Sr. Brand Experience Manager - Keurig in Burlington, MA at Keurig Dr Pepper

Date Posted: 9/1/2020

Job Snapshot

Job Description



At Keurig Dr Pepper (KDP) the consumer is at the core of everything we do. With a portfolio of more than 125 owned, licensed and partnered hot and cold beverage brands that meet virtually any consumer need, our key brands include Keurig®, Dr Pepper®, Green Mountain Coffee Roasters®, Canada Dry®, Snapple®, Bai®, Mott's®, CORE Hydration® and The Original Donut Shop®.

It is an exciting time to join KDP’s hot portfolio! KDP’s hot portfolio holds a commanding leadership position of single-serve coffee with a combination of owned, licensed and partner brands. The Keurig Brand is ranked by consumers as one of the most relevant brands in the country- not just in CPG, but among all US brands.  Keurig is acclaimed as the category’s iconic brand and encourages consumers to “Brew The Love” with our spokesperson James Corden.  Our coffee ecosystem is built on innovation, technology and partnership, and Keurig benefits from first-mover advantage in ecommerce with Keurig.com that launched 16 years ago (and is growing as one of KDPs core 7 routes to market).  Keurig innovates across a broad portfolio, balancing state-of-the-art brewers with delicious coffee that’s easily made and sustainable from farm to cup, with a focus on responsible sourcing of coffee beans and recycled materials in our brewers and recyclable K-Cup®pods.

Keurig Brand Marketing is hiring for the role of Brand Experience Leader located in the Boston, MA area. This role reports into the VP, Keurig Brand Marketing, Strategy and Innovation and supports the Sr. Director Keurig Brand Marketing.

As the Brand Experience Sr. Manager you are responsible for:

  • Building brand love and creating value thru an ecosystem that integrates world class content and seamless connections thru to commerce to create value for consumers.  
  • Orchestrating the Keurig brand’s experience to maximize Keurig’s Household Penetration, improve Lifetime Value, build equity and increase ROI.
  • Integrating Keurig Brand Content & Communications across brand, commercial, product and IT organizations.
  • Transforming process, partnerships and capability to elevate Keurig’s modern marketing in partnership with VP and Sr. Director.
  • Delivering efficiency, effectiveness and executional excellence at the brand portfolio level.

KEY RESPONSIBILITIES:

Communications & Connections Strategy:  Set the vision, define success and establish framework to seamlessly orchestrate Keurig’s Brand Experience along the consumer journey.   This includes defining Keurig’s consumer journey and setting clear objectives, strategies and communication priorities enabled thru the Connection Plan and Content Map to pull the consumer thru the funnel including Capture, Convince, Convert and Commit and delivered consistently with focus on UI/UX.

 

Consumer Journey Executional Excellence:  Orchestrate and execute the Keurig Brand seamlessly for the consumer by integrating across at-home and away from home businesses, coffee and appliance business units and all brand functions including brand marketing, design, consumer care, marketing operations and omnichannel.  Understand Brand Equity and enable brand guidelines. 

Connected Commerce:  Partner with K.com and Omnichannel marketing to provide Keurig brand portfolio priorities and connections/content that enable correct fundamentals, being discoverable and driving traffic.  Facilitate integration of marketing innovation platforms and system sell across accessories, coffee and appliance.

Integrated Marketing and Agency leadership

Build strong relationships and connect all internal and external marketing operations and agency partners (internal and external) to the Keurig brand and business.  Lead quarterly integrated meetings and routine status.  Transform process and transition and operationalize Keurig agency model to enable effective content seamlessly integrated across connections.  Understand, elevate and navigate issues that marketing operations and partners may be having, and break down internal barriers to improve the effectiveness of our partnerships.

 

Brand’s Immersive Experience

Set the vision for Keurig’s immersive brand experience.  The role will help the business understand research findings, design marketing platforms and strategic recommendations in compelling communications approaches while partnering to build the roadmap toward an digital-centric and hyper-personalized consumer experience.   Initially, this will include brand experience, equity assets and content approach to elevate K.Com branded content site in partnership with K.Com, Design and Equity.   

 

Smart and Connected Experience:  This role will support a team focused on development of organizational and operational structure to enable smart and connected product launches and ecosystems as an extension of Keurig’s existing experience.  As such, experience with smart and connected product launches and ecosystems and demonstrated ability to leverage data to personalize connections, build relationships and drive loyalty will be highly valued. 

Champion Our Brands and Drive Alignment Across the Organization:  Drive alignment behind brand strategy with senior management and key commercial stakeholders.  Responsible for consulting with cross-functional partners and driving alignment across the organization.  Participate in key sales and marketing presentations.

CHARACTERISTICS OF SUCCESS

  • CUSTOMER FOCUS: People with an infectious spirit who are passionate about beverages, our consumers, our brands, our customers, and winning.
  • COLLABORATES: Team first approach. Collaborate up/down/across the organization with a spirit of winning together.  Strong integrator bringing people together against a common goal by working to build relationships. 
  • CULTIVATE INNOVATIONS: People who are inspired by innovation, creativity, and breakthrough thinking that challenges the conventional and fosters new ideas.
  • ENSURES ACCOUNTABILITY: Self-motivated leaders that drive their agenda and thrive in a competitive, fast-paced environment. Relentless focus on delivering results and tenacity to get it done with a sense of urgency.
  • BEING RESILIANT: Leaders that are agile, courageous, and push through conflict for speed to action. People that thrive under pressure, take big risks, deliver solutions, and lead the change.
  • DATA-DRIVEN DECISION-MAKERS: Ability to scan the environment, remove barriers, recommend solutions, and leverage sound business judgment and analytics to make bold decisions.
  • DRIVES ENGAGEMENT: People who can inspire others to take action through authentic leadership, passion, and commitment to winning. Committed to coaching, challenging, and developing others. Great at the “What” and the “How.”
  • CONSUMER EXPERIENCE and Innovation expertise as they will create clear points of view on powerful, actionable opportunities that will deliver value to our consumers and businesses, and are informed by user, business, and technology and design perspectives.



Requirements

QUALIFICATIONS

  • Bachelor’s Degree required; MBA or related Master’s degree strongly preferred
  • 7 years of working experience with a combination of brand marketing and digital marketing in a Fortune 500 CPG/Tech/Appliance company.
  • Deep understanding of the role digital plays in the integrated marketing consumer experience. CRM / E-Commerce experience also a plus.
  • Good understanding of traditional marketing and creative / content development process.
  • Strong experience in change management; helping marketers and cross functional partners to embrace digital.
  • Integration mindset with ability to see big picture and zoom in and out of details; can balance technical and strategic.
  • Experience in connected products and experiences and IOT will be highly valued.

#CB
#IND1



Company Overview & EEO Statement

Keurig Dr Pepper (KDP) is a leading coffee and beverage company in North America with dual headquarters in Burlington, MA and Plano, TX, with annual revenue in excess of $11 billion. KDP holds leadership positions in soft drinks, specialty coffee and tea, water, juice and juice drinks and mixers, and markets the #1 single serve coffee brewing system in the U.S. The Company maintains an unrivaled distribution system that enables its portfolio of more than 125 owned, licensed and partner brands to be available nearly everywhere people shop and consume beverages. With a wide range of hot and cold beverages that meet virtually any consumer need, KDP key brands include Keurig®, Dr Pepper®, Green Mountain Coffee Roasters®, Canada Dry®, Snapple®, Bai®, Mott’s® and The Original Donut Shop®. The Company employs more than 25,000 employees and operates more than 120 offices, manufacturing plants, warehouses and distribution centers across North America.

Benefits built for you: Our people are the heart of our business, which is why we offer robust benefits to support your health and wellness as well as your personal and financial well-being. We also provide employee programs designed to enhance your professional growth and development while ensuring you feel valued, inspired and appreciated at work.

Keurig Dr Pepper Inc. is an equal opportunity employer and affirmatively seeks diversity in its workforce. Keurig Dr Pepper Inc. recruits qualified applicants and advances in employment its employees without regard to race, color, religion, gender, sex, sexual orientation, gender identity, gender expression, age, disability, genetic information, ethnic or national origin, marital status, veteran status, or any other status protected by law. EOE Minorities/Females/Protected Veterans/Disabled

Candidates must be able to pass a background check and drug test, as applicable for the role