, assortment, merchandising and promotional strategies.
Required Skills & Experience
- 7–10+ years of experience in brand management, trade marketing, or go-to-market leadership, preferably in CPG, food or beverage
- Strong expertise in brand strategy, positioning, messaging and portfolio management
- Demonstrated success building and executing go-to-market plans for retail launches or channel expansion
- Experience working closely with Sales and customer-facing teams to support revenue growth
- Strong understanding of consumer behavior, category dynamics and retail environments
- Excellent analytical and strategic thinking skills, with the ability to turn insights into actionable recommendations
- Strong project management skills with the ability to coordinate multiple stakeholders and deadlines
- Excellent written and verbal communication skills
- Highly organized and capable of thriving in a lean, fast-moving environment
- Strong cross-functional collaboration skills and ability to influence without direct authority
Preferred Experience
- Shelf-stable food or beverage experience
- Experience with Amazon, Walmart, Target, and DTC e-commerce channels
- Familiarity with syndicated data sources such as SPINS, Circana, Stackline and Nielsens
- International brand experience in AU, EU or UK markets
- Experience supporting B2B, foodservice and ingredient businesses
Success in This Role
- New retail wins launch with clear go-to-market plans and strong cross-functional CAT: collaboration, alignment and transparency
- Sales teams are equipped with compelling tools and strategic support
- Trade partners see increased value in working with us
- Confidential — Internal Use Only
- The brand becomes clearer, stronger and more differentiated in market
- Consumer insights consistently drive smarter decisions
- Marketing investments generate measurable business impact
- Translates trade and marketing activities into clear business cases, effectively communicating expected impact, outcomes and investment rationale.
- Demonstrates strong ownership by following through on commitments, proactively removing obstacles and driving initiatives from concept to completion.
- Thrives in a fast-paced environment, balancing strategic thinking with a willingness to make decisions, iterate quickly and keep momentum moving forward
Pay: $135,000.00 - $145,000.00 per year
Work Location: Remote
