Objective
Understand consumer needs in the Plant Based industry, develop and coordinate the execution of relevant Marketing strategy and Brand Plans to gain significant market share.
Job Responsibilities
**I. Marketing Insights and Consumer Understanding**:
1. Deeply understands the Plant-Based category by constantly analyzing the category trends, competitive environment and developing relevant plant based and related category insights to develop convincing brand and portfolio strategies.
2. Identify potential plant based cohorts in Mexico and LATAM.
3. Identify consumer insights that lead the business to a tangible solution for the market.
4. Understand and lead market research to empathize with consumers and get relevant information for the business development.
5. Tracks and analyses performance of Brand Performance, Nielsen and CRM/Digital activities.
**II. Marketing Plans and Product Launches**:
6. Contributes to the launch of the Plant Based Products and Better Balance Brand in MX, both in Retail and Foodservice, by developing a solid marketing and communication plans.
7. Lead product packaging design according to brand guidelines and coordinate all the activities with operations and Sigma key partners (Legal, regulatory, packaging teams, buyers and plants)
8. Lead and develop annual Brand Plans, brand campaigns (with clear KPIs follow up) and Product Launch KITs.
9. Contributes to the recommendation of an efficient plant-based product portfolio and to ensure its fast implementation with the objective to drive Plant Based growth and maximize profitability in the region.
10. Integrated 360° consumer communication campaigns that will give consumers a reason to prefer Better Balance.
11.Manages a striking pool of creative and efficient partners that understand our business priorities.
12. Provides day to day support to the Green Team regarding marketing and insights.
13. Define and design the best way to approach consumers.
**III. Campaigns Execution and Digital Marketing**:
14. Constantly collaborates with Customer and Trade Marketing teams to ensure consistent and flawless execution of in-market plan (distribution and promotion strategy, pricing, new product launches).
15. Recommend the right consumer engagement strategy (online, offline CRM and e-retailers touchpoints) to bring Better Balance brand purchase funnels to the next level.
16. Aligns with Customer team regarding Communication to Foodservice clients, coordinating all the material and assets development and marketing support ATL and BTL.
17. Support and supervise the execution of ATL campaigns.
18. Manage Marketing budget
**19. Follow up on Business KPIs such as**: Sales, Volume, Marginal Contribution and EBIT
Other duties and responsibilities as assigned.
**Qualifications**:
B.A. in Marketing or related field
5-8 years of relevant experience
Advanced English level
