Senior Brand Manager

Smithfield Foods

About Smithfield Foods

Headquartered in Smithfield, Va. since 1936, Smithfield Foods, Inc. is an American food company with agricultural roots and a global reach. With more than 60,000 jobs globally, we are dedicated to producing "Good food. Responsibly®" and serve as one of the world's leading vertically integrated protein companies.

We have pioneered sustainability standards for more than two decades, including our industry-leading commitments to become carbon negative in U.S. company-owned operations and reduce GHG emissions 30 percent across our entire U.S. value chain by 2030.

We believe in the power of protein to end food insecurity and have donated hundreds of millions of food servings to our communities. Smithfield boasts a portfolio of high-quality iconic brands, such as Smithfield®, Eckrich® and Nathan's Famous®, among many others.

Position Details

Senior Brand Manager
Northern Illinois
Lisle, IL

Your Opportunity

As a Marketing Team member, you would assist in leveraging data metrics to develop methods to strategically maximize the profitability of a specific brand category in our business. In representing Smithfield, Eckrich, Nathan’s Famous, or any of our brands, you will collaborate cross-functionally across the company from our sales team to our business management operations to deliver the best product to our customers and consumers.

The Senior Brand Manager is accountable for the development and implementation of short and long-term marketing strategies and brand plans, including product quality, close-in and breakthrough innovation, and brand activation. Responsibilities include “Product” (quality, innovation, packaging), “Place” (channel strategies and distribution), “Price” (pricing strategy and implementation), and “Promotion” (advertising, consumer promotion, media strategy and implementation planning, PR). Responsible for category strategy, pricing strategy and analysis, and ongoing business analysis to drive the performance of the brand. Works closely with Insight, Category Management, Sales, Business Development, Operations, Legal, and external partners (advertising agencies, etc.) to develop and implement marketing and innovation plans.

Core Responsibilities:

Brand Management

  • Analyzes market and evolving consumer trends; recommending changes to marketing and product strategies based on analysis and feedback. 
  • Articulates opportunities based on competitive environment and business needs. 
  • Develops category strategy and analysis and performs ongoing business analysis to drive the performance of the brand / brand portfolio, including leveraging syndicated and proprietary data. 
  • Develops long-term brand strategy, including specific role of line(s) of business managed within the overall portfolio. 
  • Leads annual brand planning process for assigned brand(s), including development of marketing objectives, strategies and tactics that are grounded in key insights and data. 
  • Presents brand plan to senior management. 
  • Leads the development and oversees the execution of marketing plans; driving a fully integrated marketing campaign across a wide array of tactics on both national and account specific levels. 
  • Partners with Insights to lead consumer research on consumer targeting, marketing, product optimization, product development and brand-building initiatives. 
  • Ensures Legal approval of all documents, contracts and materials that touch external stakeholders. 
  • Leads brand team in driving collaboration with Sales, Insights and Business Management teams to develop and execute customized sales presentations, customer marketing plans, and track product performance at retail. 
  • Oversees the Brand team in developing and distributing key selling tools and materials to the Sales team so to achieve sales objectives. 
  • Responsible for leading and overseeing brand budget(s); including marketing budget, coupons, and forecasting. Guide the brand team and agency partners to execute the invoicing, forecasting and reconciliation efforts. 
  • Develops strong understanding of the brand and category P&Ls and the impact of Marketing to them. Guides brand team members to understand the P&Ls. 
  • Cultivates knowledge of primary sales channels, including format, assortment, retail buying, and consumer shopping / buying behaviors. 
  • Attends and presents at key Sales meetings as needed; including external customer meetings. 
  • As a member of Marketing Leadership team, participates in developmental and special projects to help drive consistency among Marketing team members, while also building development and career growth opportunities. 
  • Develops the growth objectives of the business and brand in partnership with Business Management.

Advertising and Promotion Management

  • Leads the development and execution of an annual marketing plan that drives Agency partners in developing marketing plan KPI’s and monitoring performance against plan, optimizing as necessary. 
  • Ensures integrated marketing plan drives consistent brand image and message throughout all advertising, packaging and promotional efforts. 
  • Drives agency partners to ensure plans perform to expectation; optimizing as necessary. 
  • Guides the Brand and agency partners to ensures the most motivating messaging reaches target consumers; leveraging consumer research to test messaging concepts with target audiences. 
  • Develops insights-driven briefs based on business and brand objectives as well as robust understanding of consumer target to drive agencies in developing concepts and campaigns. Provides objective feedback based upon the brief.

Core Responsibilities (continued):

Advertising and Promotion Management

  • Identifies and secures brand and/or promotional partnerships. 
  • Leads agency relationships and oversees the preparation of internal and external brand presentations. 
  • Negotiate agency scope-of-work agreements as well as optimize working relationship processes with agency leadership.

Innovation Management

  • Spearheads creative exploration exercises to drive brainstorming and white space discussion based on consumer insights for brand and categories. 
  • Ability to develop new brands, sub-brands, or category lines to capture a new consumer target. Develops an insight-based story, quantifies the opportunity, builds internal alignment, and creates a marketing launch plan. 
  • Leads the product development process; identifying target audience, highlighting key consumer insights, creating product proposition, and assessing market potential. Provides inputs to Go-To-Market team for new product business case. 
  • Leads concept testing process to further refine innovation and new product pipeline opportunities. 
  • Serves as internal champion in bringing viable new products to market. 
  • Identifies and builds alignment around opportunities for product improvements based on consumer insights or category developments.


To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. The requirements listed below are representative of the knowledge, skill, and/or ability required. Reasonable accommodations may be made to enable individuals to perform the essential functions.

  • Bachelor’s degree (B.A) in Marketing or closely related field and 8+ years of related experience and/or training; required. 
  • MBA in Marketing, or related field, preferred. 
  • 4 or more years of consumer marketing experience with a CPG company in food, preferred. 
  • Experience leading and overseeing a budget for a brand and/or portfolio of brands and communicating budget updates in a cross-functional environment. 
  • Experience working with syndicated data and guiding others in how to utilize it to develop fact-based presentations. 
  • Strong quantitative and analytical skills, required. 
  • Experience commercializing new products and line extensions. 
  • Understanding of brand management disciplines, key marketing strategies, media and selling dynamics. 

Qualifications (continued):

  • Strong communication (verbal and written) and interpersonal skills required. 
  • Ability to prioritize projects and produce high quality and quantity outputs that adds value to the company. 
  • Ability to coach, mentor and develop others via training and development; either through informal opportunities such as mentoring and/or as a people manager, based on the team structure and business need. 
  • Experience directly managing or leading for a minimum of at least two years. 
  • Up to 30% travel may be required for this position. 
  • Proficiency in Microsoft Office Suite, including Word, Powerpoint and Excel, required. 
  • Ability to work well with others in fast paced, dynamic environment. 
  • Ability to be respectful, approachable and team oriented while building strong working relationships and a positive work environment.

To learn more about Smithfield’s benefits, visit

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