Green Mountain Coffee Director of Marketing, Workplace in MA, Massachusetts

Director Marketing, Workplace

As Director of Marketing for Workplace in Away From Home (AFH), you are responsible for the development of customer & channel marketing strategy & programs, demand generation for workplace / office consumers, and customer specific marketing for the AFH distributors serving workplaces. In this role, you will provide necessary direction for the Workplace Marketing team and work closely with the Channel Sales Leaders to build plans by channel and execute with customers. In addition, you will lead the creative agency development and advertising/PR plans for the office segments. This role is critical in defining and executing against the sources of growth that will drive the Workplace coffee business.

What you will do:

  • Lead development of all customer and channel marketing plans, including customer specific marketing tactics, channel promotion strategies, etc.

  • Develop marketing strategies to drive growth, presenting those findings regularly to senior management and sales teams

  • Create demand generation plan to drive Workplace awareness, lead generation, and new account activity

  • Define Workplace channel messaging and value proposition and bring to life through marketing materials

  • Manage sales material content for the relevant Customer teams, including support for programs and promotions

  • Collaborate with brewer and beverage commercialization teams to ensure customer marketing execution of go-to-market toolkit for new products and appliances

  • Develop and execute trade show strategies

  • Manage and optimize organic and paid lead generation efforts

  • Serve as the primary marketing interface for the relevant Customer facing teams

  • Manage Workplace marketing budget to support annual marketing plans

  • Support development of customer-specific marketing programs with top Workplace customers

  • Lead post-mortem program evaluation with finance support to determine Return on Investment (ROI) and adjust strategy to optimize marketing spend

  • Support sales organization at key customer meetings to present marketing plans and programs

  • Design supporting insights work required for go-to-market messaging and sales materials

  • Incorporate field inputs into marketing planning process while providing internal partners with a marketplace view of customer activity

  • Communicate beverage & appliance brand strategies to the field

What you must have:

  • Bachelor’s Degree required with an MBA preferred

  • Minimum 15 years of related work experience

  • Minimum 5 years of related experience in the Consumer Packaged Goods (CPG) space, ideally in channel marketing related role(s)

  • Strong marketing and analytical skills; capable of translating findings into business actions

  • Requires a big-picture understanding and strategic approach with short term tactical focus on execution

  • Ability to drive engagement by leading a team of direct reports

  • Ability to effectively communicate with cross-functional peers, upper level management, and all levels within the sales organization

  • Ability to travel as needed (up to 20%)

Keurig Dr Pepper an equal opportunity employer and affirmatively seeks diversity in its workforce. Keurig Dr Pepper Inc. 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. EOE Minorities/ Females/ Protected Veterans/

Job: *Marketing

Organization: *Away From Home

Title: Director of Marketing, Workplace

Location: Massachusetts-MA - Burlington

Requisition ID: 1800958