Marketing Manager - Lakeside Foods, Inc. - Manitowoc, WI

  • Freelance
  • Anywhere

Lakeside Foods, Inc

Position Summary:

The Marketing Manager is a strategic role with a focus on leading corporate-brand marketing and private label/control brand marketing (retail and foodservice) including research, analysis, product support, and new product project management.

What you’ll do:

  • Market Intelligence (retail and foodservice): collect, analyze, summarize and present data to identify insights and translate into business initiatives and/or actionable tasks to drive results
    • IRI: Monthly topline and quarterly business reviews
    • Competitive Report: Track and report on competitor activities (direct and indirect competitors)
    • ‘State of the Consumer’ on quarterly basis
    • Pricing: summarize relevant pricing trends and changes to input costs and share with cross-functional team to determine annual pricing strategy
  • Product marketing and innovation: provide thought leadership and support of private label products and control brands
    • Marketing communications: provide thought leadership on how to best communicate our products across all mediums (web, sales materials, etc.)
    • Packaging and GS1: lead all packaging design and updates for control brands, ensure quality and timely execution of GS1 photography and product descriptions
    • Sales Tools: define, develop and manage sales tools/materials that aid in achieving sales goals and support regional tradeshows and meetings
    • Market and Product Specialist: support sales and customer requests for product information, photography, data, category management expertise, category reviews
    • New Products: lead opportunity assessment, develop business case, present to Stage:Gate team and manage approved projects
      • Customer requests: work with the sales team to assess opportunities then shepherd qualified projects through Stage:Gate
      • Fast follows: develop ‘fast follow’ strategy; identify marketplace ‘successes’ then shepherd qualified projects through Stage:Gate;
      • Prepare and present post launch analysis for specific projects
  • Corporate marketing
    • Provide thought leadership for customer communications including refreshing the ‘about Lakeside’ presentation, website refresh, company updates on key initiatives
    • External communication: partner with Corp Communications to provide stories and content for Crop Report, LinkedIn, Facebook and other outlets
    • PLMA tradeshow: manage attendance including booth design, show messaging, etc. Ensure sales team has ‘proper’ materials available for tradeshows
  • Accomplish organization goals by accepting ownership for accomplishing new and different requests

What you’ll bring:

  • BA/BS required
  • Minimum of 5 years private label food marketing experience preferably in Retail and Foodservice
  • Must have expertise in syndicated POS reporting tools such as IRI
  • Demonstrated knowledge and understanding of marketing and finance (ie, P&L analysis)
  • Experience in category analysis and forecasting
  • Demonstrated strength in strategic thinking with a consumer and restaurant operator lens
  • Strong analytical skills
  • Excellent verbal and written communication skills


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