Brand & Marketing Strategy Manager

Since its founding in 1937, Krispy Kreme’s focus has remained the same - making fresh doughnuts using our founder’s original recipe. The brand’s iconic Hot Light lets consumers know when doughnuts are being made in the shop so they can stop in and enjoy them hot, right off the line.

Krispy Kreme’s Brand & Marketing Strategy Manager is a strategic, proactive, and results-oriented marketer, responsible for developing and executing marketing strategies to drive consumer demand, brand relevance, and profitable sales growth. Reporting to the Director, Brand & Marketing Strategy, this individual will partner with their Marketing and cross-functional peers including Finance, Demand Planning, Product Strategy, and Insights & Analytics to build, optimize, and maintain a traffic-driving calendar, aligning product launches, discounts, pricing, and media/activation efforts to maximize sales impact and support revenue goals. The Manager, Brand & Marketing Strategy role has a general management tone that includes P&L visibility, including development of strategic business and marketing plans to achieve corporate and brand volume, profit and share objectives. We’re looking for a highly collaborative marketing athlete who is simultaneously comfortable leading cross-functional teams and rolling up their sleeves to bring an annual plan to market.

A TASTE OF WHAT YOU WILL BE DOING:

Retail Planning:

• Partner with Finance to outline annual retail financial goals and ensure robust plan is in place across all retail business lines: in-shop, digital, fundraising, gift cards, etc.
• Partner with Finance and Analytics to report out ongoing performance in weekly, monthly, and quarterly increments, explaining variance to plan and drivers. Serve as subject matter expert on retail financial goals and risks / opportunities.
• Support development and execution of the annual and long-term strategy and planning for the business, partnering with Director, Brand & Marketing Strategy and cross-functional peers to deliver business expectations.
• Partner with Finance and Demand Planning to forecast marketing-driven initiatives, including LTOs, Innovation, Offers, and more.
• Maintain an in-depth understanding of the consumer, category, competition, and trends, transforming into insights and opportunities to grow the brand, strengthen brand equity, and extend the gap vs. key competitors
  
  

Calendar Strategy & Menu Optimization:

• Ideate, outline and commercialize annual calendar strategic approach, inclusive of products (core + innovation), offers, and more.
• Identify and brief Product Strategy partners on innovation opportunities, and leverage Finance /Analytics support to build business case and forecasts as necessary
• Partner with Insights on Brand level learning agenda, including consumer behaviors/motivations, concept testing, and more.
• Assist in articulating the business challenge and insights that lead to development of promotions, advertising activity and other demand drivers to grow the total business and market share
• Identify and translate insights into recommendations for business initiatives and/or actionable tasks to drive results and deliver against business goals
  
  

Pricing and Discounting:

• Plan monthly offer calendar in partnership with Finance and Analytics, maximizing sales impact and ensuring overall profitability
• Partner with Analytics on base pricing strategy, overseeing and implementing any tests or pricing rollouts
• Report out on business discount rate, offer-driven incremental sales, and profitability
  
  

Brand Stewardship:

• Serve as a liaison with agency and cross-functional partners to ensure effective and efficient translation of marketing strategies into annual plans
• Support brand budget management, including making recommendations on budget allocation to optimize planned spend
• Develop campaign KPIs and corresponding tactics consistent with the brand positioning and consumer target; ensure consistent expression of brand in all consumer touchpoints while delivering against brand, financial and business objectives.
  
  

YOUR RECIPE FOR SUCCESS:

• 6+ years of progressively responsible, relevant marketing experience is required
• Bachelor’s degree in Marketing or Business Administration preferred
• Highly developed analytical and strategic thinking skills combined with communication and presentation skills that can be leveraged with a wide breadth of audiences including senior management.
• Solid project management skills with proven ability to effectively manage multiple projects in a dynamic environment
• Demonstrated experience working across functions including operations, R&D, supply chain, finance, etc.
• Strong decision-making background in ambiguous environments with a bias for action
• Highly collaborative with a demonstrated ability to lead cross functional teams; proven ability to effectively manage multiple projects in a dynamic environment
• Previous P&L exposure required; Demonstrated ability to be accountable for sales, income, and profit results
• Ability to work effectively under tight deadlines and in a high-pressure environment
• Strong sense of urgency and a self-starter
• Up to 10% travel may be required at times
• The above statements are intended to describe the general nature of work performed by the employees assigned to this job and are not the official job description for the position. The official job description will be provided during the application/interview process.
  
  

BENEFITS:?

• Comprehensive benefits (medical, vision, and dental insurance)?
• Employee discount program?
• 401K plan?
• Generous PTO Plan?
• Company events?
• Education Reimbursement?
• Adoption Assistance?
• Life Insurance?
• FSA/HSA Plans?
• Pet Insurance?
  
  

Learn more at www.kkbenefits.com

WHY KRISPY KREME?

At Krispy Kreme, we focus on:?

• Loving People:?
• Our global culture is best captured by our Leadership Mix, a dozen behaviors that define how we work with one another across the world and give back to our communities.? Check out our leadership mix here.?
• Belonging happens once each Krispy Kremer knows their bold authentic self is welcomed, dignified, and loved, where their wonderfully original identities flourish and thrive.
• Loving Communities:?
• At Krispy Kreme, sharing joy is at the center of everything we do, and we strive to inspire this in our communities. Our brand purpose truly shines through our Acts of Joy and community fundraising initiatives.?
• In the U.S., we have been donating unsold doughnuts to local food banks, with a goal of bringing a smile to our consumers as they enjoy a small, sweet treat. We partner with Feeding America and Convoy of Hope, who in turn partner with organizations nationwide to distribute donations to people in need through diverse types of programs and services.?
• In 2022, we helped community groups raise $40 million globally. Last year in the U.S., we supported more than 83,000 fundraising events, raising nearly $37 million.?
• Loving Planet:?
• We have been conducting a multi-year global GHG emissions assessment to establish an emissions baseline, using this foundation to soon set goals for greenhouse gas emission reductions.?
• We are working on reducing food waste through donation efforts, animal feed, and composting programs.?
  
  

Krispy Kreme is an Equal Opportunity Employer:?

At Krispy Kreme, we believe that your originality sweetens our recipe. We value the diverse ingredients of the ethnicity, national origin, race, age, sex, gender, intersex, or veteran status of every individual. We strive for an inclusive culture that allows each of our peeps to bring their bold authentic self to work regardless of their religion, gender identity & expression, sexual orientation, or disability.?

About Krispy Kreme

Headquartered in Charlotte, N.C., Krispy Kreme is one of the most beloved and well-known sweet treat brands in the world. Our iconic Original Glazed doughnut is universally recognized for its hot-off-the-line, melt-in-your-mouth experience. Krispy Kreme operates in more than 35 countries through its unique network of fresh doughnut shops, partnerships with leading retailers, and a rapidly growing Ecommerce and delivery business with more than 14,000 fresh points of access. Our purpose of touching and enhancing lives through the joy that is Krispy Kreme guides how we operate every day and is reflected in the love we have for our people, our communities and the planet. Connect with Krispy Kreme Doughnuts at www.KrispyKreme.com, or on one of its many social media channels, including www.Facebook.com/KrispyKreme and www.Twitter.com/KrispyKreme.