Brand Experience and Development Marketing Associate

4 days ago

Arlington, Virginia, United States Nestle Operational Services Worldwide SA Full time
About the Role

We are seeking a highly skilled and experienced Marketing and Brand Development Specialist to join our team at Nestle Operational Services Worldwide SA. As a key member of our commercial team, you will be responsible for developing and executing strategic plans to drive profitable growth and key near-term operations.

Key Responsibilities
  • Consumer and Customer Intimacy
    • Develop a deep understanding of the demographics, psychographics, occasions, path to purchase, and behavioral drivers of the brand's consumer through data and research.
    • Understand, validate, and/or develop the consumer's hidden universal truths to drive relevant communications.
    • Analyze data and synthesize learning into insights to optimize plan and commercial investment decisions to deliver business results.
    • Experience leveraging data and trends to generate insights and transforming them into marketing innovation, brand building (communications), and retail programs.
  • Business Planning
    • P&L ownership to ensure that key business KPIs are met - revenue, profit, market share, and brand health.
    • Lead the monthly operating process to deliver business performance and ensure accurate forecasting to mitigate supply challenges as well as key demand fluctuations. Track sales, consumption, and consumer trends to identify gaps/opportunities.
    • Project end-to-end impact of business plan and prepare cross-functional teams to deliver (procurement, T&P, ensure supply, etc.).
    • Manage brand's consumer marketing budget and demonstrate efficient and effective investment approach.
    • Lead the development of strategic revenue management strategies to drive long-term profitable growth for the business, including pricing, promo, and price pack architecture (PPA).
    • Manufacturing & distribution capabilities/Long Term Sourcing & Procurement Strategy.
    • Strategically chart a course for the category, portfolio, and brand using data-driven decision-making; use the various business planning cycles to build compelling stories to rally internal teams and customers; prioritize rewarding sensorial experience like superior taste, alluring packaging, and breakthrough communications.
    • Explore and incorporate new approaches to brand innovation in the brand's innovation strategy, including licensing agreements and strategic partnerships.
  • Brand and Product Experience
    • Work with internal teams and external creative/media agencies to develop marketing strategies and plans that increase awareness, penetration, and/or purchase frequency.
    • Identify optimal engagement strategy and campaign structure to reach consumers when and where they are most receptive.
    • Strong understanding of brand foundational tools and ensure 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.
    • Work to produce continuous growth out of total demand generation dollars; manage brand's consumer marketing budget and demonstrate efficient and effective investment approach.
    • Management of budget, as well as evaluate share, sales, and profit for the brand.
    • Support packaging changes due to product, graphic, and/or formula changes.
    • Within the context of the division's Innovation/Renovation strategy, support I&R pipeline development based on key consumer, shopper, and marketplace data.
    • In collaboration with cross-functional and external experts, lead innovation projects in support of the brand's innovation strategy.
  • Commercial Excellence
    • Partner with Sales and Customers to execute strategy and win the sale in an omni-channel environment; understand how to maximize the business at retail and collaborate to execute.
    • Analyze promotional programs to maximize effectiveness/efficiency and make ongoing recommendations for improvement/investment.
    • Support packaging changes due to product, graphic, and/or formula changes.
    • Translate 3-year strategic plan into an annual commercial plan to drive sales and marketing tactics through retailer channels and partners. Ensure solutions are differentiated, creating brand value and influencing purchase behavior.
    • Lead the development and execution of annual marketing plans to address all aspects of the marketing mix - product, price, place & promotion. This includes leading the Integrated Commercial Planning (ICP) process working with key stakeholders to develop annual brand plan that delivers on the 3-year strategic plan.
    Requirements
    • Typically has a University Degree (BA/BS) in Marketing or related business field; or equivalent experience, MBA preferred.
    • Knowledge of budget control methods, policies, and procedures.
    • Strong negotiation and relationship building skills.
    • Strong research and strategic analysis skills.
    • Ability to work independently, autonomously, and adapt quickly to change to deliver results.
    • Must have strong problem-solving and decision-making skills.
    • Excellent communication (both verbal and written) and interpersonal skills.
    • Basic financial acumen and the understanding of calculating risk/return on business decisions.
    • Ability to prioritize workload and self-manage projects, handle multiple tasks, and meet strict deadlines.
    • Proficient in Microsoft Office Applications.
    Critical Experiences
    • At least 3-5 years of work experience in marketing or brand management.
    • Experience leading and influencing cross-functional teams and/or agency partners utilizing strong negotiation and relationship building skills.
    • Experience leading marketing communication projects including digital and media strategies.
    • Experience leveraging data, research, and trends to generate insights to understand consumer behavior (IRI or Nielsen knowledge strongly recommended).
    • Demonstrated problem-solving and analytical capabilities, with the ability to develop creative/non-traditional solutions for challenging, undefined problems.

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