Brand Strategy & Category Marketing Manager - Reser's Fine Foods

Recipe for Success

Reser’s is the leading provider of fresh refrigerated foods for the supermarket and food service industries.  Family owned and operated, Reser’s has been a proud sponsor of good times at picnics, BBQs, and affordable family meals since 1950.  Reser’s family of brands include Reser’s American Classics, Main Street Bistro, Don Pancho, and more.  Reser’s operates facilities in the US, Mexico and actively supports the communities it serves.

Benefits and Culture

We offer a competitive compensation and benefits package designed to help employees live a healthier life, build rewarding careers and save for the future.  Reser’s offers choices whenever possible because we recognize the diverse and ever-changing needs of our employees.  Full-time employee benefits include medical, dental, vision, AD&D, life, 401(k) with discretionary match, wellness programs, paid time off, company paid holidays and a variety of voluntary benefit options.

We strive to be Employer of Choice.  As one of our five cornerstones, this means that we go all-out to create an environment that shows we are committed to investing in employee growth and creating a culture of belonging where employees what to build a lasting career.  

Visit our website to learn more about our competitive benefit programs – https://resers.com/careers/#benefits

Job Summary

The Brand Strategy Manager drives brand growth in the assigned categories, owned, and private brands. Responsible for developing the short and long-term marketing strategy, annual marketing plans, and executing projects and initiatives which support growth and meet goals.

Essential Position Functions: 

• Overall accountability for category and brand volume and share objectives.

• Collaborates and leads cross-functionally to ensure the brands remain relevant to consumers, drive profitable corporate growth, and ensures that all activities support the brand positions.  

• Collaborates with Director, Brand Strategy to lead the development of brand positioning. Utilizing consumer insights, a deep understanding of the category and competitive landscape, company goals, and relevant operational factors, collaborates on development of the long-term marketing strategy for assigned category and all associated brands.

• Leads the strategy for consumer-relevant, annual marketing plans for all brands within assigned category which contribute to topline sales, margin and brand health objectives while remaining tightly aligned with brand position and guardrails.  

• Leads the lifecycle strategy and coordinates with Associate Product Manager on new product development from ideation to launch of new and existing products, working closely with sales, regulatory, research & development, manufacturing, creative and financial teams.

• Leverages working knowledge of consumer, category and brand and continually identifies and recommends business-building initiatives which deliver against the company's business and marketing objectives.

• Leads regular analyses of the brands, key initiatives, competition, category, customer, and consumer. Synthesizes key findings and indications which enhance brand and company performance and adjusts plans accordingly. 

• Leads insight gathering research that collects consumer and competitive knowledge that can be utilized to enhance and evolve the brand's competitive position through product development, promotional acceptance, and communication evolution, among others.

• Maintains a thorough understanding of internal brand metrics, such as sales and margin, and contributes to sales projections and financial planning.

• Responsible for managing portfolio to include SKU rationalization, mix strategies and margin optimization.

• Evaluates product portfolio and the marketplace and makes recommendations for new product launches and product improvements to ensure Reser’s category growth and brand relevance in the marketplace.

• Analyzes market potential on an ongoing basis for key areas of opportunity, including existing and new products, and develops competitive concepts to ensure the long-term, profitable growth of the Reser’s brands.

• Analyzes viability and margin/sales potential for new geographies, categories, and consumers.

• Develops and implements strategies and plans to maximize the profitability of assigned products / product categories while maintaining consistent quality standards.

• Communicates regularly with Sales, Customer Marketing and Communications team to ensure that marketing programs are properly implemented.

• Active sales collaboration, including attendance at sales calls (as needed), development of category, competitive, brand, and item insights, reports, and presentations.

• Provides leadership, coaching and development to team members.

• Responsible for hiring decisions and performance management.

• Other duties as assigned.

Education and Experience

• Bachelor’s degree is required; MBA is preferred.

• 7-10 years of experience in Brand Marketing. 

Knowledge, Skills, and Abilities

• New product development and launch experience is required. 

• Nielsen or Circana experience is required.

• Consumer packaged goods industry is preferred. 

• Strategic thinking and analytical skills. Ability to process complex data, organize the information and make simple and clear business recommendations.

• Leadership ability to motivate and manage cross-functional teams across a matrix organization.

• Consumer understanding, skills in developing and understanding consumer insights to develop hypotheses and use research to develop and confirm marketing strategies.

• Creative and conceptual thinking ability to set a vision, identify new opportunities, develop new ways of working, pinpoint solutions to complex problems and overcome obstacles.

• Experience and understanding across breadth of core marketing fundamentals.

• Excellent written and verbal communication skills.

• Strong organizational skills and exceptional attention to detail.

• Computer Proficiency Skills to include Microsoft Office 365 and virtual meetings/presentations.

• Ability to take initiative, to work well both autonomously and as part of a team.

Physical Demands and Working Conditions:

• Office environment.

• Travel up to 20% of the time.

• Occasional lifting of packages in excess of up to 20 lbs is required.

This position is eligible for a bonus based on company goals/performance.

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