Full Job Description
Business Unit Description:
Bob Evans Farms operates in multiple convenience foods categories within grocery and club. It holds #1 market positions in three major categories. This winning brand has been experiencing strong growth, a trend it's expecting to continue mostly through its leadership in the refrigerated dinner and breakfast categories. In addition to its flagship Bob Evans brand, the Bob Evans Farms portfolio proudly includes Owens, Simply Potatoes, Egg Beaters, Davidson's and Pineland Farms. Bob Evans Farms products are distributed nationally in retailers throughout North America. This includes national grocery chains like Kroger, Safeway, Whole Foods Market, and SuperValu; mass merchants Target and Walmart; as well as club stores and via e-commerce.
The Senior Public Relations/Communications Manager is a critical marketing leader responsible for the strategic development of high-quality consumer, employee and customer communications as it relates to all brands in the portfolio.
This senior level manager drives revenue and market share growth, and increases awareness and reach, by delivering best-in-class public relations and communications programs and campaigns. They will develop (in conjunction with Director, Communications) and deliver community, employee and customer communication strategies and tactics within the following specialty areas:
campaign and program strategy/development/amplification/management
consumer and community programs/promotions
product/brand publicity and communications
budget management of marketing investment
Examples include project brief development, planning and execution, partner with digital/social (website, influencer, social media, owned media) and graphics teammates and agency partners. Some of the measures this role will be evaluated on include commitment to consumer engagement and programs that provide strong ROI and improved social sentiment.
Provide goals and compelling sense of direction re: communications and programming for the communications and brand teams
Build, motivate and unify team to deliver their best work against public relations, communications programs and events
Develop and manage strategies to achieve Bob Evans Farms corporate goals and KPIs
Drives innovative thinking amongst agencies, marketing communications and brand teams based on knowledge of specialty, communications tools and competitive landscape
Partners with internal team and cross-functional agency partners to execute communications plans, including PR and media relations, cause marketing, community relations, plant relations, etc.
Partner with owned media/digital, social media and graphics – internal and agencies
Recognize and apply communications management budget and measurement parameters to planning process; build in monthly/quarterly spend flexibility, act as steward of the budgets/manage to approved budgets
Conduct pre- and post-analyses, providing recommendations to apply learnings and maximize ROI
Strong leadership and communication skills, both written and verbal, required to keep other functional areas apprised of and engaged in initiatives
Demonstrate ability to drive team to plan and execute holistically across all channels
Develop project briefs based off of brand key objectives and ROI, then get brand/marketing communications approvals and executes and report results
Develop and guide team to focus on results, proactively ensuring strong measurement plans are in place and are delivering necessary learning & actionable implications
Working with the brand and agency partners, guide fiscal year and specialty planning processes (tie key issues, strategies, and tactics together to create impactful specialty plans that address business needs)
Bachelor’s degree required, MBA preferred in Public Relations, Communications, Marketing or related field
Minimum of 5-7 years of CPG experience, event management and consumer promotions. Preference of a minimum of 8 years overall experience in Communications/Public Relations, Marketing or PR Agency