Sr. Brand Manager, SlimFast

SlimFast®, the brand recently acquired by Heartland Food Products Group, is seeking a Senior Brand Manager responsible for developing the overall marketing strategy along with activating the brand plan at all levels of consumer support.


In addition to SlimFast®, Heartland Food Products Group is also the home of the Splenda and Java House brands.

This position will be accountable to develop the brand strategy, deliver monthly business targets, track marketing performance and evaluate ROI effectiveness. This position is highly visible within the organization and requires close cross functional partnership with key internal constituents including Sales, R&D, Finance and Procurement. As a leader within the marketing function the role will have broad exposure to senior management and need to build data driven plan recommendations to move the business forward. We are looking for a self-motivated person who can independently manage multiple projects with a high sense of accountability and urgency.

The Senior Brand Manager will: (1.) develop a strategic portfolio growth plan; (2.) drive the annual planning process from Brand Reviews to Prioritization (3.) ensure flawless in-market execute of marketing tactics (4) track performance and course correct and (5) drive holistic product ownership and expertise to unlock business insights to action.

The Senior Brand Manager reports to the President and will partner with a broad range of multi-functional business partners in both Marketing & non-Marketing functions. Example focus areas include:

• Brand ownership and oversight of the portfolio, understand key business drivers to the apply learnings to accelerate growth.
• Partner with the sales organization to track in market performance, facilitate in crafting sell stories with retail customers and drive optimal shelf assortment.
• Work with our Insight Team to better understand consumer needs and purchase motivation, the What & Why.
• Brief internal and external agency partners for creative asset development and media planning to support plan tactics.

Essential Duties and Responsibilities:

• Serve as the internal and external brand ambassador, promoting our mission and brand.
• Develop full year activation calendar with breakout of brand tactics, spending needs, activation timing and prioritization of efforts.
• Lead a broad range of activities from packaging, pricing, promotion & product.
• Conduct in-depth market and brand analysis to support category and brand growth.
• Monitor, track, and analyze brand performance and initiatives; translate analysis into strategic actions and apply learnings and when needed take corrective action.
• Prepare and create engaging and persuasive presentations at all levels of the organization.
• Work collaboratively with internal communication group in development of creative
• Work closely with sales management to plan and execute retail programs in Grocery, Mass, and Alt Channels.
• Develop direct reports, foster a collaborative team environment, provide ongoing coaching/feedback, and facilitate team members individual development plans.

Desired Skills & Required Experience

• Heartland's culture is fast, flexible & innovative. The applicant must possess these traits and be willing and able to operate with a rapid, iterative, continually learning mindset.
• Solution focused mindset, demonstrate ability to operate with a business ownership mindset.
• Collaborative attitude, work harmoniously with internal and external cross functional partners
• BS/BA in business, marketing or related discipline required. MBA preferred.
• 8-10 years previous experience, ideally with CPG products background.