Full-Time In-Office | HQ Location: Downtown Los Angeles
About the Company
Eating healthy should never be complicated. That’s why our team is dedicated to making delicious, plant-based super snacks from the cleanest, simplest ingredients available. That’s it. takes the hassle out of fruit consumption, making it easier than ever to consume the nutrients that our bodies need in the most convenient ways possible.
That’s it. has transformed the natural foods category with its portfolio of super snacks, which today includes: Fruit Bars, Mini Fruit Bars, Probiotic Bars, Truffles, Energy Bars, and Crunchables. The entire range of simple and nutritious items are made from limited ingredients while the brand’s flagship fruit bars – the #1 selling fruit bar in America – contain only two ingredients: fruit + fruit. That’s it.
We make snacks without secrets. All items contain no added purees, juices or concentrates, are all natural, non-GMO, preservative-free and completely free of the top 12 allergens. That’s it.
Job Title: Director of Brand Management
About the Role
The That’s it Senior Brand Manager will be responsible for developing and executing the strategic brand plan and long-term brand roadmap. This exciting role requires a dynamic and experienced Brand Manager who has a strong marketing, analytical and innovation background, is consumer centric and can balance thinking strategically with the key business execution priorities. The four key goals this role will aim to achieve; a) grow market share, b) increase brand awareness, c) drive trial and d) increase sales conversion.
Key Responsibilities
· Create a compelling sense of direction and vision for the brand. Develop clear brand strategies and deliver annual brand plans that meet awareness and revenue goals. Communicate business plans, results, and key initiatives to internal stakeholders effectively and efficiently.
· Expand portfolio strategy, manage the development and execution of marketing campaigns, and innovation planning to drive brand growth.
· Lead the development of brand positioning, product architecture, brand guardrails and ensure all activities support the brands positioning.
· Collaborate with insights manager to leverage research and turn macro trends into meaningful and actionable plans. Lead competitive analysis and implications: assist with the development of the strategic brand review by analyzing category opportunities, identifying key consumer targets, innovation opportunities, and activation strategies.
· Develop innovation launch programs from ideation, planning, and all the way through to execution. This requires bottom-up budget management and alignment with leadership team that all launch KPI’s are planned to be met.
· Build annual A&P spend plan, set the guidelines for the team, and track budget to actuals.
· Partner with sales to develop channel strategies and drive business at key customers, including digital media opportunities, evaluate channel specific needs, identify shopper marketing programs, and track new item distribution and performance.
· Evaluate and help sales team develop merchandising strategies, selling stories for pitch decks, and trade/promotion plans.
· Partner with sales to execute retail demo programs to drive trial and purchase conversion across key accounts and analyze the ROI post program.
· Develop campaign briefs to guide digital/social teams that align campaigns with marketing pillars and brand strategies.
· Provide brand leadership cross functionally including marketing team, operations, agencies, sales, consumer insights, PR, digital retail partners and other external partners. Collaboration, alignment, and influence with multiple stakeholders is a key to success.
· With an entrepreneurial mindset, develop, deliver, and iterate plans continuously with a resourceful, obsessive, and fearless mindset with a focus on proving the case for brand expansion.
· Maintain brand relevance within the industry by keeping a sound working knowledge of industry trends, competitive set, new digital services, and general snacking category landscape.
Qualifications
· Proven success with minimum 7+ years brand management experience in CPG industry
· Food/beverage experience preferred
· Strong experience across business leadership, budget management, brand strategy & positioning, and product portfolio management
· Strong leadership skills with experience in managing and developing high-performing teams.
· Experience with ideating, developing and launching innovation across multiple retail channels
· Solid financial/business acumen and ability to negotiate partnership contracts
· Experience leading sampling/demo events out of home and in retail accounts preferred
· Demonstrated ability to synthesize data and turn insights into action
· Success managing agency relationships and holding them accountable for results
· People leadership and building teams experience preferred
· Ability to travel up to 15% (meetings, trade shows, sampling events, etc.)
· High aptitude in Microsoft Office PowerPoint for creating presentations (sales and marketing)
