The Senior Director Brand Marketing will be responsible for developing the overall marketing strategy and in market execution for the Splenda and Java House portfolio.
The role will be accountable to develop the brand strategy, deliver monthly business targets, track marketing performance, and evaluate ROI effectiveness. 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 a leader 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 Senior Director Brand Marketing 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 Senior Director Brand Marketing reports to the President and will partner with a broad range of multi-functional business partners in both Marketing & non-Marketing functions while mentoring a team of Brand associates. 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.
Desired Skills & Required Experience
- Minimum 15 years leadership experience with a CPG brand
- Direct experience with positioning a brand turnaround
- Experience with P&L ownership of the brands
- 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. MBA preferred.
- Position is 100% in-office based at Heartland Corporate Headquarters in Carmel, IN on the north side of Indianapolis.
- Business travel is required for two annual sales meetings as well as Customer sales calls and Consumer research.
Skills Required
- Minimum 15 years leadership experience with a CPG brand
- Direct experience with positioning a brand turnaround
- Experience with P&L ownership of the brands
- BS/BA in business, marketing or related discipline required
- MBA preferred
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.
