Director, Product Marketing Occasions

BRAND & PRODUCT MARKETING

Translate consumer, cultural, and category insights into actionable marketing strategies that drive demand, expand consumption, and increase relevance across national, regional, and customer-specific initiatives.

Work closely with the Sr. Director of Product Marketing to build the annual business plan, by developing and executing Occasions Marketing plans that ladder into the National Brand Calendar (National Pillars, Always On, Regional Campaigns, and Retailer exclusives).

Identify and activate growth opportunities within Occasions based on emerging consumer trends, business needs, and market dynamics.

Develop new ideas that spark innovative, 360 campaigns for both National and Regional levels, elevating the brand’s cultural relevance and consumer engagement.

Set clear objectives, success metrics, and operational workflows to ensure timely and effective execution of the annual plan.

Collaborate with Global counterparts to ensure Occasion strategy cohesion, alignment on best practices, and adherence to Global brand standards.

Drive innovation and strategic consistency across all marketing planning efforts, ensuring initiatives reinforce "Fits My Everyday Life" and drive long-term brand equity.

OCCASIONS MARKETING

Lead and evolve the company’s Occasions-Based Marketing strategy, identifying and prioritizing key consumer need states where our brand and product can play a meaningful role.

Collaborate with Insights, Marketing and Sales to activate across dayparts, channels, and consumption occasions.

Unlock new consumption opportunities by embedding occasion-based thinking into campaign strategy, planning, and execution.

Ensure all Occasion-based initiatives align with consumer behaviors, lead with ownability, and deliver relevance throughout the full year.

Equip the broader organization with Occasion-based platforms, tools, and frameworks to support impactful execution and consumer engagement across all touchpoints.

Drive Occasions based distribution in partnership with Sales to grow horizontal and vertical distribution in key retailers to turn brand awareness into brand love, relevance, and consumption.

CAMPAIGN DEVELOPMENT & EXECUTION

Lead the creation and execution of integrated, consumer-facing Occasion marketing campaigns — from brief development through creative execution and performance analysis.

Ensure all Occasions campaigns leverage distinctive, ownable brand assets that fuel engagement and deliver measurable results.

Drive creative innovation by pushing boundaries in concepting, activation, and execution to develop breakthrough campaigns that inspire consumers and elevate our brand.

Ensure consistency across key consumer touchpoints including digital, retail, experiential, shopper, and media channels.

Ensure campaign cohesion by delivering processes, toolkits, frameworks, and messaging that ensure seamless execution across all levels.

Manage cross-functional teams and agency partners to deliver high-impact, on-time, and on-budget campaigns that meet strategic objectives.

Ensure all consumer-facing collateral is compelling, compliant, and aligned with brand standards and expectations.

Partner with cross-functional teams to develop high-impact point-of-sale and shopper marketing materials that reflect strategic objectives and reinforce campaign messages.

Manage complex processes for bringing limited edition packaging to life by working across Operations, Finance, Legal, Sales, Distribution, and necessary agencies.

Work with Legal to ensure compliance to any relevant Data privacy, promotional, contest/sweepstakes, prizing, IP, and NIL laws relevant for US Marketing.

BUDGET MANAGEMENT

Responsible for overseeing the applicable National and Regional Product Marketing budgets ensuring timeliness and accuracy of budget management.

Work closely with agency partners to ensure budgets are allocated appropriately and spent in an efficient and effective manner.

Partner directly with the Finance Team to manage and track budgets on a biweekly basis, ensuring accurate forecasting, efficient allocation, and deliver measurable returns on investment.

CROSS-FUNCTIONAL LEADERSHIP & COLLABORATION

Establish and maintain strong cross-functional relationships with key partners across Marketing, Sales, Media, and Regional teams to ensure strategic alignment and operational excellence.

Lead the team to successfully develop and launch all National and Regional Occasion campaigns, including strategic planning, project management, creative development, campaign execution, measurement, and optimization.

Champion cross-functional integration by creating frameworks that streamline execution across teams and drive operational excellence.

Adapt National brand marketing plans to Regional and customer-specific needs while maintaining brand integrity and consistency.

Manage relationships with global stakeholders by providing U.S. Occasion insights, supporting global planning processes, and ensuring U.S. execution reflects global standards while meeting local market needs.

TEAM LEADERSHIP & TALENT DEVELOPMENT

Lead, coach, and inspire a high-performing team to develop and execute integrated, consumer-centric Occasion campaigns aligned with our strategic priorities.

Ensure the team is resourced appropriately to support the broader organization and deliver against all Product Marketing Occasion priorities and initiatives.

Establish the objectives, key results, processes, timing, necessary assets and workflow needed to ensure a high-functioning team.

Mentor direct team and support their professional growth through ongoing feedback, development planning, and skill-building opportunities.

Foster a culture of creativity, collaboration, accountability, and consumer obsession that drives high performance and continuous learning.