Slurpee and Big Gulp sales plans, as well as proprietary beverage plans, require a dedicated marketing manager to support the sales and marketing plan. This person is responsible for maintaining the critical brand image of 7-Eleven’s most proprietary brand. This individual will also manage a $14M co-op marketing budget with a direct working relationship with agencies and vendor partners.
This person will also: provide marketing strategy and direction for the company’s proprietary beverage brands and leads innovation development to deliver accelerated growth against the brand roadmap. Develops and manages the execution of all positioning development, related consumer research, product development support- including claims development, advertising, media, promotion and POS. Manages external agencies, acts as the brand lead to internal teams, and works directly Fresh Food Innovation team.
Duties and Responsibilities:
•Leads brand architecture development and delivers marketing and innovation recommendations to better meet cold beverage guest needs to include brand and visual identity guidelines, verification analysis of all marketing programs, integrated promotional plan, develops and tests media and creative programs, grassroots sampling program.
•Manages the development and execution of all Cold Proprietary Beverages advertising materials and media plans/tests and manages the media buy in broadcast, print, outdoor, online advertising and any relevant, emerging media.
•Reviews media tracking to ensure best use of funds.
•Works with merchandising/planning analyst to measure cost efficiency of marketing and product testing activities.
•Develops and maintain an 18 month innovation calendar to evolve the 7-Eleven brand by better meeting beverage customer needs.
•Collaborate with international, vendors, and fresh food team to evolve the plan.
•Evolves innovation plan through deep trend analysis and shares with the team to impact planning.
•Establishes performance hurdles for product development through understanding of key COGs drivers and execution requirements.
•Provides key consumer and competitive insights relevant to all Proprietary Beverages categories to support merchandising current situation analysis, product development, media & promotional planning, and creative execution.
•Manages tactical marketing, advertising and promotional aspects of specific projects.
•Leads minimum of 1 national integrated marketing promotion.
•Manages grass roots and public relations needs and opportunities.
•Makes presentations to merchandising, operations, marketing staff as well as senior management to present new advertising and marketing programs.
•Performs other duties and responsibilities as requested by management.
Knowledge, Skills and Abilities:
Education: Bachelors/4 Yr Degree- MBA is preferred
Experience: 7-10, brand management experience in retail and or foodservice industries, with a specific focus on beverage experience
Product innovation and branding experience required
Demonstrated success branding and launching new products to drive business results
Strong analytical, marketing and communication skills are necessary to be successful in the position
Flexibility and ability to work in hands-on, fast-paced retail environment are essential within specific time
Ability to meet budget guidelines