Senior Marketing Manager

Sr. Marketing Manager– Reporting to the VP of Business Development, this position will be the primary marketing contact focused on development and execution of comprehensive marketing strategies, managing the marketing budget, and analyzing market trends to drive business growth by creating and implementing effective marketing activity aligned with company goals.  This position would lead & direct a Marketing Coordinator to assist in supporting marketing initiatives.

Key responsibilities for SR Marketing Manager Role:

• Strategic & Business Planning: Lead annual planning process collaborating with sales team and agency partners. Develop and implement comprehensive marketing strategies, aligning with business objectives and delivery of annual volume and contribution margin plans. Communication of annual plan to executive team and sales organization.
• Brand Equity Management: Responsible for defining brand positioning, brand communication, that tells the brand story in manner consistent with company mission, vision and values.
• Brand Management: Oversee all marketing activity and brand development. Create and execute marketing campaigns across various channels including digital, social media, shopper marketing, Hispanic marketing, sponsorships and events while consistently maintaining brand image and messaging. Manage external marketing agencies including briefing, budgeting, creative review, approvals and delivery.
• Trade/Channel Development: Work with Sales Directors and field team to capitalize on growth potential, distribution opportunities, trade promotions, ensuring the brands are consistently and effectively positioned across channel and shopper touchpoints instore and online. Collaborate with sales team to create presentations providing category and shopper insights and develop customer specific programs.
• Performance Analysis: Propose strategic recommendations based on analysis of ongoing trade promotions, consumer programs, and brand performance, analyzing Circana, sales trends, research and industry reports. Monitor and measure the effectiveness of marketing campaigns using key performance indicators (KPIs) to identify areas for improvement. 
• Innovation: Partner with VP of Business Development to lead development of new products and line extensions by analyzing consumer trends, determining specific market needs, evaluating competitive landscape and building go-to- market strategies to meet consumer and customer needs. Lead the Stage Gate and Commercialization Process to ensure that all requirements have been met and ensure alignment across cross functional team. Oversee commercialization and develop product proposition for effective sell in. Partner with sales and finance to track new item distribution, sales forecast and P&L development that meets financial goals.
• Market Research: Conduct consumer research and market analysis to identify target audiences, consumer and shopper insights, and emerging trends to inform marketing decisions. Monitor brand health measurement and consumer brand sentient across target audiences with brand tracking, panel shopper data and other available resources.
• Budget Management: Manage the marketing budget, allocating funds effectively across different marketing initiatives. 
• Collaboration: Work cross-functionally with other departments: sales, quality, product development consultant, procurement, operations and finance to ensure alignment with overall business goals and proactively address cost and margin challenges and opportunities. 
• Team Leadership: Lead and mentor a marketing coordinator to assist in the execution and planning of marketing plan and achievement of business goals.
• Annual Marketing Plan – Promo Calendar development: Development of an all-encompassing calendar to include all marketing activities and a proposed promotional calendar across key product categories.

For more information, please visit our company website at www.crystalcreamery.com/careers.