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Senior Brand Manager (eCommerce)

Company Name: Kroger General Office
Position Type: Employee
FLSA Status: 



Position Summary

Create and activate the brand strategy for eCommerce initiatives for Kroger and its associate banners. Own brand strategy and creative development across the eCommerce portfolio in existing markets (Pickup/Delivery/Ship, inclusive of base business and new markets). Lead development of marketing assets/creative elements, and targeted growth strategies within focus markets. Drive overall go-to-market strategy, ensuring all campaigns are grounded in a clear brief in support of the business and marketing strategy. Demonstrate the company's core values of respect, honesty, integrity, diversity, inclusion and safety.

Essential Job Functions

  • Lead the brand and campaign strategy development processes, working collaboratively with the Brand Building Lead and Brand Building Director as well as demonstrating the ability to enroll and enable others across a multi-functional team across the enterprise
  • Work closely with the UX team to identify ways to maximize conversion throughout the purchasing funnel
  • Create integrated campaigns, with a bias for action and in often ambiguous situations, assess and calculate risk and opportunity costs to drive decisions that deliver against consumer needs and business metrics, including growing sales, brand awareness/equity, and ROI
  • Lead the strategic collaborative briefing process for creative/executional needs to effectively balance business and brand/consumer goals to create clear, compelling briefs that are based on insights/data that unlock the business opportunity
  • Work with cross-functional team to develop frameworks, models, tools, and processes to ensure data influences decisions for the creative
  • Work closely to integrate with external agency partners and align on work flow/process, anticipate different scenarios and find opportunities for continuous improvement
  • Partner closely with cross-functional partners (both internal and external) and own strategy discussions to innovate and develop dynamic engagement strategies for new and existing customers
  • Leverage insights & strategy to continually learn and adapt our brand building approach within constantly shifting consumer segments and identify opportunities to unify various segmentation models across businesses
  • Partner with our marketing analytics and insights team and agency partners to create and implement measurement plans; drive insights into future campaigns as appropriate to continually strengthen brand communications
  • Develop new brand tools/processes and evolve existing ones to help us scale and grow effectively and efficiently
  • Must be able to perform the essential job functions of this position with or without reasonable accommodation
  • Minimum Position Qualifications

  • Bachelor's Degree, High School Diploma or GED
  • Any experience leading integrated marketing campaigns, including strong digital components, that span channels and consumer targets
  • 8+ years of brand building experience preferably with eCommerce brand or eCommerce focus within CPG, QSR/retailer or agency with a proven track record of developing consumer-driven marketing strategies that deliver business results and brand growth.
  • Any experience with brand/innovation planning
  • Any experience guiding strategic creative development and partnering well with agency teams to achieve business and consumer goals and objectives
  • Any experience in digital marketing and passion for following tech and innovation trends
  • Deep understanding of brand building fundamentals, including experience coaching/developing others in this space
  • Desired Previous Experience/Education

  • Master's Degree
  • Any CPG brand management experience on a global brand
  • Any experience in a start-up environment

    Education Level: Bachelor's Required
    Required Travel: Up to 25%
    Required Certifications/Licenses: None
    Position Type: Full-Time
     Regions: General Office- Cincinnati


    Jobs at Kroger: At Kroger, we hire people who have a passion for helping others and who want to build a relationship with our Customers. No matter what stage of your career, you can build your future at Kroger. We look for people who want more, aspire to be more and work hard to achieve their goals. Our focus on keeping the Customer first is what makes us successful. As the largest traditional grocery chain in the U.S. and one of the world's largest retailers, we employee more nearly half a million Associates across 35 states. We offer many opportunities not only in our stores, but in Manufacturing, Logistics, Marketing, Finance, Human Resources, and many other fields.


    Company Overview: Kroger Family of Companies employs nearly half a million associates who serve over 11 million customers daily through a seamless shopping experience under a variety of banner names.  At The Kroger Co., we are Fresh for Everyone™ and dedicated to our Purpose: To Feed the Human Spirit®.  We are committed to creating #ZeroHungerZeroWaste communities by 2025.  Careers with The Kroger Co. and our family of companies offer competitive wages, flexible schedules, benefits and room for advancement.

     Posting Notes:  OH || Cincinnati || 1014 Vine Street || 45202 || Kroger General Office || [[mfield2]] || Brand Building; Marketing || Employee || Exempt || Full-Time || None 

    Nearest Major Market: Cincinnati

    Job Segment: Brand Manager, Branding, Senior Brand Manager, Developer, Equity, Marketing, Technology, Finance

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