This role requires the hired candidate to be in Milwaukee once per week (flexible on which day).
Please consider before applying! About the Role
The Away From Home (AFH) channel is where this brand's story comes to life — across thousands of cafés, restaurants, hotels, and workplaces that share their passion for quality, sustainability, creativity and a premium lifestyle. It’s the largest and most influential part of their business, and where the brand's presence continues to grow and inspire. The Brand Manager, Away From Home will play a pivotal role in shaping how this brand “shows up” in the world outside the home – connecting their brand vision to the foodservice and hospitality community and the millions of consumers who enjoy their products at those locations each year. This is a strategic, creative, and deeply collaborative role that bridges marketing to the consumer and partnership with the end user operator - driving awareness, trial and loyalty by elevating experiences, and ensuring they remain the premium natural beverage brand of choice for tastemakers everywhere. Position Overview
The Brand Manager, Away From Home (AFH) is responsible for developing and executing marketing strategies that drive awareness, trial, loyalty, and brand equity growth across foodservice and hospitality channels—and with the consumers who experience the brand in those spaces. This role not only builds demand and loyalty with operators but also plays a critical part in driving consumer trial, education, and brand pull-through by ensuring the brand shows up with a premium, consistent presence wherever people drink their products. This role activates the brand across cafés, restaurants, hotels, offices and other Away From Home environments, bringing their premium positioning to life at every touchpoint—from operator-facing toolkits to consumer-facing signage, menus, experiences, and sampling. By elevating both operator adoption and consumer engagement, the Brand Manager, AFH helps fuel overall brand growth and strengthens the bridge between out-of-home and retail & eCommerce channels. Lead and execute the comprehensive AFH channel marketing strategy; translate marketing strategies into a marketing plan that drives AFH channel profitable growth, customer loyalty, and consumer awareness, trial and loyalty. Serve as the critical partner between Marketing & the brand's AFH Sales team to ensure marketing strategies are generated, planned, and executed with excellence. Lead their AFH consumer & operator insights research & analytics; this spans consumer & operator insights, market trends, and competitive dynamics to create data-driven analysis & insights to drive channel growth opportunities and inform distributor & partner business reviews. The brand should be viewed by end user operators as the AFH “Thought Leader” for their category. Drive brand activations with top-tier AFH partners in target markets and through rich on-site branding, merchandising, and experiential activation. Strategize, create, and execute brand partnerships, paid collaborations, and influencer programs to drive consumer & operator awareness and the brand's leadership in the premium natural beverage space. Develop & lead the commercialization of an AFH channel innovation strategy; leverage consumer, operator, and competitive insights to drive innovation agenda, collaborate with cross-functional team to commercialize innovation, and develop go-to-market launch strategy. Partner with sales team, procurement, and marketing to develop a best-in-class premium teaware & accessory program to activate the brand's at key accounts Lead their AFH PR, communications, & content strategy spanning email newsletters, sales collateral, recipes, organic social (LinkedIn, Instagram), product sheets, and more to engage with AFH operators to drive channel sales, loyalty, and brand goals. Develop their wholesale website marketing strategy to turn a new sales tool into a broader, more powerful Marketing tool for the AFH channel with the goal of expanding AOV, incremental category adoption, and innovation sell-in. Develop and own KPIs to measure brand, demand, and activation performance; manage and track budget spend against plan and deliver clear, data-driven insights & analyses to evaluate effectiveness and optimize future investments. Expertly collaborate within their Marketing team, across its cross-functional team, and external agency partners to drive alignment and execution. Ensure that their brand standards, voice, and storytelling are executed consistently & with excellence in the AFH channel. Up to 25% travel to Milwaukee and Tier 1 markets to engage with AFH sales team & customers, support & attend expositions, and understand local markets Requirements
Bachelor’s degree in Marketing or related field. 8–10 years of brand marketing experience with at least two years of specific experience marketing towards the AFH channel (e.g., hospitality, café operators, foodservice, etc.) within the premium food & beverage industry. Proven ability to develop and execute end-to-end AFH channel marketing strategies, from planning through activation. Expertise activating a brand with operator partners in AFH settings Demonstrated success partnering closely with sales teams and serving as the connective link between sales, marketing, and customers. Experience deploying & managing a $500,000 to $1,000,000 marketing activation budget Strong cross-functional leadership ability to bring varied teams such as Operations, Finance, R&D, etc. together. Hands-on experience executing brand activations, on-site merchandising, and experiential marketing in AFH environments. Ability to strategize, identify, and execute brand partnerships, collaborations, and influencer programs (e.g., chefs, mixologists, hospitality partners). Experience contributing to or leading innovation and go-to-market launch planning within a brand or product portfolio. Strong experience leading consumer, operator, market, and competitive insights initiatives and translating data into actionable strategies. Strong strategic thinking, communication, analytical, and organizational skills. Exceptional project management skills, with the ability to manage multiple workstreams, timelines, and cross-functional stakeholders.
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Please consider before applying! About the Role
The Away From Home (AFH) channel is where this brand's story comes to life — across thousands of cafés, restaurants, hotels, and workplaces that share their passion for quality, sustainability, creativity and a premium lifestyle. It’s the largest and most influential part of their business, and where the brand's presence continues to grow and inspire. The Brand Manager, Away From Home will play a pivotal role in shaping how this brand “shows up” in the world outside the home – connecting their brand vision to the foodservice and hospitality community and the millions of consumers who enjoy their products at those locations each year. This is a strategic, creative, and deeply collaborative role that bridges marketing to the consumer and partnership with the end user operator - driving awareness, trial and loyalty by elevating experiences, and ensuring they remain the premium natural beverage brand of choice for tastemakers everywhere. Position Overview
The Brand Manager, Away From Home (AFH) is responsible for developing and executing marketing strategies that drive awareness, trial, loyalty, and brand equity growth across foodservice and hospitality channels—and with the consumers who experience the brand in those spaces. This role not only builds demand and loyalty with operators but also plays a critical part in driving consumer trial, education, and brand pull-through by ensuring the brand shows up with a premium, consistent presence wherever people drink their products. This role activates the brand across cafés, restaurants, hotels, offices and other Away From Home environments, bringing their premium positioning to life at every touchpoint—from operator-facing toolkits to consumer-facing signage, menus, experiences, and sampling. By elevating both operator adoption and consumer engagement, the Brand Manager, AFH helps fuel overall brand growth and strengthens the bridge between out-of-home and retail & eCommerce channels. Lead and execute the comprehensive AFH channel marketing strategy; translate marketing strategies into a marketing plan that drives AFH channel profitable growth, customer loyalty, and consumer awareness, trial and loyalty. Serve as the critical partner between Marketing & the brand's AFH Sales team to ensure marketing strategies are generated, planned, and executed with excellence. Lead their AFH consumer & operator insights research & analytics; this spans consumer & operator insights, market trends, and competitive dynamics to create data-driven analysis & insights to drive channel growth opportunities and inform distributor & partner business reviews. The brand should be viewed by end user operators as the AFH “Thought Leader” for their category. Drive brand activations with top-tier AFH partners in target markets and through rich on-site branding, merchandising, and experiential activation. Strategize, create, and execute brand partnerships, paid collaborations, and influencer programs to drive consumer & operator awareness and the brand's leadership in the premium natural beverage space. Develop & lead the commercialization of an AFH channel innovation strategy; leverage consumer, operator, and competitive insights to drive innovation agenda, collaborate with cross-functional team to commercialize innovation, and develop go-to-market launch strategy. Partner with sales team, procurement, and marketing to develop a best-in-class premium teaware & accessory program to activate the brand's at key accounts Lead their AFH PR, communications, & content strategy spanning email newsletters, sales collateral, recipes, organic social (LinkedIn, Instagram), product sheets, and more to engage with AFH operators to drive channel sales, loyalty, and brand goals. Develop their wholesale website marketing strategy to turn a new sales tool into a broader, more powerful Marketing tool for the AFH channel with the goal of expanding AOV, incremental category adoption, and innovation sell-in. Develop and own KPIs to measure brand, demand, and activation performance; manage and track budget spend against plan and deliver clear, data-driven insights & analyses to evaluate effectiveness and optimize future investments. Expertly collaborate within their Marketing team, across its cross-functional team, and external agency partners to drive alignment and execution. Ensure that their brand standards, voice, and storytelling are executed consistently & with excellence in the AFH channel. Up to 25% travel to Milwaukee and Tier 1 markets to engage with AFH sales team & customers, support & attend expositions, and understand local markets Requirements
Bachelor’s degree in Marketing or related field. 8–10 years of brand marketing experience with at least two years of specific experience marketing towards the AFH channel (e.g., hospitality, café operators, foodservice, etc.) within the premium food & beverage industry. Proven ability to develop and execute end-to-end AFH channel marketing strategies, from planning through activation. Expertise activating a brand with operator partners in AFH settings Demonstrated success partnering closely with sales teams and serving as the connective link between sales, marketing, and customers. Experience deploying & managing a $500,000 to $1,000,000 marketing activation budget Strong cross-functional leadership ability to bring varied teams such as Operations, Finance, R&D, etc. together. Hands-on experience executing brand activations, on-site merchandising, and experiential marketing in AFH environments. Ability to strategize, identify, and execute brand partnerships, collaborations, and influencer programs (e.g., chefs, mixologists, hospitality partners). Experience contributing to or leading innovation and go-to-market launch planning within a brand or product portfolio. Strong experience leading consumer, operator, market, and competitive insights initiatives and translating data into actionable strategies. Strong strategic thinking, communication, analytical, and organizational skills. Exceptional project management skills, with the ability to manage multiple workstreams, timelines, and cross-functional stakeholders.
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