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Director, Reserve Marketing & Merchandise
Starbucks
Seattle, WA, United States
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director, Brand Management – Reserve Marketing & Merchandise
Job Summary and Mission
This job contributes to the success of Starbucks by developing marketing strategies and leading executional plans, to grow the Starbucks Reserve business and Global Roastery expansion. The Starbucks Reserve brand plays the important role of strengthening our Coffee Leadership and brand reputation through an immersive experience.
This leader will manage a team driving the future of retailing at Starbucks, focusing on unique retail channels, crossing multiple brands. With creative brand strategies and a deep Global merchandise portfolio, this partner is accountable for ensuring product pipelines and brand storytelling deliver against revenue targets, operational feasibility and an elevated customer experience while further enhancing the Starbucks Reserve brand and store concept experiences. Regular business reporting and briefing of opportunity spaces will be central to success.
Core Responsibilities include:
• Develops holistic brand planning and go-to-market strategy across online & offline channels in support of our over-arching brand ambitions, from tactical planning to support the launch of the new store locations.
• Drives Global merchandise business across the entire fleet of Global Roasteries, Reserve Stores and other sub-branded expressions.
• Leads cross-functional and/or cross-channel teams to develop integrated launch programs or marketing promotions including in-store, digital integration and localized outreach.
• Leads merchandise assortment vision in partnership with Creative Studio to deliver innovative, curated and co-branded opportunities in more than 50 subcategories.
• Builds strong relationships within a matrix structure to ensure marketing message consistency and adherence to brand guardrails.
• Collaborates with Studio to execute marketing creative from brief development through concept evaluation to delivery of the final execution.
• Flawlessly implements and executes marketing strategies to support business objectives.
• Identifies and quantifies specific drivers in support of marketing calendar strategies.
Success in this role requires a collaborative approach, integrating menu and assortment strategies with category, creative and operational teams, in order to deliver business targets and flawless brand experiences in-store. Outside of our stores, this role requires partnership with advertising, digital, Studio and other teams to drive campaigns and localized outreach to build brand awareness and fanbase.
The ideal candidate will thrive in a fast-paced, entrepreneurial culture, and be able to influence across functions within a highly matrixed organization. S/he will have both brand and general management experience, and must be able to stretch fluidly from strategic thinking to tactical execution across online and offline channels. A passion for coffee is a plus!
Essential Job Functions:
Leadership:
Setting goals for the work group, developing organizational capability, and modeling how we work together:
• Works cross-functionally and with the brand team to grow share, build the brand and achieve financial objectives
• Leads development of strategies for brand(s)/category(s).
• Develops the marketing vision and strategies for promotions and programs.
• Directs and oversees the implementation of marketing programs to ensure achievement of business objectives.
• Leads and mentors cross-functional teams to develop products, programs, and plans.
• Identifies and communicates key responsibilities and practices to ensure effectiveness of immediate team of direct reports.
• Builds strong relationships within a matrix structure to ensure alignment, achievement of business objectives, marketing message consistency and adherence to brand guardrails.
• Leads integration of financial activities, including planning, forecasting and business analysis, to drive brand/category planning and strategies.
• Communicates brand/category direction to internal and external partners.
• Cascades important time sensitive information to direct reports, peers, and leadership.
• Coaches and mentor teams to enhance knowledge of business and marketing fundamentals.
Planning and Execution
Developing strategic and operational plans for the work group, managing execution, and measuring results:
• Develops long-term brand strategies and plans including annual operating plan and five-year strategic plan.
• May evaluate potential business partnerships, negotiate alliances and manage ongoing relationship with alliance partners, including measurement of operating performance and delivery of shared business objectives.
• Collaborates with internal and external strategic business partners to develop joint marketing strategies, ensuring they are integrated with the plans of other business channels.
• Plans and manages team processes and practices to ensure that marketing programs are aligned with company business goals and objectives.
• Continuously drives to revitalize product portfolio through line extensions, innovation platforms and customer product development.
Business Management
Providing brand management expertise and executing marketing responsibilities:
• Overall accountability for brand/category P&L and delivery of financial targets.
• Development and oversight of annual operating and marketing plans.
• Ongoing management of brand/category performance; identification and execution of topline and margin optimization.
• Work closely with Studio and Supply Chain to develop and deliver products/platforms as well as ongoing supply management.
• Builds and maintains business relationships with strategic business partners.
Product Innovation
Leading the development of new products and product-related opportunities:
• Define and lead the evaluation, development and implementation of innovations.
• Lead and oversee the strategy reflecting competitive and consumer trends and customer needs.
• Oversee platform / product positioning ensuring relevancy across or within markets and or channels.
• Ensure that innovation funnel / roadmap supports growth aspirations and reflects current business and competitive trends.
• Partners with SCO to define the global supply plan to deliver capacity and cost reduction.
Partner Development & Team Building
Providing partners with coaching, feedback, and developmental opportunities and building effective teams:
Challenges and inspires team members to achieve business results.
Conducts and ensures the completion of performance reviews.
Ensures partners adhere to legal and operational compliance requirements.
Oversees training and development of partners directly and indirectly managed.
Makes effective staffing decisions. - Provides coaching, direction and leadership support to team members to achieve partners, business and customer results.
Summary of Experience
• 10+ years of progressive experience in product or brand management.
• 10+ years of project leadership in a cross-functional environment.
• MBA strongly preferred.
Basic Qualifications
• Bachelors degree or 4 or more years of US military experience
• 4 or more years of experience in a role supporting marketing, brand management or product management
• 3 or more years of experience in a role managing 2 or more budgets
• 4 or more years of experience in a role leading the development of new or existing products or strategies from conception to implementation
Required Knowledge, Skills and Abilities
• Ability to apply knowledge of multidisciplinary business principles and practices to achieve successful outcomes. in cross-functional projects and activities.
• Strong organization and planning skills.
• Strong presentation skills.
• Ability to balance multiple priorities and meet deadlines.
• Ability to influence others.
• Strong analytical and technical skills; comfortable with syndicated data.
• Strong knowledge of marketing vehicles and marketing fundamentals.
• Must be able to work in a matrix environment, able to collaborate cross functionally.
• Strong cross-functional and team leadership.
• Strong interpersonal skills.
• Ability to communicate clearly and concisely, both orally and in writing.
• Ability to work both independently and as part of a team.
• Strong problem solving abilities.
• Functions effectively with ambiguity.
Starbucks is an equal opportunity employer of all qualified individuals; including minorities, women, veterans, and individuals with disabilities, and regardless of sexual orientation or gender identity. Starbucks will consider for employment qualified applicants with criminal histories in a manner consistent with all federal, state, and local ordinances.