As the Senior Manager, Consumer Experience (CX) for Beverage Brands, you are the architect for bringing our brands to life by translating deep consumer, customer, and cultural understanding into compelling brand strategies and experiences that drive growth. Through impactful communications, distinctive brand identity, meaningful consumer engagement, and strong value propositions, you help shape how the brand shows up across the consumer journey. Working closely with Product Experience (PX) and cross-functional teams, you ensure the brand’s story, experiences, visibility, and investments work together to strengthen brand equity, create competitive advantage, and deliver business results.
Anchored by Nesquik and a collection of well-loved beverage brands, this portfolio combines iconic equity with meaningful growth potential. The challenge is clear: ensure that our brands continue to play a meaningful role in the lives of consumers in a competitive, complex, and constantly evolving marketplace. This leader will champion the pillar’s communications and field marketing agenda: accelerating Nesquik’s growth by building strong brand fundamentals, developing breakthrough and impactful communication strategies, and executing via best-in-class marketing mix plans, innovative channel activations, and activating global & local partnerships.
Key Responsibilities:
Consumer, Category & Customer (3C) Understanding
- Responsible for coalescing all consumer, category, customer, and competitive understanding into brand documents, creative briefs, big ideas, and communications and media strategies.
- Leads synthesis of consumer insights, category dynamics, competitive trends, and cultural signals to inform brand strategy, communications planning, and consumer experience priorities.
- Guides campaign pre-testing, optimization, learning plans, audience strategy, consumer portrait development, funnel mapping, and consumer journey work to strengthen engagement across touchpoints.
- Responsible for the learning agenda tied to communications and activation, including defining key questions, interpreting results, and translating insights into actionable recommendations.
- Responsible for creative testing scores, campaign learning outputs, and performance insights to inform future brand-building decisions.
Brand Building Fundamentals
- Authority for brand building fundamentals, including brand essence, big idea, brand territories, brand meaning, and foundational brand documents (including consumer funnel and portrait) that guide consumer-facing strategies.
- Leads development and activation of brand fundamentals across the consumer journey–from communications to shopper, digital, and owned and earned properties and media.
- Ensures brand territories come to life through communications and experiences that build trust and transparency with cultural relevance while reinforcing a consistent brand identity across creative executions.
- Partners with brand, portfolio, and cross-functional leaders to ensure brand strategy is clearly defined and consistently applied across creative executions.
Unforgettable Communications & Agency Management
- Responsible for translating brand strategy into clear consumer-facing communications standards, creative briefs, campaign plans, and activation strategies.
- Leads master-brand and campaign communications strategy, briefing, creative development, and execution across paid, owned, earned, and shared channels.
- Responsible for campaign and communications leadership, including oversight of brand campaigns, major platforms, consumer promotions, tentpoles, and activation strategies that drive connectivity.
- Owns agency of record (AOR) and inter-agency relationships, including statements of work, agency ways of working, cross-agency coordination, timelines, deliverables, and performance expectations.
- Guides end-to-end creative development, production, PR, and execution including influencer, social, community engagement, CRM, owned digital experiences, and organic content development.
- Partner with Product Experience (PX) to lead integrated communication plans for new item launches delivering communication support across channels to drive new item performance.
- Responsible for media performance across planning, measurement, performance analytics, and optimization opportunities to maximize reach, consumer engagement, and business impact.
- Ensures campaign assets, creative content, and consumer-facing materials align with brand standards, communications objectives, consumer insights, and business priorities.
- Provides direction on brand documents, brand growth plans, campaign materials, and consumer-facing inputs, ensuring all required inputs are consolidated and connected across touchpoints.
Unbeatable Value, Unmissable Visibility
- Leads the integration of commercial strategy, shopper marketing, eCommerce, and digital shelf execution to ensure brand priorities, portfolio strategies, and retailer-facing plans are connected and reflected in market execution.
- Partners with Customer Development, Shopper Marketing, Finance, SRM, and cross-functional teams to align pricing, promotion, portfolio, digital shelf, and commercial investment decisions with brand strategy and growth objectives.
- Directs shopper marketing and digital shelf deliverables, including PDP content, product storytelling, brand stores, SEO, key visuals, activation materials, and retailer-facing assets to maximize visibility, discoverability, and conversion.
- Ensures seamless execution across physical and digital marketplaces by integrating consumer communications, shopper activation, and commercial plans that drive consumer relevance, shopper conversion, brand equity, and marketplace performance.
Business Management
- Responsible for total commercial investment optimization and TCIO process, ensuring investment decisions are aligned to brand priorities, consumer impact, and business outcomes.
- Leads marketing budget management, including budget allocation, campaign investment tracking, spend governance, and optimization of commercial investment.
- Tasked with providing budget inputs into innovation, renovation, pricing, and portfolio optimization (from PX).
- Ensures leaders have visibility to performance trends, risks, opportunities, and recommended actions across brand, communications, digital, shopper, and commercial initiatives.
Talent Management
- Champions the Nestlé Ways of Winning by setting clear expectations, role modeling desired behaviors, and fostering an inclusive, high-performing culture that enables teams to thrive and deliver business results.
- Lead by example to motivate and inspire team to exceed performance targets.
- Actively communicate expectations and provide regular feedback against those expectations through a robust performance management process, working with each team member to evaluate performance, provide feedback and training.
- Work with direct reports to build appropriate development plans and coach team to ensure that the training activities achieve mutual, agreed upon objectives.
- Participate in talent recruitment and selection to staff the organization with the best people for current jobs, as well as future leadership, promoting workforce diversity
- Fostering the sharing of best practices.
QUALIFICATIONS / CERTIFICATIONS
- Typically has a University Degree (BA/BS) in Marketing or related business field; or equivalent experience
- MBA preferred
- In-depth knowledge of brand building management principles and practices.
- Strong negotiation, agency management, and relationship-building skills.
- Strong research and strategic analysis skills
- Demonstrated ability to lead cross-functional teams, influence stakeholders, and manage agency partners.
- Strong problem-solving and decision-making skills, with the ability to translate ambiguity into clear recommendations and action plans.
- Excellent communication (both verbal and written) and interpersonal skills.
- Strong financial acumen and understanding of calculating risk/return on business decisions.
- Ability to manage multiple priorities, lead projects independently, and deliver results in a fast-paced environment.
- Proficient in Microsoft Office Applications
CRITICAL EXPERIENCES
- At least 10 years of work experience in brand management, marketing, or a related field
- Experience developing strategic plans, such as communication campaigns or commercialization strategies.
- Proven track record in developing and executing high-impact brand campaigns and events. (demonstrated marketing experience in impulse categories/small format channels recommended)
- Demonstrated ability leveraging data, research and trends to generate insights to understand consumer behavior (IRI or Nielsen knowledge strongly recommended)
- Demonstrated problem-solving and analytical capabilities, with the ability to develop creative/non-traditional solutions for challenging, undefined problems.
The approximate annual pay range for this position is $165,000 to $200,000. Please note that the pay range provided is a good faith estimate for the position at the time of posting. Final compensation may vary based on factors including but not limited to knowledge, skills and abilities as well as geographic location.
