REPORTS TO: Director of Marketing & NPD (New Product Development)
INDUSTRY: Perishable Food Sector/CPG
TYPE: Corporation (global)
LOCATION: Los Angeles CA [offices near LAX]
TO APPLY: email resume and cover letter [to include salary history], to our Recruiter, Deb Kaufman, at: Deborah@healthcare-recruiting.com
Our client, Marine Harvest ASA, is one of the largest seafood companies in the world, and the world’s largest producer of Atlantic salmon. The company employs 10,200 people, and is represented in 22 countries. Marine Harvest is listed on the Oslo Stock Exchange (OSE) and the New York Stock Exchange (NYSE).
The Retail Brand Manager is responsible for the development and the innovation of branding new products for the retail market/consumer in alignment with the company strategy; and is charged with working with the sales and marketing team as well as agency-partners, to develop a thorough understanding of the consumer and their wants/needs — to translate consumer insights into meaningful business opportunities.
To this end, the primary objectives of the Retail Brand Manager will include:
•Develops a thorough understanding of the consumer, translating behavior and needs into key insights to support new product development
•Is passionate about innovation and new product development/retail brand growth
•Develops sales materials & presentations; trains and works with the sales team/KAM’s on the product, to identify and implement effective sales strategies
•Ensures that all members of the team are well-educated on the products, and can present with confidence to potential customers
•Works with Marketing and agencies on the necessary aspects to build a brand (e.g.: demos, merchandising, website, social media, etc)
•Creates a platform for success. Builds brand recognition/preference in the retail marketplace.
•Contributes to business plan development in partnership with marketing, sales and finance teams
The ideal candidate is energetic; a problem-solver; takes initiative; shares ideas; is creative; understands the perishable food/CPG sector; and is able to take a project and run with it. Able & willing to travel nationally & internationally, 40-50% of the time.
•Marketing. Develops and implements marketing strategy, plan(s) and activities to build the brand; identify customer wants/needs; to maximize sales of an assigned retail brand/product. Including all elements of marketing such as but not limited to: demos, POS, merchandising, website, social media, advertising, etc. Actively participate in every aspect of the retail branding/marketing plan, using previous work experience.
•Creates marketing materials for the Retail business unit
•Works with Sales Executives and Product Marketing to develop compelling value propositions for their solutions
•Develops multi-touch campaigns to support retail sales efforts. Help develop content for touch points including demo’s, web copy and other social media/digital outreach
•Manages and develops/supports industry-specific tradeshow programs and logistics, including communications to support promotions strategies/tactics
•Provides input/point of view on retail marketing rollouts and concepts
•Project Coordination. Coordinates projects to implement new brands and products; must be able to take a project and run with it at any stage. Flexible thinker, creative, able to problem-solve and trouble-shoot.
•New Product Development. Works with Director of Marketing & NPD on research and development of innovative products.
•Packaging. Coordinates with graphic designer, to participate in creating packaging for new items and updating existing packaging.
•Sales Support. Works with sales team to identify and implement appropriate sales strategies with proper POS support at the retail level.
•Vendor Administration. Is point of contact with agencies, freelance designers & printers on creative development and negotiating cost.
•Market Research. Successfully interprets purchased and self-collected market intelligence, to translate consumer insights into meaningful business opportunities:
◦Helps to develop retail brand concept & positioning.
◦Helps to develop marketing plans for specific products, services, or business lines.
◦Reviews changes to the marketplace and industry and adjusts retail marketing plan accordingly.
◦Measures success of strategies and proposes timely modifications to mitigate shortcomings.
◦Make suggestions on marketing material/marketing collateral
◦Branding. Using the market research and other means, analyzes retail brand performance, brand competitiveness, and product trends in the marketplace. Develops strategies for assigned brand based on research and analysis.
•Budget. Contributes to developing the annual budget for execution of retail branding/marketing strategy. Adept at Excel.
Requires a bachelor’s degree in Marketing; with a minimum of 2-5 years of experience. MBA, additional training a plus.
Most recent work experience in marketing with a company of USD 50 million in annual sales preferred.
CPG,perishable food sector experience and retail background experience required and must be clearly visible on the resume.
Planning. Experience in creating and implementing retail branding/marketing plans & budgets required.
•Retail Branding. Experience in implementing, establishing and positioning new brands. Experience in planning and executing a comprehensive product launch. Track record of successful brand management and new brand development. Experience with brand positioning and repositioning.
•Familiar with a variety of the retail branding/marketing field’s concepts, practices, and procedures; able to translate consumer insights into meaningful business opportunities
•Relies on experience and judgment to plan and accomplish goals. Performs a variety of tasks.
•A wide degree of creativity and latitude is expected. Must be a self-starter; able to work independently; problem solving skills required.
•Proven communication skills, both written and verbal, to clearly and concisely communicate within all levels of the organization as well as with external partners and agencies/vendors.
•Highly organized, strong project manager with ability to multi-task and prioritize for optimal project execution. High degree of ownership and initiative.
•Willing & able to travel nationally and internationally, approximately 40% – 50% of the time.
About the Author
Deborah Kaufman is the Founder of Healthcare Recruiting, Inc. She conducts retained executive searches in healthcare strategic communications, marketing, public relations/media relations, and digital/social media sectors, for both blue chip and discovery brand healthcare companies. Representative clients include: Tanner Health System; the California Healthcare Institute (CHI), a life sciences/biotech industry association; US Oncology/McKesson, a national health services firm, and for the global healthcare practices of leading public affairs and PR agencies.