Chief Brands Officer

Job Overview

Reporting to the President Conventional Grocery Products & UNFI Chief Commercial Officer, the Chief Brands Officer (CBO) is responsible for establishing and executing Brands+ goals and objectives. Responsible for the P&L within Brands+ and enterprise Brands+ results. The CBO provides leadership, strategic direction and execution of responsibilities focused on growing the business, implementing plans and strategies in line with UNFI culture and goals.

First and foremost, the CBO is responsible for creating mutually beneficial industry leading Private Brand and Category strategies with UNFI’s retail partners that support and help differentiate UNFI’s retail partners from their competition. The CBO is tasked with driving the development and execution of the overall communication and marketing strategy for Owned Brands, its products and services. The CBO is responsible for driving the Private Brands’ marketing, public relations and brand positioning initiatives. The CBO oversees the Private Brands' external face to the business community including product positioning, sales and customer-facing communication, promotion, brand management and activation. The CBO is accountable for consistently delivering strong financial performance through winning supply chain, sales and operations execution.

The CBO also oversees Woodstock Farms Manufacturing, a company that builds better-for-you private label snack brands and bulk cases for best-in-class retailers and manufacturers, and ensures that the go-to-market strategies for these private label snack brands are executed in a manner consistent with the overall Brands+ portfolio strategy

Job Responsibilities

Core Responsibilities

• Leads Private Brands Portfolio of 10 Private Brands, 4,000 items, $1.1B in annual revenue across Conventional and Natural Channels.
• Leads a cross-functional team of brand and merchandising professionals. Recruits, trains and motivates associates to increase engagement and exceed targets.
• Strategizes to competitively position UNFI Owned Brands as a critical component of the total UNFI customer value proposition to our customers.
• Consistently delivers strong financial performance across the Brands+ and Enterprise organization through winning supply chain, sales, merchandising and operations execution.
• Has direct customer relationships and leads the sales function working collaboratively with the wholesale sales and merchandising organization. Consistently increases customer NPS scores.
• Formulates the budget, routinely creates forecasts, understands drivers of results and adjust plans accordingly to achieve financial metrics
• Identifies potential new products, creates an innovation pipeline and develops a cohesive portfolio strategy across all brands that helps make our customers competitive with national retailers.
• Works collaboratively with the broader UNFI Natural and Conventional Merchandising organizations to create pricing, merchandising and promotional plans that meets the needs of UNFI and our customers.
• Develops short and long-term objectives, goals, and strategies, and makes critical short terms and long-term decisions.
• Oversees all areas of the brands creative communication including packaging, digital/social, advertising/media, merchandising, trade shows and trade materials.
• Works with agencies & outside contractors to negotiate contracts and develops outstanding work.
• Creates compelling brand and category management plans that delight customers and drive consumer consumption.
• Responsible for the Brands+ supply chain including sourcing, quality control, inventory, logistics and customer care.
• Provides leadership and oversight of Woodstock Farms Manufacturing, driving brand strategies that grow the business while reinforcing a quality and safety culture in line with Woodstock Farms/UNFI culture and objectives.
  
  

Additional Responsibilities

• Be an active member of the UNFI Leadership Team including participating in routine leadership meeting and working with peers on the Leadership Team to achieve the Company’s Enterprise objectives.
• As a member of the Chief Commercial Officer’s Leadership Team, create strategies and best practices that help achieve out-sized growth for the broader Wholesale organization.
• Performs other duties as assigned.
  
  

Job Requirements

Education/ Certifications:

• Bachelor’s Degree required; Master’s Degree preferred
  
  

Experience

• 15+ years of CPG and/or brand and category management experience in senior executive positions, with responsibility and accountability over multi- year brand and/or category growth lifecycles (from launch/innovation to sustainable growth)
• Experience across multiple communication mediums including social media, web, print & video.
• Experience developing and implementing marketing campaigns.
• Experience working with internal and outside design agencies to deliver compelling execution on strategic brand briefs.
• Experience managing portfolios with multiple CPG (Consumer Packaged Goods) brands with unique attributes and target customers.
• Experience in working with Retailers to execute brand and category strategies, programs, and plans.
  
  

Knowledge/Skills/ Abilities

• Strong knowledge of Brands, Categories, products, customers, brokers and direct distribution channels, pricing policies, and promotions strategies within all classes of trade
• Proven ability to leverage consumer insights to develop brand positionings and portfolio management
• Excellent understanding of market penetration strategies, market development techniques, and market segmentation strategies.
• Excellent oral and written communications; an ability to present and discuss technical, functional and management information in a clear, concise, and efficient way that establishes rapport, persuades others, and gains understanding and appreciation.
• Excellent understanding of corporate goals and objectives
• Strong leadership ability, able to develop and lead marketing professionals
• P&L owner with proven ability to deliver results
• Intellectually curious and willing to adapt as needed to achieve performance goals and objectives
  
  

Work Environment

Remote Role:

• This position is classified as remote where the associate will perform remote work from their primary residence. Remote associates are welcome to work from the office but are not required to do so. While remote associates are not required to work from an office on a regular basis, they may be required to come to the office or other UNFI locations for necessary business reasons or if directed to do so by their manager.
  
  

Travel (major)

• Travel is required up to 50% for this position to customer locations, meeting locations, company offices, distribution centers or other business reasons.
  
  

Physical Environment/Demands

Office Roles:

• Most work is performed in a temperature-controlled office environment.
• Incumbent may sit for long periods of time at a desk or computer terminal.
• While performing the duties of this job, the employee is regularly required to sit; use hands to finger, handle, or feel; reach with hands and arms; and talk or hear.
• Incumbent may use calculators, keyboards, telephones, and other office equipment in the course of a normal workday.
• Stooping, bending, twisting, and reaching may be required in the completion of job duties.
• Good judgement is required for this position as there may be times when direct supervision may not be immediately available.
  
  

The above statements are intended to describe the general nature of the work performed by the employees assigned to this job. All employees must comply with Company policy and applicable laws. The responsibilities, duties and skills required of personnel so classified may vary within each department and/or location.

All qualified applicants will receive consideration for employment without regard to race, color, age, religion, sex, sexual orientation, gender identity or expression, national origin, disability, or protected veteran status. UNFI is an Equal Opportunity employer committed to creating an inclusive and respectful environment for all. - M/F/Veteran/Disability. VEVRAA Federal Contractor.