Director of Marketing
Lindt & Sprungli (North America) Inc. - Boston, Massachusetts, us, 02298Work at Lindt & Sprungli (North America) Inc.
Overview
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Overview
Marketing StrategyBased on an intuitive brand understanding, consumer research and analysis, this person is responsible for developing consumer-relevant, annual marketing plans for an assigned brand or portfolio which generate demand (sales), strengthen brand equity, and growth of the premium chocolate category.Leverages working knowledge of the consumer, category and brand to continually recommend business-building initiatives which deliver against the company's business and marketing objectives.Thoroughly understands the Lindt brand equity and respective sub-brand equities. Ensures brand plans and initiatives, such as traditional media, digital support, promotions, packaging and creative, fully align and strengthen positioning.
Brand/Portfolio LeadershipEvaluates the existing product portfolio and the marketplace and makes recommendations for the development of new, impactful products that will drive growth, category share and strengthen equity.Analyzes market potentials on an ongoing basis for existing and new products and develop competitive concepts to ensure the long-term, profitable growth of Lindt (USA).Develops and implements strategies and plans to maximize the profitability of assigned brands or portfolio; identifies potential for new segments, markets and consumers.Ensures routine analysis of the brand(s), key initiatives, competition, category, customer and consumer is conducted. Leads insight gathering research that collects consumer and competitive knowledge that can be utilized to enhance and evolve new product opportunities and/or marketing plans.Maintains a thorough understanding of internal brand metrics and holds team accountable to the achievement of key results; contributes to sales projections, financial and department budget planning.Ensures the development of comprehensive and relevant marketing communication plans including advertising and consumer promotions; Responsibilities to include oversight of media planning, digital and social media and PR.Ensures consistent communication with Field Sales is maintained to ensure meaningful integration and alignment in meeting the needs of the customer and marketplace; attend sales calls and actively participate in selling at the customer level.
Operational ExcellenceEnsures the development and maintenance of a consumer data tracking function that accurately measures, analyzes and reports product performance; utilizes current consumer information to develop and continually assess the relevance and value of marketing initiatives.In conjunction with Sales, drives the development and implementation of trade marketing strategies, with clear return-on-investment parameters that attain volume growth targets at appropriate GP levels to achieve growth objectives.Provides clear, strategic direction to ensure effective collaboration with agency partners to develop and implement specific marketing programs that deliver against the marketing plan.