Director (remote)
5 days ago
They continue to set their sights high with their purpose being to "Feed the World, better" where "everyone, everywhere deserves to have healthy, great food". The core values that guide their corporate family are:
Director, Product, Brand and Consumer Insights - ProFound Talent
Reporting to the Vice President of Marketing, the Director, Product, Brand and Consumer Insights primary focus is to provide strategic leadership for the Product, Brand, and Consumer Insights team (5 team members), driving awareness, trial and repeat among their target audience through brand story-telling, differentiation of product strategy and market research.
Success in this role will be measured through metrics related to brand health, product sales, team engagement and retention.
Product Management
The Director has the accountability and sets the strategic direction for:
Product Lifecycle management ensuring product mix reflects customer and consumer needs, segments, and regional differences
Product positioning and messaging, ensuring they are aligned with the master brand platform, and that nutritional facts are validated
the development of business cases and analysis working with a cross-functional team
Packaging design for new skus, and supports packaging redesign for existing skus by working with the sales, operations and marketing teams to implement packaging projects
Works with the Marketing Operations team to ensure the go to market strategy across channels meets the product launch goals
Tracks the performance of new and existing products, gathering feedback and making necessary adjustments
Stays on top of best practices and innovation in product marketing, and shares insights across marketing and sales
Brand Management
The Director has the accountability and sets the strategic direction for:
Retail brand : stewardship of the brand and brand platform in alignment with organizational goals, consumer potential and competitor landscape
Foodservice brand : development and implementation of the brand platform for activation of the foodservice market
Ensuring brand integrity with all outward communication and advertising as well as the full internal organization
Increasing brand equity within the marketplace which translates into consumer/customer loyalty, premium pricing, and segment growth
Ensuring all branded assets and products align to our most lucrative target audience
Uses ROI outcomes/results to optimize branded activities in the market
The Director has the accountability and sets the strategic direction for:
The consumer market research program, including qualitative, quantitative, panel and point of sale data
Ensuring accurate tracking of brand equity, consumer preferences, consumer buying behavior, pricing, product concepts to identify actionable outcomes and proactively communicating these across the organization
Works with the Marketing Operations team to ensure learnings in market are integrated to optimize future product and brand activity
Business Development & Project Management
The Director has the accountability and sets the strategic direction for:
Ensures that the cross-department team leads and executes projects with excellence in project management
LPC is a highly values-led organization, therefore an essential part of this position is to serve as a role model of the LPC values for others in Marketing and across the organization, including the senior leadership team
Develops the Product, Brand and Consumer Insights team members by promoting a culture of continuous learning and development, including coaching, development plans, and regular constructure feedback to help team members improve and grow
Creates a safe environment where people are empowered to share ideas, develop new skills, take risks, try new things, and learn from mistakes.
Helps remove obstacles for team members so they can achieve their goals with ease
Owns the business relationship with agencies for research, brand, PR/media, packaging, and in-store/merchandising.
Is responsible for all budgets and ROI from Product, Brand and Consumer Insights team activities
Stakeholder Management
Works with the Director, Marketing Operations, and the VP, Marketing to develop the annual marketing strategy
Acts like a business owner on the cross-functional leadership team, championing insights and outcomes, and also helping shape the broader organizational strategy
Bachelor's Degree or Certification in a Marketing or Business discipline.
8+ years of senior management level experience in a product marketing or brand role, with a strong focus on product in both Canada and the USA.
~ developing and implementing brand platforms
~ managing research and consumer insights plans
~ analyzing performance of brand and products
~ participating in senior leadership teams
~ Proficiency in project management, agency management and budget management
~ Understanding of food, produce and/or consumer-packaging goods brands
Willing to look at remote candidates able to work MST operating hours.
Edmonton office and/or remote office. For the opportunity to join The Little Potato Company in the role of Senior Product Manager, please email your resume to DreamBig@profoundtalent.
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