Vice President B2B2C Marketing

Role Summary

The VP, B2B2C Marketing is responsible for translating enterprise reputation strategy into high-impact B2B2C marketing programs that create value for industry stakeholders, retail and other commercial partners and ultimately consumers.

This leader serves as an expert for DMI's Marketing Communications & Affairs team on partner-centric marketing that integrates brand strategy, category leadership, and commercial insight to build compelling value propositions, scalable programs, and joint activation models that drive measurable enterprise reputation and business impact.

This role works cross-functionally to ensure enterprise Reputation platforms, messages, and proof points are consistently and effectively deployed while also identifying bottom-up scalable opportunities that align to strategy.

Key Responsibilities

• Translate enterprise brand architecture, reputation goals, and strategic platforms into actionable B2B2C marketing strategies

• Define how enterprise narratives show up and come to life with partners (industry, retail, trade, etc.)

• Build compelling, insight-driven value propositions tailored to priority partners

• Partner with Strategic Intelligence to assess/optimize priority consumer audience(s) based on insights, segmentation, and reputation KPIs

• Identify priority B2B audiences and decision-makers across retail, trade and institutional ecosystems to influence

• Develop structured co-marketing models and frameworks partners (e.g., state/regional teams, dairy coops, processors and brands) can adopt and plug into

• Lead co-marketing planning with priority partners, including annual planning and quarterly optimization cycles

• Create scalable toolkits, assets, and activation playbooks that partners can adopt quickly

• Lead integrated briefs for cross-enterprise Reputation initiatives requiring joint activation

• Ensure briefs clearly connect enterprise Reputation priorities with partner and audience needs

• Work with internal marketing, comms, and agency teams to align activation with enterprise messaging and platforms

• Develop and steward B2B2C programs helping partners meet Reputation and business plan goals

• Refine programs based on partner feedback, insight, and performance data

• Lead the enterprise's annual B2B2C marketing planning cycle with internal and external partners

• Maintain alignment on messaging and priorities with teams across the enterprise (Marketing/Communications/Affairs, SRs, MilkPEP, ABI, etc.) to ensure consistency and reduce duplication

• Define and manage KPIs, partner activation metrics, and reputation indicators (in partnership with Strategic Intelligence)

• Evaluate program and partner performance via dashboards, quarterly reviews, and insight loops

• Apply insights to refine future partner programs and strategies

Requirements

• Bachelor's degree in marketing, communications, business, or a related field

• 10+ years in CPG, B2B, and/or B2B2C marketing with progressive leadership responsibility

• Demonstrated success building partner-facing marketing strategies and co-marketing programs

• Depth in brand strategy, go-to-market planning, category leadership, or commercial marketing

• Strong track record working cross-functionally in highly matrixed organizations

• Comfortable with data, insight, measurement, and performance reporting

New Hire Salary Range

-- $140,000-$175,000 annually.

This is a salary range that DMI believes, at the time of this posting, that it might be willing to pay for the posted job in the location specified.

About Dairy Management Inc.

Dairy Management Inc.™ (DMI) is funded by America's nearly 28,000 dairy farmers, as well as dairy importers. Created to help increase sales and demand for dairy products, DMI and its related organizations work to increase demand for dairy through research, education and innovation, and to maintain confidence in dairy foods, farms and businesses.

DMI manages National Dairy Council and the American Dairy Association, and founded the U.S. Dairy Export Council and the Innovation Center for U.S. Dairy. DMI works with state and regional promotion organizations to implement these programs across the country.

We regret it is not possible to communicate with candidates except those who most closely match our requirements. Thank you.