Manager Iii Brand Planning

Hannaford Supermarkets started out as a fresh produce vendor in Portland, Maine way back in 1883, and is still connected to those early roots as a local market. Hannaford actively seeks out farmers and producers to join our Local program which celebrates not only local foods, but the preservation of farmland, local traditions and local jobs. The connection we have to the source of our fresh foods is core to the way we do business, becoming the first major supermarket in the United States to document that all its seafood products were sustainably harvested.

Hannaford offers a flexible work environment, with a hybrid work expectation for Home Office based positions of being physically present in the Scarborough Home Office 3 days a week. This expectation serves to nourish our culture, showcase care through flexibility, and strengthen our partnerships.

This position is responsible for leading marketing planning and initiatives, including brand planning, media, budget, and capabilities training for the entire marketing function and team. Media leadership includes strategic planning and channel mix decisions across traditional and digital media in partnership with agencies and ADUS to achieve brand objectives and optimize return on investment. In collaboration with the Manager Brand Programs, this leader develops and manages overall annual marketing priorities and calendar to ensure a consistent, branded customer experience across all media, and budgets are effectively allocated to support annual priorities. Manages annual Marketing budget including build, forecasts, and spend reconciliation in partnership with channel leads. Identifies opportunities for skills building across the marketing function and avenues for bringing training to the team.

Primary Duties and Responsibilities:

Lead the Marketing team in the annual planning process including establishing timing and stage gates, communication to the team, budgeting with support from leadership. Recommend relative priority and/or investment levels of each marketing program, based on growth strategies and targets to Marketing leadership.

In collaboration with the Manager of Brand Programs, gain input from key leaders in Merchandising, Operations, and ADUS during planning process to understand business priorities/strategies to effectively allocate and prioritize communications and marketing.

Work directly with key stakeholders to develop an integrated marketing calendar that supports business objectives and customer needs with the goal to positively impact sales growth, margin, net promoter scores, customer engagement and market share.

Work with media agencies and internal partners to identify media platforms that fit our content strategy and deliver on both brick and mortar and Ecommerce business goals

• Leverage various media platforms to ensure relevant content reaches target audience at various points along the buyer’s journey.

• Develop strategic media, content and process implementation plans

• Day-to-day contact with media agency, working closely with them on the development of optimized media plans and target audience strategies aligned with brand business goals.

• Recommend potential national or local partnership opportunities.

• Oversee the media budget and content calendar management

Lead performance assessments of media investments via Media Mix Modeling, to understand the impact of prior campaigns. Leverage this research, combined with business and marketing objectives, to optimize future content spend across media channels and regions.

Serve as gatekeeper for all new requests for marketing support; leveraging guidelines and decision frameworks to guide resourcing decisions

Maintain deep knowledge of our markets including regional and consumer trends, competitors, customers, and cultural differences

Develop the marketing budgeting process for the function, and in collaboration with channel leads, recommending levels of investment required to support annual plans and managing throughout the year

Inspire and guide direct report(s) to continuously strive for and achieve new levels of performance and efficiency

Act as an advocate and champion of the Marketing function in creating a work environment and generating creative output that demonstrates growth impact, customer centricity, and a collaborative approach to work

Qualifications and Experience:

• 
  In-depth understanding of business process and strategy

• Experience in marketing and/or commercial planning (minimum 7 years)

• Experience in media planning and budget management (minimum 4 years)

• Experience as a leader of people and developer of talent (minimum 7 years)

• Bachelor’s degree in marketing or related field or equivalent work experience

Skills and Abilities:

• 
  Strong leadership skills and presence, and ability to influence at all levels

• Strong communication skills, both written and verbal

• Strong interpersonal and collaboration skills

• Ability to successfully manage competing priorities

• Ability to translate data into meaningful insight(s)

• Ability to wire plans and programs across business functions

• Ability to navigate ambiguity and effectively manage through change

• Ability to lead and develop a high-performance team

The Salary Range for this position is $120,960 - $181,440

Hannaford provides equal opportunity in employment to all associates and applicants for employment without regard to race, religion, color, sex (including pregnancy, childbirth and related conditions), age, veteran status, national origin, sexual orientation, gender identity and gender expression, disability, or any other characteristic protected by law.