Darigold

The Director, B2C Creative and Communications contributes to our vision of leading dairy forward and builds our brand in alignment with our values of leadership, stewardship, perseverance, and co-op spirit.. Personally, with their team, and via management of third-party vendors, they are accountable for packaging design, advertising creative, consumer promotion incentives and shopper marketing, and media strategy, planning and execution.. Direct, comprehensive experience with creative development and testing, media planning and shopper marketing for national CPG/food brands operating through retailers required.. Good understanding of POS and syndicated data concepts, analysis, and sources such as Nielsen, IRI, Retail Link, consumer panel, NPD, Kantar, GFK, Spectra / psychographic, etc.. Be a champion of dairy farming and the Northwest Dairy Association

communications

Darigold is establishing a new role to lead consumer facing creative and communications across product lines, channels, and media. This role leads efforts across both paid and owned media for our consumer business. With a strong NW USA regional brand and the foundation to build a national and international brand over the long term, significant opportunity exists to create value for Darigold and our member owners. The Director, B2C Creative and Communications contributes to our vision of leading dairy forward and builds our brand in alignment with our values of leadership, stewardship, perseverance, and co-op spirit. A comprehensive approach to messaging, design, advertising, promotions, and media should develop Darigold brand equity and build consumer and customer preference. Personally, with their team, and via management of third-party vendors, they are accountable for packaging design, advertising creative, consumer promotion incentives and shopper marketing, and media strategy, planning and execution. Business to business and customer marketing for the retail consumer brand should be well supported with trade advertising messaging and creative, trade show materials and sales materials. The Director, B2C Creative and Communications should both lead the advancement of the overall Darigold brand with consumers and support the advancement of Darigold portfolio sales volumes and margins with customers. Collaborating with peers across the organization, the Director, B2C Creative and Communications drives improvement of the value perception, appeal, and loyalty of the Darigold brand. This role integrates with and supports the brand managers and the sales team in growing total volume and profit with customers. Developing advertising, promotion, and media plans in concert with the broader commercial team this role is accountable for making the Darigold brand compelling in the marketplace with consumers and customers. Individually, through team leadership, and through management of vendors. What You Will Do <ul><li>Branding – Ensure that Darigold has a clear and compelling voice with target consumers, customers, and the broader commercial audience. With the brand managers, bring the organization lighthouse positioning to life in a comprehensive manner. Extend and enhance consumer branding to a comprehensive customer image that supports success with B2C retail buyers. Collaborate with internal and external stakeholders to ensure charismatic and effective articulation of positioning through materials, talking points and personal presentation. Positioning should be strategic in nature, authentic in appeal and sustainable in practice. Brand tone, personality and aesthetics should be cohesive and engaging. Positioning must be delivered succinctly and consistently. Ensure all positioning work is aligned with Darigold B2C strategy, vision, purpose, and values.</li><li>Messaging & Creative – Bring consumer brand positioning to life through compelling and appealing messaging and creative. Leverage both internal and external resources to develop copy, graphics, icons, logos, and other intellectual property to effectively convey Darigold positioning across global commercial audiences. Ensure all messaging and creative is consistent, aesthetically pleasing, and aligned with Darigold positioning, vision, purpose, and values.</li><li>Advertising & Promotion – Ensure that messaging and creative are delivered to target audiences in an effective manner. Across relevant audiences, advertising and promotion tactics must be high ROI, growth driving and brand enhancing. Appropriate audience targets and segmentation must be developed and managed across all media for all relevant channels and product lines. Key customer platforms and partnerships should be utilized to ensure alignment and commercial growth with top customers. Success and expertise development in ecommerce, BOPUS and other emerging paths to purchase should be of particular focus. Champion a test and learn approach where winning small bets are scaled when proven and we iterate to win.</li><li>Owned Digital & Social - Bring an authentic and compelling consumer experience to Darigold’s digital and social properties. Our website and social handles should fully bring to life the Darigold brand and provide opportunity for additional information and activity with consumers to comprehensively connect Darigold with our users. Curate for and foster a growing relationship with the Darigold community, with an emphasis on two-way communication and development of super-user advocates.</li><li>Packaging Design – Lead differentiated and compelling packaging design that delivers messaging and creative at shelf, online, throughout the commercial supply chain and in use. Bring the Darigold brand to life in a manner that makes our packaging a competitive advantage and strengthens Darigold in the marketplace. Partner with product development, commercialization, sourcing, and manufacturing teams to ensure quality and compliance of package production.</li><li>Creative Asset Management – Ensure that all Darigold creative is stored and maintained in an organized and responsible manner. Lead development and maintenance of brand standards, publish brand guidelines and adjudicate usage issues. Partner with legal team and others to ensure appropriate trademark and copyright protection of Darigold creative assets.</li><li>Capabilities – Develop and build appropriate creative and communications resources to support scaling of Darigold brand(s). Lead agency and other vendor search processes and oversee highly productive agency relationships. As applicable, design, recruit and lead internal team of up to 5 creative and planning professionals. </li></ul>What You Bring <ul><li>7-10 years of progressively advancing consumer communication and engagement experience required, preferably a mix of agency and manufacturer experience.</li><li>Direct, comprehensive experience with creative development and testing, media planning and shopper marketing for national CPG/food brands operating through retailers required.</li><li>Experience with launching new brands or product lines, especially in a startup / high growth environment preferred.</li><li>Experience managing teams of 3 to 5 reports including creative and analytical roles.</li><li>Demonstrated success in competitive and high criteria professional and/or academic environments.</li><li>BA/BS required, MBA preferred – expectation of at least 1 academic degree in business, marketing, or related area.</li><li>Career related training, certifications or other lifetime learning activities is of interest. </li></ul>Nice to Have’s <ul><li>Excellent business acumen and tactical judgement</li><li>Highly adaptable intelligence and entrepreneurial problem-solving ability</li><li>Well developed, 360-degree leadership traits and substantial communication skills</li><li>Robust management skills marked by ability to judge and acquire talent, practice radical candor, effectively coach and mentor developing marketers.</li><li>Effective and creative cross functional collaborator and integrator</li><li>Strong understanding of the food marketplace with a particular emphasis on traditional, specialty and emerging retail channels and associated shopper paths to purchase and experiences.</li><li>Comfortable and effective with customer communication and presentation; represent the organization and industry effectively with commercial partners.</li><li>Knowledgeable of and effective in partnering with industry and government organizations to support Darigold and dairy industry initiatives; represent the organization and industry effectively with non-commercial stakeholders.</li><li>Strong strategic and tactical planning ability including development and application of positioning, messaging, design, and consumer media.</li><li>Deep, broad, and sophisticated understanding of marketing principles, strategy, and best practices</li><ul><li>Excellent understanding of, and ability to readily apply, standard marketing and strategic concepts such as 4P’s, 5C’s, SWOT, etc.</li><li>Excellent understanding of consumer insights and primary research concepts and tactics such focus groups, surveys, attitudinal, ethnographic and concept testing.</li><li>Excellent analysis and judgement of creative work to ensure quality, alignment, and effectiveness.</li><li>Excellent understanding of consumer communications best practices, options, mix analysis and current environment trends.</li><li>Good understanding of POS and syndicated data concepts, analysis, and sources such as Nielsen, IRI, Retail Link, consumer panel, NPD, Kantar, GFK, Spectra / psychographic, etc.</li></ul><li>Embody the values of Darigold.</li><ul><li>Leadership</li><ul><li>Action oriented, focused on driving results.</li><li>Act with integrity and alignment when leading self and others.</li><li>Embrace the company vision of leading Dairy forward.</li><li>Build a team that embodies the vision, purpose, and values of Darigold.</li><li>Facilitate productive and positive interactions with teammates that drives results.</li></ul><li>Stewardship</li><ul><li>Demonstrate an enterprise value mindset that includes creating value for our farmers, employees, and customers.</li><li>Be a responsible steward of Darigold’s assets including our reputation.</li><li>Be a champion of dairy farming and the Northwest Dairy Association</li></ul><li>Perseverance</li><ul><li>Set’s high standards and goals for self and others</li><li>Resourceful in the face of obstacles and challenges, maintaining a solution-oriented mindset.</li><li>Realistic and optimistic when facing market volatility and dynamics. </li></ul></ul></ul>Benefits Of Working At Darigold We understand that as an employee, benefits that support you and your family in and out of work are important. We’re proud to offer eligible positions a competitive total rewards package – that includes: <ul><li>Employer 401K contribution of up to 9%</li><li>Comprehensive medical, dental & vision benefits</li><li>Employer paid life & disability coverage.</li><li>Paid time off and paid holidays</li><li>8 weeks paid parental leave.</li><li>Education assistance</li><li>Employee assistance program</li><li>Flexible working arrangement where applies (up to 2 days/week after initial 90 days and approval by hiring manager and HR)</li><li>Community giving through matching donations.</li><li>This role is eligible to participate in our incentive program.</li><li>This role is eligible for relocation assistance. </li></ul>Our Commitment to Diversity Achieving our vision to Lead Dairy Forward requires cultivating and supporting a team with varying backgrounds, experiences, and perspectives. We are committed to providing a workplace based on mutual respect where all employees feel included and can bring their best and authentic selves to work every day. We are proud to be an Equal Opportunity Employer and Affirmative Action Employer. We welcome all qualified applicants without regard to race, color, national origin, sex, gender identity and expression, age, sexual orientation, veteran status, disability, marital status, creed, religion, genetic information, or any other characteristic protected by federal, state, or local law. As a condition of employment applicants offered a role will be required to successfully pass our pre-employment background screen, receive a negative drug screen result & confirm eligibility to work in the U.S. We participate in E-Verify - please follow the links for details, English / Spanish & view our Right to Work Statement, English / Spanish.

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