Brand Marketing Director, Gum & Mints

Mars; Chicago (IL); On-site; USD 154,000 - 211,000; Full time

Job summary

Mars is seeking a senior marketing leader to own the Gum & Mint portfolio globally. The role focuses on driving Orbit/Extra brand strategy, governance, and market-aligned architecture, while coordinating with Airwaves, Extra USA and Hubba Bubba teams to accelerate category growth.

Lead with consumer insights, develop powerful brand narratives, and deliver compelling advertising briefs while influencing across a matrix organization to build a cohesive global brand ecosystem.

Qualifications

• 7+ years of relevant experience required.
• Bachelor's degree required, Master's degree preferred.
• Strong Marketing expertise in brand positioning, brand building, architecture, and communication.
• Proven record of strategic brand planning and development as well as communication brief and development.
• Strong expertise in consumer growth agenda and portfolio strategy.
• Strategic mindset with strong execution capability.
• Strong team leadership and ability to drive influence across matrix organization and stakeholder management.

Responsibilities

• Develop and drive Orbit/Extra - OEFY brand globally. Lead the global brand governance and ensure alignment on co-create, ambition, positioning and portfolio architecture.
• Drive the brand positioning and its main strategic pillars of development with strong consumer insight/data driven decisions.
• Partner with Brand & Content team to build meaningful distinction for OEFY Brand with Gen Z and Gen Alpha to accelerate category growth using data-driven insights and culturally relevant activation ideas.
• Define brand and portfolio architecture by analyzing brand health, roles, evolution across markets, and innovation play for 2030 growth strategy.
• Lead cross-market collaboration through period connects, forums, and governance structures to align on strategy.
• Maintain oversight of global brand strategy with regions and governance, ensuring ongoing connectivity across initiatives.
• Build and develop the Gum community through leadership of knowledge sharing to drive growth agenda.

Skills

Brand marketing

Brand positioning

Portfolio strategy

Data-driven decisions

Leadership

Stakeholder management

Education

Bachelor's degree

Master's degree

Job description

Job Description: The Gum & Mint category is a key growth priority for Mars, contributing significantly to its global snacking portfolio. With a leading market share (>50%), Mars’ iconic brands like Extra, Orbit, and Doublemint drive multi-billion dollar revenues across 180+ countries. This category supports Mars’ growth and profitability through innovation, convenience, and broad consumer appeal. Job Description: The Gum & Mint category is a key growth priority for Mars, contributing significantly to its global snacking portfolio. With a leading market share (>50%), Mars’ iconic brands like Extra, Orbit, and Doublemint drive multi-billion dollar revenues across 180+ countries. This category supports Mars’ growth and profitability through innovation, convenience, and broad consumer appeal. As part of the Global Gum & Mint Portfolio team, this role will lead the Gum Brand Marketing portfolio agenda, designing its marketing strategy, brand positioning, lead advertising brief and develop/lead the agenda for the global Gum community. It is main focus is on the development of the global brand Orbit/Extra (OEFY) brand agenda while being involved on Airwaves, Extra USA and Hubba Bubba brand teams. This role reports to the Global Gum & Mint Portfolio Leader. What are we looking for?

• 7+ years of relevant experience required
• Bachelor's degree required, Master's degree preferred
• Strong Marketing expertise in brand positioning, brand building, architecture, and communication.
• Proven record of strategic brand planning and development as well as communication brief and development.
• Strong expertise in consumer growth agenda and portfolio strategy.
• Strategic mindset with strong execution capability
• Strong team leadership and ability to drive influence across matrix organization and stakeholder management

What will be your key responsibilities?

• Develop and drive Orbit/Extra - OEFY brand globally. Lead the global brand governance and ensure alignment on co-create, ambition, positioning and portfolio architecture.
• Drive the brand positioning and its main strategic pillars of development with strong consumer insight/data driven decisions
• In partnership with the Brand & Content team, build meaningful distinction and relevance for OEFY Brand with Gen Z and Gen Alpha to accelerate category growth by: identifying key drivers from data driven and human cultural insights, redefining and strengthening audiences and positioning, building communication and advertising briefs, and dialing up authenticity by tapping into content/activation ideas/partnerships that ladder up to new/community led/culturally relevant ways of building brands (in process accelerate earned, shared, owned aspect of deployment)
• Define brand and portfolio architecture by analyzing brand health, understanding roles, brand stages/evolution across markets, customer segments, innovation play and 2030 category growth strategy
• Lead co-create and collaboration across key markets by orchestrating and driving engagement through period connects, key forums etc.
• Maintain oversight of global brand strategy in partnership with brand and content teams, regions and global brand governance, and on-going connectivity across brand strategic initiatives
• Build and develop the Gum community through the leadership of knowledge by aiming to inspire and guide the global community towards our brands growth agenda.

What can you expect from Mars?

• Work with diverse and talented Associates, all guided by the Five Principles.
• Join a purpose driven company, where we’re striving to build the world we want tomorrow, today.
• A strong focus on learning and development support from day one, including access to our in‑house Mars University.
• An industry competitive salary and benefits package, including company bonus.

The base pay range for this position at commencement of employment is between the range listed below, however, base pay offered may vary depending on multiple individualized factors, including but not limited to job-related knowledge, skills, and experience. The total compensation package for this position will include variable pay, medical and dental benefits, participation in 401k plan, and paid time off benefits. Details of participation in these benefit plans will be provided if an applicant receives an offer of employment. The pay range shown is applicable to all US locations listed within the job posting:USD 153,600.00 - USD 211,200.00