Marketing Director, Retail Shareables & Snackables

Position Title: Marketing Director, Retail Shareables & Snackables
Position Type: Regular - Full-Time
Position Location: Toronto HQ
Requisition ID: 33141
Director of Retail Marketing, Appetizers
Summary
The Director of Retail Marketing, Appetizers is a critical member of the North America (NA) Marketing Team at McCain who leads a team of retail marketers in developing and executing annual and long-range portfolio and marketing strategies to deliver the 2030 Plan for the channel. Responsible for all aspects of the marketing mix to drive consumer demand, the Director of Retail Marketing, Appetizers will act as the strategic business leader, partnering with sales, innovation, marketing operations, go-to-market, insights, and other functional groups within the organization to meet portfolio business objectives. The ideal candidate is a proven consumer marketer - a solutions-oriented, forward thinker with a strong commercial lens, sound technical marketing skills, experience leading cross-functional teams and developing talent. Fueled by a passion for the consumer, the customer, and the category, the Director of Retail Marketing, Appetizers will deliver profitable sales and market share growth with the goal of growing and transforming the category.
Key Responsibilities and Accountabilities

• Coach and develop a team of direct and indirect reports, creating an engaged, inclusive, and high-performing team
• Direct and set the vision and long-range strategy for the retail business, leveraging macro trends, demand space frameworks, consumer insights, shopper insights, and market & competitive analyses to identify where to play, how to win, and what to do to meet the annual and long-range financial and share targets for the portfolio.
• Leverage consumer and market insights to develop the portfolio strategy - inclusive of brand & PL - to grow the business via distinct brand and product propositions that meet customer, category, and consumer needs.
• Lead the AOC annual planning process, driving/influencing innovation and sales strategy and supporting/enhancing brand positioning and commercial objectives. Proactively identify key levers that positively impact the P&L and adjust as needed to achieve annual operating plan objectives. Control & manage the full funnel marketing spend for the Retail business and report on results/ROI
• Lead core innovation strategy (non-disruptive) developing and executing line extensions & renovation
• Champion the customer and consumer, understanding the entire value chain to deliver an integrated and synergistic execution of the strategy across functions
• Stay current on industry trends, proactively reporting on category, customer, and business performance by leveraging internal and external data sources; take action with cross-functional partners as required
• Partner cross-functionally to identify and champion growth opportunities, translating market insights into strong go-to-market propositions via:
  • Insights to build research and knowledge agenda, championing in-depth understanding of the operator, consumer, and competitive landscape
  • Innovation to develop 3-year innovation/renovation pipeline and support the commercialization of disruptive innovation (new environments/capabilities/occasions)
  • Integrated Marketing Communications team and agencies to develop and implement product comms campaigns (creative + media mix) and promotional plans in line with brand heart positioning - measuring results to drive ROI optimization
  • Marketing Operations to deliver the long-range plan and optimize overall portfolio value proposition
  • Customer Marketing to deliver high-impact go-to-market activation, clear customer engagement plans, and selling stories deployed in line with portfolio business strategy. Collaborate on shopper strategy and activation guidance (approve budget and plans)
  • Sales to optimize trade plans/programs and pricing to deliver sales objectives effectively, efficiently, and profitably
• Support monthly IBP operating rhythm; with sales, help drive to decisions and alignment that balance supply against demand-and drive positive mix and scale impact to financial performance of the business
• Ensure a robust understanding of the key brand and category performance drivers:
  • Lead portfolio performance and product lifecycle reviews, to ensure an efficient and relevant portfolio that delivers to customer, category and commercial objectives
  • Regularly review SKU margins/costs against aligned key performance indicators. Initiate portfolio mix optimization, price pack architecture strategy, profitability, sourcing and pricing initiatives as needed
  • Understand role of SKU profitability/mix and contribution to the business
  • Based on aligned objectives and strategies, provide guidance on portfolio pricing and promotions

Profile:
To effectively meet the challenges of this role, the ideal candidate:

• Is a self-starter and independent thinker with a strong work ethic who can convert insights into sustainable strategies and action plans that deliver results.
• Has a natural curiosity and results orientation, with strong problem-solving skills and an ability to influence others.
• Has a solid track record of developing insight-led propositions that demonstrate an understanding of what drives consumers and categories, then executing with excellence.
• Leads with a general management mindset, balancing consumer centricity with commercial and creative skills, including strength in strategic thinking, financial & analytical acumen, planning & execution, and effective communication
• Takes a people-centric approach, training and developing direct reports and a willing to challenge self and others to continuously improve
• Is capable of prioritizing and setting business vision while ensuring alignment from key stakeholders
• Has a proven ability to lead & motivate cross functional teams to ensure critical brand, NPD and portfolio opportunities are executed to deliver business and brand objectives

Performance and personal competencies required for the position:
Marketing Strategy

• Strategic leader who can drive category and brand growth developing where to play, how to win, what to do marketing, brand, and portfolio strategies
• Bias for leading with consumer insights, a demand-driven stance on the business, and an understanding of category & industry trends and intelligence - bringing teams along to win internally and in the marketplace

Commercial and business management acumen

• A strong commercial acumen required to manage the channel P&L to achieve financial goals (top and bottom-line), aligning and prioritizing work to deliver against KPIs and owning and executing strategic initiatives in line with goals (e.g., portfolio simplification, optimization, etc.)
• Robust understanding of the key drivers for the brand / category through financial knowledge of the SKU's under their portfolio and their contribution to the business.

Profitable portfolio management

• An ability to Initiate portfolio mix optimization, portfolio analysis, price pack architecture, profitability, sourcing and pricing initiatives.

People & Culture

• Lead cross functional teams to ensure all team members are motivated, have clear goals and are vested in delivering the plans
• Strong ability to build rapport, with the aptitude to influence others towards a common goal.
• Upskill and mentor the brand/product team in knowledge of principles, concepts, strategies and techniques relating to brand management and marketing

MINIMUM QUALIFICATIONS:
To perform this position successfully, an individual must be able to perform each job duty satisfactorily. The requirements listed below are representative of the knowledge, skills, and/or abilities required. Reasonable accommodation may be made to enable individuals with disabilities to perform the essential duties.
Required Education, Knowledge, Skills & Abilities: ( Indicate if Preferred not Required )

• Bachelor's or advanced degree in Marketing, Business Administration, or related field required; MBA strongly preferred
• Previous P&L management experience
• Experience deriving insights from both primary consumer research and syndicated data
• Proficiency in Excel, PowerPoint, and Word
• Excellent organizational and communication skills

Required Length & Type of Experience: ( Indicate if Preferred not Required )

• 10+ years of Marketing/Brand Management experience in the US Retail market within the Consumer Packaged Goods industry, with a minimum of 5 years in food
• Expert knowledge of principles, concepts, strategies and techniques relating to retail brand management and marketing.
• Strong commercial acumen and financial know how in the retail CPG context.
• Ability to understand entire value chain and where commercial can drive efficiencies and effectiveness
• Strong people management and leadership skills with high EQ
• Strong ability to influence people and build strong relationships with both internal and external stakeholders and customers.
• Ability to work strategically and operationally, and adapt to fast paced, ambiguous environments while maintaining accountability.
• High degree of tenacity and persistence to get actions completed on schedule with a hands on approach.
• Highly organized with premium analytical skills and strong attention to detail.
• Strong negotiation and influencing skills to inspire results and a proven track record in collaboratively leading teams to deliver complex projects

McCain Foods is an equal opportunity employer. We see value in ensuring we have a diverse, antiracist, inclusive, merit-based, and equitable workplace. As a global family-owned company we are proud to reflect the diverse communities around the world in which we live and work. We recognize that diversity drives our creativity, resilience, and success and makes our business stronger.
McCain is an accessible employer. If you require an accommodation throughout the recruitment process (including alternate formats of materials or accessible meeting rooms), please let us know and we will work with you to meet your needs.
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Job Family: Marketing
Division: NA Appetizers
Department: Marketing Retail Shareables and Snackables
Location(s) : US - United States of America : Illinois : Oakbrook Terrace || US - United States of America : Illinois : Chicago
Company: McCain Foods (Canada)