Brand Manager

Borden Dairy Company - Dallas, TX3.3

30+ days ago
Position: Brand Manager

Location: Dallas, Texas

Report to: Chief Marketing Officer

Position Summary
The Brand Manager leads product strategy and key initiatives at the national and regional levels to drive profitable growth for Borden and our retail Customers while building the Borden brand equity. This person also delivers against brand strategy by partnering with internal and external agency partners (Planning, Creative, Media, and Production) to develop, recommend and execute comprehensive integrated marketing calendars. This includes overseeing development of marketing materials, field communication, retailer sell-in, execution and measurement of results. The Brand Manager will also help lead new product development and renovation strategies and will work closely with the marketing team, Agency partners, field sales and retail partners.

Role Responsibilities:
Strategy and Marketing Plan Development

Responsible for developing integrated marketing solutions in designated segments and markets/Customers that translate/optimize national brand strategy to local market conditions and retail to drive distribution/sales and delight consumers.

Identify key opportunities for growth in designated platforms and markets/Customers
Determine objectives and strategies by market
Align shopper insights with customer segments, as appropriate, to support customer-specific initiatives and strategies
Address local Hispanic population needs/characteristics
Help drive distribution and sales at key retail accounts via selling support and Shopper Marketing
Work with internal teams and agencies to leverage local media, PR and event opportunities
Leverages consumer and shopper insights to develop and validate relevant initiatives.
Business Management

Monitor all aspects of the product’s financial targets (revenue, profit, planning, etc.)
Develop & manage marketing budget(s)
Insights & Analytics

Work with research team to understand what insights are already available and to develop a learning plan to close knowledge gaps
Analyze market dynamics and develop monthly summary of trends and implications
Innovation & Project Management

Analyze new growth platform territories and develop recommendations for Borden
Build new product pipeline against assigned platforms
Responsible for the product development process (new product and renovation projects) from creation to retail execution.
Creative Development & Marketing Communications

Develop integrated marketing plans along Consumer & Shopper path to purchase to achieve business objectives and build brand equity
Collaborate with Agency to develop creative content for all elements of integrated marketing plan, ensuring all creative is consistent with the master brand architecture and positioning
Track and evaluate effectiveness of all elements of the marketing plan to improve ROI
Sales Enablement

Develop 4P planning guidelines and partner with Sales to plan and monitor execution
Secure internal resourcing and information to support all customer meetings
Develop sales presentations and sell-in materials as needed
Partner with Sales in planning and execution of major Trade Conferences

Qualifications and Experience:
Bachelor’s degree in related field and 6+ years Brand experience
Team Leadership
Strategic Thinking
Critical Thinking/Problem Solving
Initiative
Passion for the brand and consumer
Outstanding Teammate – builds commitment and creates a fun, high-performance environment in leading teams without direct authority
Excellent communication skills, both orally and written, with diverse stakeholder base across functions and from front line through Executive Team
Ability to effectively manage multiple projects
Strong ability to perform under pressure while delivering results in a demanding and fast-paced environment.
Financial acumen – understanding of P&L and drivers of profitability
Understanding of Marketing strategy and tactics across the Path to Purchase
New Product Development - Prior experience introducing new products to market, from concept to execution
Digital & Hispanic Marketing experience