The Brand Manager will lead product portfolio management and brand-building programs for a specific product category within the Califia Farms portfolio. This business leader will use consumer insights, category/competitive insights, and business analytics to drive product line strategies to deliver annual revenue and gross margin targets. He/she will collaborate closely with cross-functional partners to drive innovation and renovation projects from concept through post-commercialization business analysis.
This hybrid position requires on-site work at our corporate office in the DTLA Arts District Tuesday through Thursday, with remote flexibility on Mondays and Fridays.
Responsibilities
- Lead product management, innovation, and marketing activation for a specific product line(s) within the Califia portfolio (exact product line may vary depending on business needs)
- Build and implement plans to deliver annual volume, revenue, and gross margin targets
- Understand market trends and manage the categories according to the evolving competitive landscape and changing consumer needs. Spearhead business unit reviews with executive leadership, leveraging consumer, category, and competitive insights to gain alignment on strategic business decisions
- Build business cases and drive subsequent project stage-gate recommendations
- Work inter-dependently with key functional counterparts in R&D, Sales, Finance and Operations to drive strategic projects forward
- Lead cross-functional teams to develop, incubate and launch innovation and line extensions
- Develop project revenue and consumption forecasts
- Create and manage detailed project timelines to ensure delivery of project milestones
- Develop consumer learning plan and execute research to drive insights that impact the business
- Identify structural components and graphics of packaging to best convey product proposition
- Lead development of marketing support plan to build awareness of product lines
- Support Brand Director in building annual marketing plans that effectively drive HH penetration, brand awareness and trial
- Collaborate with Sales to build selling materials and selling strategy
- Develop, manage, and track annual budget and spending
- Make recommendations on improving resourcing, process, etc.
Qualifications
- MBA preferred, but not required
- Previous experience working in consumer-packaged goods, food and beverage marketing
- Minimum of 3-4 years in a previous brand management role
- Exhibits a deep understanding of and experience with syndicated consumption and panel data (Circana, Nielsen, Numerator, etc.) in order to effectively measure business performance and drive actions
- Understands the levers of a product P&L including revenue, gross margin, COGS, etc.
- Experience leading consumer research, including concept testing, sensory testing, focus groups, etc.
- Experience leading cross-functional project teams to successfully launch new products
- Experience developing marketing campaigns that build awareness and drive in-market performance
- Ability to lead with confidence, gain consensus and influence others
- Exceptional collaborative partner to peers
The expected salary range for this position is between $125,000.00 - $140,000.00 per year based on a full-time schedule. Location, confirmed job-related skills and experience will be considered in setting the actual salary. As a full-time employee, you will be eligible to enroll in Califia’s employee benefits program. You may also be eligible to participate in the company’s bonus program which may be subject to change.
The Company is committed to providing equal opportunity for employees and applicants in all aspects of the employment relationship, without regard to race, color, sex, sexual orientation, gender identity, national origin, citizenship, marital status, veteran status, disability, age, religion or any other classification protected by law.
Skills Required
- Previous experience working in consumer packaged goods, food and beverage marketing
- 3-4 years of experience in a brand management role
- Experience with syndicated consumption and panel data, including Circana, Nielsen, or Numerator
- Understanding of product P&L levers, including revenue, gross margin, and COGS
- Experience leading consumer research, including concept testing, sensory testing, and focus groups
- Experience leading cross-functional project teams to launch new products
- Experience developing marketing campaigns that build awareness and drive in-market performance
- Ability to lead with confidence, gain consensus, and influence others
- Exceptional collaboration skills
- MBA
What We Do
Inspired by the bounty of California, Califia Farms (pronounced “Cal-uh-FEE-ahh,” like California) is on a mission to nourish the world with the wisdom of a plant-based lifestyle. The company was named the 2021 Beverage Forum Small Company of the Year (< $1 billion in revenue); 2017 Supplier of the Year by Whole Foods Market; a 2015 “Breakout Brand” by Beverage World; and BevNet's 2015 "Brand of the Year." Califia Farms creates innovative, healthy and great-tasting premium beverages that make it easy for consumers to go plant-based and dairy-free, without compromise. It is one of the fastest-growing natural beverage companies in the U.S., as well as the #1 plant-based dairy alternative brand in the natural channel. Founded in 2010 by beverage visionary, Greg Steltenpohl, in partnership with a farmer's co-op based in the San Joaquin Valley, Califia Farms is a uniquely California company. Its Bakersfield, Calif. manufacturing plant is powered by renewable energy and re-purposes more than 90% of its post-production byproduct
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