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Director of Marketing- BSN

Date: Oct 23, 2020

Location: Downers Grove, IL, US, 60515

Company: Glanbia

To support the organization’s marketing and commercial activities, Glanbia Perfromance Nutrition employs a Director of Marketing for the BSN brand, based in Downers Grove, IL.  The role is directly accountable for managing the brand’s health scores (net promoter score, awareness, conversion), delivering on brand consumption (sales out of retail) and market share goals, as well delivering the net sales and contribution margin ambitions for the brand, globally. You will leverage and grow BSN’s industry-leading current product assortment, both by managing incumbent products and engaging in innovative product design. You will serve as the champion for our consumers and a key leadership partner with our sales organization to ensure retail partner needs are met.




  • Lead brand planning and ensure execution to grow brand consumer KPI scores such as NPS, conversion, awareness, market share and consumption
  • Lead brand planning and ensure execution for the brand through internal and external sales and broker teams
  • Meet profit/revenue goals by region (US and abroad), by customer
  • Actively represent the brand’s ambitions with key partners, globally and within the US.
  • Uncover and champion new opportunities




  • Use data, research, and insights to leverage and build brand plans that advantage the BSN brand with consumers globally with a focus on North America
  • Understand the product mix with exceptional depth – the evangelist for the brand’s various products be it with consumer/shopper communications or through our global retail partners
  • Develop brand, product and channel strategies/solutions that place a strong emphasis on leveraging profitable growth
  • Manage relationships across multiple clients, functions internal and external (brand marketing, sales, sales operations, finance, supply chain, global partnerships) and at all levels of the organization
  • Leadership voice on S&OP at the global product level to ensure appropriate demand signals
  • Assist in the setting and deployment of AMPS (assortment, merchandising, pricing and shelving guidance) to our sales and business development partners
  • Manage a high-functioning team of brand managers and assistant brand managers
  • Functionally able to set, develop and hone in on budgeting process and outcomes
  • Creatively leverage shopper & brand insights to drive customer engagement and develop compelling plans and propositions that lead to selling opportunities.
  • Leads agency teams, including Creative Agency (in-house and outside partners), Media Agency, and E-commerce Agency to deliver against annual brand plans, strategies, key initiatives, and portfolio objectives
  • Develops and achieves alignment to annual marketing plans to align with business objectives, include deep analysis of category, competitors, channels, price/pack architecture
  • Manages product portfolio and proactively identifies key levers to positively impact P&L and adjusts strategy as necessary in order to achieve revenue, volume, and margin targets
  • Focuses on increasing share across key accounts by implementing initiatives to grow portfolio faster than category, including developing new packs for customers/channels, leading shopper marketing initiatives, and consumer promotions.
  • Proactively identifies, pursues, and prioritizes margin improvement/cost saving initiatives. Champions initiatives cross-functionally to maximize brand profit
  • Oversees brand marketing budget
  • Partners with Sales to develop and align to account specific strategies and marketing plans to ensure successful execution of new product launches and achievement of account specific revenue targets
  • Plays key role in developing channel and product portfolio strategy with cross-functional leadership team to determine go-to market optimal routes
  • Partners with in-house team to leverage consumer research to uncover insights/develop consumer-driven marketing strategies
  • Develops overall brand activation and communication strategy that delivers against marketing objectives and long term brand equity growth plans
  • Integrates communication strategy, 360 plan, brand campaign across all touch points and elements of business
  • Partners with Sales to launch product line globally.  Includes packaging design, regulatory management, account specific activation support, and social and digital marketing initiatives.
  • Ensures alignment against set KPIs and proactively drives initiatives to achieve brand metrics
  • Other relevant duties related to client and relationship management


Education & Experience -

  • Bachelor’s degree (MBA a plus) plus 10+ years of brand marketing experience in the CPG space
  • Strong leadership skills in managing/influencing teams and implementing key business initiatives
  • Experience in trade marketing and pricing an asset
  • demonstrated new product development experience, particularly using the Stage Gate process, is an asset
  • Industry: CPG
  • Passionate about brand building, delighting consumers, and building products that matter
  • Self-motivated, creative, results driven, and solution-oriented
  • Brand leadership experience in dealing with CPG-driven retail partners
  • Exhibit strong skills in: problem resolution, overcoming objections, initiative, strategic marketing management, presentation delivery, negotiation, innovation, and managing multiple priorities
  • Has ability to analyze, interpret and utilize syndicated data:  IRI, Nielsen, etc.
  • Ability to convert analysis into insights into strategy
  • Capability & experience working effectively across functional teams
  • Strong communication & influencing skills across a diverse group of stakeholders
  • Understanding of the sports & active nutrition category and a passion for nutritional products
  • Ability to comprehensively understand and convert consumer, category, competitor, and channel/customer insights into brand strategy/plans
  • Successful track record of developing creative methods for growing brands
  • Ability to effectively apply knowledge of business drivers to deliver financial objectives via P&L management, budget development and tracking, and demand/financial forecasting
  • Knowledge of advertising process and evaluation
  • Ability to navigate from the strategic level to the analytical/tactical level fluidly
  • Experience with Amazon
  • Proficient in PowerPoint and Excel


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.


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Nearest Major Market: Chicago