Green Mountain Coffee Brand Manager, Emerging Coffee Brands (Laughing Man & Revv) in MA, Massachusetts
At Keurig Dr Pepper (KDP) the consumer is at the heart of everything we do. Join the team at KDP and make a difference to consumers with one of America’s leading producers and distributors of hot and cold beverages helping to satisfy every consumer’s beverage need, anytime and anywhere.
This Brand Manager, Emerging Brands is responsible for defining strategies and building annual consumer brand marketing plans for Laughing Man and Revv by understanding the consumer’s needs to drive relevance and loyalty to our brands. This person will develop marketing strategies and tactics to ensure effective brand placement relative to market opportunity and will support the communication of each brand equity. This person will also work with other functions to deliver against marketing strategies and tactics. This person will report into the Senior Director of Brand Marketing, The Original Donut Shop and Emerging Brands. The ideal candidate will bring 7 years of progressive marketing or brand experience and a leadership style that fuses inspiration with a passion for making a difference.
Support a High-Performing Team
Deploy general manager mindset to drive brand strategies. Leverage strong commercial knowledge and business acumen to deliver annual brand strategy plan.
Coach & mentor other members of the broader brand team.
Inspire others to take action through authentic leadership, passion, and commitment to winning.
Build a Breakthrough Brand Strategy
Lead development of long term brand strategy including positioning and communications plans.
Lead development of annual brand marketing plans including business objectives.Drive organizational and customer engagement, alignment and excitement for brand strategy and annual plans.
Develop creative and R&D briefs to reflect brand strategy.
Recommend marketing support plans for brands and coordinate promotions and advertising efforts of brands.
Provide short term and long term strategic direction.
Understand the brand's P/L and role in the portfolio, as well as its impact to the P/L of the company.
Deliver Consumer Insights That Drive Action
Leverage consumer insights, translating them into actionable consumer driven marketing plans.
Communicate brands’ unique selling propositions to internal and external key stakeholders - consumers, customers and KDP cross-functional partners
Innovate to Address Consumer Needs
- Support the development and commercialization of insight-based innovation pipeline for Laughing Man and Revv inconjunction with cross-functional teams including Strategy, Innovation, and Brand.
Drive Consumer Engagement Through Communication Strategy & Messaging
Ensure integration of all elements of marketing mix, driving cohesive and impactful messaging and trademark consistency in all communications.
Use entrepreneurial thinking to find new and better ways to accomplish goals. Drive for excellence in execution.
Champion Our Brands and Drive Alignment Across the Organization
- Responsible for driving integration and alignment with cross-functional partners including:
o Cross-portfolio sharing of data and consumer foundational knowledge across broader marketing team
o Influence and coordinate with supply chain, commercial, R&D, etc. on brand initiatives
o Support the commercial organization with selling materials for brand initiatives (i.e., sell decks, one pagers, etc.)
o Develop and deliver strategic recommendations to senior management.
o Participate in key sales and marketing presentations.
Analyze sales information, projections, and other meaningful data to inform brand/product level forecasts.
Conduct competitive brand analysis and market research of brand consumer behavior, determine the profitability and viability of new brands and/or brand enhancements, and have P&L accountability for each of the coffee brands.
Own andmanage brand marketing budgets working with cross-functional partners, including finance to deliver on target.
Set high performance standards, measure for success, and adjust plan to deliver against growth agenda.
Lead post-launch analyses for brand initiatives (with support and alignment from cross-functional partners)
_CHARACTERISTICS OF SUCCESS_
*PASSION: *People with an infectious spirit who are passionate about beverages, our consumers, our brands, our customers, and winning.
ENTREPRENEURIAL SPIRIT:People who are inspired by innovation, creativity, and breakthrough thinking that challenges the conventional and fosters new ideas.
DRIVE FOR IMPACT:Self-motivated leaders that drive their agenda and thrive in a competitive, fast-paced environment. Relentless focus on delivering results and tenacity to get it done with a sense of urgency.
CHANGE AGENTS:Leaders that are agile, courageous, and push through conflict for speed to action. People that thrive under pressure, take big risks, deliver solutions, remove barriers, and lead the change.
*DATA-DRIVE DECISION-MAKERS: *Ability to synthesize data and identify what is most critical for success. Always leverage sound business judgment and analytics to make bold decisions.
*INSPIRATIONAL LEADERS: *People who caninspire others to take action through authentic leadership, passion, and commitment to winning. Committed to coaching, challenging, and developing others.Great at the “What” and the “How”.Team vs personal gains.
Bachelors in a related field and minimum 7 years of experience in brand/product management, MBA preferred; 5 years of CPG/Beverage experience from a Fortune 500 CPG corporation
This role is based at the KDP Burlington, MA office location. Relocation to the Greater Boston area is required with 10%-15% travel.
Brand management, strategic and analytical capabilities
Critical thinking skills and ability to problem-solve; ability to plan and align work to ensure accountability
Highly adaptable; energized by rapid change and ambiguity
Highly collaborative; skilled at working cross-functionally to drive results
Positive, self-motivated leader who can inspire others to rise to new challenges.
Our people are the heart of our business, which is why we offer robust benefits to support your health and wellness as well as your personal and financial well-being. We also provide employee programs designed to enhance your professional growth and development while ensuring you feel valued, inspired and appreciated at work.
Keurig Dr Pepper (KDP)is a leading coffee and beverage company in North America, with annual revenue in excess of $11 billion. KDP holds leadership positions in soft drinks, specialty coffee and tea, water, juice and juice drinks and mixers, and markets the #1 single serve coffee brewing system in the U.S. The Company maintains an unrivaled distribution system that enables its portfolio of more than 125 owned, licensed and partner brands to be available nearly everywhere people shop and consume beverages. With a wide range of hot and cold beverages that meet virtually any consumer need, KDP key brands include Keurig®, Dr Pepper®, Green Mountain Coffee Roasters®, Canada Dry®, Snapple®, Bai®, Mott's® and The Original Donut Shop®. The Company employs more than 25,000 employees and operates more than 120 offices, manufacturing plants, warehouses and distribution centers across North America. For more information, visitwww.keurigdrpepper.com.
Keurig Dr Pepper is an equal opportunity employer and affirmatively seeks diversity in its workforce. Keurig Dr Pepper recruits qualified applicants and advances in employment its employees without regard to race, color, religion, gender, sexual orientation, gender identity, gender expression, age, disability, genetic information, ethnic or national origin, marital status, veteran status, or any other status protected by law. Equal Opportunity Employer. Minorities/Females/Protected Veterans/ Disabled
Organization: *Global Marketing
Title: Brand Manager, Emerging Coffee Brands (Laughing Man & Revv)
Location: Massachusetts-MA - Burlington
Requisition ID: 1801055