Violife PR and Social Media Manager

3 weeks ago


Hackensack, Minnesota, United States Upfield Full time
About Flora Food Group

We are a global branded food champion, offering a compelling choice in four growing categories: butters and spreads, creams, liquids, and cheeses. Our iconic brands include Flora, Becel+ProActiv, Blue Band, Country Crock, I Can't Believe It's Not Butter, Rama, and Violife, together with our local brands and Professional business.

Job Summary

The Violife PR and Social Media Manager will play a key role on our US marketing team, accountable for planning and implementing multi-channel brand strategies to drive profitable growth in our portfolio of dairy-free products.

Key Responsibilities
  1. Lead earned and owned media activation in the USA
  2. Own Violife 'Big Bet' brand activation across earned (PR), media (organic social and paid media), as well as partnerships (influencers, entertainment properties, and more)
  3. Leverage cultural prowess and social media listening tools to develop ideas that insert the brand into cultural moments in real-time - both proactively and reactively
  4. Drive marketing 'test and learn' agenda to measure marketing resource efficiency and effectiveness (awareness, trial, conversion)
  5. Execute IRL activations (cultural events, in-store, food service, online) as a brand-building vehicle
  6. Engage directly with our Violife digital community, including social community management, influencer communication, and partner outreach, creating a cult-like fan base that is obsessed with us as much as we are with them
  7. Commercial execution
  8. Allocate and manage the Violife Brand Budget, and drive efficiencies on an ongoing basis, working closely with external and internal partners to optimize between working and non-working expenses
  9. Collaborate with innovation and trade marketing teams to bring the product innovation plan to market by creating compelling sell stories for customers and ensuring the seamless integration of innovative product benefits, and brand positioning into marketing campaigns
  10. Develop strong marketing storylines for the Upfield sales team to leverage in sell-in, including hard-hitting performance insights from real-time data sources (e.g. Nielsen)
  11. Deliver annual brand review and develop 2025 marketing plan that translates into customer and channel plans with support from a cross-functional team
  12. Work closely with compliance teams to ensure that all marketing materials and communications adhere to legal and regulatory requirements
  13. Coach and guide a direct report, developing their skill set to become increasingly independent in their role
Requirements
  1. 3-4+ years of relevant PR & Social Media experience (i.e. brand management, start-up experience in the food/consumer space)
  2. Trailblazer with a Day 1 mindset. Driven, entrepreneurial, and creative
  3. A heart to always be learning and asking questions with a strong personal growth mindset
  4. Passion for social media trends, creators, and algorithms, with an emphasis on TikTok and Instagram
  5. Consumer-centric; out-of-the-box thinker; insurgent and entrepreneurial spirit
  6. Ability to work in a fast-paced, quick-shifting atmosphere with ease and poise
  7. Analytical and strategic thinking skills, with the ability and passion to derive insights from data
  8. Disciplined project management and organizational skills
  9. Proficient in MS Excel and PowerPoint
  10. Experience in the US market required
  11. Bachelor's degree required
  12. Passion for the vision for a better tomorrow with delicious animal-free cheese

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