Senior Brand Manager, Cafe Bustelo

Your Opportunity as the Senior Brand Manager, Cafe Bustelo

Cafe Bustelo is one of the fastest-growing brands in coffee with exciting growth plans. A strategic focus for the JM Smucker Company, the brand offers tremendous opportunities for motivated marketing professionals to be part of something special—driving a fast-growing, leading brand at a multi-billion-dollar CPG company.

Location: Orrville, Corporate Offices

Work Arrangements: Hybrid, with 30% in-office expectations (Tues, Wed, Thurs on core weeks)

In this role you will:

1. US Retail Brand Strategy & Execution: Develop US Retail brand & business strategy and inspire the cross-functional team to deliver best-in-class go-to-market & execution. Develop US Retail portfolio strategy, allocating resources to maximize value creation across the product portfolio. Lead development and execution of US Retail annual/long-range brand plans that meet sales and profit goals.

2. Brand Leader and Advocate: Serve as the brand leader and expert on brand equity, positioning, and voice, leveraging the brand\’s authentic Latin heritage to drive expansion and growth across diverse consumer groups. Responsible for maintaining the brand\’s voice, tone, and language in both English and Spanish, ensuring the message\’s authenticity and consistency.

3. P&L Management & Business Delivery: Lead the team in developing and delivering short- and long-term US Retail business plans that exceed expectations. Monitor business fundamentals such as pricing, distribution, and velocities, leveraging analytical expertise, evaluating new product segments, and deploying resources to prioritize growth and strengthen the P&L over time.

4. Marketing Planning/Communications: Collaborate with agencies to deliver integrated marketing strategies and creative content for the US Retail market. Develop experiential marketing, PR, and digital plans to achieve brand-building and sales growth objectives. Review translations and content adaptations to ensure accuracy, consistency, and alignment with brand standards, voice, tone, and language style.

5. Sales/Customer Collaboration: Partner with Sales to develop multi-year growth plans at key accounts aligned with channel strategies. Address pricing, sizing, and channel-specific needs, identify opportunities, and monitor new item distribution and performance.

6. Insights: Work with the research team to leverage consumer and market insights, including historical and secondary research, to inform business planning and brand actions, fostering continuous learning.

7. People Management: Select, train, and manage the career development of direct reports, fostering a team culture rooted in the company\’s core beliefs.

The Right Role for You

We value boldness, kindness, integrity, a winning mindset, and a strong community. Our culture is grounded in our Basic Beliefs, and we are committed to supporting our employees\’ physical, emotional, and financial well-being.

What we are looking for:

Minimum Requirements:

• Bachelor\’s degree
• 8+ years of relevant CPG marketing experience, preferably with Hispanic brands or targeting Hispanic consumers, with an understanding of Hispanic culture, traditions, and values
• Bi-lingual proficiency in English and Spanish (verbal and written)
• Strong leadership skills with the ability to influence cross-functional teams
• Ability to translate brand positioning into creative strategies and executions
• Excellent marketing skills, business acumen, and financial understanding
• Experience with consumer research methodologies, including statistics, research design, and product development
• Solid project management skills
• Experience managing and developing teams
• Proficiency with IRI/Nielsen/Circana data, Microsoft PowerPoint, Word, and Excel
• Willingness to travel (10-20%)

Additional desirable skills:

• MBA
• Collaborative mindset and team-oriented approach
• Experience in food or beverage industry

Learn more about working at Smucker:

• Helping our Employees Thrive
• Delivering on Our Purpose
• Our Continued Commitment to Ensuring a Workplace for All

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