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 ‘best nutrition for baby’ possible for every parent out there.
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 monopolized by four major players, and when these companies were hit by supply chain issues and plant closures, their customers took a devastating hit. As demand continued to be high, this cracked open the market for smaller baby formula players to make an entrance. ByHeart is one that’s made especially strong strides.
This is largely down to ByHeart’s early application for FDA approval. The company received this before the formula crisis hit, so it was well placed to meet the demand created by failures in more established competitors. ByHeart sales have surged recently, as they have done for ByHeart’s similarly prepared competitor Bobbie. Whilst brands like Nature’s One and Holle are similarly looking to take advantage of the market disruption, it’s likely they will be hobbled for now by hold-ups with FDA approval.
These two companies have been vying for pole position in a savvy market niche: small-batch formula that focuses on quality, grass-fed whole milk and all-natural ingredients. The US regulations on baby formula are remarkably loose, meaning that trusted and quality formula could prove a hugely lucrative niche. ByHeart's acquisition of Cascadia Nutrition will enable full control over manufacturing process so it can boost the quality, safety and reliability of its product - and perhaps start 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 benefits
- Health insurance - Fully paid medical, dental, and vision insurance for all employees
- Generous PTO - Flexible paid time off for vacation and sick days
- FSA & HSA - Available to all employees to help cover healthcare costs
- 401(k) Match - Helping you plan for your future
- Company Equity - Because when we succeed, we succeed together
- Paid Company Holidays - 13 company holidays each year, plus 2 days for additional religious holidays
- Paid Volunteer Days - Paid time off to participate in your choice of community service
- New Parent Support - Robust parental leave plus support for off-boarding and returning to work
- In-person & Virtual Events - Like our annual company retreat, yoga, and quarterly wine o’clock
- In-office Flexibility - Corporate employees work remotely, in-office, or both
- In-office Perks - A fully stocked kitchen, weekly catered lunches, and a Feeding Suite for pumping
- Constantly Evolving - We’re always evaluating our best-in-class benefits to ensure we have the most competitive offerings in the market
Company HQ
Exeter Township, Lorane, PA
Articles
Leadership
Mia Funt
(President)Worked as a Kantar Futures strategy consultant, then consulted with The Gates Foundation. Subsequently moved to AOL & Huffington Post to work on media business development, and then held a senior marketing and strategy role at Verizon / AOL.
Ron Belldegrun
(CEO)Worked as an investor at Visium Asset Management, then founded Consumer Health Ventures.
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