This position’s role is to drive brand performance and share by capitalizing on market opportunities (product portfolio strategy, innovation and renovation) rooted in fact based analysis and consumer insight. The Marketing Associate is responsible for leadership and execution of projects related to the brand’s strategy and innovation and renovation plans as defined by the Marketing Manager in collaboration with sales, shopper marketing, operations, product development and finance on various generating demand initiatives. Strong analytical and strategic skills will enable success in this role.
o Use consumer and marketplace data and trends to support developing a deeper understanding of the demographics, psychographics, and behavioral drivers of the brand’s consumer or a particular consumer segment.
o Dive into demand landscape for the consumer/brand by utilization of digial insight tools
o Manage brand projects and assignments in a way that demonstrates an understanding of key consumer insights and an ability to activate them in relevant strategy and innovation activities.
o Leverage data, trends and support from Manager, Shopper Marketing and Market Research to help build a robust and actionable learning plan to address knowledge gaps in consumer, brand, product, business and marketplace learnings.
Innovation & Renovation
o Leverage consumer, shopper and marketplace data to support defining a brand’s short-term and long-term innovation strategy. In collaboration with cross-functional and external experts, lead innovation projects in support of the brand’s innovation strategy such as new idea generation and validation, commercialization strategies and plans and channel- or customer-specific opportunities.
o Identify innovation and renovation opportunities and lead initiatives in support of the brand’s nutrition health and wellness proposition
o Assist with the development and execution of a product strategy for a brand
o Leverages brand, consumer and marketplace data and trends to support Manager in developing an annual plan to closely align the efforts of Marketing and Sales to generate optimal demand for the brand
o Prepare, present and sell-in aspects of the brand plan to management, cross-functional partners and external stakeholders.
o Assists in creating the annual communications plan including recommended touchpoint plan, activation/implementation plan, stewardship and measurement
o Support Manager in implementing a 3-year consumer centric brand plan to drive and/or sustain long-term brand health including equity, awareness and engagement. % OF TIME
SUPERVISION RECEIVED: Close supervision is received from the Marketing Manager.
SUPERVISION GIVEN: None
FINANCIAL/STRATEGIC IMPACT: Assists in achieving corporate objectives on Market Share, Sales Volume Growth and Product Performance.