Responsibilities

• Oversee the strategic development of Food Lion's integrated marketing plan, setting pillar/initiative priorities, overseeing delivery of integrated activation plans for macro brand and for each pillar, with detailed financial and performance KPIs and measurement.
• Provide strategic leadership and partner with merchants to achieve Fresh and Center Store category growth ambitions, customizing in-store, shopper and full-funnel programs accordingly
• Lead change and stand up Healthy Sales, Competitive, and eCommerce growth pillars
• Manage multiple Private Label Brands with comprehensive marketing programs (especially Food Lion, Nature's Promise, Taste of Inspirations, Cha Ching)
• Ensure that marketing peer deliverables are on strategy. Develop relationships with internal team partners essential to successful delivery of existing and new brand pillar initiatives (Dir Region & Community, Dir Media & Planning, Dir Brand Creative) as well as cross functional stake holders (Category, Merchant, ADUS Insights, eCommerce operations)
• Engage with the Food Lion Marketing and FL Business Leadership Team to gain their support and participation in key activities. Provide strategic updates and progress regularly to internal and external stakeholders.
• Coaching and development of high-performing talent

Requirements

• Strong understanding of brand strategy, positioning and strategic deployment of the marketing mix
• Seasoned knowledge of company (AD), business (FL) and retail industry practices.
• Strong orientation toward customer data and insight, and translation thereof to compelling brand growth platforms
• Strong understanding and strategic deployment of omni-channel marketing mix elements
• Strong collaboration with key stakeholders, including marketing peers, operations and category functions
• Knowledge and understanding of ecommerce
• Ability to manage an internal team and create strong personal growth plans.
• Ability to build and manage consumer-facing brands
• Master's Degree (preferred)
• Bachelor's Degree
• 10 years experience developing and executing marketing campaigns
• 5 years experience leading others (direct or indirect)
• Experience within CPG building consumer-facing brands (desired)
• Experience leading and driving growth for eCommerce platforms (desired)
• Travel: Moderate: 30%

Preferred

• Deep understanding and proven track record building brands and developing integrated marketing plans
• Brand strategist with deep understanding of and delivery against key brand equity criteria (memorable/attention catching, meaning, liking, advantaged, distinct, salient)
• Proven ability to design strategies to drive competitive advantage
• Track record of accelerating growth within eCommerce
• Working knowledge of, and development of, customer insights (elevated from data and information)
• Ability to work well within a cross functional team environment
• Passionate advocate of Food Lion brand
• Strong attention to detail