Product Marketing Manager

2 weeks ago

Carmel, Indiana, United States Heartland Food Products Group Full time

The Product Marketing Manager at Heartland Food Products Group is tasked with crafting the marketing blueprint and formulating a growth strategy to enhance the reach, sales, and market share of our Splenda Brand portfolio beyond the sweetener sector in the health category. The Splenda Brand stands as a frontrunner in the sweetener market, boasting robust brand recognition, leading market share, and a growing consumer base that incorporates Splenda into their daily routines, alongside being the top recommended sweetener brand by healthcare professionals.

The Product Marketing Manager will: (1.) take full ownership of product lines to drive organizational success, (2.) create a strategic growth roadmap, oversee the annual planning cycle, and conduct quarterly reviews of product lines, (3.) spearhead the development of product packaging and messaging, collaborating with marketing colleagues to implement tactical initiatives that stimulate demand, (4.) assess performance metrics and continuously refine strategies, and (5.) collaborate with Marketing Insights, Sales, and R&D to foster new product innovation and market launches.

Key collaborators will include our Indianapolis-based Sales, Marketing & Finance teams, along with R&D and Manufacturing departments.

The Product Marketing Manager reports to the Senior Director of Marketing and will work closely with a diverse array of cross-functional partners in both Marketing and non-Marketing roles to expand the Shakes & Health Innovation segment. Focus areas include:

  • Splenda Shakes P&L management and oversight of the product line portfolio, analyzing key business drivers, consumer preferences, and purchasing motivations by channel to leverage insights for accelerated growth.
  • Collaborate with the sales team to monitor market performance, develop compelling sales narratives for retail and foodservice clients, and optimize shelf assortment strategies.
  • Guide and partner with internal and external marketing teams to produce media and creative assets that support tactical plans.
  • Work alongside Sales, Marketing, R&D, Finance & Procurement to introduce new product innovations in the health sector – including new products, flavors, functional benefits, packaging sizes & formats, and expansion into new channels.
This role encompasses comprehensive responsibility for Splenda Shakes and Health Innovation Products, including the long-term growth strategy, P&L management, market communications, and new product launches.

Key Responsibilities:
  • Achieve annual financial targets for the US Splenda Shakes operating plan.
  • Formulate product line strategies encompassing the 5 P's, and develop a full-year tactical activation calendar, budget requirements, and timing for activation.
  • Evaluate category, consumer, and customer insights alongside product line performance, translating findings into strategic actions to enhance sales.
  • Collaborate with the Indianapolis and field-based sales teams to drive distribution and explore new channel opportunities.
  • Partner with the Marketing Team to devise demand-generating tactical plans and creative initiatives.
  • Regularly assess business performance to identify successful areas, apply insights, and implement corrective measures when necessary.
  • Collaborate with Research & Development to ensure a robust future innovation pipeline.
  • Demonstrate the ability to manage multiple projects concurrently and prioritize effectively.
  • Ensure flawless execution and manage the business with a strong sense of accountability.
  • Exhibit a passion for championing the Splenda Health Portfolio across all organizational levels.
Required Skills & Experience:
  • Heartland's culture thrives on speed, flexibility, and innovation. Candidates must embody these traits and possess the ability to operate with a rapid, iterative, and learning-oriented mindset.
  • A solution-oriented approach, demonstrating a capacity for business ownership.
  • A collaborative spirit, working effectively with both internal and external cross-functional partners.
  • A Bachelor's degree in business, marketing, or a related field is required; an MBA is preferred.
  • 3-5 years of relevant experience, ideally within the CPG sector.
  • This position may require occasional business travel.
Physical Requirements:
  • Ability to sit for extended periods and engage with computers, telephones, and other electronic devices.
  • Visual acuity to manage company documentation.
  • Willingness to work extended hours and occasional overtime as necessary.

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