Lead marketing team to build and execute comprehensive marketing launch plans. Create compelling brand campaigns to extend KH brand image into new categories and eating occasions 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 proactive... 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 New Products, you will be leading the launch of a new product platform for King’s Hawaiian. 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. Through partnership with Sales, you will extend the brand into new categories and play a critical role in driving awareness and trial. Given the “start-up” nature of this business, this role requires the ability to think both strategically and creatively to capture a new market.
ESSENTIAL JOB DUTIES AND RESPONSIBILITIES
- Lead marketing team to build and execute comprehensive marketing launch plans.
- Create compelling brand campaigns to extend KH brand image into new categories and eating occasions 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.
- Be the category expert by deeply understanding consumer and competitive dynamics and synthesizing data from multiple sources.
- Partner with Sales/Food Service team in driving and maintaining new distribution across omni channels.
- Partner with the Innovation team to develop line extensions and identify new product opportunities.
- Lead strategy and execution of product expansion across channels and geography, including new formats, sizes, and flavors.
- 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.
- 10+ years in brand management with experience in launching new products.
- 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.
