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Marketing Strategy Manager
3 weeks ago
The Marketing Strategy Manager is a leadership role in the development of an integrated marketing and advertising program, to include strategic direction for traditional advertising, digital advertising, public relations, and brand and creative integration. This role is responsible for development, implementation and integration of company-wide and division specific, strategic marketing communications initiatives to drive brand awareness, sales and margin dollar growth.
Major Functions:
-Effectively direct and manage employees.
-Lead the development of and the annual refreshment of an overarching brand strategy framework and roadmap by working closely with the Director of Marketing, Digital Experience Manager, Public Relations and Customer Engagement team, Data Science and external agency and vendor partners.
- Direct consumer insights research activities as part of integrated brand strategy framework.
- Recommend consumer insight solutions to stay abreast of customer and non-customer perceptions, working closely with Data Science and outside vendors as needed.
- Work with Data Science to develop and refine testing protocols for concepts, products and marketing initiatives.
- Ensure use of best qualitative and quantitative tools to yield insights supporting marketing and sales initiatives.
- Oversee research findings and insights, developing action plans to proactively share with key stakeholders and facilitate integration of findings into ongoing marketing efforts and business practices.
- Design and implement ongoing competitive intelligence process.
- Build and maintain repository for research findings and consumer insights.
Work closely with Director of Marketing, VP of Sales, and Category Sales Managers to develop strategic marketing plans that support our promotional calendar, product development cycle and Brand voice.
- Oversee and manage external agency and/or vendor partnerships.
- Work closely with account teams, developing integrated marketing, creative and media plans to support the strategic brand plan and marketing objectives. Oversee strategy development and marketing execution.
- Monitor agency planning, buying and budgetary guidelines.
- Responsible for ongoing evaluation of agencies performance, including formal annual evaluations.
Oversee and manage internal creative team to provide brand guidance and creative integration.
- Provide approvals on creative executions.
- Work with Art and Design Manager on incorporating agency and in-store work together.
- Collaborate with Corporate Sales and Food Innovation team on new product launches and promotional initiatives.
- Work with Manager of Store Marketing/Events and PR
Requirements:
Ten or more years of experience working in progressively responsible and supervisory positions in corporate marketing and/or ad agency account management. Six or more years of experience in development of customer engagement and digital marketing strategies, including social, mobile apps and web. Experience in multi-unit retail organizations, with strong preference for food industry experience. Experience overseeing and coordinating multiple media agencies and partners. Understanding of and experience with consumer insights and market research. Experience building brands and driving sales thru integrated marketing and solutions and campaigns.
