Date: Sep 24, 2013
Location: Monrovia, CA, USA
The Marketing Director on Naked
Juice is a critical member of the Naked Emerging Brands Marketing team,
responsible for the oversight of the Naked Juice Brand, a $500MM high
growth brand in the Pepsico portfolio. The Director reports to the Head
of Marketing for Naked Emerging Brands and manages a team of 4 people to
create innovative, holistic marketing plans at all consumer touch
points of the brand, as well as new product development for this rapidly
changing Super Premium Juice developing segment. Naked Juice is an
authentic "passion" brand that lives and breathes its values. As such,
we care not only about putting the highest quality ingredients in our
100% recycled plastic bottles, but also about how the fruit was
harvested, shipped, and processed. We promise transparency to our
consumers, and we honorably carry the burden of ensuring that we live up
to our loyal fans' trust in everything that we do. The Naked Juice
environment is entrepreneurial and relies on its team members to roll up
their sleeves, as well as wear many hats.Responsible for overall brand strategy, positioning, equity and communication plans for $500MM brand with a team of 4 people, with 5-year growth objectives to reach $1Billion
Develop business strategy and priorities to deliver 5-year growth objective to double growth and become a $1Billion brand
Utilize market trends and consumer research to refine and optimize positioning and consumer targeting in the rapidly changing beverage segment
Steward the Brand Equity and oversee evolution of campaign creative with a consistent visual brand language that will drive Naked's POD/Value in this premium segment
Manage matrix of creative agency partners to ensure on-brand and salient consumer messaging
Elevate marketing plans designed to drive sales growth on pace with +20% historical growth and continue to gain market share in this high growth category (+15%)
Manage team in the development and execution of Naked's integrated communication strategy including print, digital, outdoor, consumer promotions, grassroots, and retail activation (CSM)
Manage investment grade brand support budget.
Lead Naked Juice product innovation strategy and product development pipeline within Super Premium Juice set
Enable team to launching 5-10 products per year to grow brand, category and customer sales
Enable team to deliver new product commercialization for Marketing-led projects through the Innovation Stage/Gate process from concept development through the product being on shelf
Manage the Naked Juice Current Business team:
Annual Operating Plan, Marketing Plan and Brand team priorities and scorecard
Yearly and ongoing business analysis to identify opportunities, track competitive movements, and assess effectiveness of past product launches and marketing tactics
Partner with Sales organization to oversee Customer-Specific Marketing programs (CSM) and ensure that brand "comes alive" in retail environments
Oversee Marketing Plan development Public Relations for brand and identifies opportunities for product placement
Leads cross-functional project teams across Sales, Finance, Supply Chain and R
Qualifications:
- 10-15 years of marketing experience, preferably among marketing at a top-tier CPG company or consumer brand-driven company
- Previous organization leadership at Director level
- A good balance of creative and innovative thinking skills (intuition) coupled with the strategic, analytic, operational and and practical thinking skills required to get "real products to market"
- Must have exceptional results orientation - with a high degree of personal initiative and leadership - in a minimal resource environment
- Must have strong consumer understanding skills, translating insights into winning marketing plans and a high degree of creativity to find new, compelling ways to reach and communicate to consumers
- Strong product innovation skills with demonstrated success in developing and launching new food and beverage products
- Must be skilled in analysis and problem solving and have excellent project and financial management skills
- Excellent interpersonal and relationship building skills with a proven track record of leadership that delivers business results
- MBA Preferred
- Must be willing and able to travel 15-20% of the time
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