Marketing Manager, f'real

PURPOSE STATEMENT

As a Marketing Manager, you will be leading our B2B & B2C marketing and advertising efforts for the f’real brand. This role includes being a key participant in our Foodservice Customer Marketing team and activities, including the development and execution of specific marketing plans and demand creation efforts for the f’real brand. You will also collaborate and lead cross-functional teams (Product, Digital, Culinary, Sales, etc.) on f’real new product launches and other marketing initiatives

KEY ACCOUNTABILITIES/OUTCOMES

Strategy
In alignment with Marketing leadership, participate in the development of brand, segment, category, and customer strategies including:
Brand Strategy: Support the development of the f’real Brand Strategy, Vision, & Positioning.
IMP: Lead the development & execution of the annual B2B & B2C f’real Integrated Marketing Plan (IMP) and the management of the f’real Advertising/Other Marketing Budget.
New Product Launch Plans: Lead the development of f’real New Product Launch Plans, including internal Launch to Win process & consumer facing activations.
FSD Strategy: Support the development of the annual Division & Segment Strategic Plans, including Situation Analysis, Business Reviews and participate in the Joint Sales & Marketing meetings. Provide f’real customer / consumer input throughout the planning cycle.
Customer & Consumer Marketing
New Product Launch Plans: Collaborate with cross functional team members (Customer Marketing, Digital, Product Managers) to develop and execute B2B & B2C f’real marketplace product launch plans. Collaborate with product teams on product discovery and innovation.
Events: Support the execution of customer & consumer events, key customer visits and tradeshows as it relates to f’real Brand & product presentation and market intelligence.
VOCC: Support efforts to capture the voice of customer and consumer to inform product innovation or other marketing initiatives. Advocate on behalf of the f’real Customer & Consumer in all internal discussions.
Rich Experience: Proactively seek to delight customers & consumers at every touchpoint of the buyer’s journey and deliver the Rich Experience whether in-person or virtually.
Community Management: Support f’real brand social content creation and community management as needed.
Demand Creation
Brand Campaigns: Lead customer & consumer brand campaigns by collaborating with teams across different verticals such as sales, COE, marketing, creative, legal, and so on
Campaign Measurement & Reporting: Set campaign objectives / KPIs and measure results to ensure the highest return on marketing investment. Effectively and consistently communicate results throughout the year.
IMP Execution: Collaborate with the Segment Customer Marketers on the Division’s IMP calendar (Media, Public Relations, Email, Search, Social, etc.) to increase f’real by Rich’s brand and portfolio awareness and feed the sales funnel.
f’real Content: Lead the development of general f’real content and demand creation tactics.
Asset Creation: Work with agency partners and vendors to develop new sales & marketing materials (POS, tradeshow materials, merchandising, etc.).
Digital: Leverage digital capabilities to build awareness with customers and consumers, incent trial and repeat purchase occasions.
f’real SME: Act as subject matter expert on f’real to consult on new Digital and Analytics-driven capability projects, including:
Development of content for customer-facing continuing education portals (Rich’s Academy)
Development of strategy and content around automated marketing campaigns through Marketo and Pardot.
Collaboration with cross-functional team in developing analytical dashboards to develop promotional strategy and tactics.

KNOWLEDGE/SKILLS/EXPERIENCE

•    Bachelor’s degree in marketing or related field required; MBA a plus
•    Minimum 5+ years of experience in a marketing role with a proven track record of results.  B2B & B2C marketing experience, specifically in the food industry is preferred, as is prior experience creating integrated marketing campaigns that build awareness and drive engagement.
•    Proven ability to develop brand and marketing strategies and communicate recommendations to executives
•    Up to date with latest trends and marketing best practices
•    Experience in identifying target audiences and devising effective campaigns
•    Passion for serving, delighting, and engaging customers and consumers
•    Excellent communication skills including verbal and written capabilities.  Ability to tell “the story” in a compelling and engaging manner while presenting to a variety of internal / external audiences, whether in-person or virtually. 
•    Technical knowledge and experience with the latest digital marketing tools and marketing automation platforms
•    Financial skills including PNL literacy, costing principles and budgeting
•    Solid analytical skills leveraging data from various sources and transforming them into actionable insights
•    Ability to effectively work independently and with others in a collaborative environment 
•    Excellent software proficiency to include Microsoft PowerPoint, Excel, and Word 
•    Prior experience with Smartsheet, Microsoft Teams, CRM / Salesforce, a plus
•    Travel including overnight, up to 15%   #CORP123  #LI-RT1