Brand Manager

Crystal Farms

Business Unit Overview

At Crystal Farms we harbor a passion for quality food and we seek out the very best talent that fosters the company's culture of ownership and accountability to achieve this mission. This culture supports Crystal Farms growth mindset and strong brand presence in cheese, butter and bagels across the country. Our mission is to provide local dairy quality through fun, innovation, and stellar quality and service to our customers across the country. At Crystal Farms, we are dedicated to our core values of integrity, dependability, teamwork, pride and customer service. We Bleed Blue, Go for Gold, and Win Together.

Position Details

Brand Manager
Twin Cities Metro
Edina, MN


The Growth & Innovation Brand Manager role leads the Crystal Farms Dairy Company (CFDC) growth product portfolio and will be responsible for the development and execution of Growth & Innovation strategies and plans that drive volume, maximize profitability, and promote the growth and expansion of our portfolio. This role will be responsible for leading the portfolio, marketing planning and execution, Enterprise Innovation, Shopper Marketing/Ecommerce, and will be at the center of all business decisions for their portfolio. The role is highly cross-functional and will lead and participate in cross-functional project teams.


  • Manage P&L to maximize profitability of brand portfolio, identify variances and action plans to attain annual and long-range financial objectives 
  • Lead Enterprise-wide Innovation strategy to include breakthrough innovation and develop 3-5 year innovation pipeline 
  • Lead CFDC’s Shopper Marketing and Ecommerce activity including strategy, planning, and management of agency partners 
  • Develop, influence, and lead annual marketing strategies, goals and objectives and long-term strategic brand roadmap initiatives to expand portfolio presence, increase and diversify revenue streams, and maximize margins/profitability 
  • Create and strengthen the brand(s) positioning, architecture, promise, plans, guidelines and new product strategies; ensure all products, communications, promotions, and initiatives align with the brand(s) 
  • Lead understanding, alignment and activation against target consumer behavior trends and insights 
  • Present all key Brand Initiatives to internal leadership team, support key sales presentations and lead new product concept presentations and approval process internally 
  • Manage and develop Associate Brand Managers, interns, and lead cross-functional teams 
  • Prioritize strategic initiatives and overall project list, ensuring that resources are employed against those that will maximize growth
  • Bachelor’s Degree required, MBA strongly preferred 
  • Minimum of 5+ years in marketing/general management of consumer packaged goods (food preferred) 
  • Working knowledge of consumer retail marketing, advertising, sales, trade and consumer promotion, market analysis, market research, shopper marketing, ecommerce, budgeting, financial analysis, pricing, innovation, and strategic business planning 
  • Critical thinking, experience with data extraction and analysis from Nielsen or IRI, ability to communicate effectively, strong organizational skills 
  • People developer: must have desire to manage/develop direct reports and cross functional team members 
  • Demonstrate strong communication, interpersonal, and presentation skills across all levels of the organization. 
  • Effectively partner with and empower the cross functional team 
  • Provide clear prioritization and align resources to deliver against key priorities 
  • Leadership, motivation, decision-making, problem solving, results orientation, budget management, conflict management, effective collaboration 
  • Other responsibilities as needed and assigned 
  • May include up to 25% travel

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