Associate Brand Marketing Manager

Purpose Statement

Supports the development and execution of comprehensive marketing plans and strategies for the f’real brand, Rich’s licensed brands, and other consumer facing brands for Rich’s to build brand awareness, drive engagement, and increase consumption.

This professional would live in the Buffalo NY area and work a hybrid work schedule

Key Accountabilities and Outcomes

STRATEGY:

• Supports the development of the annual f’real and other consumer facing Rich’s brands integrated marketing plans (IMP).
• Collaborate with the respective Category Business Unit (CBU) to define strategy, positioning, target audiences, growth & key messaging objectives for the category & branded portfolio.
• Provide brand input to the annual Divisional strategic plans, including situation analysis, business reviews
• Analyze consumer insights, market trends, and competitor activities to identify opportunities and inform strategic decision-making.

CONSUMER/SHOPPER MARKETING:

• Serve as the contact for external creative, PR, media, and other agencies, managing relationships and ensuring alignment with brand objectives and guidelines.
• Support the development of creative marketing campaigns, including advertising, promotions, and events, that resonate with target audience(s) to drive awareness and consumption.
• Collaborate with internal cross-functional teams, including CBU and sales, to ensure alignment and integration of consumer marketing initiatives with overall business objectives.
• Develop and execute comprehensive consumer promotion strategies and tactics, including coupon promotions, to drive sales and increase market share.
• Manage the strategy and planning of content across our digital channels, partnering with the COE and external agencies on execution and optimization of content and media campaigns across digital channels (web, social, email marketing, etc.).
• Oversee PR efforts, including media relations, press releases, and influencer partnerships, to generate positive coverage and enhance brand and category reputation.
• Monitor and evaluate the performance of consumer marketing initiatives, using KPIs and metrics to measure effectiveness and ROI, including redemption rates, sales lift, etc. for promotional tactics.
• Manage the creation of marketing materials, including print and digital assets, ensuring adherence to respective brand guidelines to create cohesive brand identity across all shopper touchpoints.
• Continuously evaluate and refine promotion strategies and tactics based on performance data, market feedback and business objectives.

LICENSING:

• Day-To-Day lead with current licensing partners.
• Overall licensing project management, performance tracking, forecasting, business review content, ad hoc updates, etc.
• Collaborates with CBU/Divisions on development and execution of marketing plans with licensing partners.

MARKET KNOWLEDGE:

Anticipate, identify, and analyze customer and shopper needs as well as market and competitive trends to maximize Rich's competitive position in the market. 

• Develop a keen understanding of the competition, customers and consumers, as well as a complete understanding of Rich’s performance in the market.
• Seek and leverage sales and customer interactions to identify channel needs and opportunities.

FINANCIAL:

• Plan and track against assigned advertising/marketing budget.  Manage Consumer AOM budget for f’real.
• Measure delivered results and business impact from marketing/promotional activities.

Maintain understanding of the Brand’s financial performance against targets and support efforts to improve

Knowledge, Skills, and Experience

• Bachelor’s degree in marketing or related field required; MBA a plus
• Minimum of 3-5 years of experience in a marketing role with a proven track record of results in the CPG industry. Food industry, preferred 
• Demonstrated financial skills to include solid analytics skills (e.g.; making recommendations, interpretation, opportunities, etc.)
• Solid communication skills to include verbal and written capabilities; strong presentation skills
• Ability to work in a fast paced and challenging entrepreneurial environment
• Demonstrated influencing ability
• Demonstrated financial skills to include basic analysis
• Solid communication skills to include verbal and written capabilities, strong presentation ability
• Travel up to 15% strategically planned to support key customers and initiatives and deliver business results
• Strong PC, proficiency to include Microsoft Office Word, Excel, and PowerPoint. Circana a plus

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