About The Role:
This position will be accountable to develop the brand strategy, deliver monthly business targets, track marketing performance, and evaluate ROI effectiveness for Heartland’s coffee, tea, and canned beverage brands. This position is highly visible within the organization and requires close cross functional partnership with key internal constituents including Sales, R&D, Finance and Procurement. As Brand Manager within the marketing function, the role will have broad exposure to senior management and need to build data driven plan recommendations to move the business forward. We are looking for a self-motivated person who can independently manage multiple projects with a high sense of accountability and urgency.
The Brand Manager will: (1.) develop a strategic portfolio growth plan; (2.) drive the annual planning process from Brand Reviews to Prioritization (3.) ensure flawless in-market execute of marketing tactics (4) track performance and course correct and (5) drive holistic product ownership and expertise to unlock business insights to action.
The Brand Manager reports to the Senior Director Brand Strategy, Refreshments and will partner with a broad range of multi-functional business partners in both Marketing & non-Marketing functions. Example focus areas include:
- Brand ownership and oversight of the portfolio, understand key business drivers to the apply learnings to accelerate growth.
- Partner with the sales organization to track in market performance, facilitate in crafting sell stories with retail customers and drive optimal shelf assortment.
- Work with our Insight Team to better understand consumer needs and purchase motivation, the What & Why.
- Brief internal and external agency partners for creative asset development and media planning to support plan tactics.
Essential Duties and Responsibilities:
- Serve as the internal and external brand ambassador, promoting our mission and brand.
- Develop full year activation calendar with breakout of brand tactics, spending needs, activation timing, and prioritization of efforts.
- Lead a broad range of activities from packaging, pricing, promotion & product.
- Conduct in-depth market and brand analysis to support category and brand growth.
- Monitor, track, and analyze brand performance and initiatives; translate analysis into strategic actions and apply learnings and when needed take corrective action.
- Prepare and create engaging and persuasive presentations at all levels of the organization.
- Work collaboratively with internal communication group in development of creative
- Work closely with sales management to plan and execute retail programs in Grocery, Mass, and Alt Channels.
- Develop direct reports, foster a collaborative team environment, provide ongoing coaching/feedback, and facilitate team members individual development plans.
Desired Skills & Required Experience
- Heartland’s culture is fast, flexible & innovative. The applicant must possess these traits and be willing and able to operate with a rapid, iterative, continually learning mindset.
- Solution focused mindset, demonstrate ability to operate with a business ownership mindset.
- Collaborative attitude, work harmoniously with internal and external cross functional partners
- BS/BA in business, marketing or related discipline required.
- 3-5 years previous experience, ideally with CPG products background.
Physical Demands
- Must be able to physically perform the functions of climbing, balancing, stooping, kneeling, crouching, reaching, standing, walking, pushing, pulling, lifting, grasping, feeling, talking, hearing, and repetitive motions.
- Must be able to sit for extended periods of time and interact with computers, telephone, and other electronic media.
- Must possess visual acuity to document company records.
- Must be able to lift 20 pounds.
Skills Required
- Bachelor's degree in business, marketing, or related discipline
- MBA
- 8-10 years previous experience, ideally with CPG products background
- Experience developing brand strategy, annual planning, and activation calendars
- Experience tracking marketing performance, ROI analysis, and course correction
- Experience partnering cross-functionally with Sales, R&D, Finance, and Procurement
- Experience managing direct reports and providing coaching/ development
- Strong presentation, analytical, and data-driven decision-making skills
- Ability to perform physical demands listed and lift up to 20 pounds
- Solution-focused, collaborative mindset and ability to operate in a fast, iterative environment
What We Do
Heartland Food Products Group is a global leader in the consumer packaged goods (CPG) industry, producing low-calorie sweeteners, coffee, coffee creamers and liquid water enhancers. Simply put, we make coffee, tea and water taste better. Our portfolio includes a variety of branded, licensed and private label products within multiple categories. We also provide strategic co-manufactured partnerships with many category leaders. On the branded side of the business, we manufacture and market SPLENDA®, the #1 brand in the low-calorie sweetener (LCS) category and the most recognizable in the world. And we’re leading the charge in the quickly emerging cold brew coffee category with JAVA HOUSE® Authentic Cold Brew Coffee, our 100% authentic cold brew handcrafted in small batches. In addition, we are the leading provider of private label sweeteners and liquid water enhancers in the U.S. Our products are distributed throughout North America, Europe, the Middle East, Africa, Latin America and Asia-Pacific. We employ over 1,200 people worldwide.
