Nelson & Associates Recruiting & Outplacement

http://www.foodrecruiter.com/    email:  kayc@foodrecruiter.com

P.O. Box 2686  Kirkland, WA. 98083    (425)823-0956

SERVING THE RECRUITING NEEDS OF THE FOOD MANUFACTURING INDUSTRY

 

Senior Marketing Manager, Branded

Foodservice Marketing

 

Basic Function:

To manage all marketing activities associated with branded and co-branded potato and bean products in the United States and Canadian markets in order to achieve volume and profit objectives. The incumbent is directly responsible for the development and growth of the Corporate product brands and the distributor portion of the foodservice business. The incumbent provides input to Product Development on strategic direction of new product, line extension and product improvement efforts.

Responsibilities include direct supervisory responsibility for three Marketing Managers, one Associate Marketing Manager and a Marketing Assistant. 

Essential Duties and Accountabilities:

1.      Profitability Management. Work to achieve fiscal year budget objectives.  The key elements include pricing, volume and product expense budgets which, when balanced, enable the desired profitability to be attained. A key aspect of this function is to expand the profitability of Branded Potato and Bean products. Another key element is the analysis of distributor allowances and operator rebates and the development and maintenance of key guidelines.  Success is determined if profit (primarily) and volume (secondarily) are in line with budget objectives.

2.      Product and Brand Marketing. Manage the portfolio of brands, categories and products to ensure the vitality of the portfolio and create new opportunities for growth.  The key elements are the development and maintenance of product branding, category knowledge, product positioning, operator value propositions, and product profitability. 

3.      Foodservice Operator Segment Marketing.   Work with Segment Marketing and Communications to ensure effective marketing of our brands and products to key segments of the foodservice industry.  Key operator segments include Commercial Restaurants, Business & Industry, Colleges & Universities, Primary & Secondary Schools, and Health Care.  Develop segment-specific marketing plans and promote products utilizing mass media, trade associations, and segment-oriented programs. Success is measured by increased penetration and enhanced product mix, along with improved profitability.

4.      Promotion Planning and Development. Develop promotions that are consistent with the Brand’s image and the company’s strategic directions with measurable objectives. Promotion’s success is determined if growth or penetration hurdle rates are achieved, costs are within budget, and materials are delivered on a timely basis.

5.      Strategic Marketing Planning. Develop Marketing Plan consistent with the company’s Business Plan and overall strategies.  Work with the Senior Communications Manager and the advertising agency on strategic positioning of existing products within our communication vehicles. Includes overseeing development of materials (such as packaging, advertising, sell sheets) that fit communication strategies.

6.      Product Enhancement and New Product Introductions. Work with Product Development to create line extensions, product improvements, and new products.  Develop and refine strategies that ensure successful product launches utilizing input from market research and Field Sales.  Success is measured by products and support materials being introduced on time and achieving sales volume objectives.

7.      Forecasting Volume and Pricing. Monitor sales activity weekly and advise Demand Planning of any significant forecast changes to allow for better management of available production capacity. Formally review product volume on a monthly basis and communicate any changes to Inventory Control/Production Planning & Scheduling. Success in these areas is measured in the accuracy of the forecast and the ability to meet the customer product demands on a timely basis measured in Order Fill Rates.

8.      Supervisory Responsibility. Provide direction and coaching to the Branded Marketing team.  Establish and assess progress against objectives. Provide feedback to improve performance and identify opportunities for professional improvement and training. 

Qualifications:

·        Education and/or Experience: A Bachelor’s degree and preferably an MBA. At least 10 years previous Foodservice Sales and Marketing experience of branded products. Must display a working knowledge of Foodservice distributors (Headquarter Accounts, the “Top 50” distributors, DOT Foods) and of the different operator segments and their respective roles in the Foodservice industry. Must be familiar with new product development processes and available market research alternatives.

·        Language Skills:  Must have strong communication skills – written and oral. Must have strong presentation skills and to the ability to assess and edit copy changes.

·        Reasoning Ability: Must have strong quantitative and analytical skills with a proven track record in profit management, budget management, product forecasting, and must have developed and implemented successful marketing plans that met strategic objectives. 

·        Computer Skills: Must be proficient in Windows-based computer programs, including Microsoft Outlook, Excel, Word, and PowerPoint.

·        Physical Demands:  Requires travel 20% to 25% of the time. Some lifting of boxes at shows and standing for several hours at food shows is required.

·        Work Environment: Corporate office environment.