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Brand Manager

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The Brand Manager of Splenda® Shakes & Health Innovation is responsible for developing the marketing strategy and creating a growth plan to continue to expand distribution, sales and share of our Splenda® Brand equity beyond the sweetener aisle in the diabetes category. The Splenda® Brand is currently the leader in the sweetener category with strong brand awareness, market share leadership, a growing consumer base that use Splenda® every day, and is the #1 recommended sweetener brand among doctors & dietitians.

The Brand Manager will: (1.) holistically own and champion product line(s) to lead organizational success, (2.) develop a strategic growth plan, drive the annual planning process, and conduct quarterly product line reviews, (3.) lead development of product packaging, messaging, and collaborate with marketing peers to develop tactical implementations to drive demand, (4.) measure performance and continually optimize, and (5.) partner with Marketing Insights, Sales and R&D to create new product innovation and launch into market.

Key business partners will include our Indianapolis-based Sales, Marketing & Finance teams as well as the R&D and Manufacturing groups.

The Brand Manager reports to the Senior Director of Marketing but will partner with a broad range of multi-functional business partners in both Marketing & non-Marketing functions to grow the Shakes & Health Innovation business. Example focus areas include:

  • Splenda Shakes P&L ownership and oversight of the product line portfolio, understand key business drivers, consumer needs and purchase motivation by channel to apply learnings to accelerate growth.
  • Partner with the sales organization to track in market performance, facilitate crafting sell stories for retail and AFH customers and drive strategic and optimal shelf assortment.
  • Brief and collaborate with internal and external marketing partners to create media and creative assets to support plan tactics.
  • Partner with Sales, Marketing, R&D, Finance & Procurement to launch new product innovation in the health space – new products, flavors, functional benefits, pack sizes & formats, expand in new channels, etc.
This position will have overall responsibility for Splenda® Shakes and Health Innovation Products, including the product lines’ long-term growth plan, P&L, in-market communications, and new product delivery.

Essential Duties and Responsibilities:
  • Deliver US Splenda Shakes annual operating plan financial targets.
  • Develop product line strategy including the 5 P’s, and full year tactical activation calendar, spending needs and activation timing.
  • Analyze category, consumer and customer needs and product line performance, and translate analysis into strategic actions to optimize and grow sales.
  • Partner with Indianapolis and field-based sales team to drive distribution and new channel opportunities.
  • Partner with Marketing Team to develop demand driving tactical plan and creative.
  • Continual examination of business performance to identify areas of success, apply learnings and when needed take corrective action.
  • Partner with Research & Development to deliver future innovation pipeline.
  • Ability to manage multiple projects at the same time and prioritize efforts.
  • Ensure flawless execution and manage the business with a high sense of accountability.
  • Motivation to be a champion for the Splenda Health Portfolio across all levels of our organization.
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.
  • 3-5 years previous experience, ideally with CPG products background.
  • Position is based at Heartland Corporate Headquarters in Carmel, IN on the north side of Indianapolis. Occasional business travel required.
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