Nestle Brand Manager I in Seattle, Washington
Nestlé and Starbucks are bringing together the world’s most iconic coffee brands. Starbucks’ robust product portfolio celebrates coffee with rich tradition – customer experience is paramount. Coupled with Nestlé’s mission to enhance the quality of consumers’ lives and contributing to a healthier future, this strategic alliance will create career opportunities that will drive innovation and go-to-market strategies, bringing the best coffee to customers around the world.
It has never been a more exciting time to join (Nestlé Starbucks).
The Innovation Brand Manager is responsible for conceptualizing and developing compelling, groundbreaking at-home coffee innovation that is responsible for driving a significant portion of the US CPG strategic plan for the Nestle Starbucks Coffee Alliance in Seattle, WA. This role is accountable for knowing Nestle Starbucks consumer deeply in order to create engaging new coffee products. This role focuses on new product development working closely with the Brand Marketing team, Market Research, Finance, and R&D to deliver profitable, high growth business proposals. This role helps defines Nestle Starbucks at home coffee innovation strategy and delivers profitable long-term growth in collaboration with sales, operations, product development and finance.
o Develop a deep understanding of the demographics, psychographics, and behavioral drivers of the brand’s consumer.
o Understand, validate and/or develop the consumer’s hidden universal truths to drive relevant innovation
o Understand what the brand stands for in the hearts and minds of consumers including brand identity, essence, vision, mission and core values to drive relevant innovation.
o Identify and address knowledge gaps in consumer, brand, product, business and marketplace in order to build a learning plan in collaboration with Marketing and Market Research.
Innovation & Renovation
o Within the context of the division's I/R strategy, identify the brand's unique approach and the consumer benefits it delivers in order to define it’s the brand’s innovation strategy
o Explore and incorporate new approaches to brand innovation in the brand’s innovation strategy including new business models, distribution strategies, licensing agreements and strategic partnerships.
o Lead idea generation to fill 3-5 year portfolio pipeline
o In collaboration with cross-functional and external experts, generate innovation ideas then select winning opportunities to pursue for brand innovation and renovation.
o Lead commercialization and build business plan for new product opportunities in collaboration with marketing, sales, operations, product development and finance.
o Develop and manage new product and program handoffs for established business partners to ensure that a smooth transition for new product launch plans is established and in place for launch
o Develop and manage business analysis (relating to the innovation pipeline) for annual business plans and strategic planning: identifying key issues, evaluating competitive and market trends, tracking results and formulating recommendations to leadership.
o Support a 3-year consumer centric innovation plan to drive and/or sustain long-term brand health including equity, awareness and engagement.
SUPERVISION RECEIVED : Works independently with general supervision from the Senior Brand Manager and Marketing Director
FINANCIAL/STRATEGIC IMPACT: Achieving corporate objectives on Market Share, Sales Volume Growth Brand Equity, Brand Health and Marketing ROI. Aligning corporate and customer objectives to find mutual benefits utilizing roadmaps and CAP.
REQUIREMENTS AND MINIMUM EDUCATION LEVEL:
o Bachelors degree required.
MBA or Masters degree in Marketing is preferred.
o Experience partnering with cross-functional teams and or agency partners is required
o Minimum of 3 years previous experience in marketing/brand management required.
o Experience developing strategic plans, such as communication campaigns or commercialization strategies is preferred
o Experience leading cross-functional team in new product development is strongly preferred
o Experience leveraging data and trends to generate insights to understand consumer behavior is required
o Experience in Consumer Packaged Goods Industry (CPG) is preferred
Job: Marketing/Brand Management
Organization: Nestle USA
Title: Brand Manager I
Requisition ID: 18008624
The Nestlé Companies are equal opportunity and affirmative action employers and are looking for diversity in qualified candidates for employment: Minority/Female/Disabled/Protected Veteran.