Director Of Marketing

As employees of a farmer-owned cooperative, we come to work every day trying to honor the tireless effort and care these farming families put in every day, all day, 365 days a year. Our farmer-owners tend to think in generations, with some of our farms being run by the same families for over a century. We carry this approach into our business, knowing that each and every one of us makes a difference in allowing these generational traditions to continue, taking pride in knowing that we nourish our friends, neighbors, nation, and even the world with healthy and delicious dairy products. Our products include milk, flavored milk, yogurt, dip, sour cream, cottage cheese, Italian cheese, and ice cream mix marketed under the Upstate Farms, Bison, Milk for Life, and Intense Milk brands.

Unique opportunity to take shape the next chapter for Upstate Niagara Cooperative (UNC). The Marketing Director (Insights & Analytics) will define and build the future of marketing for the company while serving as an industry leader and balancing the best of discipline from B2B and B2C.

Reporting directly to the Chief Growth Officer, the Director of Marketing (Insights & Analytics) will manage and collaborate with our internal Marketing team; generate customer & consumer insights that fuel product strategy; and help the organization make informed business decisions. This is a growing role within an incredibly fast-paced company where our core purpose is to Nourish Life.

Roles & Responsibilities

• Lead and develop a lean marketing team to execute all UNC marketing initiatives. Build, lead, and mentor a nimble team of Insights & Analytics professionals, providing guidance, coaching, and development opportunities to foster their growth and maximize performance.

• Plan and implement overall marketing analytics strategy (medium to long-term strategic and operational plans); define KPIs to track and measure. Provide actionable overall market and customer insights and data to address key strategic considerations.

• Analyze external (Circana) and internal customer data using database queries, spreadsheet (Excel) models, web analytics tools (Adobe), statistical analysis tools, and campaign management software tools. Use insights to address the unique needs and preferences of all current and prospective customers, including but not limited to: brand perceptions, internal brand sales analysis, consumer segmentation, product drivers, competitive intelligence, organizational reporting, and creative testing.

• Synthesize data and insights into well-crafted narratives and presentations that inform and influence key stakeholders across the company and marketing to make better consumer-first decisions.

• Develop and execute marketing strategies that effectively target both B2B and B2C audiences. Maintain brand identities and product management of all B2C brands under the UNC umbrella.

• Develop marketing and promotional strategies, plans, and budgets to ensure the ongoing viability of all B2B channels to reach customers and create a meaningful point of difference.

• Develop B2B marketing tools across our full mix of product lines. Align product messaging across regions and markets to ensure content supports the messaging from the sales team.

• Develop media advertising campaigns to support growth and business initiatives. Manage relationships and contract negotiation of agencies, consultants, freelancers, and other suppliers.

• Coordinate and oversee marketing projects with cross-functional and external teams to ensure alignment of marketing efforts across all channels.

• Track, report, and analyze the performance of marketing activities, ad-hoc analytic requests, and development/automation of regular reports.

• Identify product line improvements and cost reduction opportunities that can be achieved through initiatives such as package redesign, line extensions, and/or formulation changes.

• Oversee the creation and distribution of marketing materials, including print, digital, and social media content

• Review packaging artwork to ensure that it meets internal standards

• Develop and own the Marketing Dashboard to be presented to executive leadership and used by the marketing team to inform strategy, optimize plans, and determine long-term investment decisions.

Qualifications

• 10+ years of related Marketing experience

• Minimum of 5 years of experience in B2B marketing (prefer CPG products and foodservice)

• Bachelor's degree in business administration, marketing, or a related field.

• Proven success with Brand Strategy, Strategic Planning, traditional & digital marketing channels.

• Proven analytics, shopper research experience and/or consumer insights experience with strong analytical skills.

• Excellent communicator skilled at cross-functional collaboration.

• Demonstrated ability to lead and develop a team.

• Solid understanding of market research and data analysis methods.

• Track record of identifying and championing new processes. Formulates a strong POV and can articulate future scenarios; is an exceptional story-teller.

• CRM experience a plus

• Dairy experience a plus

Pay: $142,100-$213,100 a year*

• The salary range indicated in this posting represents the minimum and maximum of the salary range for this position. Actual salary will vary depending on factors including, but not limited to, budget available, prior experience, knowledge, skill and education as they relate to the position's qualifications, in addition to internal equity. The posted salary range reflects just one component of our total rewards package. Other components of the total rewards package may include participation in group health and/or dental insurance, retirement plan, wellness program, paid time away from work, and paid holidays.

Upstate Niagara Cooperative, Inc. is committed to equal employment opportunity for all, without regard to race, religion, color, national origin, citizenship, sex, sexual orientation, gender identity, age, veteran status, disability, genetic information, or any other protected characteristic.