Brand Marketing Manager

A consumer packaged goods (CPG) company contacted McKinley Marketing Partners as they needed a brand marketing manager to assist in the channel expansion of their immediate consumption products.

They needed an Interim Marketing Manager℠ (IMM℠) who was familiar with the CPG industry and had experience working with cross-functional teams.  McKinley was able to deliver the ideal candidate who had both marketing strategy and product development experience.

SOLUTION

The IMM was assigned to lead the strategy development for the immediate consumption expansion into targeted channels, including grocery stores and mass and urban markets.  The IMM worked with cross-functional teams and partnered with the parent brand and sales organizations to bring marketing strategies to life in stores.

She was responsible for assisting in the development and management of a full line of products in the immediate consumption segment.  She developed marketing programs that leveraged appropriate brands to deliver against core consumer needs across the various channels, while staying focused on small format for immediate consumption.

She was a key partner in the development of all strategic planning documents, while taking the lead on analytics and presentations.