The Sr Mgr, Brand is responsible for developing plans and executing projects and initiatives that support the broader short and long-term marketing strategy. They will also collaborate with leaders to ensure Snyder’s-Lance brand remains relevant to consumers and that all initiatives support the brand promise. They will partner with leaders in identifying target growth opportunities and then establishing, developing and leading an effective and strategic marketing and innovation strategy to drive sustainable growth.
Essential Job Duties
Champions’ broad strategic framework to achieve profitable long-term growth for an assigned product lines and/or brands to ensure the brand has a meaningful long term consumer position and achieves long term volume/profit growth. Establishes a clear and compelling vision for brand and product portfolio.
Lead agency partners to ensure a clear understanding of the brand’s positioning and marketing objectives. Provides leadership in the areas of creative, copy development and media planning.
Develops, coordinates, and implements the annual marketing strategy for each assigned product, including volume, pricing, consumption, profit goals, advertising, promotion, and trade activities.
Manages the P&L and Marketing budget for assigned products.
Develops, coordinates, and implements marketing plan, consistent with the approved strategy, combining proven media, promotion, and trade elements with new innovative approaches for achieving volume and profit growth.
Monitors and analyzes ongoing product performance and develops and implements action plans.
Identify needs for consumer insights and develop annual learning agenda. Translates learnings into strategies and marketing plans.
Creates an environment in which key team members are motivated to generate new ideas. Ensure close coordination with leaders and other Marketing team counterparts.
Develops and executes commercialization plan for innovation launches
Champion the consumer and focus the organization on uniquely satisfying their needs.
Provide fact-based selling propositions and planograms for the field sales organization to provide customer insights and enable targeted execution and sales goals.
Lead sales and budgeting forecasting for assigned product lines.
Develop, coach and manage a team of Associate, Brand and/or Sr. Brand Managers.
May perform other duties as required.
Scope of Responsibility
Responsible for the development and implementation of the strategic vision and tactical operating plans for a portfolio of product lines. Key areas of responsibility include product line management, proactive P & L management, championing the consumer and applying insights to the business and managing all internal and external resources toward achieving corporate objectives. Also consumer and customer insights and working closely with the sales and cross functional teams will be key inputs toward developing and executing effective plans and programs.
This position may have one direct report.
Knowledge and Skill Requirements
P&L management experience.
Proven track record of driving profitable growth through brand development, product innovation and category leadership.
Experience with advertising agencies as well as other third party partners to develop and execute highly effective strategies to create consume demand for products and/or services.
Experience marketing the capability and benefit of a Direct Store Delivery (DSD) distribution solution (methods, capabilities and limitations) is a strongly preferred.
Highly effective written and verbal communication skills that build trust, instill confidence and ensure personal effectiveness/influence with all constituents.
Strong strategic and tactical sense; must work well under tight deadlines.
Education and Experience
Bachelor's Degree in Marketing, Business Administration (or other related field); a minimum of 5 years’ experience in a marketing/innovation department and/or agency (marketing programs or marketing communications) - preferably for a manufacturing / consumer packaged goods (CPG) business required.
Minimal travel may be required.
Job - Marketing
Primary Location - United States-North Carolina-Charlotte
Organization - Mktg, Innovation, R&D_Marketing(L12030)
Schedule - Full-time
EEO Disclosure - Snyder’s-Lance is an Equal Opportunity Employer- Veterans/Disabled and Other Protected Categories