The Senior Director, Brand Marketing is a critical member of the Quaker team and will lead the brand building efforts for the Quaker Oatmeal category. The Senior Director will lead the Global Nutrition Group relationship, leading brand ethos work, visual identity processes, and full packaging redesign in 2017. It is the largest brand role in the Quaker portfolio. Quaker is the most trusted food brand in America with strong equity. This role leading Quaker is the heart of the business leading a 140 year young franchise that is growing and seeing new users enter the franchise as consumers seek out authenticity. This Senior Director will lead efforts around restaging the brand in 2017 that will cross communications, packaging, ethos, etc.
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The Senior Director, Brand Marketing will contribute to the value of the Quaker Brands portfolio by leading brand building efforts across all brands and will be responsible for effective returns on marketing dollars given the budget of the oatmeal portfolio. The critical general management experiences gained through this unique role positions the candidate for future growth within PepsiCo.
Specific accountabilities are:
Leads the brand equities/strategies across all brands.
Partners with Consumer Insights and Business Analytics to lead the overall consumer and market insight process to keep at the leading edge of emerging consumer trends, need states and innovations relevant to our portfolio of brands.
Develops the annual business and marketing plans for each brand.
Executes all brand plans to achieve goals. Puts in place on-going measurement and evaluation of investments made based on ROI metrics.
Executes the innovation funnel for each brand, successfully launching and commercializing new products.
Develops powerful brand communications and engagement strategies with a strong emphasis on authentic, 1:1 local grassroots, digital/social and in-store activation.
Leads & inspires agencies ensuring that they are strategically focused but creatively inspired to deliver great work.
Owns the sustainability strategy and communication/engagement plan including positive steps made on product, packaging, and manufacturing.
Partners with sales to oversee the development of customer specific programming that builds our brands with strategic customers
Leads a total team of six marketing professionals. .
Key Interfaces:
Key partner to each functional leader in the Quaker Brands team to develop comprehensive business strategies that support the brand
Builds successful partnerships with other marketing, innovation, supply chain, sales and Legal/Regulatory within the company (Global R&D, Global Nutrition Group, North America Nutrition) on best practices and capabilities
Leads external agency relationships, including advertising, digital, PR, grassroots, packaging, etc.
Critical Experiences/Background of Candidates to be considered:
Outstanding consumer marketing and brand equity building skills developed through 15+ years experience in consumer products marketing
Impeccable strategic thinking and the ability to envision the future. A good balance of creative and innovative thinking skills (intuition) coupled with the strategic, analytic and practical thinking skills required to get "real products to market" and run growing, profitable businesses
Proven ability to translate insights into winning marketing plans/actions with a demonstrated high degree of creativity to find new, compelling ways to reach and communicate to consumers. Skilled at running "passion brands" with Digital, grassroots, shopper marketing experience highly preferred
Strong communication, collaboration, influence and impact skills at all levels within an organization that demonstrates a high degree of executive maturity
Exceptional results orientation and team leadership skills - with a high degree of personal initiative and leadership in a lower resource environment
Entrepreneurial spirit and intellectual curiosity - experience in past entrepreneurial venture strongly preferred
Personal passion for healthy, sustainable brands and values
Undergraduate degree required, MBA at top tier school preferred
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