Dare to be different. FONA International — where experts, teamwork and technology deliver a competitive advantage to you and your products. A place where honesty, transparency and confidentiality build trusting, long-term partnerships. A place where you are the focus of everything we do.
Based in our Geneva, IL headquarters, the Marketing Manager leads strategic marketing development and execution for the Healthcare, Dairy & Confections business unit, reporting directly to the Business Unit Vice President. This role is responsible for owning the Marketing strategy and budget, which means executing on time and on budget for marketing initiatives that are measured in their effectiveness in driving growth. The position is high touch with our customers and focused on delivering compelling messaging to link trends, insights, and concepts in a way that influences actionable new products at the customer level that integrate FONA flavors and technologies. The most effective individuals in this role collaborate closely with peer customer contacts, cross BU Marketing Managers, Thought Leadership, Corporate Communications, R&D, and the Sales organization. As a leader in the BU, the Marketing Manager is expected to model FONA values, maintain an action bias, use their expertise to challenge internal and external stakeholders, and ultimately to grow the organization.
Principal Duties and Responsibilities
Business Unit and Customer Marketing Strategy- Develops and executes BU marketing strategy, plans and budget along with method for quantifying the results. Defines customer segmentation and subsequent marketing plans and works with Account Executives to develop key account growth plans. Determines where to compete through market sizing and category segmentation. Provides direction on how to best position FONA in industry and lead BU in the delivery of consistent brand image and messaging in the market. Manages the development of new products, services and solutions via internal and external cross-functional teams. Develops and executes BU marketing launch of technology driven products and services.
Market Analysis and Customer Understanding- Builds FONA’s knowledge base of market through analysis of secondary reports, subscriptions databases, consumer research, and market place scanning. Identifies new business opportunities, growth platforms and market technology needs. Serves as subject matter expert for assigned market and demonstrates in-depth knowledge of markets, consumer trends, and competition. Develops relevant content to be used for strategic initiatives, proactive presentations, customer relationship support and corporate program support all with the end focus of delivering on FONA growth commitments. Develops and grows personal relationships that provide a deeper connection with and understanding of the market. Builds business insight and knowledge of customer needs to guide technical and commercial efforts.
Industry Outreach - Drives proactive presentation development. Works with solutions group to strategically promote market specific capabilities and expertise to generate revenue opportunities. Drives direct customer interactions as related to key account relationship plans. Manages marketing communication vehicles and actively evaluates trade association involvement. Works across the BU to ensure adequate participation in specific industry associations and their associated events. Works with Corporate Communications and technical lead for the development and execution of Flavor University and Speaker’s Bureau related programs. Contributes content to corporate campaigns as needed. Tracks, measures, and reports progress and outcomes as related to business objectives.
Business Unit Development - Active BU Leadership Team member works to further develop personnel on individual basis, strategy development and process improvement initiatives for the business unit. Helps to create and track Key Performance Indicators (KPIs) that steer the BU. Ensures that BU goals and objectives are met through team performance. Acts as a key FONA BU leader at industry events and customer events.
FONA Culture and Development - Active participant in the Marketing Center of Excellence, accepting and completing initiatives to further the growth of the Marketing team and FONA; Active participant and coordinator of BU participants in industry associations relevant to HDC market segments, professional organizations, and/or flavor industry;
Actively demonstrates willing, able, growing, future potential, financially contributing, and commitment to FONA. Committed to ongoing learning and development through continuing education courses and learning opportunities offered through FONA and outside professional organizations. Collaborates cross functionally with project teams and help build BU team’s expertise.