Overview
We are seeking a dynamic and innovative Brand Development Manager to lead the growth and positioning of our Walkerswood brand across the NY/NJ region. This role offers an exciting opportunity to shape brand strategy, drive market expansion, and elevate consumer engagement through creative and data-driven initiatives. You will be responsible for broadening distribution in both traditional Caribbean channels and mainstream retail, while elevating the brand’s image as the premier Caribbean seasoning and sauce authority for a diverse consumer base.
Responsibilities
- Develop and execute comprehensive brand strategies that align with company goals and market trends, ensuring consistent brand messaging across all channels.
- Lead product management efforts by overseeing product lifecycle, positioning, and innovation initiatives to meet consumer needs and market demands.
- Manage social media platforms, creating engaging content that enhances brand awareness and fosters community interaction.
- Conduct thorough market research using tools like Nielsen data to identify opportunities, monitor competitors, and understand consumer preferences.
- Implement multichannel marketing campaigns across digital platforms, e-commerce sites, public relations outlets, and traditional media to maximize reach and impact.
- Collaborate with sales teams to develop strategies that drive revenue growth while maintaining brand integrity.
- Utilize analysis skills to evaluate campaign performance, optimize marketing efforts, and report insights for continuous improvement.
- Manage budgets effectively to ensure maximum ROI on marketing initiatives while maintaining alignment with strategic planning objectives.
Skills
Strategy, Planning, and Execution
- Develop and implement trade marketing strategies tailored to the unique demographics of NY/NJ.
- Design promotions that celebrate key cultural moments (e.g., West Indian Day Parade, BBQ season, Jerk Festivals).
- Align with the Jamaican production team and master distributors to ensure consistent brand messaging.
- Monitor and evaluate campaign success to refine future "go-to-market" efforts.
- Proficiency in Adobe Creative Suite for content creation and visual branding assets development.
- Solid analysis skills to interpret market trends, campaign metrics, and consumer insights.
- Experience in B2B marketing environments with a focus on building long-term partnerships.
- Channel & Territory Management
- Identify growth opportunities in independent grocers, ethnic markets, and "Big Box" retailers (e.g., ShopRite, Stop & Shop, Wegmans).
- Provide on-the-ground guidance to distributors to optimize product placement (securing eye-level shelf space and secondary displays).
- Build long-term partnerships with key regional trade partners and specialty food retailers.
- Data Analysis and Reporting
- Track regional sales performance to measure the ROI of field marketing and tasting events.
- Conduct competitor analysis within the "Hot Sauce" and "Global Spice" categories to identify gaps.
- Provide regular insights to management regarding NY/NJ market trends and consumer feedback.
- Budget & Resource Management
- Manage the regional trade marketing budget with a focus on cost-efficiency and high-impact local activations.
- Prioritize resource allocation for high-volume accounts and high-traffic seasonal campaigns.
- Culinary Training and Communication
- Educate sales teams and retail partners on the Walkerswood heritage, product usage (beyond just jerk chicken), and heat profiles.
- Serve as the primary liaison between the US Master Franchise and local boots-on-the-ground sales teams.
- Events, Samplings, and Tradeshows
- Coordinate and execute high-energy consumer sampling programs at retail locations and food festivals.
- Represent the brand at regional trade shows (e.g., Summer Fancy Food Show in NYC).
- Relationship Management & Brand Advocacy
- Maintain strong relationships with the Caribbean-interest distributor network.
- Act as a Brand Ambassador, embodying the authentic, vibrant spirit of Walkerswood in all professional interactions.
- Compliance and Standards
- Ensure all localized marketing materials comply with global brand guidelines and US labeling/legal requirements.
- Conduct frequent field audits to ensure product freshness and display quality.
Eligibility of earning a quarterly bonus of up to 20% base salary based on performance targets. Expense reimbursement.
Pay: From $75,000.00 per year
Benefits:
Work Location: On the road
