Retail Marketing Manager

The Marketing Manager is responsible for developing and executing integrated marketing plans that drive traffic, sales, and brand loyalty across UDF’s retail business. This role plays a critical part in growing top-of-mind awareness of United Dairy Farmers brands, growing our equity through the lens of what the consumer sees and perceives. Incumbent will manage one direct report and partner with other members of the Company Marketing team.

DUTIES & RESPONSIBILITIES: 

·         Work with VP of Marketing and cross-functionally to execute Retail marketing programs to drive traffic, build brand affinity and support promotions.

·         Partner and collaborate with other members of the Company Marketing team on digital engagement, loyalty, analytics, product tests, proprietary research and in-store retail planning including print/signage.

·         Partner with Category Management and Retail Operations to develop annual retail advertising and promotions calendar supporting category management business objectives, U-Drive Plus loyalty strategy, seasonal campaigns, and new product launches.

·         Collaborate and partner with Category Management team on product innovation including food, beverage and ice cream.

·         Lead end-to-end execution of integrated marketing campaigns, working with multiple agencies and internal partners – (advertising, digital, in-store, and loyalty promotions)

·         Manage campaign calendars aligned to business priorities (e.g., foodservice, Ice cream, handcrafted beverages, center-store, product innovation)

·         Partner with creative and agency teams to deliver high-quality marketing assets

·         Ensure consistent brand standards and messaging across all store and marketing touchpoints

·         Perform administrative tasks which may include processing invoices for payment, maintaining our online ordering sites, competitive intelligence, support with conducting taste test panels, consumer surveys, loyalty promos, and special projects.

·         Develops and implements KPIs and objectives, such as sales lift, traffic lift, loyalty registrations, category lift, to assess the effectiveness of marketing campaigns and tactics.

·         Leverage customer insights and data to refine marketing strategies and improve ROI

·         Support initiatives that enhance the in-store experience, including signage, layout collaboration, and promotional flow

·         Manage assigned marketing budget and optimize spend effectiveness 

·         Aligns plans across channels and integrates retail and wholesale consumer strategies.

·         Manage and utilize contractor specialists as needed for PR and event activations.

·         Collaborate and partner with tthe Digital Marketing Manager in the creation of  and

People Management:         

•   Leads by example related to DAIRY Culture and DAIRY Leadership

•   Responsible for providing direct reports with timely, candid and constructive performance feedback; developing associates to their fullest potential and provide challenging opportunities that enhance associate career growth.

•   Developing the appropriate talent pool to ensure adequate bench strength and succession planning; recognizing and rewarding associates for accomplishments. 

•   Incumbent also holds his direct reports accountable for performing the same functions and activities with their direct reports if applicable.

•   Responsible for growing associate engagement within the team as measured by regular workplace experience surveys.

KNOWLEDGE, SKILLS AND ABILITIES REQUIRED:

Education and Experience: 

• Bachelor’s degree or equivalent required
• Five to seven years of experience in promotional marketing and/or advertising, preferably in convenience retail, retail or QSR businesses. 
• Experience marketing food and beverage products strongly preferred
• Experience bringing to life complex projects or campaigns that require a high level of collaboration from concept to successful outcomes

Competencies & Capabilities: 

·         An aptitude to effectively and swiftly translate business strategies into successful, engaging marketing campaigns.

·         Strong understanding of retail marketing and the levers that activate guest behavior 

·         Understanding of loyalty programs, customer segmentation and personalized marketing required

·         Excellent verbal, written and interpersonal communication skills,

·         Self-starter, strong drive, highly motivated to make change toward aggressive marketing goals

• Experience analyzing campaign effectiveness using digital marketing tools, social media metrics and sales data

·         Strong analytical skills and ability to bring about fact driven decisions.  Ability to determine and present ROI of marketing programs, campaigns, etc.

• Ability to operate in a complex, rapidly changing environment while adhering to tight schedules and budgets.
• Demonstrated project management skills and proven ability to balance multiple projects in varying degrees of implementation.

·         Strong organizational, problem-solving and attention to detail skills are required.

• A naturally curious learner who can learn our business quickly and will strive to stay current with what the market, competitive and consumer landscapes
• Ability to manage direct reports

Computer/Technical:

·         Highly proficient in MS Office with a focus on MS Word, Excel, Power Point,

·         Competency in MS Business Intelligence (BI)

·         Knowledge of working with project management or workflow systems preferred

·         Prior experience with sales reporting software, CRM based systems, Loyalty reporting platforms and other marketing software systems