Associate Brand Manager

The Associate Brand Manager Splenda® Diabetes Care Shakes & Coffee Creamers is responsible for creating a growth plan as we continue expanding our Splenda® Brand equity beyond the sweetener aisle. The Splenda® Brand is currently the leader within the sweetener category with strong brand awareness, market share leadership and a growing consumer base that use Splenda® every day. We wish to leverage the benefits of great taste and zero sugar as we develop the Splenda mega-brand by expanding into nutrition Shakes & Creamers categories. Splenda is the #1 doctor recommended sweetener brand and a strong portion of Splenda sweetener users have diabetes; making expansion into these product lines a strong fit with our current Consumer base.

The Associate Brand Manager will: (1.) develop a strategic growth plan; (2.) align the plan with internal stakeholders including our Executive Leadership Team, Sales partners, and critical cross functional technical leaders like R&D, Supply Chain & Purchasing and (3.) execute the plan in market by supporting strategic selling efforts and developing marketing messaging and collateral to build brand awareness and trial, and (4.) partner with R&D to bring a pipeline of new products to market.

Key business partners will include the +25 person, Indianapolis-based Sales, Marketing & Finance teams as well as the R&D and Manufacturing groups.

The Associate Brand Manager direct reports to the Senior Director of Retail Marketing but will partner with a broad range of multi-functional business partners in both Marketing & non-Marketing functions to grow the Shakes & Creamers business. Example focus areas include:

• Identify ways to drive increased consumption of Splenda Diabetes Shakes among the population of those diagnosed with Diabetes.
• Partner with the field-based sales organization to develop the selling material and attend sales calls with retail customers as part of effort to expand Retail distribution of existing product line and new flavors.
• Analyze data such as sales trends and suggest interventions where needed. Monitor progress toward delivering top and bottom line fiscal year targets.
• Brand ownership and management of the Shakes & Creamers portfolio, understand key business drivers to the apply learnings to accelerate growth.
• Partner with R&D & Finance to establish new product innovation - flavors, functional benefits, pack sizes & formats.
• Brief internal and external agency partners for creative asset development to support plan tactics.
• Monitor impact of media in-market and work with Media Agency to optimize future media investments based on what has proven to drive results.

This position will have overall responsibility for Splenda® Diabetes Care Shakes and Coffee Creamers long-term growth plan, in-market execution tactics, brand communications, and new product delivery.

Essential Duties and Responsibilities:

• Deliver US Splenda Shakes and Creamers annual operating plan financial targets.
• Develop full year activation calendar with breakout of brand tactics, spending needs and activation timing.
• Partner with Research & Development to deliver future innovation pipeline.
• Partner with field-based sales team to drive distribution and new channel opportunities.
• Continual examination of business performance to identify areas of success, apply learnings and when needed take corrective action.
• Ability to manage multiple projects at the same time and prioritize efforts.
• Ensure flawless execution and manage the business with a high sense of accountability.

Desired Skills & Required Experience

• Heartland's culture is fast, flexible & innovative. The applicant must possess these traits and be willing and able to operate with a rapid, iterative, continually learning mindset.
• Solution focused mindset, demonstrate ability to operate with a business ownership mindset.
• Collaborative attitude, work harmoniously with internal and external cross functional partners
• BS/BA in business, marketing or related discipline required. MBA preferred.
• 1-3 years previous experience, ideally with CPG products background.
• Position is in-office based at Heartland Corporate Headquarters in Carmel, IN on the north side of Indianapolis. Occasional business travel required for 2x annual sales meetings as well as Customer sales calls and Consumer research.

Physical Demands

• Must be able to physically perform the functions of climbing, balancing, stooping, kneeling, crouching, reaching, standing, walking, pushing, pulling, lifting, grasping, feeling, talking, hearing, and repetitive motions
• Must be able to sit for extended periods of time and interact with computers, telephone and other electronic media
• Must possess visual acuity to document company records
• Must be able to lift 20 pounds