Overview
We are a leading Mexican Food Retailer with deep roots in the communities that surround us. With a mission to celebrate our culture through the delivery of authentic Mexican foods and experiences, our Chief Brand and Marketing Officer will be a visionary to lead transformative, customer-centric brand and marketing strategies that drive growth and deepen our cultural connection.
This role will be responsible for developing and executing the company’s brand and marketing vision across multiple strategic business units, aligning brand strategy with business growth, and elevating the customer experience across all touchpoints for our family of brands. This leader must be a proven brand strategist with a deep understanding of the Mexican culture and a passion for leveraging cultural insights to connect meaningfully with customers across economic and demographic segments.
Our brands include: Northgate Gonzalez Market, Prospera Gonzalez Financial Services, Mercado Gonzalez, our various Private Label Brands, our internal/external Human Resources Brand Voice as well as our Community-focused Brands: The Gonzalez-Reynoso Foundation and Viva La Salud.
ESSENTIAL DUTIES AND RESPONSIBILITIES
Brand Leadership:
- Translating vision and strategy into execution-develop and evolve the Northgate multibrand marketing strategy, ensuring each brand resonates authentically with its customer segments.
Thought Leadership:
- Balance servant leadership to the organization while simultaneously serving as a thought leader for Marketing & Advertising.
- Contribute to the development of organizational strategy for Northgate by applying functional expertise, creative ideas and insights to support the strategy formation.
- Courage to challenge norms and share perspectives to bring diversity of thought to Northgate.
Customer Connection:
- Drive culturally fluent strategies that connect with Mexican consumers, as well as other diverse populations.
- Connect with different segments of the Mexican culture – no matter what region of the Southwest U.S. or Mexico.
- Demonstrate Northgate’s open and welcoming culture to all, through our values, beliefs and behaviors that span different socio-economic and demographic segments.
- Lead the partnership with local communities, influencers, and organizations to build trust and cultural relevance
- Design, develop, and deliver Northgate’s marketing strategy by ensuring all customer segments are impacted and marketing deployment strategies are measured and impactful.
Insights & Analytics:
- Operate as the expert to analyze and research the Northgate customer and market conditions in order to develop a full and comprehensive understanding to enable effective brand communications and achieve maximum returns.
- Ensure that organizational performance is being measured by sound data, analyses, and insights to understand evolving shopper behavior, brand perception and segment performance.
- Create and champion highly creative strategies and bold campaigns that are culturally relevant, leading to a stronger connection with the Northgate customer.
- Build and lead a high-performing, highly engaged diverse marketing team with a collaborative and performance-driven culture.
- Create an environment where associates are emotionally connected to do their best to help the organization achieve its objectives.
- Create a positive team culture that makes work gratifying and enjoyable-motivating and inspiring commitment by individualizing your leadership approach with each associate.
- Coach, teach and share your knowledge to inspire and accelerate team development.
Cross-Functional Alignment:
- Communicate the organization's mission, vision, and values and its strategy for achieving these.
- Work closely with all departments across Northgate to ensure consistent and effective brand delivery.
- Bring understanding and commitment to the overall strategy, inspiring associates to do extraordinary things to achieve the organization's business goals.
COMPETENCY HIGHLIGHTS:
Global Perspective
- Brings deep cultural insight and navigates across diverse markets fully incorporating current and anticipated global, cultural, and geographic factors and their implications.
Strategic Mindset
- Looks ahead to future possibilities and translates them into breakthrough strategies.
Drives Vision and Purpose
- Paints a compelling picture of the Northgate vision and strategy that motivates others to action.
Manages Complexity
- Balances brand across customer segments, cultural dynamics, and market fluctuations.
- Interprets and applies key financial indicators to make business decisions while taking risks into account when determining strategic direction.
- Inspires people to generate and implement breakthrough ideas; takes smart risks to drive cutting-edge innovation.
Builds Effective Teams
- Builds a strong team that advances organizational strategies by applying their diverse skills and perspectives to achieve success.
Drives Engagement
- Creates a climate where people are motivated to do their best to help the organization achieve its objectives.
Courage
- Ability to challenge the norms respectfully and share diverse perspectives.
- Builds partnerships and works collaboratively with others to meet shared objectives, promoting a culture of collaboration, open communication across the organization, and integrates a wide range of perspectives.
EDUCATION/SKILLS/EXPERIENCE:
REQUIRED:
- 15+ years of progressive marketing leadership experience, ideally in food services/restaurant, grocery, retail, or related consumer goods.
- CRM background and experiences.
- Values Driven, culturally aligned and motivated.
- Proven brand strategist who is a big picture thinker.
- Deep experience in multicultural marketing, particularly with Hispanic/Mexican audiences.
- Proven success in brand building, customer engagement, and driving measurable growth.
- Multi-brand experience – defining strategic fit and cohesion for brands where applicable.
- Analytic acumen
- Customer/Business acumen
- Highly Creative
- Courage to challenge norms yet knows when to say when
- Mexican Inspired, in-touch and hyper-culturally aware.
- Inspirational leader with strong cross-functional influence.
- Natural developer and teacher of people
- This role resides on-site in the corporate offices in Anaheim, California.
PREFERRED:
- Bilingual (Spanish/English) strongly preferred
- Proficiency with bilingual Spanish/English translation includes speaking and writing in both languages utilizing proper grammar and syntax.
- Master’s degree preferred or related experience.
- Industry experience preferred: Advertising/Marketing, Brand, Financial, Restaurant/Food, Agency
Physical Demands and Conditions
- The physical demands described below are representative of those that must be met by an employee to successfully perform the essential functions of this job. Some requirements may be modified to accommodate individuals with disabilities:
- While performing the duties of this job, the employee is regularly required to sit; stand; and use the hands to handle, finger, or feel objects, tools or controls;
- The employee must frequently walk, talk or hear, and reach with the hands and arms; occasionally, the employee must crouch or kneel;
- The employee must occasionally exert or lift to 15 pounds carrying boxes of records and forms and frequently exert or lift moderate amounts of weight;
- Successful performance requires specific vision abilities that include close vision and the ability to adjust focus.
- The job requires the ability to travel.
- The work environment is that typical of an office and retail store. The noise level in the work environment is usually quiet.
SALARY RANGE: $255,000 to $310,000
IMPORTANT DISCLAIMER NOTICE
The job duties, elements, responsibilities, skills, functions, experience, educational factors, and the requirements and conditions listed in this job description are representative only and not exhaustive of the tasks that an employee may be required to perform. The Employer reserves the right to revise this job description at any time and to require employees to perform other tasks as circumstances or conditions of its business or the work environment change.
Equal Opportunity Employer
This employer is required to notify all applicants of their rights pursuant to federal employment laws.For further information, please review the Know Your Rights notice from the Department of Labor.