Responsibilities

• Define and champion the brand vision, purpose, and long-term growth ambition in alignment with company strategy.
• Develop and execute integrated brand plans that drive awareness, equity, and share growth across omni channel — with particular emphasis on physical retail environments.
• Lead portfolio strategy, ensuring a clear architecture, strong partnership with innovation team on future pipeline, and renovation plans to strengthen core brand equity and differentiation.
• Analyze category, consumer, and competitive insights to identify white space opportunities and inform product innovation.
• Partner with R&D and Innovation teams to develop new product concepts and drive stage-gate execution from ideation through launch.
• Drive data-informed growth programs leveraging analytics, consumer behavior insights, IRI/Nielsen syndicated data, and shopper dynamics.
• Explore opportunities to elevate package design and in-store creative strategy— through agency partnership, cross-functional leadership, and on-time execution across the portfolio.
• Elevate Freshpet's consumer-facing Quality strategy, ensuring quality standards and messaging serve as a credible and differentiated brand pillar in partnership with R&D, Quality, Procurement and Operations.
• Retail Execution & In-Store Strategy: Own merchandising strategy, plans and planograms across Grocery, Mass, and Club customers; lead in-store creative and messaging for Freshpet refrigerators, including customer-specific customization where needed.
• Customer & Sales Partnership: Serve as the brand marketing lead working hand-in-hand with key Customer & Ecom Sales Teams — contributing directly to sell stories, customer presentations, and joint business planning.
• Club Brand & Portfolio Strategy: Own the full brand and portfolio strategy for Freshpet's Club business, including positioning, price/pack architecture, and an innovation roadmap tailored to Club customers and shoppers.
• Contribute to P&L management for assigned brands, with accountability for balancing top-line growth with disciplined investment.
• Build annual marketing plans including portfolio, promotional, and in-store investment strategies aligned to business goals.
• Collaborate with Sales, Finance, and Operations to align forecasts, demand planning, and executional priorities.
• Evaluate performance metrics and make data-driven recommendations to optimize ROI across brand and in-store programs.
• Lead, inspire, and develop a high-performing team with a culture of creativity, curiosity, and accountability.
• Set clear goals and performance expectations, providing regular coaching, feedback, and development opportunities.
• Build future talent capability through succession planning and skill development.