Senior Marketing Manager (1140498)

Location: Bay City, MI

Description: Job Summary

Our company is undergoing a significant brand restage and is ready to enter its next phase of growth. To support this transformation, we are seeking a Senior Brand Manager who is both a strategic builder and a hands-on executor. This is a newly evolving, revenue-driving role with limited existing structure, offering the opportunity to create processes, shape strategy, and influence the long-term direction of an iconic, established brand.

The ideal candidate brings robust experience in CPG or food brand management, with proven success driving innovation, scaling businesses, and leading cross-functional initiatives. This individual must thrive in an entrepreneurial setting—comfortable developing strategy, rolling up their sleeves to execute, and building a strong brand foundation that fuels growth across retail (consumer) and food service channels.

Key ResponsibilitiesBrand Strategy & Leadership

• Build, develop, and execute a comprehensive brand strategy that strengthens our foundation and positions the brand for long-term growth.
• Lead brand P&L management—including forecasting, pricing strategy, trade promotion planning, capital project justification, and sales goal alignment.
• Serve as a steward of the brand platform, ensuring messaging reflects our mission, values, and competitive advantage.
  
  

Innovation & Growth

• Drive innovation strategy, including new product development, new channel exploration, and alternative revenue opportunities in both consumer retail and food service.
• Guide strategic long-term growth plans by business channel and region in collaboration with the Sales team.
• Lead special projects tied to brand expansion, competitiveness, or operational advancement.
  
  

Operational Execution & Cross-Functional Collaboration

• Manage and prospect co-packer relationships to support current and future business needs.
• Oversee sustainability performance for the brand, including tracking, reporting, and related initiatives.
• Lead the development and execution of annual marketing plans within approved budgets.
• Partner with external marketing and creative agencies to execute brand plans and performance initiatives.
• Work closely with internal stakeholders across Sales, Operations, Finance, and Executive Leadership.
  
  

Corporate & Consumer Branding Support

• Support the company’s broader corporate brand transition, ensuring strong alignment between corporate communication and consumer-facing brand strategy.
  
  

Note: This position is responsible for strategy only—not execution—for corporate branding initiatives.

Key Attributes & Capabilities

• Strategic Brand Leadership: Understands how to craft and scale strong CPG brands from foundation to execution.
• Entrepreneurial Discipline: Comfortable operating without rigid structure; resourceful, adaptable, and proactive.
• Hands-On Operator: Willing to handle both strategic work and day-to-day execution when needed.
• Innovation Leader: Demonstrated success launching new products, formats, channels, or business models.
• Financial Acumen: Strong ability to manage P&L, pricing, trade spend, and brand investments.
• Influence & Collaboration: Skilled at working cross‑functionally and representing brand strategy across the organization.
• Communication Excellence: Able to articulate brand vision clearly to internal, external, and key stakeholder groups.
  
  

QualificationsRequired

• Bachelor’s degree in Marketing, Business, or a related field.
• 7 years of brand management experience in food, beverage, or CPG.
• Proven track record owning or heavily influencing brand P&L.
• Experience leading innovation and taking concepts from strategy through execution.
• Ability to manage agency partners and internal cross-functional teams.
• Strong analytical, financial, and strategic planning skills.
• Willingness to relocate to the designated corporate office location in Michigan.
  
  

Preferred

• MBA in Marketing or a related discipline.
• Experience working within evolving or early-stage brand structures.
• Background managing co-packers, sustainability initiatives, or multi-channel (retail foodservice) portfolios.
  
  

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