Brand Manager

1 month ago


Petaluma, California, United States Straus Family Creamery Full time
Job Summary

We are seeking a highly skilled Brand Manager to join our team at Straus Family Creamery. As a Brand Manager, you will be responsible for monitoring brand health and analyzing competitive activity, building brand awareness and equity through digital advertising, managing digital agency strategy, partnering with Sales to create compelling selling stories, and overseeing qualitative and quantitative research.

Key Responsibilities
  • Analyze syndicated data and ongoing reporting of brand performance, consumption trends, category dynamics, and competition to share actionable insights with cross-functional team members and senior leadership.
  • Partner with the Sales team to develop category management and brand insights to spur growth across channels (natural, grocery, mass, club, eCommerce).
  • Utilize data-driven approaches to inform product innovation and commercialization launch strategies and assist in the development of the 3-year innovation pipeline.
  • Contribute to the achievement of revenue and profit targets by forecasting product innovation and gross profit.
  • Track and support new items and current item velocities with marketing tactics.
  • Manage performance marketing agency, strategy, and budget. Implement advanced SEO and SEM techniques to improve organic search rankings, increase website traffic, and optimize conversion rates.
  • Responsible for the company website, including managing content, asset development, and website metrics.
  • Digital metric reporting - track, interpret, and evaluate digital marketing campaigns and website performance against KPIs and budget goals for engagement and conversion.
  • Lead digital advertising campaigns: Plan and execute creative data-driven digital advertising campaigns across various platforms, including Google Ads, Facebook Ads, Instagram Ads, and programmatic advertising, to increase brand visibility, engagement, and website conversion.
  • Manage qual and quant testing, including sensory tests in partnership with R&D and QA, consumer concepts, claims, and brand health surveys to determine purchase intent, marketing claims, and innovation concept validation through purchase intent.
  • Identify consumer, customer, and competitive insights and trends that justify developing new products, optimizing existing products, and sound marketing campaigns; disseminate insights knowledge across the organization.
  • Lead the packaging design process in collaboration with Marketing Manager and creative agency for design changes and marketing materials, including but not limited to sales collateral, digital campaigns, and POS.
Requirements
  • Bachelor's degree in Marketing, Business, or a related field.
  • MBA, preferred but not required.
  • 5+ years of experience in brand management, preferably in the CPG food and beverage industry.
  • Excellent syndicated database experience: IRI SPINS, Nielsen, panel data. The ability to interpret data pulls into insights for actionable growth.
  • Knowledge and experience in working with all trade channels (Grocery, Club, Mass, Natural, E-Commerce).
  • Proficiency in digital marketing tools and analytics, performance, and paid digital marketing.
  • Budget management proficiency, including annual planning, tracking, and forecasting expenses.
  • Strong MS Word, PowerPoint, Excel skills.
  • Passion for working in a mission-based and sustainability-minded organization.
Competencies
  • Strategic Thinking: Ability to develop long-term strategies that align with company goals and market trends.
  • Analytical Skills: Strong ability to analyze data and derive actionable insights.
  • Communication: Excellent verbal and written communication skills, with the ability to convey complex ideas clearly. Present and communicate effectively with colleagues at all levels, including our Owner/Founder and Executive team.
  • Leadership: Proven leadership skills to inspire and motivate teams to achieve results.
  • Collaboration: Strong team player who can work effectively and lead cross-functional teams.
  • Business acumen and experience in driving the P&L. A general management mindset that takes a total enterprise view of the Straus business.
  • Project management skills: A resourceful self-starter comfortable with multi-tasking and managing multiple priorities. Ability to consider processes and procedures from other (larger) organizations and recommend solutions for the unique needs and circumstances of a mission-driven organization.

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