Brand Development Manager

New York City, NY (On-site)

$86K/yr - $98K/yr (Est.)Mid LevelFull time

Posted 3 weeks ago

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Job Summary

Own the NY/NJ trade marketing engine for Walkerswood, aligning with the Jamaican production team and key distributors to drive localized shelf presence, cultural promotions, and on-site activations.

  • Strategy and Execution: Own localized trade marketing plans, major promotions tied to cultural moments, and distributor alignment to deliver consistent brand messaging.
  • Growth and ROI: Identify opportunities in independent grocers, ethnic markets, and big-box retailers; track ROI and optimize budgets for high-impact activations.
  • Field Enablement: Lead retailer education, shopper sampling programs, and distributor guidance to secure eye-level placement and strong partnerships.

Job Description

  • Strategy, Planning, and Execution
  • Develop and implement trade marketing strategies tailored to the unique demographics of NY/NJ.
  • Design promotions that celebrate key cultural moments (e.g., West Indian Day Parade, BBQ season, Jerk Festivals).
  • Align with the Jamaican production team and master distributors to ensure consistent brand messaging.
  • Monitor and evaluate campaign success to refine future "go-to-market" efforts.
  • Identify growth opportunities in independent grocers, ethnic markets, and "Big Box" retailers (e.g., ShopRite, Stop & Shop, Wegmans).
  • Provide on-the-ground guidance to distributors to optimize product placement (securing eye-level shelf space and secondary displays).
  • Build long-term partnerships with key regional trade partners and specialty food retailers.
  • Track regional sales performance to measure the ROI of field marketing and tasting events.
  • Conduct competitor analysis within the "Hot Sauce" and "Global Spice" categories to identify gaps.
  • Provide regular insights to management regarding NY/NJ market trends and consumer feedback.
  • Manage the regional trade marketing budget with a focus on cost-efficiency and high-impact local activations.
  • Prioritize resource allocation for high-volume accounts and high-traffic seasonal campaigns.
  • Educate sales teams and retail partners on the Walkerswood heritage, product usage (beyond just jerk chicken), and heat profiles.
  • Serve as the primary liaison between the US Master Franchise and local boots-on-the-ground sales teams.
  • Coordinate and execute high-energy consumer sampling programs at retail locations and food festivals.
  • Represent the brand at regional trade shows (e.g., Summer Fancy Food Show in NYC).
  • Maintain strong relationships with the Caribbean-interest distributor network.
  • Act as a Brand Ambassador, embodying the authentic, vibrant spirit of Walkerswood in all professional interactions.
  • Ensure all localized marketing materials comply with global brand guidelines and US labeling/legal requirements.
Iberia Foods logo

Iberia Foods

Founded in 1930, Iberia Foods is the largest Caribbean and Hispanic food distributor in the United States. As a premier source for the authentic Caribbean and Latino cuisine, Iberia Foods boasts a full host of products ranging from condiments and pantry items to beverages and snacks and represents most of the leading brands from the Caribbean and Latin America. With more than 800 products, Iberia Foods has a solid position as the definitive connection to the Caribbean and Latin American cuisine.Iberia Foods is part of the Bia foods family! To learn more about Bia, please visit their website at www.biafoods.comBia OverviewWe are Bia, the Nourishing Alliance: families, partners, talent, and brands united to nurture the growth of our collective dreams and unleash a heritage of flavors across the Americas. Through our four strategic hubs – Coffee, Culinary, Snacks, and Restaurants – we serve over 300 million customers with the continent's most beloved brands.Each member of our alliance brings unique ingredients that enrich our community, contributing fresh perspectives while building upon the achievements of others. Together, we create powerful networks that enable our companies to learn, develop, and expand into new markets.Our strength lies in our shared values and long-term vision. Operating with purpose and responsibility, we embrace nurturing as our value-generating principle, fostering growth and cultural heritage from North to South America.

Founded in 1930
Miami, Florida, USA
230 employees (12 in marketing)

Traffic Signals

Monthly Visitors
7.4K
Traffic Source Mix
Search
28.5%
Direct
48.8%
Referral
6.1%
Social
15.2%
Paid
1.3%

Headcount Trend

Current headcount: ~231

Marketing Team

Marketing Team Size
12 (5% of company)
Marketing Roles Posted (Last 30 Days)
1