Marketing Manager, Omnichannel

Sales United States


Description

We’re starting a new chapter in our journey as Dreyer’s Grand Ice Cream, now part of Froneri. Having nearly 100 years of winning experience in the U.S with a robust portfolio of powerhouse brands that consumers know and love, and the backing of a global pure-play ice cream organization, we’re poised to accelerate growth.

Headquartered in the Bay Area, a hub for up and coming food trends, we focus on both the future and the present. In both our offices and our factories, we are determined to overcome obstacles, learn from failure, and raise our game. With a renewed focus on frozen treats, our tight-knit team of ambitious innovators are fully immersed in the business and encouraged to flex and make decisions quickly. We are committed to pursuing every great idea and delivering the best ice cream experience to our consumers, when and where they want it.

Unleash your potential at Dreyer’s Grand Ice Cream and discover what a sweet career has in store for you.

Position Summary: 

The consumer journey from awareness to conversion is experiencing unprecedented change. From eCommerce shopping platforms (grocery pick-up and delivery) to significant advancements in retailer digital media, the CPG retail marketing landscape has changed forever.  Winning in this environment requires new capabilities in, eCommerce/Omni-Commerce, Consumer Marketing, Technology and Media.

As the Omni Marketing Manager, you will lead retail (shopper/omni) marketing for the company and will be responsible for the development, execution and reporting of key customer and brand retail marketing plans (in store and online). The role also serves as the internal expert on retailer marketing ecosystems and works closely our insights group to track and synthesize shopper insights and best practices in order to inform overall customer and channel strategy.

This role works closely with the field sales teams and brand teams and collaborates with the insights group (on shopper-related insights) and sales finance team (omni investment planning & tracking).

Key Job responsibilities:

  • Performance: Achieve performance objectives by leveraging a category strategy to win at accounts
    • Work with our category & customer management team (CCM) to champion a ‘Category First’ mindset and develop clear investment strategy & plans to drive demand and conversion in the OMNI Space - including identifying and recommending eBusiness & Omni priorities.
    • Lead retail marketing planning at priority accounts collaboration with category & customer management team, field sales and Brand Teams.
    • Ensure holistic business plans are achieved across the entire path to purchase for key brands and activated at priority accounts (connecting above the line brand communication tactics, retailer trade and retailer marketing tactics).
  • Customer Strategy: Drive sales performance targets through effective retail plans and strategic resource allocation.
    • Achieve sales targets/return KPI related to the omni marketing investment KPIs (channel growth, sales, marketing $ ROAS) through effective retail marketing plans.
    • Continuous refinement of retail plans during activation to ensure we hit forecast/ROAS as described within the annual performance goals.
    • Support account teams in customer interactions (account media groups & buyer) with relevant shopper insights.
    • Manage omni marketing budgeting process and strategy for our key brands and accounts.
    • Lead annual review of omni spend for category/accounts.
  • Win at Retail: Improving execution
    • Create insight-based Promotional Drive Period Campaigns and Tool Kits for National & Customer Specific Retail Marketing that deliver against company and account must win battles.
    • Drive execution of account retail marketing plans.
    • Continually adjust/refine retailer marketing programming during season to ensure we are meeting our business objectives
    • Own the e-content & ecommerce infrastructure necessary to drive digital sales at our priority e-business (digital sales) accounts.
  • Develop Valued Capabilities: Improving selling capabilities and value-add to accounts through understanding and leveraging of relevant omni channel/shopper insights and best practices.
    • Integrated Approach: Cross-functional communication
      • Serve as sales group lead for omni-channel strategy & insights; help field questions and concerns from field sales, customer & category management team and marketing as it pertains to omni marketing
      • Ensure alignment in media planning and purchasing (between brand and retail marketing) through clear communication with Brand and Agency Teams.
    • Drive Quality: Become a quality agent by continuously monitoring our brand in-store and online to ensure these channels accurately represent our current product. Provide feedback and challenge as necessary to help the organization understand the retail experience.

    Key Experiences:

    • 4+ years of experience in a retail/shopper/omni marketing role; previous field sales or brand marketing experience a plus
    • Experience in Consumer-Packaged Goods Industry (CPG) is preferred
    • IRI, BW, data management and data visualization proficiency a plus

    Key Functional Competencies:

    • Show me the data: Demonstrated analytical strength (i.e. IRI) and internal/external industry insights and trends. Strong judgement in decision-making, good problem-solving skills, thinks strategically.
    • Skill Builder: Seeker of new knowledge, new capabilities, and creative problem-solving
    • Self Starter: Doesn’t hesitate to act and takes the initiative to execute with minimal supervision. Takes immediate action to problem or potential issues, ensuring partners are accurately communicated to about the potential impact.
    • Say no to Status Quo: Challenges current processes, generating innovative suggestions that improve performance even beyond own role.
    • Communication Skills: Strong interpersonal skills, both oral and written; able to influence without authority.
    • Collaborative: demonstrated success working across multi-function teams. Knowledge of interrelationship of key functions and their key initiatives (Sales, Marketing, Finance, HR, Supply Chain, Technical and IS/IT)
    • Business Fundamentals: Knowledge of core Business Processes and Fundamentals (Sales/Distribution, Customer Planning and Managing, Financial Reporting).

    SUPERVISION RECEIVED: Works independently with general supervision received from the Director of eBusiness & Digital Transformation. Manage an analyst/associate who supports the eBusiness group.

    We are an equal opportunity employer and value diversity at our company. We do not discriminate on the basis of race, religion, color, national origin, gender, sexual orientation, age, marital status, veteran status, or disability status.