Director, Product, Brand and Consumer Insights

THE LITTLE POTATO COMPANY

THE ORGANIZATION

Our client, The Little Potato Company, began its journey in 1996 with the owners (Jacob and Angela – father and daughter) wanting to be able to produce little creamer potatoes, like what Jacob knew from his Dutch roots. They grew their first acre by hand; planting, weeding, harvesting, and washing it themselves. They then packed them into the back of Angela's hatchback, setting off to farmers markets and restaurants. Today, Angela leads the organization as CEO and Jacob runs a research and breeding company for little potatoes. The Little Potato Company has grown to have products on store shelves in every Province in Canada and State in the United States and operates with over 360 employees across Canada and the United States.

The Little Potato Company continues to experience growth year over year and continue to be the market leading producer of Little potatoes. 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". At The Little Potato Company, they believe in living by a set of deeply held core values representing both their history and how they strive to live every day to make the world a better place. The core values that guide their corporate family are:

• Family
• Go Beyond
• Elevate Others
• Down To Earth
• Do What You Say

For a complete position description, please visit: Director, Product, Brand and Consumer Insights - ProFound Talent

THE OPPORTUNITY

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.

RESPONSIBILITIES

Product Management

• The Director has the accountability and sets the strategic direction for:
• The product strategy and innovation roadmap for our full product portfolio to ensure we have the "right products" on the right shelves for our most lucrative target consumer
• Product Lifecycle management ensuring product mix reflects customer and consumer needs, segments, and regional differences
• The product research roadmap across all products, including both qualitative and quantitative research
• Product positioning and messaging, ensuring they are aligned with the master brand platform, and that nutritional facts are validated
• Creating and execution of a multi-year product roadmap for North American retail and foodservice, including:
• the development of business cases and analysis working with a cross-functional team
• the launch of new products in identified markets in collaboration with the sales and operations teams according to plan (time and budget), covering test markets and national launches
• the merchandising plan and optimal sku/shelf set for new and existing products
• the discontinuation of products in identified markets in collaboration with the sales/production teams according to a shared plan
• 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 sales team to ensure a best-in-class merchandising strategy to drive product sales
• 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
• Drives continuous improvement in the product development process to maximize efficiency and ROI of product efforts

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
• Ensuring that in-store activations are supported by best-in-class POS
• The PR plans for consumer and trade/industry
• Uses ROI outcomes/results to optimize branded activities in the market

Consumer Insights & Tracking

• 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
• Ensuring KPIs are met or exceeded, as well as creating and maintaining the reporting on team outcomes
• Defining and refining the most lucrative target audience definition, quantifying business potential, and defining key markets where the most lucrative target audience can be reached
• 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:
• Conducting business case analysis for new and existing products
• Making recommendations on new and existing products based on margin analysis, sales potential and consumer insights
• Assessing new market opportunities geographically and within produce industry sectors
• Ensures that the cross-department team leads and executes projects with excellence in project management

Team Development

• 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
• Provides strategic leadership and inspires team members by clearly communicating the organization's and department's vision, mission and goals.
• Fosters an environment where teams produce extraordinary results.
• 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
• Demonstrates caring leadership resulting in a workplace of belonging and openness. Fosters a culture of trust, mutual respect, unity and collaboration.
• Creates a safe environment where people are empowered to share ideas, develop new skills, take risks, try new things, and learn from mistakes.
• Leads with humility, empathy and integrity in all interactions
• Helps remove obstacles for team members so they can achieve their goals with ease
• Identifies talent requirements (structure, people, roles, development needs) to execute strategy

Department Operations

• 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

Education

• Bachelor's Degree or Certification in a Marketing or Business discipline.

Experience

• 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.
• Experience in:
• leading and developing teams
• developing and implementing multi-year product roadmaps and go-to-market strategies
• 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
• Willingness to travel when required

Competencies and Knowledge

• Achieves exceptional results with humility, drive and self-discipline
• Understanding of food, produce and/or consumer-packaging goods brands
• Ability to lead and develop high-performing teams
• Is a great team member, the type of person that others want to follow; leads by example

COMPENSATION

An excellent compensation package awaits the successful candidate.

LOCATION

Edmonton, Alberta preferred. Willing to look at remote candidates able to work MST operating hours.

WORK ENVIRONMENT

Edmonton office and/or remote office. Ability to travel when required (potential for monthly travel depending on location)

HOW TO APPLY

For the opportunity to join The Little Potato Company in the role of Senior Product Manager, please email your resume to referencing Position ID #AHUH-536363 Should you have an inquiry regarding this position, please contact Tammy Berge at 587-200-0114 ext. 103.

For further information on ProFound Talent Inc. please visit: