Brand Manager, Retail Banners

At SpartanNash, we deliver the ingredients for a better life through customer-focused innovation. We do this for our supply chain customers and U.S. military commissaries, retail store guests and, most importantly, our Associates. In fact, we see a day when each will say, “I can’t live without them.”

Our SpartanNash family of Associates is 20,000 strong, ranging from bakery managers to order selectors; from IT developers to vice presidents of finance; from HR Business Partners to export specialists. Each of them plays an integral role in SpartanNash’s People First culture, Operational Excellence and Insights that Drive Solutions. Ready to contribute to the success of our food solutions company? Apply now!

Location:

850 76th Street S.W. - Byron Center, Michigan 49315

Job Description:

Position Summary

This position leads the charge to redefine how our Martin's & VG's banners connect with shoppers and stand out in a competitive marketplace. This role supports the long-term brand strategy for assigned grocery store banners, bringing the brands to life through shopper-centric marketing. You’ll craft compelling creative programs, build full-funnel campaigns that drive shopper engagement, and unlock growth through data-driven insights and creative excellence.

Here's What You'll Do

Brand Equity & Consistency   

• Reinforce brand equity for SpartanNash’s retail banners, ensuring consistent identity and messaging.  

• Create and leverage equity tools and playbooks to drive a consistent, distinct, and impactful experience for assigned banner.  

• Partner closely with Insights and Analytics function, developing a deep understanding of our current and future shoppers and what motivates them.  

 

Marketing Strategy & Activation Plans   

• Support the multi-year strategic planning process, setting long-term goals and determining the growth levers needed to reach them.  

• Develop comprehensive annual marketing plans, including ideating creative platforms for key shopping occasions.  

• Create full funnel marketing programs to reach the shopper before, during, and after their shopping trips.  

 

Creative & Media Management    

• Partner with internal Media team to support long and short-term banner goals.  

• Work with internal teams to drive world-class creative execution  

 

Business Analysis & Optimization   

• Collaborate with the Insights and Analytics team, regularly review key business metrics (financial, market share, and brand equity) and take action to optimize performance.  

• Support cadenced brand updates and internal business reviews. 

 

Additional Responsibilities  

• Take on additional responsibilities as assigned or as the business needs evolve.

Here's What You'll Need:

Education  

• Bachelor’s degree (required) in Business Administration, Marketing, or equivalent combination of education and/or experience.   

 

Experience  

• 4-5+ years of marketing, category management, product management and/or product development experience.  

 

Skills & Abilities  

• Consistently curious about shoppers, competitors, and the market.