Owns segment marketing strategy across foodservice markets, including insights, sales enablement, customer communications, events, analytics, compliance, and ROI reporting. Leads and develops two Segment Marketing Specialists, aligns marketing with business objectives, partners with sales and senior stakeholders, directs campaign and event execution, and uses performance data to guide strategy and resource decisions.
BROAD FUNCTION AND SCOPE OF THE POSITION: The Segment Marketing Manager owns segment marketing strategy and direction for Affinity Group's foodservice business across the National Chains, Regional Chains, Street, C-Store, Distributor, On-site, K-12, and Military segments. This role leads and develops a team of Segment Marketing Specialists, setting priorities and direction while the team owns day-to-day execution of insights, sales tools, customer communications, and segment events. The Manager builds strong relationships with segment leads, sellers, and senior stakeholders to align segment marketing with broader business objectives, represents segment marketing in cross-functional and leadership discussions, and ensures all efforts deliver measurable, ROI-driven results.
Strategy & Insights
- Set the segment insights and strategy agenda, directing Segment Marketing Specialists in gathering and synthesizing market insights across all segments.
- Translate segment insights into marketing strategy and content priorities, leveraging cross-functional capabilities including sales enablement and culinary.
- Own alignment of segment marketing strategy and planning with overall business objectives, representing segment marketing priorities in cross-functional and leadership planning.
- Build and maintain strong relationships with segment leads, sellers, and regional marketing teams at a senior level, fostering alignment on segment goals.
- Set direction for and approve cross-client go-to-market sales tools developed by Segment Marketing Specialists, ensuring alignment with business objectives, client priorities, and regional considerations.
- Champion sales tool adoption, own training strategy for sales teams, and coach Specialists on sales tool development best practices.
- Set strategy for and approve customer presentations and communications developed by the team, ensuring messaging aligns with segment positioning and business priorities.
- Direct overall strategy for direct-to-operator (DTO) communications, including eblasts and AI-driven outreach, and review performance results with the team to guide optimization.
- Own segment event strategy, including executive-level planning for the ANC K-12 Conference and Unipro Conference.
- Direct Segment Marketing Specialists in the execution of event materials, customer-facing content, and on-site support, ensuring events deliver on strategic goals.
- Own segment marketing performance reporting, synthesizing tool adoption, campaign effectiveness, and performance metrics into insights for senior leadership.
- Use data insights to inform go-forward strategy, demonstrate ROI, and guide budget and resource decisions.
- Ensure all marketing activities comply with legal, ethical, and brand standards.
- Stay current with industry best practices and trends, and ensure the team is informed accordingly.
- Lead and develop the Segment Marketing Specialist team (2 direct reports), setting goals, coaching performance, and building bench strength.
- Share best practices and foster a culture of continuous learning, collaboration, and innovation within the marketing team.
- Support talent development by identifying skill gaps and delivering targeted training and growth opportunities, including growth paths from Specialist to Manager-level roles.
EDUCATION AND EXPERIENCE REQUIREMENTS
- Bachelor's degree in marketing, business administration, communications, or related field; Master's degree preferred.
- Minimum of 5 years of progressive experience in foodservice segment marketing, sales enablement, or related roles.
- Demonstrated success setting segment marketing strategy and directing others (directly or through project leadership) to execute against it.
- Experience with direct communications, digital marketing platforms, and analytics.
- Strong project management and cross-functional collaboration skills.
- Excellent verbal and written communication skills.
- Proficiency in Microsoft Office Suite, SharePoint, and marketing technology platforms like Canva.
- Proven experience leading, coaching, and developing a team.
CANDIDATE QUALIFICATIONS/COMPETENCIES
- Foodservice Segment Strategy & Insights
- Strategic Planning & Business Alignment
- Relationship Building & Stakeholder Engagement
- Sales Tool Creation & Training
- Content Development & Creative Planning
- Customer Presentation & Communications Support
- Direct Communications (Eblast, AI)
- Segment Event Planning & Support
- Metrics, Analytics & Reporting
- Compliance & Best Practices
- Collaboration & Influence
- Project Management
- Communication Excellence
- Problem Solving & Innovation
- ROI Mindset
- People Leadership & Team Development
Affinity Group Charlotte, North Carolina, USA Office
Charlotte, WI, United States
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