Position Title: Head of US Retail Marketing, Potato
Position Type: Regular - Full-Time
Position Location: Oakbrook Terrace
Requisition ID: 35166
In every role, McCainers are ambitious, curious, and interested in helping each other create good work experiences. We think about the customer and make doing business with McCain easy.
The Head of US Retail Marketing, Potato is a critical member of the North America (NA) Marketing Team at McCain who leads a team of retail marketers in developing and executing annual and long-range portfolio and marketing strategies to deliver the strategic 5-year plan for the channel. Responsible for all aspects of the marketing mix to drive consumer demand, you will act as the strategic business leader, partnering with sales, innovation, marketing operations, go-to-market, insights, and other functional groups within the organization to meet portfolio business objectives. This role will also lead and oversee the creative development of compelling product communications in partnership with the Integrated Marketing Communications (IMC) team, crafting comms strategies that elevate brand messaging and drive consumer engagement across media touchpoints.
The ideal candidate is a proven consumer marketer - a solutions-oriented, forward thinker with a strong commercial lens, sound technical marketing skills, experience leading cross-functional teams and developing talent. Fueled by a passion for the consumer, the customer, and the category, the Head of US Marketing will deliver profitable sales and market share growth with the goal of growing and transforming the category.
How You'll Help:
Marketing Strategy
- Strategic leader who can drive category and brand growth developing where to play, how to win, what to do marketing, brand, and portfolio strategies
- Bias for leading with consumer insights, a demand-driven stance on the business, and an understanding of category & industry trends and intelligence - bringing teams along to win internally and in the marketplace
- Direct and set the vision and long-range strategy for the retail business, leveraging macro trends, demand space frameworks, consumer insights, shopper insights, and market & competitive analyses to identify where to play, how to win, and what to do to meet the annual and long-range financial and share targets for the portfolio.
- Partner cross-functionally to identify and champion growth opportunities, translating market insights into strong go-to-market propositions via:
- Insights to build research and knowledge agenda, championing in-depth understanding of the operator, consumer, and competitive landscape
- Innovation to develop 3-year innovation/renovation pipeline and support the commercialization of disruptive innovation (new environments/capabilities/occasions)
- Integrated Marketing Communications team and agencies to develop and implement product comms campaigns (creative + media mix) and promotional plans in line with brand heart positioning - measuring results to drive ROI optimization
- Marketing Operations to deliver the long-range plan and optimize overall portfolio value proposition
- Customer Marketing to deliver high-impact go-to-market activation, clear customer engagement plans, and selling stories deployed in line with portfolio business strategy. Collaborate on shopper strategy and activation guidance (approve budget and plans)
- Sales to optimize trade plans/programs and pricing to deliver sales objectives effectively, efficiently, and profitably
Commercial and Business Management
- A strong commercial acumen required to manage the channel P&L to achieve financial goals (top and bottom-line), aligning and prioritizing work to deliver against KPIs and owning and executing strategic initiatives in line with goals (e.g., portfolio simplification, optimization, etc.)
- Robust understanding of the key drivers for the brand / category through financial knowledge of the SKU's under their portfolio and their contribution to the business.
- Leverage consumer and market insights to develop the portfolio strategy - inclusive of brand & PL - to grow the business via distinct brand and product propositions that meet customer, category, and consumer needs.
- Champion the customer and consumer, understanding the entire value chain to deliver an integrated and synergistic execution of the strategy across functions
- Stay current on industry trends, proactively reporting on category, customer, and business performance by leveraging internal and external data sources; take action with cross-functional partners as required
- Support monthly IBP operating rhythm; with sales, help drive to decisions and alignment that balance supply against demand-and drive positive mix and scale impact to financial performance of the business
Profitable Portfolio Management
- Initiate portfolio mix optimization, portfolio analysis, price pack architecture, profitability, sourcing and pricing initiatives
- Lead the AOC annual planning process, driving/influencing innovation and sales strategy and supporting/enhancing brand positioning and commercial objectives. Proactively identify key levers that positively impact the P&L and adjust as needed to achieve annual operating plan objectives. Control & manage the full funnel marketing spend for the Retail business and report on results/ROI
- Own core innovation strategy (non-disruptive) developing and executing line extensions & renovation
- Lead portfolio performance and product lifecycle reviews, to ensure an efficient and relevant portfolio that delivers to customer, category and commercial objectives
- Regularly review SKU margins/costs against aligned key performance indicators and contribution to the business
People & Culture
- Lead cross functional teams to ensure all team members are motivated, have clear goals and are vested in delivering the plans
- Strong ability to build rapport, with the aptitude to influence others towards a common goal.
- Upskill and mentor the brand/product team in knowledge of principles, concepts, strategies and techniques relating to brand management and marketing
- Coach and develop a team of direct and indirect reports, creating an engaged, inclusive, and high-performing team
What You'll Bring:
- You are a self-starter and independent thinker with a strong work ethic who can convert insights into sustainable strategies and action plans that deliver results.
- You have a natural curiosity and results orientation, with strong problem-solving skills and an ability to influence others.
- You have a solid track record of developing insight-led propositions that demonstrate an understanding of what drives consumers and categories, then execute with excellence
- You lead with a general management mindset, balancing consumer centricity with commercial and creative skills, including strength in strategic thinking, financial & analytical acumen, planning & execution, and effective communication
- You take a people-centric approach, training and developing direct reports and willing to challenge self and others to continuously improve
- You are capable of prioritizing and setting business vision while ensuring alignment from key stakeholders
- You have a proven ability to lead & motivate cross functional teams to ensure critical brand, NPD and portfolio opportunities are executed to deliver business and brand objectives
Required Education, Knowledge, Skills & Abilities:
- Bachelor's or advanced degree in Marketing, Business Administration, or related field required; MBA strongly preferred
- Previous P&L management experience required; Strong commercial acumen and financial know-how in the retail CPG context
- Experience deriving insights from both primary consumer research and syndicated data
- Excellent organizational and communication skills
- 10+ years of Marketing/Brand Management experience in the US Retail market within the Consumer Packaged Goods industry, with a minimum of 5 years in food
- Expert knowledge of principles, concepts, strategies and techniques relating to retail brand management and marketing
- Ability to understand entire value chain and where commercial can drive efficiencies and effectiveness
- Strong people management and leadership skills with a proven track record in collaboratively leading teams to deliver complex projects
- Proven ability to influence and drive results through building strong relationships with both internal and external stakeholders and customers
- Ability to work strategically and operationally, and adapt to fast paced, ambiguous environments while maintaining accountability to ensure completion of projects
About McCain.
At McCain, we're feeding the world: from French fries to cakes, we contribute to the important role food plays in people's lives. That's why we're dedicated to ensuring our core values-Family, Authentic, Trusted, and Quality-shine through every day. As a privately owned family company with over 60 years of experience, a presence in more than 160 countries, and a global team of 22,000 people, our values and culture are at the heart of everything we do. We believe that we can work together, along with our business and community partners, to bring sustainable growth and positive change today, tomorrow, and for generations to come. Join us and see how you can MAKE IT at McCain!
Leadership Principles.
Our principles, each with related practices, guide our actions across the organization. Together, they address how McCain interacts with our customers and employees, and how we work as individuals and collectively to find success. While each role adheres to the Leadership Principles, individual roles may focus more on a specific principle or principles.
We are customer obsessed. Customers are our starting point. By understanding their needs and leveraging data and consumer insights, we drive mutual success.
We think big and plan ahead. Through ambition, curiosity, and smart risks, we can accomplish goals, refine processes, and innovate to scale success.
We bring out the best in our people. We create safe spaces for our people so that trust and empowerment come naturally. Inclusion is about listening first, showing humility, and working together.
We act like owners. Together, we clear obstacles and do the work that makes us all successful and proud to be part of McCain.
The McCain experience.
We are McCain: this statement is about our power collectively and our importance individually-your impact is a significant part of the business. Our winning culture focuses on authenticity and trust so we can always bring out the best in our people. Here, you have the opportunity to learn, grow, and thrive while being yourself. Join our team to see why we're better together.
Compensation Package : $146,200.00 - $195,000.00 USD annually + bonus eligibility + Long Term Incentive eligibility
The above reflects the target compensation range for the position at the time of posting. Hiring compensation will be determined based on experience, skill set, education/training, and other organizational needs.
Benefits : At McCain, we're on a mission to create a winning culture that puts employee safety and wellbeing at the heart of what we do, every day. We understand and appreciate that each person's needs are unique and ensure our benefits & wellbeing programs reflect that. Employees are eligible for the following benefits: health coverage (medical, dental, vision, prescription drug), retirement savings benefits, and leave support including medical, family and bereavement. Wellbeing programs include vacation and holidays, company-supported volunteering time, and mental health resources. Coverages are aligned to country, provincial and state governing plans and can vary by work level, location and nature of the role. Additional benefit details available during the application process.
Your well-being matters to us, and we're here to provide you with the necessary resources to support you in being your best self at work - and at home.
McCain Foods is an equal opportunity employer. We see value in ensuring we have a diverse, antiracist, inclusive, merit-based, and equitable workplace. As a global family-owned company we are proud to reflect the diverse communities around the world in which we live and work. We recognize that diversity drives our creativity, resilience, and success and makes our business stronger.
McCain is an accessible employer. If you require an accommodation throughout the recruitment process (including alternate formats of materials or accessible meeting rooms), please let us know and we will work with you to meet your needs.
Your privacy is important to us. By submitting personal data or information to us, you agree this will be handled in accordance with the Global Privacy Policy
Job Family: Marketing
Division: NA Potato
Department: Brand Marketing - Retail Potatoes
Location(s): US - United States of America : Illinois : Oakbrook Terrace
Company: McCain Foods USA, Inc.
