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Director, Customer Marketing

Date: Apr 14, 2019

Location: Downers Grove, IL, US, 60515

Company: Glanbia

Position Overview

Glanbia Performance Nutrition is a $1.4 billion manufacturer of the world’s largest sports nutrition brands, such as Optimum Nutrition, BSN (Bio-Engineered Supplements and Nutrition), ABB (American Body Building), Isopure Nutrition, Nutramino, and Body and Fit. The GPN team is looking for someone with interest and passion for the sports nutrition/fitness/wellness industry.


The role is responsible for leading the Customer Marketing organization that develops, designs and commercializes all shopper marketing materials for the US Retail channels, representing over $600+ million across 3 global brands:  Optimum Nutrition, BSN and Isopure.  This Director is accountable to bring these 3 brands to life across our North American market including:  GNC, Vitamin Shoppe, FDM (Walmart, Target, Kroger), Convenience channels, Costco, Field/Distributor channels, Amazon and internet channels to name a few!  The Director will oversee and set the strategy for the team to execute channel and customer specific shopper marketing activation programs across all these North American retailers.


Success in this role will ensure Portfolio Strategy “Must Win Battles” are delivered through a Shopper and Channel lens while enabling non-price-discounted impulse purchase transactions and store sell-through (velocity) of our brands to deliver against the Business Plan. Accomplishes this work through leading a talented team of Customer Marketers dedicated to convert shoppers into buyers by creating irresistible in-store shopper experiences (based on leading edge trends and understanding of shopper insight) for key consumption occasions. This is highly complex as ultimately the Customer Marketing team will be responsible for everything a shopper sees in every outlet in North America and has to do it in a way that collaborates across a very diverse set of constituents (Brand, Channel, Distributors) with often competing objectives.


Essential Duties and Responsibilities

  • Continually evolve the vision and strategy and build out all the ways in which the Customer Marketing department will add value to the organization
  • Responsible for creating the channel and retailer shopper marketing strategy for the Customer Marketing team within defined national brand campaigns/programs, innovation launches, and other product initiatives in alignment with Brand Marketing and Sales.
  • Responsible for identifying how to capture share of consumption occasions via a Team that will:
  • Deliver against brand strategy across all channels
  • Deploy customer Selling tools and education
  • Scorecard and execution tracking
  • Shopper Agency Management
  • Deliver against POS needs across channels
  • Develop and share out post campaign analysis report with key stakeholders to identify successes and areas for improvement in future campaigns/programs.  Monitor, report & optimize all marketing campaigns to ensure ROI and MAC metrics are achieved
  • Lead the ideation with internal/external stakeholders to execute account specific marketing activities, such as Special Packs, POP support elements, displays, merchandising/signage and digital/social banners to support overall activation campaign.
  • Extrapolates brand insights in the creation and development of defined shopper related marketing plans for all brands.
  • Accountable for the analysis and reporting of in-market activation data and provides corrective action recommendations in collaboration with brand teams.
  • Act as key point of contact for marketing and sales on new product development (NPD) timing, planning, development
  • Leads the Customer Marketing team to ensure development and training/education of Sales Leads for all NPD launches is taking place and that account specific launch plans are in place prior to NPD launch
  • Drive accountability through organization to deliver on sales needs to launch new products effectively
  • Collaborate with all cross-functional teams, serving as the single point of contact and spokesperson for sales in internal facing discussions.
  • Collaborate with cross-functional subject matter experts to develop AMPS (Assortment, Merchandising, Pricing & Shelving) guidance for all new product launches.
  • Understand overall marketing initiatives and identify customer specific actions to support and ensure targets and results are achieved.
  • Champions category leadership principles in the development of customer joint business plans and presentations to enhance partnerships and brand growth. Leads the engagement and management of agency partners or conversations with our internal creative team.
  • Identifies, communicates, and recommends trade narratives to neutralize and outpace competitive threats across major markets.
  • Ability to comprehensively understand and convert consumer, category, competitor, and channel/customer insights into sales/marketing strategy/plans.
  • Effectively applies knowledge of business drivers to identify key indicators including budget development and tracking, and demand/financial forecasting.
  • Regularly attends customer meetings at sales request.
  • Provides recommendations of shopper research needs.
  • Stays abreast of new business developments, trends, and competitor customer marketing programs.
  • Provide input to annual fiscal year plan development and long term strategic plans.
  • Budget and P&L management responsibility
  • Manage a team of 5 managers and senior managers
  • Determine KPIs for success measurement for your organization
  • Extensive experience hiring, leading, challenging, and coaching a team for high performance


Minimum Requirements

  • Bachelor’s degree required
  • Master’s degree/MBA preferred
  • 7+ years of brand marketing or shopper marketing activation experience required, preferably in consumer packaged goods
  • Energetic leader who set a high-bar and leads their team by example
  • Significant experience in: Sales/Customer Management, Channel Strategy, Shopper Marketing, Consumer & Shopper Research
  • Executive-level communication skills and leadership skills
  • We work at a fast-pace, and this role will require multi-threaded work streams
  • As a leader, you must be responsible for the determination of an overarching team strategy and also the tactics to perform against that strategy
  • Passionate and knowledgeable about sports nutrition, fitness, wellness industry is a plus
  • Demonstrated ability to achieve multiple objectives with varying timelines
  • Communicates effectively and builds relationships with internal/external stakeholders
  • Drives innovative business improvements
  • Strategic planning
  • Shopper Marketing & Insights mining
  • Engagement
  • Quant & Qual Research experience


Equal Opportunity Employer: Disability/Veteran. We are an equal opportunity and affirmative action employer that does not discriminate and considers all qualified applicants without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, disability or veteran status.”

Nearest Major Market: Chicago