Full Job Description
Kraft Heinz, The Company
As one of the world’s largest food and beverage companies, we are proud to spark joy around mealtimes with a global portfolio of more than 200 brands. Some are iconic master brands like Heinz, Kraft and Planters. Others are fast growing new sensations that defy status quo like DEVOUR and Primal Kitchen. No matter the brand, we are united under one vision To Be the Best Food Company, Growing a Better World . Bringing this vision to life are our 36,000+ teammates around the world, making food people love.
Together, we help provide meals to those in need through our global partnership and commitment with Rise Against Hunger. And we also stand committed to sustainability, and the health of our planet and its people.
Every day, we are transforming the food industry with bold thinking and unprecedented results. If you’re passionate like us - and ready to create the future, build on a storied legacy, and participate as a conscientious global citizen - there’s one thing to do join us.
Our Culture of Ownership, Meritocracy and Collaboration
We’re not afraid to think differently. Embrace new ideas. Dream big. It all comes down to the way we empower our people to own their work. It’s true Our employees are our competitive advantage.
As part of the Kraft Heinz family you’re supported to grow and achieve. You’re recognized and rewarded for outstanding performance at every level. You’re given the opportunity to leave your mark and build legacies. But you won’t do it alone. This is where our values and teamwork thrives and collaborative spirit fuels every day.
As Director, Strategy & Equity for the KSB (Kids, Snacks and Beverages) Business Unit (BU), you will be responsible for deeply understanding the consumer and bringing it alive in brand foundations, Equity & Renovation roadmaps, and BU Strategy for 10 Attack & Powerhouse brands. Planters, Lunchables, and Kraft Mac & Cheese are just a few of the brands in the KSB portfolio.
Deep Consumer Understanding Translated into Strong Brand Foundations & Core Renovation Roadmaps
Working collaboratively & creatively with the Consumer Insights team to create a deep understanding of the meaning of these 10 Attack & Powerhouse brands in people’s lives. Leveraging this understanding to identify relevant pain points or desired progress in life that our brands can resolve.
Informed by above, clarifying what exactly should be the lead marketing job/s on each brand (more users, more usage, trading up)
Clarifying the Brand foundations for each of these brands informed by a clear human/cultural insight, a clear brand purpose and a clear brand communications idea (BCI); Ownership of Brand plates (KHC way template of brand foundations) and aligning with all key stakeholders
Owning Design (Graphics / structure) development for all key renovations
BU/Platform Strategy Development, Evaluation & Course Correction
Developing a 10,000 ft view of BU/Platform strategy based on platform consumer insights with clearly defined brand fundamentals covering
Developing the 3-5 Year strategic roadmap ( Platform/brand white space; competitive assessments & gaps of full portfolio)
Developing actionable insights for RFS (Real Food snacking) & EMMB (Easy Meals Made Better) platforms to inform future of the platform, capabilities, and brand positioning within
Regularly evaluating performance of defined strategy and executions to understand their effectiveness in meeting objectives, adjusting as necessary and aligning key stakeholders throughout the process
Optimizing the portfolio & annual growth algorithm
A&C optimization & allocation across platforms and brands (annually); provoking monthly optimization debates
PMR (Portfolio Management Review) ownership; innovation shape and guidelines by platform (# of projects, extensions vs. expansions vs. breakthrough)
Annual growth algorithm for the BU by driver (expected growth from NPD, A&C, Channels, etc)
Collaboration Across Org structure
Building strong collaborative partnerships across core marketing teams, cross functional teams and US growth office to ensure alignment on Brand foundations, renovation roadmaps, capability building etc.
Driving and optimizing key routines and rituals (brand team meetings, Portfolio management review, etc.) to ensure all key stakeholders are clear and aligned to the Platform / Brand agenda.
Bachelors required; MBA preferred
Proven experience in building brand foundations, equity and development
Proven track record of leading breakthrough communication
Proven knack of understanding consumers, and separating insights from observations
Strong analytical ability to work with numbers and look at trends in the data
Demonstrated leadership, drive for results and superior execution
10+ years of marketing experience covering various aspects of brand management
Equal Opportunity Employer–minorities/females/veterans/individuals with disabilities/sexual orientation/gender identity