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Senior Product Marketing Manager
Job Posting Category: Experienced Professionals (1+ years)
Career Level: Manager
Industry: Packaged Goods
Job Category: Marketing
Years Experience: 6-8 Years
Job Type: Full-time
Posting Date: October 28, 2021
Job Location:

Edmonton, AB
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Job Description

Our purpose at The Little Potato Company is “Save the potato. Feed the world, better.”

Because we believe everyone, everywhere deserves to eat good, healthy food. And it all starts with our little Creamer Potatoes – one of the most economical, energy efficient, and highly nutritious food crops available.

PRIMARY FOCUS:

The primary focus of the Senior Product Marketing Manager is to lead The Little Potato Company’s (LPC) product strategy to ensure the right products are developed and marketed to the right consumer/customer segments. This role works closely with the Product Development team to bring product ideas to market, and collaborates extensively with team members across sales, marketing and operations throughout North America. The critical KPIs for this role relate to sales (trial and repeat) of the product lines, as well as the ROI on sales-related tactics and trade PR.

We are a dynamic team that embraces diversity and unique differences, holding every employee in the highest regard, while fostering an award-winning workplace where health, safety, and fun combine to create an environment where everyone feels like family.

Come join our rapidly expanding company and help us transform the entire potato industry – one little creamer at a time!

DUTIES AND RESPONSIBILITIES:

Product Strategy

  • Develops strategy for all products ensuring alignment with business goals, regional differences and consumer segments
  • Works closely with the sales department and the Category Manager to determine individual product strategy for current products.
  • Works closely with the sales department, the Category Manager and the Senior Consumer Manager to identify opportunities for new products that align with company strategy and address consumer/customer needs.
  • Works in partnership with the Product Development team to identify new product opportunities and ensure alignment of new products to consumer needs and market/segment potential.
  • Identifies regional variances in consumer and customer preferences and develops retail strategies to address best product mix.

Go-to-Market / In-Store Strategy

  • Develops a strategy for marketing products to specific segments in partnership with the Senior Consumer Manager.
  • Develops go-to-market strategy for all new products including segment identification, rollout plan, differentiation strategy, and sales training/sales materials.
  • Responsible for ensuring sales materials, promotions, point of sale materials are developed in alignment with company goals and adhere to the brand platform.
    • Ensures ROI on sales related tactics by developing tracking and reporting methodology, and shares this with sales and category management teams.
    • Works closely with sales to develop campaigns which will help meet sales targets.
  • Leads the briefing of all product launches to the Marketing Operations team.
  • Ensures the consumer journey from in-store to online is thought through and set up with appropriate tracking (e.g. CTAs on in-store materials that drive consumers to LPC’s online content).
  • Leads the development and implementation of PR efforts for trade/industry media.
  • Identifies best practices in in-store merchandising and promotions, including inside and outside of produce, and brings recommendations forward.

Stakeholder Support

  • Provides input to the Senior Brand Manager on product packaging.
  • Provides input to the Director, Marketing Operations on the media plan to support product launches (e.g. inbound, paid, owned).
  • Ensures learnings from the market/sales teams are shared across marketing team.
  • Coaches and develops direct reports.

Stakeholder Management

  • Leads the functional relationship with agencies on projects with retail promotions, in-store/merchandising, and PR (trade/industry).

DESIRED QUALIFICATIONS:

  • 7+ years working in a product management role, ideally for a food or produce business.
  • Bachelor’s Degree in Business, with a focus on marketing and product.
  • Experience in developing multi-year product roadmaps in a matrix organizational environment.
  • Experience in developing go-to-market strategies for a range of products within a parent brand.
  • Experience in leading implementation of in-store merchandising and promotions and evaluating success.
  • Experience in working with PR agencies, publications and news outlets for trade PR.
  • Experience in product marketing to various consumer segments.
  • Proficiency in project management, agency management and budget management.
  • Experience in presenting to senior leadership teams, as well as all staff.
  • Desire and ability to contribute to work in a growing, entrepreneurial environment for a purpose-driven business.
  • Desire to own decisions and take responsibility for outcomes.
  • Willingness to travel when required.

KEY COMPETENCIES:

  • Understanding of food, produce and/or consumer-packaging goods brands.
  • Familiarity with product marketing in the US and Canada.
  • Adept in using both sides of the brain – equally creative and analytical.
  • Ability to leverage consumer insights, research, financials and other data inputs to create product strategies.
  • Strong ability to project manage simultaneous projects with many inter-dependencies.
  • Ability to lead through influence at all organizational levels, across teams and departments.
  • Ability to work in an entrepreneurial, unstructured, and highly changing environment.
  • Ability to coach and develop direct reports.
  • Is a great team member, the type of person that others want to follow; leads by example.

KEY MEASURES OF SUCCESS:

  • Living the values of The Little Potato Company.
  • On time, on budget delivery of product roadmap and its components.
  • Sales (trial and repeat) of the product lines.
  • ROI on sales-related tactics, including in-store merchandising tools, promotions, and trade PR.
  • Fully developing and leveraging the team and external resources to meet product requirements.

*Edmonton is the preferred location for this role, however candidates from other locations will also be considered.

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