Sr. Product Marketing Manager, f'real (equipment)

Rich’s, also known as Rich Products Corporation, is a family-owned food company dedicated to inspiring possibilities. From cakes and icings to pizza, appetizers and specialty toppings, our products are used in homes, restaurants and bakeries around the world. Beyond great food, our customers also gain insights to help them stay competitive, no matter their size. Our portfolio includes creative solutions geared at helping food industry professionals compete in foodservice, retail, in-store bakery, deli, and prepared foods, among others. Working in 100 locations globally, with annual sales exceeding $4 billion, Rich’s is a global leader with a focus on everything that family makes possible. Rich’s®—Infinite Possibilities. One Family.

PURPOSE STATEMENT

The Senior Product Marketing Manager is responsible for leading a product category for f'real. The role includes planning the strategic direction for the assigned category as well as driving product lifecycle management, establishing pricing strategy, developing marketing plans, new product/platform roadmaps, financial management and overall responsibility for delivering business results.
This professional must live in the Emeryville CA , Kansas City MO or Buffalo NY area since collaboration in office will be needed approximately 25% of the time.

KEY ACCOUNTABILITIES/OUTCOMES

Leadership     
•    Vision/Strategy:  Develop and drive assigned category plans and execution to achieve market share, volume and profit targets (including responding to trends, portfolio mapping, innovation/renovation activity)
•    Cross-functional team leadership on key initiative products and programs 
•    Ensure execution of plans and achievement of results by: 
(a) getting the right people on the team; 
(b) aligning and preparing them to perform at a higher level; and 
(c) providing daily leadership to create positive experiences to shape beliefs and actions consistent with our desired culture.
Understands the Market 
•    Understands the customer, competitor, consumer and Rich’s capabilities and other insights that will be leveraged to shape the category
•    Performs competitive analysis, market quantification and assessment
•    Leads Discovery work to generate new products and platforms within appropriate target segments
•    Drive VOCC for customer and consumer and translate into business opportunities 
•    Owns responsibility for understanding the market driving insights that will shape strategy and drive outcomes
Marketing Management
•    Manages Rich’s brand strategy and value proposition within the assigned category
•    Responsible for planning and executing marketing plans for the assigned category to drive demand
•    Plans and manages the associated budget
•    Interfaces with external agency partners and customer marketing team and Demand Creation COE
•    Accountable for ensuring content and data for assigned category is demand creation ready 
•    Collaborate with Demand Creation COE digital resources to drive demand
Product Management 
•    Develop product life-cycle and sku rationalization plan for category to optimize portfolio performance
•    Product Development and Improvement: Execute innovation/renovation activity against plan
•    Product/Segment Knowledge:  “Expert” on assigned category (understand operational capabilities, technical aspects, uses, customer positioning)
•    Influences category demand plan, risks and opportunities and gap closing plans     
•    Provides support and solutions to the Product Supply Chain
•    Owns pricing and trade guidelines for the category and maximizes Rich’s value proposition within the assigned category
•    Leads and drives SKU rationalization activities for the assigned category
Financial Management  
•    Owns and manages the assigned category P&L
•    Identifies issues and opportunities to maximize profitability.
•    Understands product cost structure (perform basic proforma’s)
•    Develops and manages gaps and contingency plans as required
•    Develop and manage marketing budget for assigned category

KNOWLEDGE/SKILLS/EXPERIENCE

•    Bachelor’s degree in marketing or related field required (MBA preferred) with 8+ years of experience delivering successes in an marketing role in the food/ beverage equipment industry
•    Proven strategic planning skills in a product marketing role with proven success
•    In-depth understanding of financial principles including the P&L, RONA, IRR and NPV and demonstrated application to achieving category results and creating business cases  
•    Solid communication skills to include verbal and written capabilities; strong presentation ability including with all audiences and levels of management
•    Demonstrated ability in c