Senior Manager of Retail & Brand Marketing, ByHeart
$120-135k
+Equity
Infant nutrition products
Job no longer available
Infant nutrition products
101-200 employees
Job no longer available
$120-135k
+Equity
101-200 employees
Company mission
To make the best formula in the world.
Role
Who you are
- This position requires a blend of creativity and brand-focused thinking with a commercially minded, performance-oriented approach, plus a proven track record of driving growth through integrated marketing strategies and strong cross-functional collaboration
- Strategic: a strategic and creative thinker with a knack for driving results in retail marketing. You have the ability to balance long-term vision with short-term execution priorities
- Analytical: proficient in retail marketing KPIs to inform the best use of marketing dollars. You have the ability to get a lot from a little, knowing where and when to prioritize. You can leverage data-driven insights to inform decision-making and optimize performance
- Problem Solver: ability to think outside the box and creatively solve problems when budget, time, and resources may be limited. Can think within a retailer’s constraints to execute on best in class programming
- Hands-On: You are not afraid to roll up your sleeves and execute on shopper marketing programs. You can flex between high level strategy and execution easily
- Collaborative: a team player who excels in cross-functional environments, including retailers, their marketing teams and brokers. Ability to collaborate up, down, and outside organizations
- Internal quarterback: adept at navigating complex projects and keeping stakeholders informed
- Consumer-first mindset: dedicated to delivering value and crafting resonant experiences
- Organized: highly organized and detail-oriented, ensuring precision in every task
- Strong Communicator: excellent communication, negotiation, and interpersonal skills, with the ability to build strong relationships and influence stakeholders at all levels
- Bachelor's degree in Marketing, Business Administration, or a related field
- 5+ years of experience in retail marketing, with a focus on third-party retail channels and driving sales growth
- Proven track record of developing and executing successful retail marketing strategies, with tangible results in driving sales and market share
- Deep understanding of retail industry dynamics, consumer behavior, and channel management
What the job involves
- This role sits within the Brand team but works closely with Retail
- Reporting to Brand Marketing Director
- As the Senior Manager of Retail & Brand Marketing, you will be the driving force behind ByHeart’s retail marketing strategy, working at the intersection of brand marketing and retail sales to fuel the marketing behind our expansion and consumer demand across mass, grocery, and natural retail channels (both in-store and online)
- This role is uniquely positioned to champion our brand in a commercially impactful way, owning the go-to-market strategies, campaigns, and ongoing retail marketing initiatives that resonate with consumers and retailers alike
- Partnering closely with teams across sales, shopper marketing, creative, social, and digital/DTC, you’ll bring our brand to life in ways that are both strategic and results-driven
- You’ll be responsible for creating and executing high-impact marketing initiatives designed to unlock in-store sales and drive traffic to our retail partners
- Retail Marketing Strategy Development: developing and implementing comprehensive retail marketing strategies aligned with overall company objectives, focusing on driving sales and brand visibility in retail channels
- Retail Go-to-Market Planning: leading the development of go-to-market plans for new retailer launches, new product launches at retail, seasonal retailer campaigns, and promotional activities in collaboration with the Retail, Shopper Media, Brand & DTC teams
- Customer Partnership Management: in partnership with the sales leads, cultivating and maintaining strong relationships with retail partners, brokers, and their marketing teams, collaborating closely to align marketing efforts, maximize visibility, and drive mutual growth
- Retail Promotions: conceptualizing and executing retail promotions, including online and in-store events, displays, co-branded initiatives, and other promotional activities to drive foot traffic and increase sales
- Creative Brief Development: Craft clear and compelling creative briefs that inspire the creative team to develop innovative marketing assets for retail and campaigns aligned with brand objectives and retail partner requirements
- Execution: overseeing the end-to-end execution of retail marketing initiatives, ensuring timely delivery, seamless cross-functional collaboration with creative, effective implementation, and alignment with budgetary constraints
- Performance Tracking & Optimization: developing KPIs and metrics to measure the effectiveness of retail marketing campaigns and initiatives, regularly analyzing performance data to optimize strategies and tactics
- Team Collaboration: building internal relationships to unlock retail potential through marketing team, providing guidance, mentorship, and support to drive professional growth and achieve departmental goals
- Marketing Opportunity Identification: continuously analyzing market trends, consumer behavior, and competitor activities to identify opportunities for growth, differentiation, and disruption in the retail landscape
- Trend & Insights Reporting: Proactively share shopper marketing best practices and learnings with peers and spearhead the broader commercial team’s thinking on best-in-class tentpole programming
- Strong partnership with the VP of Retail Sales
- Work closely with Sales, Shopper Marketing, Comms & Brand Marketing, Creative, DTC Marketing, and Ops teams
- Collaborate with Legal, Medical, and Regulatory
Our take
The infant formula market in the US has long been dominated by a few major players, but recent supply chain disruptions and plant closures have opened the door for smaller companies to step in. One standout among these new players is ByHeart, which has quickly gained traction in the market. This success is largely due to ByHeart's early FDA approval, allowing the company to meet the increased demand during the formula crisis when larger competitors struggled to keep up.
ByHeart's focus on high-quality, small-batch formula made from grass-fed whole milk and all-natural ingredients has resonated with parents looking for trusted alternatives. This approach, combined with the acquisition of Cascadia Nutrition, gives ByHeart full control over its manufacturing process, ensuring the safety, quality, and reliability of its products.
Alongside this, the company recently raised significant funding to further boost its rapid growth. With this capital, ByHeart plans to expand its commercial presence in the US, and further develop its product pipeline. With such huge achievements to its name already, the company is in prime position to truly dominate the market.
Steph
Company Specialist at Welcome to the Jungle
Insights
Company
Funding (last 2 of 3 rounds)
May 2024
$95m
LATE VC
Jul 2021
$90m
SERIES B
Total funding: $255m
Company HQ
Hudson Square, New York, NY
Articles
Leadership
Ron Belldegrun
(Co-Founder & CEO)Currently an Executive Board Member at Clean Label Project and a Steering Committee Member at the International Milk Genomics Consortium. They are also the Founder and Managing Partner at Consumer Health Ventures.
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