Position Summary: Reporting to the Sr. Director of Customer Marketing, the Director of Customer Marketing (DCM) Large Store, Emerging Channels will work closely with the LS, EC Sales Leadership, cross-functional marketing teams, and the Category Management/shopper insights team to help the Customer Marketing Managers develop and execute insight-driven, channel/retailer specific marketing solutions rooted in shopper behavior. This role will serve as an expert marketing resource for the Large Store Emerging Channels channel and will have Retailer-facing marketing responsibilities. The ideal candidate will have both a marketing and sales mindset.
The DCM role will have responsibility for accomplishing/reporting channel-wide goals relating to Customer/Shopper Marketing team leadership and planning including the generation of channel specific annual marketing plans, budgets and pre/post promotional analysis. The DCM will provide leadership and guidance to the LS, EC Customer Marketing Managers in all aspects of marketing, planning and execution to drive attainment of department and channel goals.
Essential Job Functions:
Channel/Retailer Marketing Strategy
Serves as the Channel Marketing expert across multiple retailer accounts with the ability to leverage channel/retailer and brand strategies to gain alignment on programming
Provide strong thought leadership that will enhance the current customer/shopper marketing process specifically as it relates to the Large Store + Emerging Channels Channel
Using Category, Shopper and Retailer specific data will identify marketing trends and opportunities within the LS + EC channels
Identify and leverage customer-specific, and channel marketing opportunities through prioritizing and capitalizing on channel, customer, and shopper insights and linking to brand strategy.
Develop and execute Channel Specific strategies based on department, sales and company goals.
Expertly represent and translate Brand, Retailer, and Sales goals during internal and external meetings
Works extensively with LS + EC Sales Leadership to ensure Channel-specific sales goals are met and channel/account-specific marketing expenses are in-line with forecasts.
Leverage promotional synergies across customers within channels where appropriate
Manage and provide full-channel marketing calendars and budgets monthly
Coordinate with RGM/Cat Man to complete post-promotional evaluations of top initiatives to gauge success of plans with respect to KPIs and ROI
Translates national brand strategies, marketing plans and insights into customer marketing plans & sales strategies for the small store channel.
Ensure maximum utilization of contracted assets
Leads, develops and coaches a team of 4+ Customer Marketing Managers in all aspects of marketing, planning, pre/post promotions analysis.
Maintains strong working relationships with internal and external stakeholders to influence decision making.
Helps define and grow the role of Customer/Shopper Marketing within the organization.
Guides Customer Marketing Managers in the development and execution of annual Customer/Shopper marketing plans
When applicable run point on the creation of account-exclusive promotions and their affiliated marketing plans working with Sales, New Product Development, Graphics, Brand Marketing, and other relevant parties.
Monitor implementation of customer plans with CMMs
Keeps all key stakeholders updated on KPIs for Customer Marketing in the LS + EC channel.
Other duties as assigned
The ideal candidate will have 8+ years of combined experience in the areas of Customer/Shopper Marketing, Key Account Sales, Field Marketing and Brand Management in the beverage/packaged goods industry.
Bachelor’s degree in business or marketing preferred, MBA a plus.
Demonstrated ability to lead people and manage results with others. Direct team leadership/management desired.
Knowledge of Brand Marketing, Shopper Marketing, Digital Marketing
Previous Large Store + Emerging Channels Channel/Customer experience strongly desired.
Strong ability to build solid relationships both internally and externally
Must be decisive and able enforce brand standards internally and externally.
Must have a strong skill set in the use of Microsoft Office with proven advanced knowledge of Excel, PowerPoint, and Sharepoint. Experience with syndication data a plus.
Excellent interpersonal and communication skills, both written and oral.
Ability to work independently and be a self-starter within a team setting.
Ability to handle a variety of tasks and situations in a calm and effective manner.
Excellent organizational skills.
Problem analysis and problem resolution at a functional level.
Commitment to company values.
Ability to travel 25-40% of the time.