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Brand Director
2 months ago
Job Responsibilities:
Strategic Planning: Develop and implement a comprehensive product development strategy aligned with the company's overall goals and market trends.
Innovation: Spearhead the ideation and development of cutting-edge frozen treat flavors, textures, and formats that differentiate our products in the market.
Brand Strategy: Develop and implement a comprehensive brand strategy aligned with the product and company's overall business objectives.
Brand Positioning: Define and maintain the brand's unique positioning in the market, ensuring differentiation from competitors.
Cross-functional Collaboration: Collaborate with various departments such as marketing, sales, product development, and operations to ensure a cohesive brand experience.
Market Research: Conduct market research to stay informed about industry trends, customer preferences, and competitive landscape, and integrate findings into the brand strategy.
Ability to data mine and identify actionable insights to support emerging business needs specifically with price and promotional strategy.
Utilize consumer insights to identify emerging brands within our branded portfolio with actionable intel to support pre-sales/marketing efforts.
Identify consumer market gaps and additional research needs to assist in driving brand growth.
Campaign Development: Plan and execute marketing campaigns that effectively communicate the brand message and resonate with the target audience.
Budget Management: Manage the budget allocated for branding activities and ensure efficient use of resources.
Brand Performance Metrics: Define and track key performance indicators (KPIs) to measure the success and effectiveness of brand initiatives.
Brand Crisis Management: Develop strategies for handling brand-related crises and reputation management.
Shopper Marketing: Work with our internal teams to identify shopper marketing ideas and concepts. Help concept and implement these ideas across our shopper partners.
Customer & Consumer Relationship:
Acquire an extensive comprehension of the brand's consumer demographics, psychographics, purchase patterns, and motivations through thorough research and data analysis.
Identify, validate, and develop the underlying universal beliefs of the consumer to facilitate meaningful communication.
Synthesize data and convert it into valuable insights to enhance strategic planning and financial decisions, ultimately driving business success.
Expertise in utilizing data and trends to derive insights, leading to marketing advancements, brand development (communications), and retail initiatives.
Business Planning:
Monitor sales, consumption, and consumer trends to identify potential gaps and opportunities.
Effectively manage the consumer marketing budget of the brand, showcasing an efficient and effective investment approach.
Drive long-term profitable growth for the business by leading the development of strategic revenue management strategies, including pricing, promotions, and price pack architecture (PPA).
Develop a strategic direction for the category, portfolio, and brand, utilizing data-driven decision-making techniques. Utilize various business planning cycles to build the roadmap for future success.
Brand & Product Experience:
Works with the internal teams and external creative / media agencies to develop marketing strategies and plans that increase awareness, penetration and / or purchase frequency.
Identifies optimal engagement strategy and campaign structure to reach consumers when and where they are most receptive.
Strong understanding of brand foundational tools and ensures the cultural relevance of the brand's identity, essence, and activations across all touchpoints.
Activate brand's nutrition health and wellness proposition in consumer communication.
Support packaging changes due to product, graphic and/or formula changes
In collaboration with cross-functional and external experts, lead innovation projects in support of the brand's innovation strategy
Qualifications:
Minimum of 10 years in brand management, marketing, or a relevant field, demonstrating a successful history in brand development.
Preferred 5 years of experience working within the CPG field with an emphasis on emerging brands within the category.
Bachelor's or Master's degree in marketing, business, communications, or a related discipline.
Prior experience in Food Branding is required.
Excellent leadership and team management abilities, with the capacity to inspire and guide a team toward achieving common goals.
Exceptional communication skills, both written and verbal, to effectively convey the brand message internally and externally.
A creative mindset to generate innovative ideas for brand promotion, differentiation, and new products.
Ability to adapt to changing market conditions and consumer preferences.
Deep understanding of the industry, market dynamics, and emerging trends.
Demonstrated financial and analytical skills.
Strong knowledge base of Excel and Power BI
Who We Are
The Armstrong Group is a family owned and operated collection of diverse companies. What began in 1946 as Armstrong County Line Construction, founded by Jud L. Sedwick in Kittanning, PA, has now grown into an organization that encompasses multiple industries and employs over 2,400 individuals nationwide. Our brands include Armstrong Utilities, Guardian Protection, Armstrong Development, 4Front Solutions, Twin Pops, and Armstrong Comfort Solutions.
Armstrong is an Equal Opportunity Employer.
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