MARKETING STRATEGY

Develop the brand’s long-term marketing strategy for North America while supporting EMEA and other international markets as needed

Cultivate short and long-term views of the business and identifies key elements to achieve success

Drive the development of the annual Marketing Plan and sets clear strategic business goals for the Marketing team to ensure alignment and accountability to their key deliverables

Effectively supports product strategy and innovation priorities across the organization, relaying department and organizational opportunities and objectives, and identifying potential barriers as appropriate

BRAND & CAMPAIGN MANAGEMENT

Direct the Brand Management team in crafting marketing strategies and insights-driven creative briefs that inspire their partners to deliver results-oriented, brand differentiating work

Lead the development of the brand campaign strategy and annual marketing plan that addresses business challenges/opportunities, grows brand awareness, strengthens points of differentiation, and drives fuel funnel conversion

Develop scalable marketing programs plus turn-key tools that can be leveraged nationally with retailers, elevating the Beyond brand while driving efficiencies

Collaborate with cross-functional marketing teams to ideate, produce, and execute on compelling brand touchpoints (e.g., website), assets (e.g., packaging, advertising collateral) and initiatives (e.g., brand campaigns) that deliver on priorities while maintaining brand integrity

Work closely with Insights and Analytics teams and partners to develop a deep knowledge of our target consumer and understand the effectiveness of our marketing programs

Analyze sales data, consumer buying data and consumer research to identify brand trends, strengths, issues and opportunities

Work collaboratively with cross-functional teams, leading the integrated strategic direction of product and packaging innovation and deployment

STRATEGICS PARTNERSHIPS

Liaison with Strategic Restaurant partners to build and deliver best-in-class consumer marketing programs that drive the customer business through the success of Beyond products, as the single marketing point of contact for Marketing & Comms

Partner with Beyond Sales, Innovation, and VSM Teams to drive the innovation and renovation agenda across existing customers, while developing strategic sell-in presentations for potential new accounts and business development

Oversee all marketing related to pitching, testing, deployment and rollout of new menu items for all strategic partners

Ensure Beyond branding (e.g., logo, brand names, etc.) is strategically integrated into partner’s marketing and messaging to support Beyond brand & local market development

Develop and manage marketing cost estimates, project timelines, and budgets

PORTFOLIO & PRODUCT MARKETING

Support the development of a profitable portfolio strategy for in-scope product line(s).

Scope and collaborate with the Insights team to conduct consumer research to inform product portfolio as well as changes to positioning, key features, benefits, etc.

Analyze market data, category trends and consumer insights to identify new product opportunities; Leads consumer quantitative validation aimed at gaining insights into innovation opportunities and new product development and optimization

Support development of relevant product concepts, product positioning, and priority product claims

Assist with packaging design solutions to address product and/or business needs; provides category and consumer insights to help inform design development

Help lead the development of product launch campaigns that introduce new retail and restaurant innovation

INTEGRATED DIGITAL MEDIA & ADVERTISING STRATEGY

Set the overarching, integrated media strategy across all advertising campaigns

Ensure all campaigns are optimized to deliver impact and engagement towards specific audiences

Ensure agencies develop insightful, comprehensive post campaign analyses and learnings are applied to future campaigns as real-time as possible

PARTNERSHIPS STRATEGY

Co-create Beyond Meat’s partnerships strategy in partnership with Chief Communications Officer and Social team. In support of the Communications team, identify, sign and build our relationships with Beyond Ambassadors that fit our brand mission, drive brand affinity and credibility and ultimately help drive overall growth

Lead activation of global brand partnerships across paid media. Work cross functionally with media and brand team on those activations. Ensure Beyond Meat’s partnerships are integrated fully into the national brand plan

Support development of our partnerships measurement approach and scorecard that will enable Beyond Meat to track and manage success within and across our partnerships

CREATIVE & DESIGN SERVICES

Collaborate with the creative and design services team in the development and execution of creative concepts for internal and external needs in print and digital mediums

Demonstrate the ability to guide the creative and design services team in the translation of marketing concepts into creative strategies in the production of brand assets including POP/POS, advertisements, sales materials, print & digital publications, digital ads, newsletters, social media assets and presentation decks

MEASUREMENT

Set annual brand targets

Lead category, consumer, and competitive trend analysis, and make recommendations for immediate and long-term action plans and programs based on key learnings

Train and coach direct reports on regular POS, panel and awareness data reporting synthesizing key learnings and business implications for broader teams

LEADERSHIP/SUPERVISORY DUTIES

Mentor, develop, train, and support the full brand team

Manage the Brand Marketing budget forecasts and actuals at or below target. Develops and manages marketing cost estimates, project timelines, and budgets

Develop talent through on-going performance feedback and career management coaching

Conduct quarterly and yearly performance reviews of all direct reports

Sets annual and quarterly department level KPIs

Mentor and develop team members, create succession plans, and identify key talent

Qualifications

BA required; MBA highly preferred

10+ years of marketing experience within a CPG organization

Proven ability to coach, lead and mentor a team

Track record of innovation within marketing: a strategic leader who takes initiative and ownership

Strong strategic planning and budgetary competencies

In-depth knowledge of the ‘fast moving’ consumer goods industry and lifestyle Brands

Analytical skills with consumer and sales data from internal and external sources

Ability to foster meaningful dialogue and gain buy-in

Excellent communication and coaching skills

Ability to cultivate an inspirational and creative team environment

Experience in managing large marketing budgets

Creative mind with a track record of taking risks, putting new ideas into practice and assessing results

Should possess a natural curiosity to understand what drives consumer behavior

General Manager mindset with the ability to dynamically lead and inspire cross functional teams

High emotional intelligence with the ability to influence key stakeholders

WORK ENVIRONMENT

This position requires 5 days a week, in-office attendance, at headquarters in El Segundo, CA

**Annual salary commensurate with experience**

The starting annual base pay for this role is between USD $210,000 and $240,000. The actual base is dependent upon many factors, such as training, transferable skills, work experience, business needs and market demands. The base pay range is subject to change and may be modified in the future. The role may also be eligible for bonus and benefits.

Beyond Meat is an equal employment opportunity employer. Candidates are considered for employment without regard to race, creed, color, national origin, age, sex, religion, ancestry, veteran status, marital status, gender identify, sexual orientation, national origin, liability for military service, or any other characteristic protected by applicable federal, state, or local law. If you are interested in learning the status of your application, please note you will be contacted directly by the appropriate human resources contact person if you are selected for further consideration. Beyond Meat reserves the right to defer or close a vacancy at any time.

For all U.S. based roles: Applicants must be authorized to work for a U.S. employer. This role is not eligible for Visa Sponsorship at this time.

Beyond Meat

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Sr Director, Brand Marketing