Brand Director, Vinegar & Bitters
Company: Mizkan America Inc
Location: Mount Prospect
Posted on: April 1, 2021
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Job Description:
Brand Director, Vinegar & Bitters #21-022 Mount Prospect , IL
Area of Interest Marketing Position Type Full-time Job Description
The Brand Director, Vinegar will be a seasoned brand and business
leader, responsible for managing and growing the Vinegar and
Bitters portfolio, while enhancing equity and delivering attractive
financials for the brands.Reporting directly to the SVP, Marketing,
their work will require deploying insightful, innovative consumer
and trade Marketing programs across the current product line and by
helping to develop a compelling pipeline of new initiatives through
close collaboration with a multifunctional team (including
Innovation, Operations, Finance, and Insights). This is a line role
with P&L accountability, and it includes responsibility for
Marketing staff and agencies. The scope of the work will include
Portfolio Strategy, Positioning, Architecture, Innovation,
Packaging, Advertising and Messaging, Media (traditional, digital),
Promotion (Consumer/Trade), Insights (Consumer/Shopper), Budget,
and Agency Management. ESSENTIAL DUTIES AND RESPONSIBILITIES: Brand
Stewardship - Serve as a passionate steward, advocate and
gatekeeper for Vinegar and Bitters brands and the equities they
have built. This Brand and Marketing leader will be the champion
for any refinements to either brand's strategic
positioning/architecture. Such work will be derived from a deep
understanding of consumer insights and key brand health measures,
as well as an understanding of the ever-changing competitive,
technological, and nutritional environments. Strategic Planning -
Provide thought-leadership to the SVP, Marketing and help optimize
the Vinegar and Bitters strategic plan, with a specific focus on
consumers evolved decision journey and needs, channels and
retailers they prefer, routes to market and best way to achieve
trusted customer relationships. There are a variety of strategic
paths such as growing within the categories we currently play,
expanding into adjacent categories, and acquisition and/or
development of new brands. The strategic plan must also include key
resources (people, dollars, systems, technologies) needed to scale
the business efficiently. Financial Management - While building
brand equity, awareness and consideration are all critical
responsibilities of this Brand Director role, the ultimate
deliverable is driving increased sales and profits for the vinegar
portfolio. This Director will be accountable for creating and
activating an integrated Marketing plan designed to grow this
business, and contribute significantly to Mizkan, financially.
Innovation/NPD - Dive right into Mizkan's current new product
agenda and work closely with Innovation and R&D leadership to
help develop and qualify new products, based on what will resonate
most convincingly with consumers and retailers. Looking ahead,
strive to continually uncover and identify new marketplace and
consumer trends, enabling the company to set the pace for "what
comes next" from a category standpoint. This understanding will be
leveraged to define new product opportunities worth exploring
further via business case development and measurable, projectable
in-market testing. Advertising, Media, PR - Primary responsibility
for developing the brands' creative strategy, and messaging,
working closely with Mizkan's agencies to bring that strategy to
life with compelling, brand-building and usage-driving advertising
and other forms of communication (including digital, social, mobile
and E-Commerce, and in-store). Additionally, responsible for
developing regional/local media plans, and working closely with
agencies to deploy media strategically, and with an eye towards
ROI. Responsible for overseeing and approving both regional and
local PR efforts (strategy and plans). PR responsibilities will
include both offline (traditional) and online (Twitter, Facebook,
Instagram, SnapChat, Blogs) vehicles. Promotion Planning &
Activation- Working closely with Sales, Digital/ E-Commerce,
Shopper Marketing, and other Retail specialists, help guide
development of an annual consumer and trade promotion plan,
designed to deliver against both brand and product Marketing
objectives. Long-term, Mizkan wants to build consumer loyalty be
offering great food products at competitive prices, creating an
inherent value-proposition that takes some pressure off having to
promote and discount the line. Research & Insights - The Brand
Director will guide consumer Research and Insights efforts for our
Vinegar and Bitters portfolio, ensuring the brands are capturing
all the appropriate information and data to help make smarter, more
informed decisions. This includes consumer learnings, retail and
shopper Marketing data, etc. This work will require leveraging both
internal Research staff and external consultants and suppliers.
Packaging- Responsible for ongoing packaging development and
optimization, across the full line of vinegar. This includes
supporting consumer research designed to identify opportunities to
address unmet needs-and differentiate the line versus key
competitors-through innovative new packaging (both design and look)
Functional Development - Build and shape a highly effective,
world-class Marketing team by hiring, training, motivating and
setting leadership direction for his/her entire staff. Continue to
nurture a collaborative and consumer/customer-oriented Marketing
community, cross-functionally, within Mizkan. Working closely with
the SVP, Marketing, review and enhance--where necessary--all
Marketing processes, measurements, information systems, etc., that
enable the overall Mizkan Marketing function to operate more
efficiently and more effectively. Agency Oversight - This Brand
Director will be responsible for managing a best-in-class portfolio
of external agencies, suppliers and consultants, who can deliver
exceptional service and solutions, at a fair cost. This work may
include an occasional review (likely led by the SVP, Marketing) and
an assessment of current Mizkan partners and suppliers, determining
the viability of working with them into the future, and exploring
alternatives, if needed. EDUCATION, EXPERIENCE, AND QUALIFICATIONS:
Blue Chip CPG Foundation - We would expect this Brand/Marketing
leader to have a world class Marketing and Brand Development
foundation, from any number of major CPG Food & Beverage companies,
including PepsiCo, General Mills, Kraft-Heinz, Mondelez, Kellogg's,
Unilever, Coca-Cola, Mars, Nestle, Hershey, Groupe Danone, etc.
This experience should have included building expertise in
Positioning, Segmentation, Communications, Innovation & NPD,
Research & Insights, Consumer & Trade Promotion, Digital Marketing,
Shopper Marketing, Forecasting & Budget, Packaging, Pricing, etc.
Smaller Companies - Ideally, we would like to see progression from
larger companies to smaller companies, where success (and survival)
required operating with a different level of resourcefulness. We
need someone who knows how to compress timelines, and fully
leverage every person and every dollar in the organization.
"Big-company trained" is the right starting point, but
"smaller-company scrappy" is what we really need. Digital
Competency - - While we're not seeking a pure Digital Marketing
expert, per se, we do need a Brand/Marketing leader for Mizkan who
is highly skilled and savvy across the Digital landscape,
particularly with Search, Display, Retargeting, Web Video, and Paid
Social. There are others on the Mizkan Marketing team who are
focused exclusively on Digital delivery, and there are external
agency resources too. Innovation/NPD - Proven experience developing
new products from an "end to end" perspective (e.g., concept to
activation). They must understand the importance of using a robust
Stage Gate-or comparable-development process. Experience should
include line extensions, upgrades, flankers, and ideally,
new-to-world brand development. There are dedicated Innovation
staff at Mizkan (Marketing, R&D), but the Brand Director will
be a key player within this agenda. Financial Management - Ability
to effectively establish, justify, manage and cost-contain an
integrated Marketing program and budget, using a combination of
effective vendor management skills, fair negotiation, and
creativity in terms of resource allocation and resource
utilization. Has demonstrated ownership of volume, net sales, and
profit, and developed/delivered strategies to ensure delivery of
financial commitments. People and Agency Management - This Brand
Director must bring proven experience recruiting, hiring, managing,
developing, motivating and promoting direct reports, and installing
a Marketing/Brand-centric culture. This ability extends to external
relationships, too, with key agency partners, consultants, and
suppliers. SKILL SET
Keywords: Mizkan America Inc, Mount Prospect , Brand Director, Vinegar & Bitters, Accounting, Auditing , Mount Prospect, Illinois
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