Marketing Associate, Haagen-Dazs Shops

Marketing/Brand Management Oakland, California


Description

Marketing Associate, Haagen-Dazs Shops

Are you looking to catapult your career by transforming household brands? Do you crave an entrepreneurial, fast-paced and engaging growth assignment working with incredible people from across the globe?

At Dreyer’s Grand Ice Cream, we are excited to start a new chapter of accelerated growth as part of Froneri – a global pure-play ice cream leader. Come help us transform DGIC into the #1 ice cream brand! With nearly 100 years of winning experience in the U.S, a robust portfolio of powerhouse brands that consumers know and love such as Häagen-Dazs, Drumstick, Dreyer’s & Edy’s, and the backing and coaching of European-based ice cream experts, we know we have the winning recipe.

Headquartered in Oakland, the Bay Area’s hub for up-and-coming food trends, our teams across our offices and factories are raising the bar on all things ice cream. We are investing in significant capital expansions to grow our Operations and Supply Chain and are transforming how we work at every level to become agile, accelerate growth and elevate our quality. 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 for our consumers, when and where they want it.

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

Main Purpose of Job:

Brand Stewardship (25%)

  • Be a champion for the Häagen-Dazs shops consumer internally and externally, advising Shops team on creative and media
  • Understanding of and passion for the food service environment, and how to drive sales and brand awareness in a retail store environment
  • Support the Annual Brand Strategy planning
  • Build national media plan and PR strategy with annual budget
  • Present plan to Director & President, and gain NFAB support
  • Develop Shops Annual Marketing Campaigns
  • Author briefs and manage agency deliverables towards campaign timelines
  • Agency management: PR Agency, Futura Marketing and Chase Design Agency
  • Oversee photoshoots, support art direction and manage post-production process
  • Build Manager Communications for annual campaigns together with FBMs
  • Coordinate printing and kitting to Shops locations
  • Support Häagen-Dazs Shops budget management across brand and shops teams
  • Attend key meetings and trainings (estimate 10% travel)

Brand Communications (45%)

  • Build and launch National Communications plan, including
  • Create top performing paid media assets
  • Paid media planning and optimization throughout season
  • Influencer marketing strategy
  • Organic content and comms strategy
  • Coordinate with CPG Brand team to maximize investment and coordinate timing
  • In-store communications development
  • LSM guide
  • In-store POP assets
  • Digital menus
  • Partner with Shops team on Loyalty Program, inclusive of strategy, creative look and feel, and agency relationship management
  • Oversee Häagen-Dazs Shops Website brand presence (e.g. new images)
  • Support President in NFAB communications

Innovation & Renovation (20%)

  • Lead new menu item development with Shops team, including ideation, refinement and recipe lock
  • Oversee Häagen-Dazs bulk renovation projects
  • Build new flavor renovation strategy and project manage with NPD and factory teams

Event Planning (10%)

  • Support Grand Opening and Remodel activations
  • Create Grand Opening approach that is turnkey for local team with launch materials/assets
  • Lead PR support for grand openings and remodels
  • Support Häagen-Dazs Shops National Meeting
  • Planning for 2023 to kick off Nov. and run through March
  • Content development

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.