Sr Director, Brand Marketing

TASKS, DUTIES, & GENERAL RESPONSIBILITIES 

MARKETING STRATEGY 

• Develop the brand’s long-term marketing strategy for North America while supporting EMEA and other international markets as needed 

• Cultivate short and long-term views of the business and identifies key elements to achieve success 

• Drive the development of the annual Marketing Plan and sets clear strategic business goals for the Marketing team to ensure alignment and accountability to their key deliverables 

• Effectively supports product strategy and innovation priorities across the organization, relaying department and organizational opportunities and objectives, and identifying potential barriers as appropriate 

BRAND & CAMPAIGN MANAGEMENT 

• Direct the Brand Management team in crafting marketing strategies and insights-driven creative briefs that inspire their partners to deliver results-oriented, brand differentiating work 

• Lead the development of the brand campaign strategy and annual marketing plan that addresses business challenges/opportunities, grows brand awareness, strengthens points of differentiation, and drives fuel funnel conversion 

• Develop scalable marketing programs plus turn-key tools that can be leveraged nationally with retailers, elevating the Beyond brand while driving efficiencies 

• Collaborate with cross-functional marketing teams to ideate, produce, and execute on compelling brand touchpoints (e.g., website), assets (e.g., packaging, advertising collateral) and initiatives (e.g., brand campaigns) that deliver on priorities while maintaining brand integrity 

• Work closely with Insights and Analytics teams and partners to develop a deep knowledge of our target consumer and understand the effectiveness of our marketing programs 

• Analyze sales data, consumer buying data and consumer research to identify brand trends, strengths, issues and opportunities 

• Work collaboratively with cross-functional teams, leading the integrated strategic direction of product and packaging innovation and deployment 

STRATEGICS PARTNERSHIPS 

• Liaison with Strategic Restaurant partners to build and deliver best-in-class consumer marketing programs that drive the customer business through the success of Beyond products, as the single marketing point of contact for Marketing & Comms 

• Partner with Beyond Sales, Innovation, and VSM Teams to drive the innovation and renovation agenda across existing customers, while developing strategic sell-in presentations for potential new accounts and business development 

• Oversee all marketing related to pitching, testing, deployment and rollout of new menu items for all strategic partners 

• Ensure Beyond branding (e.g., logo, brand names, etc.) is strategically integrated into partner’s marketing and messaging to support Beyond brand & local market development 

• Develop and manage marketing cost estimates, project timelines, and budgets 

PORTFOLIO & PRODUCT MARKETING 

• Support the development of a profitable portfolio strategy for in-scope product line(s). 

• Scope and collaborate with the Insights team to conduct consumer research to inform product portfolio as well as changes to positioning, key features, benefits, etc. 

• Analyze market data, category trends and consumer insights to identify new product opportunities; Leads consumer quantitative validation aimed at gaining insights into innovation opportunities and new product development and optimization 

• Support development of relevant product concepts, product positioning, and priority product claims 

• Assist with packaging design solutions to address product and/or business needs; provides category and consumer insights to help inform design development 

• Help lead the development of product launch campaigns that introduce new retail and restaurant innovation 

INTEGRATED DIGITAL MEDIA & ADVERTISING STRATEGY  

• Set the overarching, integrated media strategy across all advertising campaigns 

• Ensure all campaigns are optimized to deliver impact and engagement towards specific audiences 

• Ensure agencies develop insightful, comprehensive post campaign analyses and learnings are applied to future campaigns as real-time as possible 

PARTNERSHIPS STRATEGY  

• Co-create Beyond Meat’s partnerships strategy in partnership with Chief Communications Officer and Social team. In support of the Communications team, identify, sign and build our relationships with Beyond Ambassadors that fit our brand mission, drive brand affinity and credibility and ultimately help drive overall growth 

• Lead activation of global brand partnerships across paid media. Work cross functionally with media and brand team on those activations.  Ensure Beyond Meat’s partnerships are integrated fully into the national brand plan 

• Support development of our partnerships measurement approach and scorecard that will enable Beyond Meat to track and manage success within and across our partnerships 

CREATIVE & DESIGN SERVICES  

• Collaborate with the creative and design services team in the development and execution of creative concepts for internal and external needs in print and digital mediums 

• Demonstrate the ability to guide the creative and design services team in the translation of marketing concepts into creative strategies in the production of brand assets including POP/POS, advertisements, sales materials, print & digital publications, digital ads, newsletters, social media assets and presentation decks 

MEASUREMENT 

• Set annual brand targets 

• Lead category, consumer, and competitive trend analysis, and make recommendations for immediate and long-term action plans and programs based on key learnings 

• Train and coach direct reports on regular POS, panel and awareness data reporting synthesizing key learnings and business implications for broader teams