Senior Brand Manager, Café Bustelo

Your Opportunity as the Senior Brand Manager, Café Bustelo

Café Bustelo is one of the fastest growing brands in coffee with exciting growth plans.  A strategic focus for the JM Smucker Company, the brand provides tremendous opportunity for motivated marketing professionals to be part of something special – driving a fast-growing, leading brand at a multi-billion-dollar CPG company. 

Location: Orrville, Corporate Offices

Work Arrangements: Hybrid, 30% in office expectations (Tues, Wed, Thurs on core weeks)

In this role you will:

• US Retail Brand Strategy & Execution: Develop US Retail brand & business strategy and inspire the cross-functional team to deliver best in class go-to-market & execution. Develop US Retail portfolio strategy, allocating resources to maximize value creation across the product portfolio. Lead development and execution of US Retail annual/long range brand plans that meet sales and profit goals

• Brand Leader and Advocate: The Brand leader and expert on brand equity, positioning, and brand voice leveraging brand’s authentic Latin heritage to drive for continued expansion and growth across diverse consumer groups.  Responsible for Brand’s voice, tone, language in English and Spanish, preserving the original message and intent.

• P&L management & Business Delivery: Lead team in development and delivery of short- and long-term U.S Retail business plans that push beyond the expected to showcase the possible. Includes active monitoring of business fundamentals (pricing, distribution, velocities), leveraging analytical expertise across the organization, evaluation of entry into new product segments, deploying resources to prioritize growth, and designing for value initiatives to strengthen the P&L over time.

• Marketing Planning/Communications: Unleash the potential in our agencies to deliver best in class strategy and creative development for fully integrated marketing communications in U.S. Retail. Includes developing experiential marketing/PR/digital marketing plans to deliver efficiently on brand-building and high sales growth objectives. Primarily responsible for reviewing translations and trans adapting content to ensure accuracy and consistency with brand standards and brand’s voice, tone, and language style.

• Sales/Customer: Partner with Sales to develop multi-year growth plans at key customers that align with channel strategies. Includes implications for pricing and sizing, evaluate channel specific needs, identify business opportunities, and track new item distribution and performance.

• Insights: Collaborate with internal research team to leverage research (historical, secondary) and insights (consumer and supplier research, trends) to drive business planning and brand actions and ensure continuous learning plan.

• People Management: Select, train and manage career development of direct report(s) and build team culture rooted in our Basic Beliefs

The Right Role for You

We are bold, kind, strive to do the right thing, we play to win, and we believe in a strong community that thrives together. Our culture is rooted in our Basic Beliefs, and we believe in supporting every employee by meeting their physical, emotional, and financial needs.

What we are looking for:

Minimum Requirements:

• Bachelor’s degree

• 8+ years CPG Marketing relevant experience with prior experience working on Hispanic brands or brands that specifically target Hispanic consumers combined with awareness of culture, traditions and values for Hispanic consumers.

• Bi-lingual (verbal and written) with English & Spanish

• Excellent leadership skills combined with ability to influence cross-functional partners.

• Ability to translate positioning strategy into creative strategy and execution.

• Excellent marketing skills with strong business savvy and financial acumen.

• Demonstrated experience with consumer research methodologies including statistics, research design, marketing, and product development applications.

• Solid experience and skills in project management.

• Experience managing and developing direct reports.

• Proficiency with IRI/Nielsen/Circana data, Microsoft PowerPoint, Word and Excel.

• Willingness to travel for work (10-20%)

Additional skills and experience that we think would make someone successful in this role:

• MBA

• Highly collaborative mindset; team player

• Food or Beverage experience is a plus

Learn more about working at Smucker:

• Our Total Rewards Benefits Program

• Our Thriving Together Philosophy Supporting All Impacted by Our Business 

• Our Continued Progress on Inclusion, Diversity and Equity 

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