Your Opportunity as the Senior Brand Manager, Café Bustelo
Café Bustelo is one of the fastest growing brands in coffee with exciting growth plans. A strategic focus for the JM Smucker Company, the brand provides tremendous opportunity for motivated marketing professionals to be part of something special – driving a fast-growing, leading brand at a multi-billion-dollar CPG company.
Location: Orrville, Corporate Offices
Work Arrangements: Hybrid, 30% in office expectations (Tues, Wed, Thurs on core weeks)
In this role you will:
US Retail Brand Strategy & Execution: Develop US Retail brand & business strategy and inspire the cross-functional team to deliver best in class go-to-market & execution. Develop US Retail portfolio strategy, allocating resources to maximize value creation across the product portfolio. Lead development and execution of US Retail annual/long range brand plans that meet sales and profit goals
Brand Leader and Advocate: The Brand leader and expert on brand equity, positioning, and brand voice leveraging brand’s authentic Latin heritage to drive for continued expansion and growth across diverse consumer groups. Responsible for Brand’s voice, tone, language in English and Spanish, preserving the original message and intent.
P&L management & Business Delivery: Lead team in development and delivery of short- and long-term U.S Retail business plans that push beyond the expected to showcase the possible. Includes active monitoring of business fundamentals (pricing, distribution, velocities), leveraging analytical expertise across the organization, evaluation of entry into new product segments, deploying resources to prioritize growth, and designing for value initiatives to strengthen the P&L over time.
Marketing Planning/Communications: Unleash the potential in our agencies to deliver best in class strategy and creative development for fully integrated marketing communications in U.S. Retail. Includes developing experiential marketing/PR/digital marketing plans to deliver efficiently on brand-building and high sales growth objectives. Primarily responsible for reviewing translations and trans adapting content to ensure accuracy and consistency with brand standards and brand’s voice, tone, and language style.
Sales/Customer: Partner with Sales to develop multi-year growth plans at key customers that align with channel strategies. Includes implications for pricing and sizing, evaluate channel specific needs, identify business opportunities, and track new item distribution and performance.
Insights: Collaborate with internal research team to leverage research (historical, secondary) and insights (consumer and supplier research, trends) to drive business planning and brand actions and ensure continuous learning plan.
People Management: Select, train and manage career development of direct report(s) and build team culture rooted in our Basic Beliefs
The Right Role for You
We are bold, kind, strive to do the right thing, we play to win, and we believe in a strong community that thrives together. Our culture is rooted in our Basic Beliefs, and we believe in supporting every employee by meeting their physical, emotional, and financial needs.
What we are looking for:
Minimum Requirements:
Bachelor’s degree
8+ years CPG Marketing relevant experience with prior experience working on Hispanic brands or brands that specifically target Hispanic consumers combined with awareness of culture, traditions and values for Hispanic consumers.
Bi-lingual (verbal and written) with English & Spanish
Excellent leadership skills combined with ability to influence cross-functional partners.
Ability to translate positioning strategy into creative strategy and execution.
Excellent marketing skills with strong business savvy and financial acumen.
Demonstrated experience with consumer research methodologies including statistics, research design, marketing, and product development applications.
Solid experience and skills in project management.
Experience managing and developing direct reports.
Proficiency with IRI/Nielsen/Circana data, Microsoft PowerPoint, Word and Excel.
Willingness to travel for work (10-20%)
Additional skills and experience that we think would make someone successful in this role:
MBA
Highly collaborative mindset; team player
Food or Beverage experience is a plus
Learn more about working at Smucker:
Helping our Employees Thrive
Delivering on Our Purpose
Our Continued Commitment to Ensuring a Workplace for All
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The J.M. Smucker Co. Compensation & Benefits Highlights
The following summarizes recurring compensation and benefits themes identified from responses generated by popular LLMs to common candidate questions about The J.M. Smucker Co. and has not been reviewed or approved by The J.M. Smucker Co..
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Retirement Support — Retirement programs are described as strong, with a company 401(k) match, immediate vesting in some materials, and access to an Employee Stock Purchase Plan. These elements contribute to a favorable view of total compensation value.
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Parental & Family Support — Paid parental leave for all parents and on-site childcare at key locations signal a family-forward approach. Additional supports such as adoption assistance and pet-related leave reinforce this emphasis.
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Leave & Time Off Breadth — Paid time off, seasonal compressed schedules, and flexibility options are highlighted across materials. The ability to start with substantial PTO and buy additional time enhances perceived time-off breadth.
The J.M. Smucker Co. Insights
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What We Do
Each generation of consumers leaves their mark on culture by establishing new expectations for food and the companies that make it. At The J.M. Smucker Co., it is our privilege to be at the heart of this dynamic with a portfolio that appeals to each generation of people and pets with products found in 90 percent of U.S. homes and countless restaurants. This includes a mix of iconic brands consumers have always loved such as Folgers®, Jif® and Milk-Bone® and new favorites like Café Bustelo®, Smucker’s® Uncrustables® and Rachael Ray® Nutrish®. By continuing to immerse ourselves in consumer and pet parent preferences for food, how it’s purchased and how the companies that make it should operate, we will maintain the important role we play in their lives. This will allow us to continue growing our business and the positive impact we have on all of those who count on us.
