Marketing Manager, [Category]

ROLE MANDATE

The Category Marketing Manager is accountable for maximizing total category performance across Retail/Foodservice and Canada/US. They are responsible for developing and executing growth strategies anchored in deep understanding of 3Cs (Consumer/Customer, Competitors, Company) and 4 Ps (Product, Price, Promotion, Placement) inclusive of 1–3-year innovation pipeline.

They will partner effectively with experts in Revenue Growth Management and Brand while maintaining ownership of investments and outcomes tied to their category. The Category Marketing Manager must balance their time effectively between delivering on budgeted commitments for the current fiscal year and readying strong plans for 1-3 year horizon. They are responsible for developing initiatives and managing the category portfolio in ways which align our Operational considerations and Customer Strategies.

CORE ACCOUNTABILITIES

1. Deliver budgeted profit and grow market share consistently. Drive organizational focus and execution against the key initiatives to deliver the year.
2. Own the category insights and plan. Analyze our performance, competitive trends and consumer insights. Distill key takeaways supported by data and recommend actions. This includes leveraging Nielsen, Feature Vision, Numerator, Financial Reporting, Market Visits, Product Cuttings, etc.
3. Develop and execute category strategies that (1) strengthen our branded leadership positions, (2) advance our sustainable meats agenda, and (3) fully leverage our manufacturing assets.
4. Develop the Innovation Pipeline: Own the ideation, prioritization, and scoping for all innovation items. This includes aligning to the overall category strategy including consumer, customer, and competitive insights as well as financial and SC/Ops feasibility.
5. Initiate category specific brand management and communication in collaboration with Brand team. Responsible for briefing the agency and creative territory selection.
6. Ensure price and promotional strategies are optimized with the support of Rev Mgmt.
7. Work closely with Sales to understand and execute against specific customer strategies or tactics to build category growth and branded share.
8. Complete the Project Assessment for all retail product launches, renovations, and changes: Critically evaluate all projects that have passed the Strategic Alignment phase of Go To Market (GTM), by getting input from the full cross-functional team on determining the requirements to launch, refining expected volume and profitability, and formally presenting a Decision to Launch.

SKILLS & CAPABILITIES

• Results Orientation
• Commercial Acumen
• Critical Thinking & Insights
• Creativity & Innovation
• P&L Management
• Data Analysis
• Adaptability
• Interpersonal Communication
• Leadership & Influence
• Strategic Leadership, Business Planning

KEY EXPERIENCES

• Track record of results
• Demonstrated initiative (self-starter)
• Financial management
• Relevant industry experience (consumer packaged goods, retail, food service)

CRITICAL INTERACTIONS

• Foster strong category team engagement across Operations, SC and Commercial team members
• Work with your category finance counterpart to advance category results
• Partner effectively with the Revenue Management and Brand teams
• Experience stores and restaurants with each of your key Customer Team counterparts at least semi-annually
• Engage on-site with Manufacturing partners at least once per quarter

SUCCESS MEASURES

• Gross Profit ($, GPS/KG, GP%)
• Volume
• Branded market share growth for Retail Canada & FS Canada
• Innovation: % of retail branded sales
• Sustainable Meats kg and $
• Asset utilization %
• Write-offs