Associate Director Consumer Engagement
Posted on Apr 6, 2021 by Campbell Soup Company
This role is critical in ensuring we are positioned to meet the current and future demand of consumers for a mix of brands within dynamic categories (brands include Prego, Pace, Plum, SpaghettiOs and V8). This Associate Director will need to be comfortable and experienced with all marketing communications channels and have a passion for building programs that connect with consumers and their lifestyles. As a part of the day-to-day, this role will integrate data and insights to deliver best in class briefs to our agency/ies, to elevate our creative/content output and to inform the development of a fully integrated plan across paid, owned, shared and earned channels.
The Associate Director will be responsible for creating close, collaborative relationships with marketing channel generalists and specialists to drive change and create adoption of the recommended approach. S/he will also work closely with our agency teams to keep them informed on our latest consumer insights relative to Meals & Sauces and Beverage & Baby brands.
This role will be specifically responsible for having a constant pulse on consumers and culture, bringing fresh thinking and perspectives to how, where and when we can reach our current and future audiences. Measured outcomes will include consumer engagement, the efficiency and effectiveness of content and channels as well as business impact.
The best fit candidate for this role will be intellectually curious and an excellent communicator. S/he must thrive working as a change agent and driving for better. This role will report into the VP, Integrated Marketing and will be a member of the Integrated Marketing team.
Principal Accountabilities - Meals & Sauces, Beverage & Baby categories
Leads communications plans and integrated marketing campaigns that start with a consumer insight and are built to drive behavior change and action
Defines the integrated marketing approach in the context of the consumer journey, aligning with key category stakeholders and channel leads
Writes strategic marketing briefs to inspire best in class ideas, align with each brand strategy and deliver business impact
Identifies target audiences and builds audience strategy, relative to our communications plans and integrated marketing campaigns
Owns the activation process, from brief through Real Time optimizations and lessons learned
Works with cross functional partners (Brand Marketing, Integrated Insights, Channel Marketing leads) to develop fully integrated communications programs
Partners with Brand Marketing to translate business/marketing objectives into inspiring and actionable marketing communications objectives and briefs
Creates close, collaborative relationships with marketing channel specialists (Media, eCommerce Marketing, Shopper Marketing, PR, etc.) to ensure marketing communications plan can be activated across all channels
Engages with Integrated Insights to derive qualitative and quantitative insights around innovations, behavior and attitudes to drive cutting edge integrated programs
Communicates complex ideas, anticipates potential challenges and influences others
Establishes success metrics and KPIs for integrated marketing programs
Job Complexity (provide several examples of typical work related problems that this position is expected to resolve)
Must be able to succeed in fast-paced environment with multiple and often times changing priorities
Must be able to work in matrixed organization, have a service mentality and can prioritize multiple projects & deliverables
Must be able to think strategically as well as be able to roll up your sleeves and execute with excellence
Job Specifications (Knowledge, skills and abilities normally required for competent performance in the job)
10+ years Marketing/Activation related experience with communications planning, advertising, channel expertise (paid, owned, shared, earned)
Working knowledge and real-world experience in planning, managing and executing communications plans across all platforms
Experience building communications strategies, identifying insights to inspire content creation that breaks through and drives business performance
Experience developing brand plans across multiple touchpoints, including a strong understanding of CPG channels -media, shopper marketing, consumer promotions, eCommerce marketing, PR/experiential
Experience managing multiple projects simultaneously, collaborating and working successfully with multiple stakeholders and teams
Ability to work with multiple key internal and external partners including marketing specialists, agencies/partners, platform providers and content creators
Minimal travel required 5-10%