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Senior Brand Manager, Marketing Innovation

Company: King's Hawaiian
Location: Torrance
Posted on: November 22, 2022

Job Description:

Joining King's Hawaiian makes you part of our `ohana (family). We are a family-owned business for over seventy years, respecting our roots while thinking about our future as we continue to grow and care for our customers and the communities we serve. Our `ohana members build an environment of inclusivity as they freely collaborate, pursue learning through curiosity, and explore innovation as critical thinkers. Beyond that, we are also passionate about supporting the long-term health and well-being of our employees and their families. If you're excited to rise with our team, come and join our `ohana

Discovering, building, and launching any new CPG product is a complex journey. In innovation at King's Hawaiian, we value:

  • Consumer curiosity - we act like detectives who study consumer behavior and market dynamics to formulate opportunities and problems to solve.
  • Game-changing ideas - our curiosity and creativity lead to unique and exciting ideas.
  • Irresistible food - we are developers who translate game-changing ideas into irresistible food that consumers love.
  • Speed to first dollar - we strive to be quick and flexible to test and learn in real-world purchase environments, but always with a clear plan and purpose that don't comprise our goals or quality standards.
  • Unity - it takes the entire 'ohana (family) to transform an idea into a sustainable business. We must be humble, collaborative, and unassuming in our work, always willing to put the team first to work together like a movie set crew.
    As a Senior Brand Manager, Marketing Innovation, you will be a key player in driving marketing innovation as a capability at King's Hawaiian. You will team with other innovation experts (chefs, food scientists, insights, manufacturing, etc.) to bring irresistible product ideas from initial design to a national scale. As a part of these multidisciplinary innovation project teams, you will lead the marketing innovation activities from positioning and packaging development to launch strategy and marketing communications. Ultimately, you will deliver identity and style to our new products on our journey to create irresistible food and experiences for our consumers. Reporting to the Head of Marketing Innovation & New Ventures, this position is for self-starters who are eager to run a high growth line of our business, contributing to our tremendous national sales and brand growth.

    The following five characteristics describe you perfectly:
    • Curious - You are not someone who only reads the headlines. You have an instinctive desire to always dig deeper and understand why. You act like a detective, with curiosity and anticipation that help identify both opportunities and obstacles.
    • Self-starter - You do not sit back and expect complex problems to simply work themselves out. You are an initiator with a "get it done demeanor". You jump into projects and create movements that achieve results.
    • Leader - You have a highly developed ability to inspire teams to collaborate and achieve results. Your demeanor and interpersonal skills build strong relationships that cultivate trust and empower teams to go above and beyond.
    • Creative - you are a creative team leader with an intimate knowledge of our audiences, consumer needs, attitudes, behaviors, trends, and the ability to drive strategic planning across multiple marketing channels to achieve business goals. You will work with our amazing Brand team and our cross-functional partners to bring our brand to life via New Products and shape our messaging, creative, and marketing investments.
    • Entrepreneurial - You don't get trapped in the status quo. You have a curious imagination and interest in asking "what if---". You are comfortable living, breathing, and navigating ambiguity. You don't need a precedent because you can create the precedent.
      Key responsibilities:
      • Team with other innovation experts to identify new product opportunities
      • Provide support and communications during the early-stage new product development cycle
      • Use a variety of data sources (ex: IRI, Mintel, trend reports, proprietary brand research) to analyze category landscapes to study new product opportunities and inform new product development and positioning
      • Partner with Innovation Insights experts in the design and execution of new product testing (qualitative and quantitative)
      • Build business cases outlining financial performance for each new product under consideration, including forecasting and profit level.
      • Lead naming and packaging development with design teams for all new products
      • Lead marketing activities for in-store testing in conjunction with the Insights team and Sales teams to evaluate new products at retail and resolve if they have commercial viability
      • Build test launch marketing campaigns using local marketing mediums (digital, print, in-store, PR, etc) in-store at a regional level
      • Partner with the Sr. Director of Brand Marketing to build national-scale marketing launch plans including the full marcom suite (TV, digital, print, in-store, PR, etc)
      • Work with the sales team to build plans to sell in product at retail
      • Consider ways to expand new product opportunities across channels and geography
      • Partner with Finance and other team members to build and maintain profit and loss statements for new products
      • Manage multiple projects simultaneously from idea to new product in-store validation
      • Work in conjunction with Head of Marketing Innovation to communicate go-to-market strategy to the organization
        Skills/Experience:
        • Master's in Business Administration (MBA) preferred
        • 3+ years of new product development or commercialization experience
        • 6+ years of overall brand marketing experience
        • Cross-functional team leadership experience
        • Creative marketer with the ability to imagine unique and winning new product positioning, packaging, and launch strategy
        • Ability to evaluate consumer data to drive decision-making. Strong understanding of brand metrics including Nielsen/IRI a must
        • Strong financial acumen to analyze and evaluate new product size-of-prize and potential profitability..
        • Standout colleague with strong interpersonal skills and the ability to effectively interact both inside and outside the organization
        • Flexible and willing to handle a constantly evolving work environment
          King's Hawaiian is an equal-opportunity employer. We celebrate diversity and are committed to creating an inclusive environment for our ohana.

Keywords: King's Hawaiian, Torrance , Senior Brand Manager, Marketing Innovation, Accounting, Auditing , Torrance, California

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