Senior Brand Experience & Development Marketing Associate- Starbucks KCUP

As a Brand Experience and Development Senior Associate, you are responsible for developing the strategy (<18 months) and executing annual commercialization plans to deliver profitable growth and key near-term operations for Starbucks KCUP, a large, highly visible & complex growth platform for Starbucks and Nestle Coffee Partners. In this role, you leverage actionable insights to drive end-to-end optimization, identify and drive innovation, lead communications, and unlock consumer & customer value. In collaboration with cross-functional teams including Sales, Operations, and Finance will ensure executional excellence of our annual business plans.

KEY RESPONSIBILITIES:

Consumer & Customer Intimacy

• Develop a deep understanding of the demographics, psychographics, occasions, path to purchase and behavioral  drivers of the brand’s consumer through data and research
• Understand, validate and/or develop the consumer’s hidden universal truths to drive relevant communications 
• Analyzes data and synthesizes learning into insights to optimize plan and commercial investment decisions to 
• deliver business results
• Experience leveraging data and trends to generate insights and transforming them into marketing innovation, brand building (communications) and retail programs

Business Planning

• P&L ownership to ensure that key business KPI’s are met—revenue, profit, market share and brand health. 
• Lead the monthly operating process to deliver business performance and ensure accurate forecasting to mitigate supply challenges as well as key demand fluctuations. Track sales, consumption, and consumer trends to identify gaps / opportunities 
• Project end to end impact of business plan and prepare cross-functional teams to deliver (procurement, T&P, ensure supply, etc.) 
• Manage brand’s consumer marketing budget and demonstrate efficient and effective investment approach 
• Lead the development of strategic revenue management strategies to drive long-term profitable growth for the business including pricing, promo, and price pack architecture (PPA) 
• Manufacturing & distribution capabilities / Long Term Sourcing & Procurement Strategy 
• Strategically chart a course for the category, portfolio, and brand using data-driven decision-making; uses the various business planning cycles to build compelling stories to rally internal teams and customers; prioritized rewarding sensorial experience like superior taste, alluring packaging, and breakthrough communications 
• Explore and incorporate new approaches to collaboration by partnering with many internal and external stakeholders across Nestle, Keurig Dr Pepper and Starbucks

Brand & Product Experience

• Works with the internal teams and external creative / media agencies to develop marketing strategies and plans that increase awareness, penetration and / or purchase frequency
• Identifies optimal engagement strategy and campaign structure to reach consumers when and where they are most receptive
• Strong understanding of brand foundational tools and ensures the cultural relevance of the brand’s identity, essence, and activations across all touchpoints
• Works to produce continuous growth out of total demand generation dollars; manages brand’s consumer marketing budget and demonstrate efficient and effective investment approach 
• Management of budget, as well as evaluate share, sales and profit for the brand 
• Support packaging changes due to product, graphic and/or formula changes
• Within the context of the division's Innovation / Renovation strategy, support I&R pipeline development based on key consumer, shopper and marketplace data 
• In collaboration with cross-functional and external experts, lead innovation projects in support of the brand’s innovation strategy

Commercial Excellence

• Partners with Sales and Customers to execute strategy and win the sale in an omni-channel environment; understands how to maximize the business at retail and collaborates to execute 
• Analyze promotional programs to maximize effectiveness/efficiency and make on-going recommendations for improvement / investment 
• Support packaging changes due to product, graphic and/or formula changes
• Translate 3-year strategic plan into an annual commercial plan to drive sales and marketing tactics through retailer channels and partners. Ensure solutions are differentiated, creating brand value and influencing purchase behavior 
• Lead the development and execution of annual marketing plans to address all aspects of the marketing mix -product, price, place & promotion. This includes leading the Integrated Commercial Planning (ICP) process working with key stakeholders to develop annua