Director of Retail Marketing

About the role

The Pictsweet Company is a 4th generation family owned company established in 1945 and a frozen vegetable producer with agricultural roots. The Director of Retail Marketing will join the corporate office team at headquarters in Bells, TN (Jackson, TN area). This leadership role reports directly to the Vice President, Marketing Retail and is responsible for leading consumer marketing strategy, planning and activation, playing an integral role in go-to-market strategy and media plans for campaign development, retail activation and consumer engagement. The position manages a talented marketing team, provides strategic direction for the Pictsweet Company with marketing plans, and creates persuasive packaging & sales materials.

The Bells, TN area offers a lower cost of living including no state income tax, untaxed retirement income, no inheritance or estate tax, and low property tax; less traffic and shorter commutes without sacrificing access to healthcare, shopping, dining, and entertainment; a close-knit community; a safe, welcoming environment for raising a family with strong community values and excellent opportunities for involvement in schools, churches, and local events; mild winters, four distinct seasons, and plenty of open space for gardening, farming, or outdoor hobbies.

Responsibilities

Primary Responsibilities

• Develop a strong understanding of the Pictsweet Farms brand foundation and ensure the relevance of the brand's identity, essence, vision, mission and core values.
• Lead critical thinking & strategic recommendations, including campaign & activation development.
• Coach, lead and inspire a high performing marketing team.
• Provide team with the critical experiences to meet both professional & personal development goals.
• Champion The Pictsweet Company's Core Values (Honesty, Hard Work, Fair Play, Perseverance and Self Reliance) with direct reports and colleagues, leading by example to motivate and inspire direct reports and cross-functional teams supporting the brand to win with consumers and customers.

Retail Marketing & Advertising

• Work with the VP of Retail Marketing to create marketing strategy and an annual plan.
• Drive the retail marketing strategy with a holistic approach from traditional & digital advertising, retail media networks, in-store communication and visual merchandising.
• Collaborate with the sales organization to build programs & sales tools to meet customer needs and drive sales at the point of purchase.
• Lead the organization for new product and package launches.
• Lead the internal creative team on delivering effective packaging and persuasive marketing & sales tools.
• Lead the digital marketing team in social media activation and collaborate with agency partners to manage SEO and integration of digital media plans.
• Understand existing media opportunities and bring forward new digital media strategies based on consumer and market insights.
• Build increased collaboration between marketing & sales teams.

Research/Insights

• Lead and develop understanding of the priority consumer and deliver marketing tactics that drive affinity for the Pictsweet Farms brand.
• Leverage marketplace data & trends and uncover consumer insights to deeply understand behavioral drivers of the brand, products or a particular consumer segment.
• Work with external research partners and resources to help unlock insights and translate them into a growth strategy and product development opportunities.
• Analyze consumer/business/audience insights and business results to deliver key recommendations for business planning.

Budget/Business Planning

• Lead all brand input in the business/marketing planning process; serve as a major contributor to business planning for the business unit across sales & marketing.
• Assume responsibility for resource planning & budget management for retail branded marketing.

Qualifications

Education

• Required: Bachelor's degree in Marketing, Communications or Business.
• Preferred: MBA.

Work Experience

• Required: 7-10 years of experience in strategic content development, marketing and media ideally with a CPG focus.
• Preferred: Experience in retail marketing / food industry marketing.
• Strong analytical capabilities with an emphasis on reading & interpreting data.
• Sound strategic thinking capabilities and the ability to anticipate trends and turn insights into action.
• Strong annual planning background; proven ability to prioritize & manage projects with a focus on timelines.
• Ability to create data driven marketing recommendations for optimizing return on investment and other KPIs.
• Possess a strong visual design acumen and a track record of delivering clear, effective direction to creative teams.
• Proven ability in managing a team as well as an ability to cultivate solid relationships in other functional areas.
• Exceptional written, verbal and presentation skills.
• Proficiency in Microsoft Office Applications (Word, Excel, Outlook, PowerPoint), Google Analytics and data reporting tools.