Brand Activation Manager, Care & Clean-up

Primary Duties & Responsibilities

• Lead the development and execution of 360° brand activation plans that deliver on the annual brands (TV, digital, social, influencer, PR, in-store, etc.) that align with brand strategy and drive awareness, engagement & conversion.
• Own the executional roadmap for all major brand campaigns, product launches, and seasonal "tentpole" moments to ensure market-leading visibility and cross functional operational readiness.
• Lead big idea campaign development for all Treats brands and cascade across all consumer-facing content and touchpoints, including advertising, eComm content, POS, consumer activation & PR ideas, influencers, partnerships and social, ensuring integrated deployment across channels and retailers.
• Deliver best in class campaign toolkits including strategy, guidelines and production assets designed for scalable and consistent field execution, while meeting agreed launch & retailer timelines.
• Work with DCX to deliver high performing eComm assets that align with brand strategy, brand messaging and brand guidelines while driving sales.
• Media Plan Partner with Media team to deliver comprehensive media plan to drive awareness and trial with target consumer.
• Evaluate and optimize campaign performance using KPIs including ROI, media efficiency, brand health, and sales impact.
• Lead the development and implementation of a monthly dashboard, partnering with Media team and internal marketing colleagues, to track activation delivery and performance against defined milestones and metrics.
• Partner with Sales and Trade Marketing to ensure best-in-class execution at retail.
• Provide creative & messaging direction to Trade for in-store activation programs including POS materials, promotions, and product displays.
• Tailor brand messaging and creative for retailer-specific initiatives and programs.
• Develop and execute digital and social activations in partnership with creative and media agencies.
• Analyze program effectiveness and ROI and recommend optimization plans.
• Lead internal alignment and secure approvals across functions to ensure executional readiness.
• Create and manage campaign timelines, working with internal and external partners to gain and maintain strict adherence to overall brand timeline.
• Track and manage activation budgets, ensuring optimal spend efficiency and tracking.
• Forecast and monitor campaign costs, providing input into marketing investment decisions.
• Cross-Functional Leadership
• Be the go-to expert on the category, including monitoring competitive communication and business trends, to help differentiate all Treats brands’ brand positioning and communications.
• Ignite passion in the marketing function and build credibility around marketing across the organization.
• Act as the primary executional liaison between Brand Strategy, Sales, Trade, Finance, and Legal.
• Champion brand consistency and quality across all consumer touchpoints.
• Collaborate with Insights & Analytics to inform program development and measure success.

Required Skills

• Excellent written and oral communication skills.
• Must be able to balance strategic planning (“creating the future”) with tactical execution (“running the business”).
• Must have ability to analyze complex data and situations and develop a range of simple solutions at a fast pace.
• Must have strong ability to utilize quantitative, qualitative and syndicated research to develop brand activation plans.
• Must be an excellent presenter, with strong presence and an ability to influence key internal and external customers.
• Solid understanding of traditional business software applications (MS Office, etc.).
• Must have strong ability to interact and collaborate with multiple functions throughout the organization.
• Demonstrated ability to lead concurrent workstreams with disciplined tracking and follow through.