Senior Brand Manager

Crystal Farms


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.

Position Details

Senior Brand Manager
Twin Cities Metro
Minnetonka, MN

The Senior Brand Manager role leads the Brand portfolio and will be responsible for the development and execution of brand strategies and growth plans that drive volume, maximize profitability, and promote the growth and expansion of our portfolio. This role will be responsible for leading our consumer definition, marketing planning and execution, and will be at the center of all brand decisions. 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 
  • Analyze portfolio business performance results and marketplace dynamics to provide on-going marketing mix recommendations 
  • 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 
  • Lead New Product Development strategy; manage Brand Product/Category lifecycle, and develop 3-year innovation pipeline 
  • Present all key Brand Initiatives to internal leadership team, support in key sales presentations and lead new product concept presentations and approval process internally 
  • Lead development of the Brand management organization and coaching of direct reports and interns 
  • 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 management of consumer packaged goods 
  • Knowledge of consumer retail marketing, advertising, sales, trade and consumer promotion, market analysis, market research, 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 aligns resources to deliver against key priorities 
  • Leadership, motivation, decision-making, problem solving, results orientation, budget management, conflict management, effective collaboration 
  • May include up to 25% travel

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