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

Date Posted: 10/1/2020

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 Sr. Brand Manager located in the Boston, MA area. 

As a Sr. Brand Manager, you are responsible for defining strategies and building annual consumer and channel brand marketing and innovation plans by understanding the consumer’s needs, customer requirements, competitive landscape, business model metrics and market dynamics.  In this role the goal is to grow the Keurig Brand’s household penetration and build brand loyalty behind improved brand relevance, awareness, consideration and closure. 

This role of Sr. Brand Manager will report into the Sr. Director, Keurig Brand.

KEY RESPONSIBILITIES:

  • Lead a High-Performing Team: Deploy general manager mindset to drive business strategies and position Keurig for success. Leverage strong commercial knowledge and financial acumen to deliver annual operating plan.  Lead key aspects of short term and long-term brand strategy, communications, and initiatives by defining and refining brand fundamentals, brand guidelines, and architecture for the brand. Inspire others to take action through authentic leadership, passion, and commitment to winning.
  • Strategy: Set vision and define success for brand portfolio.  Lead development of long-term brand/sub brand strategy and annual brand marketing plans, including business objectives, consumer and channel strategies, and translation of strategies to the consumer through all elements of the marketing mix.  Drive organizational and customer engagement, alignment and passion for brand strategy and annual marketing plans.
  • Business Results and Opportunity Identification: Analyze Keurig Brand business results to identify opportunities for growth, define and ensure strategies are working and objectives are being realized. Exercise critical thinking to set high performance standards, measure for success, and adjust plans to deliver against growth agenda. Lead post-launch analyses for cross-brand initiatives with support from brand teams and cross-functional partners.  Partner with Marketing and Commercial leaders to optimize for market and in-market.
  • Deliver Consumer Insights That Drive Action: Analyze insights, brand tracking data, sales information, projections, and other meaningful information to determine the profitability and viability of new and existing programs. Work with Market Research to develop consumer insights through internal, external, primary and secondary data sources. Translate insights into actionable, consumer-driven ideas, product/creative platforms and marketing plans. Understand and communicate brand portfolio to key stakeholders, including internal KDP departments, field sales, retailers and beverage partners.
  • Innovation: Lead cross-functional teams to develop commercial and marketing innovation as well as product innovation, including sustaining and transformative product initiatives involving concept / idea. Collaborate with Design, Product, IOT, Sales, to create products, platforms and experiences that drive purchase intent
  • Creative, Content and Connections Excellence: Build brand love and create value with an ecosystem of creative content and seamless connections thru to commerce.  Understand brand equity, define brand portfolio strategy and oversee Keurig Brand creative and content development behind big platform agnostic ideas.  Define portfolio approach to connections thru data to deliver communications objectives and improve marketing ROI.  Lead significant, high visibility brand initiatives, including strategy development and execution as relates to brand/marketing.  Includes a strong communications strategy and execution component.
  • Smart and Connected Experience: Experience with smart and connected product launches and ecosystems will be highly valued.   Demonstrated ability to leverage data to drive business model, personalize connections, build relationships and drive loyalty.
  • Project Management and Execution: Coordinate brand portfolio project delivery including, but not limited to, advertising, merchandising, promotions, and innovation to deliver on-time with executional excellence. Lead development of business cases, charters and briefs that give focused direction to program teams/agencies to develop world class programs that build equity, drive household penetration and deliver business results.  Ensure integration of all elements of marketing mix, driving cohesive and impactful messaging and trademark consistency in all communications.
  • Measure Success and Manage Brand Budget: Work with Finance to lead budget consolidation, gain visibility to monthly Household Penetration model, brand P&L and track progress against plan objectives. Lead post-launch analyses for cross-brand initiatives (with support from brand teams and cross-functional partners.
  • Skills & Capability Development: Coach, develop and manage Associate Brand Managers and Marketing specialists. Develop objectives, provide coaching, feedback, and guidance, and develop personal development and training plans.
  • Champion Keurig Brand and Drive Alignment Across the Organization: Drive alignment behind brand vision and 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. 
  • CULTIVATES INNOVATION: 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 RESILIENT: 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.”  


Requirements

QUALIFICATIONS

  • Bachelor’s Degree required; MBA or related Master’s Degree strongly preferred
  • Minimum 7 years of brand marketing/brand management experience with 5 years of CPG/Beverage/Technology experience from a Fortune 500 CPG corporation is strongly preferred
  • Modern marketing capabilities in digital marketing including search, connected commerce, CRM and personalization will be highly valued
  • Experience in connected products and experiences and IOT will be highly valued

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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