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Refer to 9100 when applying for this job. To send your resume, click here.
Job Title: Brand Manager – Consumer Package Goods/Food Manufacturer
Location: Northern CA
Overview
The strategic elements of this position include responsibility for planning, developing, and leading the implementation
of the 5-10 year marketing strategy for the company’s primary brands. This includes all of the company’s current
business channels. Tactically, the position is responsible for developing short-term marketing and brand
strategies/tactics, overseeing all marketing plans and initiatives that drive consumer awareness, new product
development, branding, packaging, label design, advertising, promotion planning, and most importantly, the
achievement of corporate profit, volume, and share objectives. The position also entails close interaction with, and
management of, all vendors who support the Sales & Marketing functions of the company.
The position reports into the VP of Sales & Marketing.
General Responsibilities
• Lead the effort to develop the company’s 5-10 year marketing strategy across all business channels.
• Conduct/oversee in-depth research of category data and trends, the US consumer, and major competitors.
• Develop a comprehensive brand platform by sales channel, our positioning in each channel, naming direction, etc.
• Develop/oversee appropriate branding efforts including label redesign, package redesign, new products, pricing
strategy, consumer/customer messaging, and opportunities for a multi-brand strategy across all business channels.
• Full P&L management and forecasting for assigned businesses. Monitor budget and expenditure for assigned
marketing areas.
• Oversee entire annual planning, marketing, and financial effort for the company’s primary and seasonal “fresh
pack” brands.
• Analyze relevant category consumption and sales data and make strategic recommendations about the company’
s primary and seasonal “fresh pack” brands.
• Maintain communications with thought leaders (Executive chefs, chefs, food critics/editors/writers, etc.) to
promote and grow the company’s primary seasonal “fresh pack” brands.
• Responsible for development of all sales collateral and marketing support materials.
• Lead the effort for all varietal planning, assist with forecasting, development of production volumes, and other
considerations to benefit production and milling functions of the company.
• Represent Marketing on cross-functional team(s) and/or when interfacing with Sales, Production, Milling,
Accounting, and Field Operations to develop new products or enhance existing products or product lines.
• Provide input into the annual budget in a way that helps maximize market potential.
• Act as the primary interface with all Sales and Marketing vendors.
• Oversee and manage the company’s new website and maintaining the accuracy, timeliness, and quality of all
website content.
Specific Responsibilities
• Develop and execute marketing programs within approved budgets to achieve brand objectives
• Analyze the individual marketing tactics to determine success
• Analyze existing market trends to project market sizes and opportunities for individual products, packages, and
new items across all channels
• Interface with Production and Inventory Management functions of the company to ensure adequate packaging
inventories
• Co-own with Sales the annual sales forecast by channel, selling package, and varietal.
• Interface with outside agencies and vendors to execute the marketing plan for the brand and company
• Review and proof for accuracy all vendor deliverables (i.e. labels, package specs, etc.)
• Work hand-in-hand with the sales organization to ensure corporate objectives are met and that our strategies and
programs are effectively implemented.
Necessary Experience
Marketing/Brand Management
• Classically trained brand manager with at least 5 years experience at a traditional CPG company
• Knowledge of basic marketing mix concepts (e.g., segment positioning, brand architecture, SWOT analysis,
competitive assessment, marketing objectives/strategies, customer segmentation)
Business Processes
• Proven experience with traditional business processes commonly found in large, established corporations, such
as market research, new product development, strategy development, and P&L management
• Demonstrated ability to work collaboratively with Sales, Finance, R&D, Supply Chain, Manufacturing, and senior
management
Planning & Organizing
• Solid project management skills. Able to successfully handle dozens of projects and time lines simultaneously
• Effective analytical and problem solving skills with the ability to apply creative solutions to challenges
Leadership & Teamwork
• Ability to make things happen through his/her problem solving skills, creativity, perseverance, and persuasiveness
• A consummate team player that can successfully build consensus with others
Communications
• Persuasive communicator – verbal and written – able to persuade colleagues and management based on a
compelling, fact-based argument that has been well researched.
• Able to “think clearly on his/her feet”
Job Complexity
This position will require the ability to multi-task dozens of projects simultaneously while overseeing the development of
the company’s long-term brand and marketing strategies. Strong organizational and communication skills are
essential. The position requires an ability to proactively anticipate obstacles common in young, under-resourced
companies experiencing rapid growth. It also demands the flexibility to seek alternative solutions to keep projects on
track. The ability to utilize information to draw insights and conclusions and make tactical business decisions is
essential.
Education & Skills
• Undergraduate degree required. Emphasis in Marketing a plus
• MBA a plus or equivalent experience in Consumer Packaged Goods industry
• Extremely strong work ethic. Demonstrated ability to successfully handle a multitude of tasks simultaneously in a
fast-paced work environment.
• Highly organized. Must be able to work efficiently in resource-constrained workplace
• Excellent computer skills. Must be highly proficient in Microsoft Office Suite to include Excel, PowerPoint, and
Word
• Professional maturity