Vice President of Marketing

Description

About Mount Franklin Foods

Mount Franklin Foods is a leading manufacturer of high-quality confections and nut products. Our growing portfolio spans multiple brands and product categories across North America, with an expanding presence in mass retail, foodservice, and ecommerce. We are committed to delivering delicious, innovative, and value-driven products that resonate with today’s consumers. With a legacy of excellence and a passion for growth, we are seeking a visionary marketing leader to shape the future of our brands and drive strategic expansion.

Position Summary

The Vice President of Marketing will lead the strategic direction, development, and execution of all marketing initiatives across Mount Franklin Foods’ branded, private label, and foodservice portfolios. This individual will serve as a key member of the executive team, responsible for building brand equity, driving consumer engagement, and enabling business growth through integrated marketing strategies, innovation, and cross-functional leadership.

This role requires a blend of strategic thinking, operational discipline, and a passion for consumer-led growth. It is ideal for a collaborative, data-informed leader who thrives in fast-moving, cross-functional environments.

Key Responsibilities

Strategic Leadership

• Develop and execute a comprehensive 3-, 5-, and 10-year marketing strategy aligned with corporate growth objectives.
• Guide brand positioning, portfolio strategy, and go-to-market plans across all channels (retail, foodservice, ecommerce).
• Foster a proactive, insight-driven marketing culture that leverages data, trends, and consumer behavior.
• Serve as a cross-functional leader, influencing key initiatives across R&D, Sales, Operations, and Finance.

Brand & Campaign Management

• Lead brand architecture, packaging strategy, and creative direction for all product lines.
• Oversee integrated campaigns spanning digital, social, shopper, trade, influencer, and traditional media.
• Ensure consistent brand voice and identity across all consumer and customer touchpoints.

Digital & Ecommerce

• Champion performance-driven digital marketing strategies, including CAC, ROAS, and retention across owned and paid channels.
• Oversee ecommerce growth via Amazon, Shopify, and other platforms, aligning content, conversion, and merchandising efforts.
• Scale DTC and paid media initiatives in partnership with the Digital Media Manager and agency partners.

Innovation & Insights

• Lead the innovation pipeline in collaboration with R&D and Sales, identifying whitespace opportunities and guiding concepts from ideation to commercialization.
• Leverage insights from syndicated data (Circana, Nielsen, SPINS) and consumer research to inform strategic decisions.
• Translate market trends into actionable growth platforms for the business.

Creative & Content Oversight

• Provide strategic direction to Creative Services and external partners to produce high-impact visual and written content.
• Drive packaging innovation, sales enablement tools, and digital asset development across the customer journey.

Team & Budget Management

• Build, mentor, and inspire a high-performing marketing team.
• Manage budgets, agency partnerships, and vendor relationships to maximize efficiency and ROI.
• Foster collaboration, accountability, and agility across the team.

Performance & ROI

• Define and track key KPIs across all marketing channels to measure impact and guide resource allocation.
• Monitor and optimize performance indicators such as ROAS, household penetration, ACV, unaided brand awareness, and ecommerce conversion.
• Use a test-and-learn approach to continuously improve marketing effectiveness.

Qualifications

• Bachelor’s degree in Marketing, Business, or related field; MBA preferred
• 12 years of progressive marketing leadership experience in CPG, preferably food or confectionery
• Proven success in brand development, digital performance marketing, and innovation strategy
• Strong cross-functional leadership skills with a track record of aligning marketing with R&D, Sales, and Supply Chain
• Experience managing agencies and internal teams in fast-paced, high-growth environments
• Analytical mindset with fluency in syndicated data platforms (e.g., Circana, Nielsen, SPINS)
• Excellent communication, organizational, and team development capabilities

Preferred Experience

• Experience with DTC ecommerce platforms (e.g., Shopify), Amazon, and digital media optimization
• Familiarity with influencer marketing and social media strategy
• B2B and foodservice marketing experience is a plus
• Bilingual (English/Spanish) preferred

Qualifications