Ajinomoto Foods North America

  • Sr Director Marketing CPG

    Job Locations US-CA-Ontario
    Posted Date 2 months ago(2/6/2019 2:53 PM)
    Job ID
    # of Openings
    Job Field
    Sales and Marketing
    Targeted Job Start Date
    Job Type
    Regular Full-Time
    First Shift
  • Overview

    The Senior Director of Marketing, will provide strategic marketing leadership and direction for the Ajinomoto Windsor portfolio of CPG Asian brands, delivering the sales and profit goals while building and preserving brand equity for the long term.


    With responsibility for growing the sales of our Asian brand portfolio totaling approximately $130MM in annual sales, this director will lead the existing Asian brands as well as future Asian brand development and platform innovation. This director will have cross-channel responsibilities include Retail, Mass Merchandisers, C-Stores and Vending.


    The right candidate will possess superior leadership, people management, brand management, brand development, innovation, advertising/promotion and financial skills as well as sound business judgment and the ability to drive in a decentralization work environment.


    This senior director will lead the Asian CPG brands. This will require, among other things, to lead the development and implementation of the CPG Asian Brand strategy, leadership of the CPG Asian Brand marketing team, management and coordination of cross-functional teams to deliver the business objectives on the Asian CPG brands and platforms. He/she will also drive brand development and portfolio work to refine our Asian brand and product portfolio strategy going forward. He/she will drive innovation of new product platforms from idea generation through to a successful launch.



    Brand Strategy Development and Execution:

    • Develop the portfolio strategy for the Asian brands.
    • Drive new brand development or brand re-positioning work where appropriate.
    • Drive the packaging and consumer communication plan and ensure that the execution brings the brand objectives to life.
    • Ensure that the strategy provides the foundation for the desired Asian portfolio growth.
    • Lead development of the annual and strategic plans for the Asian brands.
    • Lead product roadmap development to ensure delivery of both short and long term sales and profitability goals.
    • Develop pricing strategies that grow sales revenue and deliver the target profit margins.
    • Oversee continual improvement initiatives of existing products to maximize consumer appeal and profit.

    Product Innovation: 

    • Hands-on management of new platform development from ideation through to launch.
    • Lead financial analysis and evaluation of new product platforms, including capital requirements, volume projections and sales/profit analyses and projections. Develop P&Ls and cost targets.
    • Lead the cross-functional team, ensuring that the new product platforms meet our quality and cost requirements.
    • Drive brand selection/development for new platform innovation and ensure that the package and marketing plan brings the innovation to life.
    • Lead consumer research to ensure that our new platforms delight the consumer.

    Consumer Communication:

    • Developing and executing a coordinated consumer communication plan that delivers on the brand objectives.
    • Lead the team in utilization of a data management platform and dynamic creative optimization technology to build awareness and drive conversion
    • Coordinate and review reports and analyses of digital effectiveness and efficacy to adjust and find optimal digital communication strategies
    • In a quickly changing marketing world, regularly assess performance and course correct as necessary.
    • Lead agencies.

    Consumer Insights and Business Analysis

    • Determine the consumer insights needs for the Asian brands (brand, category, competitive, product, etc.) and drive the effort forward through the Insights Manager.
    • Track brands, products and competitors at Retail utilizing syndicated data, panel data, retailer-specific data, tracking studies, etc. and adjust the marketing plans as conditions warrant.
    • Monitor trends and apply insights to strategies in order to grow the business and gain a competitive advantage.

    Financial Management 

    • Oversee the CPG Asian brand portfolio P&L.
    • Oversee $6MM marketing budget  
    • Ensure that the CPG Asian business delivers the business growth goals within budget.
    • Identify/lead major cost reduction and profit improvement initiatives.

    Category Management/Sales Strategy

    • Coordinate with the sales team to integrate the marketing and sales strategy.
    • Work with the sales team to develop the distribution strategy and allocate slotting dollars.
    • Generally, oversee Brand team support of sales team meetings with customers by assisting in product and packaging samples


    • BA in Marketing or Business required.MBA strongly preferred.
    • 10+ years of progressively expanding CPG brand management experience with a successful track record in driving brand development and innovation.
    • 5+ years of marketing personnel management experience.
    • Excellent leadership and project management skills required.
    • Strong financial management skills and a familiarity with product costing required.
    • Strong written and oral communication skills required. Ability to prepare and deliver presentations as well as strategic and tactical marketing plans.
    • A strong understanding of IRI or Nielsen analytical principles required.
    • Culinary interest a plus.
    • Experience with Asian foods a plus.
    • Frozen food marketing experience a plus.
    • Familiarity with product cost accounting in a self-manufactured environment a plus.
    • Fluency in Japanese and familiarity with Japanese cultural norms a plus.


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