Base Brand Manager

Department: Marketing

 

Company Description

At Beyond Meat, we started with simple questions. Why do you need an animal to create meat? Why can’t you build meat directly from plants? It turns out you can. So we did. We make plant-based meats that allow families to eat more, not less, of the traditional dishes they love, while feeling great about the health, sustainability, and animal welfare benefits of plant protein. Our goal is to bring exciting change to the plate—and Beyond.

 

Our products are sold in 11,000+ natural and traditional grocery stores nationwide, and we are growing by leaps and bounds. Our investors include Bill Gates, the Twitter founders, Seth Goldman (founder of Honest Tea), and a host of prominent VCs.

 

We’ve recently developed and launched—to sell-out demand—The Beyond Burger. It’s a plant-based, raw-beef style burger that looks, cooks, and tastes so similarly to beef it’s being sold in the meat section of the grocery store. That’s an industry first. The Beyond Burger is the opening bid in our Future of Protein vision, whereby we’re inviting retailers and consumers to reimagine the “meat section” of the grocery store as the “protein section” where plant-based meat lives side by side with animal based meat.

 

Position Description

This a full-time position, reporting to the Director of Marketing, that is responsible for the ongoing development, execution, and optimization of our base business assets and marketing plans. The Brand Manager will be immersed in BYMT’s dynamic, fast-paced culture as a key member of the marketing team This role requires high-level strategic thinking, strong attention to detail, a keen sense of creativity, resourcefulness, and a high degree of comfort working in a team environment. 

 

Key Responsibilities

·       Develop recommendations for and execute plans to build consumer awareness, generate trial, increase distribution and drive sales across Beyond Meat’s existing portfolio of products with effective consumer promotions and communication plans.

·       Leverage consumer, competitive, retailer, and category analytics (consumption and shipment data) and qualitative insights to understand existing products’ performance, formulate strategic and tactical recommendations for marketing plans, and optimize marketing assets and plans.

·       Prepare and share out a monthly executive-style top line summary of base business.

·       Partner with R&D and other relevant cross-functional partners to develop and refine messaging for existing and new products.

·       Work with Customer Care Mgr to update master Q&A document that reflects changes in product information or company position on key issues.

·       Conduct consumer research, including design, development, planning, and (in some case) first-hand execution of focus groups, surveys, and in-home use tests aimed at gaining new insights into dynamics of Beyond Meat’s business.

·       Support sell-in of existing products to retailers with insights, analytics, and development of sales and marketing decks and other materials.

·       Clear understanding of Beyond Meat brand and marketing strategy and ability to create relevant internally and externally focused marketing and sales materials.

·       Product pricing and cost management.

·       Packaging design updates.

·       Work with Sales team to oversee planning and execution of Beyond Meat’s Expo West and possibly other trade show booths.

 

Candidate Description

The Marketing team is looking for an outstanding individual to join Beyond Meat at the company’s HQ in El Segundo, CA. The ideal candidate has both strong analytical, strategic, and creative skills to develop marketing plans and collateral and evaluate their effectiveness.

 

SUPERVISORY RESPONSIBILITIES

Marketing Associate(s) (TBD)

 

Qualifications

·       Highly-organized and self-starting work style

·       Experience in a project management a plus

·       Knowledge of consumer behavior and attitudes related to food

·       Education:  BA degree with 4+ years of CPG brand marketing experience, or MBA with 2+ years of CPG brand marketing experience

·       Demonstrated consumer-led mindset, while also able to take other stakeholders’ perspective (shopper, retail partner, BYMT management, etc.)

·       Strong analytical abilities—advanced Excel skills required, proficiency with MS Access a plus. Comfortable pulling, analyzing, and presenting consumption data.

·       Detail-oriented, very organized, and able to juggle multiple tasks in a timely manner, with minimal supervision.

·       Excellent communication skills, including strong MS PowerPoint skills

·       Highly-organized and self-starting work style

·       Team player and flexible.

 

PHYSICAL DEMANDS: Frequent sitting at a desk, communication-using computer and phone.  Some travel required.  Lifting not to exceed 25 lbs.

WORK ENVIRONMENT: Office environment with some travel.

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