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Lead, Brand Commercialization

Your Opportunity as the Lead, Brand Commercialization – Consumer Foods

You will be responsible for developing sales strategies, communicating key brand initiatives, driving in-market execution, and leading the translation of national brand strategies, marketing plans and category/shopper insights into channel and customer specific objectives in order to achieve volume and share targets.  The Brand Commercialization (BC) Team serves as a critical conduit between Brand Marketing and the Field Sales teams by translating national strategies into retail channel GTMs. They serve as the internal voice of customers during planning, innovation development, brand strategy development and stage-gate meetings. They create a national playbook and new item sell-in materials as well as resolve channel conflicts. 

Location: Orrville, OH (Close proximity to Cleveland/Akron)

Work Arrangements: Hybrid ~30% in office expectation  

In this role you will:

  • Translates national brand strategies, marketing plans, category growth initiatives and insights into go to market sales strategies by key channels. 

  • Influence the development of Long Range and Annual Operating Plans (quota, trade, situation assessments) from a Category, Customer, Channel, & Competitive lens 

  • Creation of channel specific sales fundamental objectives to achieve priorities and sales controllable objectives: distribution, pricing, shelving, merchandising, and new items 

  • Act as internal voice for the customer – be able to speak to customer and channel opportunities (know what is possible) and represent customer and channel strategies at stage-gate and consensus forecast meetings. 

  • Lead the development of national sales presentations and tools that are rich in category and shopper insights that help Field Sales execute the initiatives in the marketplace with excellence 

  • Communicate key Category, Customer, Competitive insights into volume forecast 

  • Assist in the development of trade promotion strategies, trade merchandising plans, and major trade initiatives 

  • Understand the efficiency and effectiveness of specific trade promotions/other sales activities and make recommendations, where needed. 

  • Help provide regular updates to Field Sales of key marketing elements and initiatives (FSI/Media calendars, Catalina, etc). 

  • Provide support for product recalls, label changes, innovation launches, and SKU rationalizations. 

  • Assist in creation of materials for National Sales Meetings and Sales webcasts. 

The Right Place for You

We are bold, kind, strive to do the right thing, we play to win, and we believe in a strong community that thrives together. Our culture is rooted in our Basic Beliefs, and we believe in supporting every employee by meeting their physical, emotional, and financial needs.

What we are looking for:

Minimum Requirements:

  • Bachelor’s Degree

  • 7+ years experience in CPG Customer Marketing (Brand Commercialization/ Customer Commercialization), Brand Marketing, CPG Customer Sales Management or within related “go-to-market” commercial responsibility

  • Strategic thinker with strong problem-solving skills

  • Strong collaboration skills with the ability to lead projects and initiatives while influencing cross-functional partners

  • Drive for Results: Sets a high standard of performance while pursuing goals with a high sense of urgency. 

  • Influence: Listens and understands the perspective of others while asserting and gaining support of own ideas. 

  • Ability to manage ambiguity & complexity

  • Curiosity and continuous learning mindset

  • Strong analytical skills (Excel, Word, PowerPoint): Experience pulling, analyzing and drawing insights and recommendations from consumption data (Nielsen)

  • Ability to travel approximately 25% of the time

Additional skills and experience that we think would make someone successful in this role:

  • Headquarter customer marketing or cross-functional experience

Learn more about working at Smucker:

Follow us on LinkedIn® 

#LI-CM1

#LI-Hybrid

Average salary estimate

$115000 / YEARLY (est.)
min
max
$100000K
$130000K

If an employer mentions a salary or salary range on their job, we display it as an "Employer Estimate". If a job has no salary data, Rise displays an estimate if available.

What You Should Know About Lead, Brand Commercialization, Smucker

Welcome to your next adventure as the Lead, Brand Commercialization at the J.M. Smucker Company in vibrant Orrville, OH! In this pivotal role, you will harness your expertise to develop and implement innovative sales strategies that resonate in the marketplace. Your creativity will shine as you communicate key brand initiatives and drive in-market execution, turning national strategies into successful channel-specific objectives that hit volume and share targets. As a crucial link between the Brand Marketing and Field Sales teams, you'll influence long-range and annual operating plans, ensuring customer and channel perspectives are heard and integrated into planning sessions. Your analytical skills will come to life as you create compelling sales materials rich in insights that empower our Field Sales team to execute flawlessly. We value boldness, kindness, and community spirit at Smucker, and we’re looking for someone who shares our commitment to excellence and collaboration. From oversight of trade promotions to supporting innovation launches, every day will bring new challenges and opportunities. Join us in a hybrid work environment where we balance in-office collaboration with the flexibility of remote work. If you're ready to make an impact and thrive in a culture that celebrates both personal and professional growth, we can’t wait to meet you!

Frequently Asked Questions (FAQs) for Lead, Brand Commercialization Role at Smucker
What are the key responsibilities of the Lead, Brand Commercialization at J.M. Smucker?

As the Lead, Brand Commercialization at J.M. Smucker, your key responsibilities include developing and executing sales strategies, translating national marketing plans into actionable channel-specific objectives, and being the internal voice for your customers. You'll work closely with both Brand Marketing and Field Sales teams to ensure alignment and successful execution of initiatives that drive volume and market share.

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What qualifications are required for the Lead, Brand Commercialization role at J.M. Smucker?

To qualify for the Lead, Brand Commercialization role at J.M. Smucker, candidates should possess a Bachelor’s Degree and have at least 7 years of experience in CPG Customer Marketing or related fields. Ideal candidates will have a strong track record in strategic thinking, collaboration, and problem-solving within customer commercialization.

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What skills are essential for success as a Lead, Brand Commercialization at J.M. Smucker?

Essential skills for the Lead, Brand Commercialization position at J.M. Smucker include strong analytical expertise, the ability to lead cross-functional initiatives, and excellent collaboration skills. You should also be a strategic thinker with a drive for results and the ability to navigate ambiguity and complexity in a fast-paced environment.

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How does the Lead, Brand Commercialization role interact with other teams at J.M. Smucker?

The Lead, Brand Commercialization at J.M. Smucker acts as a critical liaison between the Brand Marketing and Field Sales teams. This role involves translating national strategies into practical sales initiatives and communicating insights from the field back to the marketing team to inform product and marketing strategies.

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What is the work environment like for the Lead, Brand Commercialization at J.M. Smucker?

The work environment for the Lead, Brand Commercialization at J.M. Smucker is hybrid, balancing 30% in-office work with remote flexibility. This setup allows for collaborative teamwork while also providing the comfort and convenience of working from home, promoting a healthy work-life balance.

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Common Interview Questions for Lead, Brand Commercialization
Can you describe your experience with sales strategies relevant to Brand Commercialization?

When answering this question, highlight specific experiences where you developed or executed sales strategies within the CPG space. Talk about how you analyzed data to inform your strategy, any measurable outcomes, and how you adjusted your approach based on market conditions.

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How do you prioritize tasks when managing multiple brand initiatives?

Discuss techniques such as using project management tools, prioritizing based on strategic impact, and aligning closely with stakeholders. Emphasize your ability to assess urgency versus importance and to adjust priorities swiftly when unexpected issues arise.

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What is your approach to collaborating with cross-functional teams?

Articulate your collaborative style by sharing examples of past successes. Describe how you effectively communicated goals, sought feedback, and built relationships across teams to drive brand goals forward.

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How do you utilize data to make informed commercial decisions?

Talk about your familiarity with data analysis, particularly with tools like Excel and Nielsen. Discuss how you collect and interpret data to draw insights that inform decision-making, particularly in pricing, shelving, and promotional strategies.

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Can you give an example of how you’ve resolved a channel conflict in a past role?

Prepare a specific example where you identified a channel conflict, explained the root cause, and your step-by-step process in mediating the situation. Focus on the resolution and the positive outcome for all parties involved.

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How do you handle trade promotion effectiveness assessment?

Explain your methodology for assessing trade promotions, such as establishing KPIs before the promotion starts and analyzing results afterward. Offer insights into how you used these assessments to refine future promotion strategies.

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What role do you think marketing plays in sales success?

Convey your understanding of the essential partnership between sales and marketing. Discuss how effective marketing strategies ensure that sales teams are equipped with the tools and insights necessary to meet and exceed their targets.

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Describe a time when you had to influence a senior stakeholder’s decision.

Share a specific example where you presented your case using data and insights to influence a decision-maker’s perspective. Emphasize your communication technique and the importance of understanding different viewpoints when trying to gain buy-in.

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How do you keep up-to-date with market and consumer trends?

Detail the methods you employ to stay updated on market trends, such as following industry publications, leveraging market research reports, and networking with industry professionals. Explain how this knowledge informs your strategies.

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What strategies would you implement to improve brand awareness in a competitive market?

Discuss innovative strategies, such as targeted campaigns based on consumer insights, collaborations with influencers, and engagement in social media. Explain how these would enhance brand visibility and customer loyalty in a competitive landscape.

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EMPLOYMENT TYPE
Full-time, hybrid
DATE POSTED
April 19, 2025

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