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Director of Marketing, Optimum Nutrition
Glanbia Foods
Downers Grove, IL, United States
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General Summary: The Director of Marketing, Optimum Nutrition is responsible for the development and execution of annual brand and marketing plans for Glanbia Performance Nutrition’s largest revenue generating and industry leading brand--Optimum Nutrition. This is a high visibility and key leadership role within the organization with regular interaction and exposure to senior leadership team. Key areas of responsibility include management of product portfolio to achieve business and marketing objectives, execution of innovation strategy and pipeline, development of communication and activation plans, and management of marketing budget.
Essential Functions:
• Leads brand team of 6-8 in delivering against annual brand plans, strategies, key initiatives, and portfolio objectives
• Develops and achieves alignment to annual brand plans that coincides with overall Glanbia Performance Nutrition strategy
• Manages product portfolio and proactively identifies key levers to positively impact P&L and adjusts strategy as necessary in order to achieve revenue, volume, and margin targets
• Focuses on increasing share across key accounts by implementing initiatives to grow portfolio faster than category
• Proactively identifies, pursues, and prioritizes margin improvement/cost saving initiatives. Champions initiatives cross-functionally to maximize brand profit
• Oversees brand marketing budget utilizing a marketing mix model approach to ensure key ATL/BTL initiatives are efficiently supported and deliver against marketing objectives
• Collaborates with Global Marketing to ensure that overarching brand positioning, storytelling platforms, and innovation strategy are properly socialized, supported, and executed within North America region
• Partners with Sales and Customer Marketing to develop and align to account specific strategies and marketing plans to ensure successful execution of new product launches and achievement of account specific revenue targets
• Plays key role in developing channel and product portfolio strategy with cross-functional leadership team to determine optimal routes to market across FDM-C and specialty channels (across brick ‘n mortar and e-commerce)
• Partners with Innovation and R&D to develop long-term innovation roadmap and pipeline; identify portfolio gaps and execute white space opportunities to achieve innovation target of 20% annual Net Sales
• Partners with Insights team to determine best research methodologies to uncover insights/develop consumer-driven concepts
• Coaches team in developing business cases as needed for platform/new product innovation including development of strategic rationale, product positioning, size of prize, and project financials
• Develops overall brand activation and communication strategy that delivers against marketing objectives and long term brand equity growth plans
• Integrates communication strategy, 360 plan, brand campaign across all touchpoints and elements of business
• Manages agency relationship and partners with internal creative team to develop and execute storytelling platforms throughout course of calendar year
• Ensures alignment against set KPIs and proactively drives initiatives to achieve brand metrics
Knowledge, Skills and Abilities:
• Strong leadership skills in managing/influencing teams and implementing key business initiatives
• Ability to comprehensively understand and convert consumer, category, competitor, and channel/customer insights into brand strategy/plans
• Successful track record of developing creative methods for growing brands
• Ability to effectively apply knowledge of business drivers to deliver financial objectives via P&L management, budget development and tracking, and demand/financial forecasting
• Knowledge of advertising process and evaluation as well as new product launches
• Ability to navigate from the strategic level to the analytical/tactical level fluidly
• Proficient in PowerPoint and Excel
Education/Experience:
• BA/BS Degree required, MBA preferred
• 8+ years marketing experience in CPG/retail/consumer focused industries.
• Brand, consumer, and trade marketing (commercialization) experience from CPG, retail environments.