Senior Brand Manager, Splenda

3 weeks ago

Carmel, United States Heartland Food Products Group Full time

This role is 100% on-site in our Carmel, IN office.


The Splenda® Senior Brand Manager will be responsible to develop the overall marketing strategy and in market planning execution for the brand. The Splenda® Brand is currently the #1 Brand within the sweetener category with strong brand awareness, market share leadership and a growing consumer base that use Splenda® every day. This position will be accountable to develop the overarching brand strategy, deliver monthly business targets, track marketing tactics performance, evaluate ROI effectiveness and develop direct reports. 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 an self-motivated person who can independently manage multiple projects with a high sense of accountability and urgency.


The Splenda® Senior 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.


Key business partners will include the +25 person, Indianapolis-based Sales & Marketing team.


The Splenda Senior Brand Manager reports to the Senior Director Marketing but 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 Packets, Pouches, Jars & Liquid 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 for 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.
  • Partner with R&D, Finance & Procurement to launch new product innovation - flavors, functional benefits, pack sizes & formats.
  • This position will have overall responsibility for Splenda® Sweetener portfolio.


Essential Duties and Responsibilities:

  • Serve as the internal and external brand ambassador, promoting our mission and brand.
  • Deliver US Splenda Packets, Pouches, Jars & Liquid annual operating plan financial targets within marketing budget.
  • 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. MBA preferred.
  • 8-10 years previous experience, ideally with CPG products background.


Physical Demands

  • 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 work extended hours, occasional overtime as needed

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