Director of Marketing- Frozen Retail Brands

Purpose Statement

The Director of Marketing, Frozen Retail Brands, will lead the strategic frozen retail brands for Rich Products. This role is pivotal in leading our brand strategies for Farm Rich, SeaPak, and Morey’s to drive a deep emotional connection with consumers by leveraging strategic brand positioning, data-driven insights, and targeted consumer-centric marketing initiatives. The Director will ensure that these initiatives align with the evolving media landscape to foster brand affinity, trust, and engagement to deliver business results.

Key Accountabilities and Outcomes

Owns (Accountable)
Brand Strategy Leadership
Demand Creation Strategy and Integrated Marketing Leadership
Lead Brand Research Needs
Strategic Brand Agency Leadership
Internal and External Brand Stewardship
Brand Investment Business Case Development
Leadership     
Vision/Strategy: Creates and aligns with senior management on multi-year brand growth strategic plans as well as annual marketing plans based on critical analysis of business performance and strategies. Partners with other functions/teams to align these strategies and annual plans for assigned brand(s).
Drive the relationship of the cross-functional teams (product marketing, insights, sales, customer marketing) to develop and execute key business initiatives. This leadership position requires continual interactions with both internal and external business leaders to drive alignment of current plans and to ensure that the plans meet the overall business needs.
Leads agency partner relationships to ensure maximum efficiency and delivery of breakthrough marketing activations with impact on high priority growth brands
Owns talent management and development for their brand team and developing critical brand team competencies. Proven ability to navigate decisions through multi-faceted organizations
Ensure execution of plans and achievement of results by:
(a) getting the right people on the team;
(b) aligning and preparing them to perform at a higher level; and
(c) providing daily leadership to create positive experiences to shape beliefs and actions consistent with our desired culture.
Understands the Market 
Understands the customer, competitor, consumer and Rich’s capabilities and other insights that will be leveraged to shape the brand
Formulate and execute response to competitive activity
Accountable for understanding the market / consumer driving insights that will shape strategy and drive outcomes
Marketing Management
Own Brand Vision, Positioning, Strategy, and Visual ID for Rich’s frozen retail brands.
Oversee the development and execution of the annual brand plans. Plans to include full funnel tactics across all aspects of the marketing mix, including advertising, media, social, retail and consumer events to drive consumer awareness and profitable business growth.
Over-see the management of the internal and external agencies including creative, PR, social, and media agencies, to deliver break through brand creative that delivers against business objectives including volume/share growth and brand metrics.
Brand Research and Industry Trends: Oversee market research to gather consumer insights and competitive intelligence
Own and deploy a designated budget to build and execute branded content and campaigns.
Collaborate with Demand Creation COE digital resources to drive demand
Financial Management  
Responsible for delivering results
Leverages opportunities to maximize profitability
Accountable for marketing budget across assigned categories

Knowledge, Skills, and Experience

• Bachelor’s degree in marketing or related field required (MBA preferred) with 10+ years of experience in a marketing and brand management role and CPG experience.
• In-depth mastery of strategic planning in a marketing leadership role with proven success
• Solid communication skills to include verbal and written capabilities; strong presentation ability including with all audiences and levels of management
• Demonstrated ability to collaborate and influence across all levels
• Demonstrated ability to organize and prioritize work
• Demonstrated leadership skills with direct reports and cross functional resources through leading strategic initiatives through projects/teams
• Experience in the food industry a plus
• Proven track record of leadership, taking initiative and delivering results
• Solid software proficiency including Microsoft Office Word, Excel, PowerPoint
• Experience with IRI and/or Nielsen syndicated databases
• Ability to travel domestically up to 20%