Vice President of Marketing

Position Summary: This proven Commercial Leader will drive Instinct® household penetration and market share to create one of the leading brands in the North American pet food category. This individual will provide the strategic thought leadership by managing an active pulse on the category, competition, and the needs of our Progressive Pet Parents. This strategic thinking will be translated in clear articulation of the Instinct Brand Equity Value Proposition, ensuring the vitality of the Instinct portfolio, and delivering always on brand communication, impacting up and down the purchase funnel. Additionally, this Brand creator will plan and execute a continuous stream of brand renovation and innovation ensuring our price/value is optimal, and all delivered with evidence-based analytics which align external metrics with internal financial metrics of profitable revenue growth.

• Be the Instinct Brand Champion. Make it a top 10 leading premium Pet Food Brand.
• Lead and own the annual brand planning process, with oversight of the total commercial spending priorities and optimal allocation between retail to consumer demand activation.
• Lead and provide consistent coaching, feedback, and career development to our talented and passionate marketing team which includes Brand Management, Innovation, Design, and Integrated Communications Management.
• Own and define the Brand Proposition and ensure its effective translation in the physical and emotional attributes of all touchpoints globally.
• Ownership of the Advertising Agency relationship, leading our brand marketing team to develop compelling IMC programs, with agile execution and monitoring effectiveness with active optimization.
• Develop and maximize owned marketing assets of packaging graphic design, instinctpetfood.com, social media and Perfect Store retail POP, both physical in store and online eCommerce.
• Brand Portfolio Management including ensuring its vitality and planning necessary refreshes and relaunches.
• Development of 3-year pipeline of Innovation and Renovation plans, closely collaborating with internal cross functional partners to ensure launches are executed in key trade windows on time and on budget.
• Pricing Management with regular tracking vs key competitors and owning the selling price increase process with pricing elasticity and optimizations.
• Lead business analytics process with ownership of 3rd party POS and Household panel and managing the team to regularly publish insights which feed and shape the brand strategy responses.
• Tight and productive collaborative relationships with Retail Marketing to align on synergistic execution of the brand at POP.
• Active leadership of the Product Claims process, integrating our science of raw insights to ensure Instinct always delivers the most salient and competitive claims on all key touchpoints.