Senior Director Brand Strategy

JOB TITLE: Senior Director Brand Strategy, Liquid Science & Wrangler 

DEPARTMENT NAME: Marketing

LOCATION: Clay Terrace (Indianapolis, IN)

REPORTS TO: Jordan Greenberg, President & Chief Growth Officer

STATUS: Full-Time 

The Senior Director Brand Strategy, Liquid Science and Wrangler will be responsible for developing the overall brand strategy and in market execution for the Peel & Pour branded pods product sold in Office, Retail, Club and Away from Home channels. 

The Senior Director Brand Strategy, Liquid Science & Wrangler will be accountable to develop the overarching brand strategy for our Liquid Science & Wrangler, deliver monthly business targets in partnership with field Sales partners, track marketing tactics performance, evaluate ROI effectiveness, introduce new branded pod products. This position is highly visible within the organization and requires close partnership with key internal stakeholders including the Executive Leadership Team, Sales, R&D, Finance and Procurement.   As a leader within the marketing function the role will have broad exposure to senior management and need to build data driven plan recommendations to move the business forward.   Requires a self-motivated person who can independently manage multiple projects with a high sense of accountability and urgency. 

The Senior Director Brand Strategy, Liquid Science & Wrangler will: (1.) develop a multi-year strategic portfolio growth plan; (2.) drive the annual planning process from Brand Reviews to setting FY budgets and forecasts; (3.) ensure flawless in-market execution of marketing tactics; (4) track performance and course correct when necessary; and (5) ensure sufficient product innovation and new product development to deliver future growth goals. 

The Senior Director Brand Strategy, Liquid Science & Wrangler initially reports to the President & Chief Growth Office but will partner with a broad range of multi-functional business partners in both Marketing & non-Marketing functions.  The role may eventually report to VP, Brand Strategy role.

Example focus areas include:

• Brand ownership and oversight of branded pod products 
• Expand distribution and consumption of megabrand portfolio, with a strong focus on growing Peel and Pour branded products
• Analyze data and run in-market experiments to identify key business drivers, then apply learnings to accelerate growth. 
• Partner with the sales organization to track in market performance and develop sell-in stories to pitch new products and expanded distribution to customers and drive optimal shelf assortment. 
• Work with our Insights Team to better understand Consumer needs, identify purchase motivators and barriers, and qualify new product concepts, claims and packaging.  
• Brief internal and external agency partners for creative asset development and media planning to support plan tactics. 
• Partner with R&D, Finance & Procurement to launch new product innovation – entry into new product categories, or expand flavors, functional benefits & pack sizes of existing product lines.

Essential Duties and Responsibilities:

• Deliver US & CA annual operating plan financial targets in line with agreed upon marketing budget.
• Develop full year activation calendar with breakout of brand tactics, spending needs,  activation timing and prioritization of efforts.

• Lead a broad range of activities from packaging, pricing, promotion & product. 
• Conduct in-depth market and brand analysis to support category and brand growth. 

• Monitor, track, and analyze brand performance and initiatives; translate analysis into strategic actions and apply learnings and when needed take corrective action.  

• Prepare and create engaging and persuasive presentations at all levels of the organization. 
• Work collaboratively with internal marketing communications group and in-house design agency to develop creative assets and product packaging. 
• Lead media planning buys with agency partners.    
• Oversee annual marketing budget to ensure appropriate stewardship and reallocate when/if priorities shift based on the latest in-market learnings. 

• Work closely with sales management to plan and execute retail programs in Grocery, Mass, Office and Club Channels.
• Develop direct reports, foster a collaborative team environment, provide ongoing  coaching/feedback and facilitate team members individual development plans.  

Desired Skills & Required Experience

• Heartland’s culture is fast, flexible & innovative. The applicant must possess these traits and be willing and able to operate with a rapid, iterative, continually learning mindset.
• Solution focused mindset, demonstrate ability to operate with a business ownership mindset. 
• Collaborative attitude, work harmoniously with internal and external cross functional partners. 
• BS/BA in business, marketing or related discipline required. MBA preferred.
• Greater than 5 years of previous CPG experience. 
• Position is in-office based at Heartland Corporate Headquarters in Carmel, IN on the north side of Indianapolis. Occasional business travel required for two times annual sales meetings as well as Customer sales calls and Consumer research.