Marketing Manager

 

As a Marketing Manager for Friendly’s and Mayfield Ice Cream, you’ll take a central role in driving growth by translating strategy into compelling marketing initiatives that resonate with consumers and deliver measurable results. This role blends creativity and analytics—leading impactful campaigns, fueling innovation and product evolution, and partnering cross‑functionally to move ideas from concept to market. If you thrive at the intersection of strategic thinking, data-driven insight, and brand storytelling—and are energized by building brands people love—this is your opportunity to make a meaningful impact.

 

 

Responsibilities include, but are not limited to:

• Develop and execute marketing strategies and effective marketing campaigns for assigned area of responsibility.
• Support the development and commercialization process. Participate in and/or lead assigned phases of the new product development process.
• Manage the analysis of syndicated sales data, financial reports, and other data to monitor product activity. Make strategic and tactical recommendations to reach brand objectives. Prepare executive summaries of key insights and recommendations.
• Conduct market analysis to understand product, segment, customer, competitive, and consumer trends to enhance marketplace performance, create differentiating positioning, and influence strategies for differing markets.
• Communicate marketing activities cross functionally on a regular basis to ensure integration and support for programs and initiatives. Ensure established processes are communicated, understood, and followed by key stakeholders.
• Partner with cross-functional teams to capture and analyze category and customer insights that drive capability strategies and implement strategies in the marketplace.
• Partner with sales and R&D teams to align strategies to customer needs and to provide high-quality sales support (selling tools, trend presentations, etc.), ensuring alignment and consistency across the division.
• Assist in the development of customer and market segmentation strategies through customer analysis, global market analysis, and associated capability offerings.
• Provide support and insights to build account plans for strategic accounts.
• Lead ideation and conceptualization of innovation projects.
• Support, coordinate, and build presentations for customer connectivity activities, including capability/concept meetings, customer market presentations, and customer visits. Travel and present on occasion.
• Monitor trends on social media, news, ecommerce outlets, traditional grocery outlets, food influencers, chefs, restaurants that are related to our focus and capabilities.
• Prepare marketing activity reports and metrics for measuring program success. Utilize tools, reporting, and dashboard mechanisms to evaluate and communicate marketing tactic performance.
• Create marketing materials, such as product collateral, presentations, and go-to-market materials, while ensuring brand guidelines are met. Customize for specific customer needs.
• Execute industry relations activities as directed (i.e. trade shows, conferences, events, and meetings).
• Manage relationships with external creative teams, agencies, and other vendors as well as with the internal communications team. Provide direction on the planning and implementation of consumer advertising and promotion for products.

Qualifications

• Undergraduate degree in marketing, communications, or related curriculum (or equivalent combination of education and experience)
• 5 to 8 years of marketing or related experience, including demonstrated project management skills or experience
• Ability to travel up to 10%

 

Knowledge, Skills, and Abilities:

• Strong understanding of marketing principles, strategies, and tactics
• Strength in analyzing business and brand via primary and secondary research to include syndicated data (Circana/Nielsen), Consumer & Shopper insights, and business financials such as profit and loss and ROI
• Knowledge of and skill with Microsoft Office Suite, company computer systems, and social marketing platforms
• Action-oriented with the ability to think and react quickly to changing circumstances
• Able to independently lead cross-functional project team and manage projects
• Able to multi-task activ