Description for Candidates
Act as a consumer-centered marketer with entrepreneurial spirit championing Our Brands (OB) portfolio and driving brand preference with customers. Advocate for the customer to ensure all brand/marketing activations are customer driven. Build brands through strategic thinking, brand health checks, and consistency of brand expression, including packaging, marketing and merchandising tactics. Partner with OB and cross-functional teams in directing the development of our long-term brand and marketing strategies for key categories. Demonstrate the company's core values of respect, honesty, integrity, diversity, inclusion, and safety.
Responsibilities for Candidates
- Manage OB Brand & Communication strategy for OB Portfolio in collaboration with leadership and key business stakeholders including stewarding consistent representation of brand promise
- Manage and support initiatives and executions around pre-identified new product launches, and core brand in-store initiatives
- Drive brand growth by consulting and applying knowledge of competitive set, consumer behavior and consumer trends in Category Deep Dive workshops
- Influence development of the annual marketing budget/media strategy for the brand
- Partner with 84.51 Marketing Analytics & Insights team to assess and track campaign effectiveness, measuring sales incrementality, household metrics and other key KPIs gleaning key consumer insights that can be reapplied towards future campaigns as appropriate
- Owner of key brand initiatives and budgets
- Lead OB digital shelf strategy and marketing planning in partnership with key stakeholders
- Lead, execute and evaluate strategic promotional campaigns for the Kroger Our Brands portfolio of products including events, POS, and OOO
- Act as a primary liaison with marketing services driving consistency across all tactics
- Lead Our Brands website pages and social platforms partnering with internal and external teams and agencies establishing key KPIs across purchase funnel; manage content calendar, planning and execution across owned digital platforms
- Remain current with food, cultural and ethnic, category and product trends
- Follow established programs, policies, and practices to produce safe, quality foods that meet regulatory and company requirements
- Support the development, implementation, maintenance, and ongoing improvement of the SQF 2000 Systems
- Accountable to the Kroger Manufacturing Food Safety and Quality Principles
- Must be able to perform the essential job functions of this position with or without reasonable accommodation
Qualifications for Candidates
Minimum
- Bachelor's Degree business, marketing or a related field or comparable work experience
- 4+ years retail, sales, or innovation industry experience
- Any consumer packaged goods, retailer or manufacturer experience
- Ability to manage a complex and/or large portfolio of brands with little supervision
- Strong business analytical skills, including sales, volume and profit forecasts
- Proven ability to make critical decisions
- Excellent leadership/collaboration skills
- Consumer targeting and equity development exposure
- Brand building, marketing and brand management expertise
- Proven ability to communicate to all levels of the organization
Desired
- Master's Degree business, marketing or a related field or comparable work experience
- Orchestration of commercialization plans for new product development pipelines
- Fast-tracked position in Our Brands/Brand Management
- Demonstrated success in project management
#GOSOURCING