PR and Social Media Manager - Upfield
Hackensack, NJ
About the Job
About Flora Food Group
We offer consumers a compelling choice in four growing categories: butters and spreads, creams, liquids and cheeses. We hold leadership positions in many of the 100 countries we operate in, with iconic brands including Flora, Becel+ProActiv, Blue Band, Country Crock, I Can't Believe It's Not Butter, Rama, and Violife, together with our local brands and Professional business.
Global branded food champion Flora Food Group, offers the next generation of delicious, natural, nutritious food. Our products are more affordable and more sustainable than their dairy equivalents.
Hybrid - Hackensack, NJ 2X week with shuttle support from NYC
The Violife PR & Social Media Manager will play a key role on our US marketing team. You will be accountable for the planning and implementation of multi-channel brand strategies to drive profitable growth in our portfolio of dairy-free products. You will have the opportunity to demonstrate your expertise in tapping into culture, strategic thinking, creative development, project management, and execution excellence in a fast-paced environment.
You'll be working closely with the integrated agency team on the brands' Creative, PR, Social Media, Shopper Marketing, and Paid Media strategies and activities. In addition, you will collaborate with the broader US and global marketing team to develop and drive integrated go-to-market plans.
This position will have one direct report.
Responsibilities
- Lead earned & owned media activation in the USA
- Own Violife "Big Bet" brand activation across earned (PR), media (organic social and paid media) as well as partnerships (influencers, entertainment properties, and more)
- Leverage cultural prowess & social media listening tools to develop ideas that insert the brand into cultural moments in real-time – both proactively and reactively
- Drive marketing "test and learn" agenda to measure marketing resource efficiency and effectiveness (awareness, trial, conversion)
- Execute IRL activations (cultural events, in-store, food service, online) as a brand-building vehicle
- Engage directly with our Violife digital community including social community management, influencer communication, and partner outreach, creating a cult-like fan base that is obsessed with us as much as we are with them
Commercial execution
- Allocate and manage the Violife Brand Budget, and drive efficiencies on an ongoing basis, working closely with external and internal partners to optimize between working and non-working expenses
- Collaborate with innovation and trade marketing teams to bring the product innovation plan to market by creating compelling sell stories for customers and ensuring the seamless integration of innovative product benefits, and brand positioning into marketing campaigns.
- Develop strong marketing storylines for the Upfield sales team to leverage in sell-in, including hard-hitting performance insights from real-time data sources (eg. Nielsen)
- Deliver annual brand review and develop 2025 marketing plan that translates into customer and channel plans with support from a cross-functional team.
- Work closely with compliance teams to ensure that all marketing materials and communications adhere to legal and regulatory requirements
- Coach and guide a direct report, developing their skill set to become increasingly independent in their role
Requirements
- 3-4+ years of relevant PR & Social Media experience (i.e. brand management, start-up experience in the food/consumer space) Trailblazer with a Day 1 mindset. Driven, entrepreneurial, and creative
- A heart to always be learning and asking questions with a strong personal growth mindset
- Passion for social media trends, creators, and algorithms, with an emphasis on TikTok and Instagram
- Consumer-centric; out-of-the-box thinker; insurgent and entrepreneurial spirit
- Ability to work in a fast-paced, quick-shifting atmosphere with ease and poise
- Analytical and strategic thinking skills, with the ability and passion to derive insights from data
- Disciplined project management and organizational skills
- Proficient in MS Excel and PowerPoint
- Experience in the US market required
- Bachelor's degree required
- Passion for the vision for a better tomorrow with delicious animal-free cheese!
You are a proactive self-starter, operate with asense of urgency, initiate innovative or 'out of the box' ideas, andhave a creative and entrepreneurial spirit.You're intrinsically motivated to work under pressure to set and meet deadlines while motivating our overall team to achieve mutual goals, both local and global.
What's Next
If this position sounds interesting, please hit the apply button now!
#LI-Hybrid
We understand your resume might not be up to date and recommend that you apply with what you have or your LinkedIn Profile. Flora Food Group is dedicated to building an inclusive and diverse workplace, we understand that you might not meet all the requirements stated in the description, but we encourage you to apply anyway. You might be the right candidate for this role or other roles.
Flora Food Group is an employer committed to diversity and inclusion in the workplace and equal opportunities for all. We recruit based only on values, qualifications, performance, skills, behaviours, experience, and knowledge. We ensure job advertisements are free from unintentional bias.
No personal characteristics should be a barrier to joining Flora Food Group. We prohibit discrimination and harassment based on race, color, sex, religion, sexual orientation, national origin, disability, genetic information, pregnancy, or other personal characteristics.
