Overview
The Splenda® Senior Marketing Director of Retail will be responsible to develop the overall marketing strategy and in market execution for the holistic Splenda portfolio (sweeteners, drink mixes, nutrition shakes, and creamers) for our Retail product lines sold in Mass, Grocery, and Club channels. The Splenda® Brand is currently the #1 Brand within the sweetener category with strong brand awareness, market share leadership and a growing consumer base that use Splenda® every day. While the Splenda brand is most commonly known for our iconic yellow packets, we have a wide variety of sweetener forms (packets, pouches, jars & liquids) and sweetener ingredients (sucralose/yellow, stevia/green, monk fruit/red). Additionally, Splenda has become a mega-brand taking the “great taste, zero sugar” promise into categories outside of sweeteners like drink mixes, nutrition shakes, and creamers.
The Senior Marketing Director of Retail will be accountable to develop the overarching brand strategy for our Retail product lines, deliver monthly business targets in partnership with field Sales partners, track marketing tactics performance, evaluate ROI effectiveness, introduce new products for Retail channels, as well as the coaching & development of five direct reports (Project Manager, several Associate Brand Managers, and Sr. Brand Manager). This position is highly visible within the organization and requires close partnership with key internal stakeholders including the Executive Leadership Team (C-level leaders), Sales, R&D, Finance and Procurement. As a leader within the marketing function the role will have broad exposure to senior management and need to build data driven plan recommendations to move the business forward. We are looking for a self-motivated person who can independently manage multiple projects with a high sense of accountability and urgency.
The Splenda® Senior Marketing Director will: (1.) develop a multi-year strategic portfolio growth plan; (2.) drive the annual planning process from Brand Reviews to setting FY budgets and forecasts; (3.) ensure flawless in-market execution of marketing tactics; (4) track performance and course correct when necessary; and (5) ensure sufficient product innovation and new product development to deliver future growth goals.
The Splenda Senior Marketing Director of Retail reports to the Senior Vice President of Marketing but will partner with a broad range of multi-functional business partners in both Marketing & non-Marketing functions. Example focus areas include:
- Brand ownership and oversight of all Splenda Retail product lines including Sweeteners across forms & ingredients (Packets, Pouches, Jars & Liquids; Sucralose, Stevia, & Monk Fruit), drink mixes (Pitcher Perfect multi-serve drink mix; Liquid Water Enhancers); creamers (multiple flavors and forms); and Splenda Diabetes Care nutrition shakes.
- Expand distribution and consumption of the Splenda megabrand portfolio, with a strong focus on growing Splenda Pitcher Perfect Drink Mix and Splenda Stevia-based Sweeteners.
- Analyze data and run in-market experiments to identify key business drivers, then apply learnings to accelerate growth.
- Partner with the sales organization to track in market performance and develop sell-in stories to pitch new products and expanded distribution to Retail Customers, and drive optimal shelf assortment.
- Work with our Insights Team to better understand Consumer needs, identify purchase motivators and barriers, and qualify new product concepts, claims and packaging.
- Brief internal and external agency partners for creative asset development and media planning to support plan tactics.
- Partner with R&D, Finance & Procurement to launch new product innovation – entry into new product categories, or expand flavors, functional benefits & pack sizes of existing product lines.
- Coach & develop Retail team talent, which includes 5 employees – one Project Manager, one Sr. Brand Manager, 3 Associate Brand Managers.
This position will have overall responsibility for the Splenda® portfolio of product for sales in Retail channels. Away-from-Home/Food Service product lines are managed by a separate team to ensure dedicated channel focus.
Essential Duties and Responsibilities:
- Deliver US & CA Splenda annual operating plan financial targets in line with agreed upon marketing budget.
- Develop full year activation calendar with breakout of brand tactics, spending needs, activation timing and prioritization of efforts.
- Lead a broad range of activities from packaging, pricing, promotion & product.
- Conduct in-depth market and brand analysis to support category and brand growth.
- Monitor, track, and analyze brand performance and initiatives; translate analysis into strategic actions and apply learnings and when needed take corrective action.
- Prepare and create engaging and persuasive presentations at all levels of the organization. Presentation to Executive Leadership Team for annual planning recommendations. Presentation to Field Sales for 2x annual sales meetings. Occasional Customer-facing presentations to facilitate new product introductions.
- Work collaboratively with internal marketing communications group (led by a fellow Senior Marketing Directo) and in-house design agency (led by a Senior Design Manager) to develop creative assets and product packaging.
- Lead media planning buy with agency partners.
- Oversee annual marketing budget to ensure appropriate stewardship and reallocate when/if priorities shift based on the latest in-market learnings.
- Work closely with sales management to plan and execute retail programs in Grocery, Mass, and Club Channels.
- Develop direct reports, foster a collaborative team environment, provide ongoing coaching/feedback and facilitate team members individual development plans.
Desired Skills & Required Experience
- Heartland’s culture is fast, flexible & innovative. The applicant must possess these traits and be willing and able to operate with a rapid, iterative, continually learning mindset.
- Solution focused mindset, demonstrate ability to operate with a business ownership mindset.
- Collaborative attitude, work harmoniously with internal and external cross functional partners.
- BS/BA in business, marketing or related discipline required. MBA preferred.
- Greater than 5 years of previous CPG experience.
- Position is in-office based at Heartland Corporate Headquarters in Carmel, IN on the north side of Indianapolis. Occasional business travel required for 2x annual sales meetings as well as Customer sales calls and Consumer research.
Physical Demands
- Must be able to physically perform the functions of climbing, balancing, stooping, kneeling, crouching, reaching, standing, walking, pushing, pulling, lifting, grasping, feeling, talking, hearing, and repetitive motions
- Must be able to sit for extended periods of time and interact with computers, telephone and other electronic media
- Must possess visual acuity to document company records
- Must be able to lift 20 pounds
