Lead marketing team to build comprehensive and strategic brand marketing plans within the Canadian market. Create compelling brand campaigns to build King's Hawaiian brand image while driving brand awareness and HH penetration. Build long-term loyalty and purchase frequency with core consumer target. Lead strategy and execution for brand licensing, partnerships, and influencers. Identify appropriate brand metrics and continuously improve ROI of marketing programs. Manage brand P&L and proactivel... more details
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!
SUMMARY
As the Senior Brand Manager of Canada, you will lead the development of the King’s Hawaiian brand in this emerging market. Responsibilities include business and brand stewardship, strategic planning, brand/product communication, product portfolio management, brand campaigns, and partnerships to build a strong and loyal consumer base and long-term equity. Through partnership with Sales, you will build the category and establish leadership of the King’s Hawaiian brand. Given the “start-up” nature of this business, this role requires the ability to think both strategically and creatively in overcoming consumer and customer challenges.
ESSENTIAL JOB DUTIES AND RESPONSIBILITIES
- Lead marketing team to build comprehensive and strategic brand marketing plans within the Canadian market.
- Create compelling brand campaigns to build King's Hawaiian brand image while driving brand awareness and HH penetration.
- Build long-term loyalty and purchase frequency with core consumer target.
- Lead strategy and execution for brand licensing, partnerships, and influencers.
- Identify appropriate brand metrics and continuously improve ROI of marketing programs.
- Manage brand P&L and proactively assess risks/upsides to annual financial targets.
- Create and manage marketing budgets that align with brand objectives.
- Partner with Sales in driving and maintaining new distribution across omni channels.
- Build the nascent foodservice channel to enhance brand image and increase awareness/trial.
- Ensure regulatory compliance of brand marketing across product/packaging, claims, and marketing communication by partnering closely with legal and food safety.
- Pursue new breakthrough ideas for driving the business.
- Mentor, develop, train, and support the brand marketing team.
BASIC AND PREFERRED QUALIFICATIONS (EDUCATION and/or EXPERIENCE)
- Bachelor’s degree; MBA preferred.
- 7+ years in brand management; International experience a plus.
- Excellent organizational and leadership skills.
- Strong business acumen and ownership of P&L.
- Deep consumer marketing expertise rooted in consumer insights, consumer journey, brand funnel, and market/competitive data.
- Strong project management skills with the ability to juggle multiple projects.
- Outstanding communication and interpersonal abilities.
- Ability to lead and influence within marketing and across cross-functional stakeholders.
- Adept at building relationships and collaborating with all levels internal and external to the organization.
- A self-starter with a can-do, curious attitude, and entrepreneurial spirit.
- Willing to travel (up to 20%).
ADDITIONAL QUALIFICATIONS (JOB SKILLS, ABILITIES, KNOWLEDGE)
- Ability to activate and amplify aloha via King’s values of excellence, dignity, telling it like it is in a way it can be heard, and courage.
- Highly skilled in King’s Hawaiian’s key characteristics of curiosity, collaboration, critical thinking, and emotional intelligence.
- Ability to operate autonomously in a fast-paced environment.
- Flexible and willing to handle a constantly evolving work environment.
We operate in a hybrid environment where we are in the office Monday - Wednesday and remote on Thursday and Friday.
The salary range for this role is $137,500 to $187,500. Final compensation for the chosen candidate will depend on several factors.
King's Hawaiian is an equal opportunity employer. We celebrate diversity and are committed to creating an inclusive environment for our ohana.
