Brand & Category Growth Manager

This role is open to candidates based in LATAM, Africa, and Eastern Europe. Please note that as this role supports U.S.-based clients, candidates must be available to work during U.S. business hours aligned with the client’s time zone.

Our client is a family-owned consumer packaged goods company founded in Tampa in 1963. The company is the leading plantain chip brand in the United States by dollar sales, with products distributed through major retailers, including Costco, Walmart, Kroger, Publix, Sam's Club, and hundreds of Hispanic and independent grocery stores.

Role Overview

The Brand & Category Growth Manager will take ownership of marketing execution across retail, digital, content, and direct-to-consumer initiatives. As a one-person marketing team reporting directly to the CEO, this individual will use AI tools to execute work across concept development, copywriting, design, video production, analysis, and campaign delivery rather than relying on agency management.

The ideal candidate has experience in consumer packaged goods, food, beverage, or retail marketing, with a strong understanding of retailer and wholesale marketing. This individual should be highly proficient with AI tools, comfortable working with data and budgets, and capable of building workflows that increase marketing output and efficiency.

Location

Fully Remote (Latin America) | 9:00 AM - 5:00 PM EST

Key Responsibilities

Retail Marketing & Category Growth

• Own the development of buyer presentations, sell sheets, and category stories for priority retail accounts.

• Use Circana and sales data to develop accurate, data-driven retail marketing materials.

• Review and verify buyer-facing materials before distribution.

• Apply knowledge of planograms and promotions to explain recommended shelf sets and promotional strategies in buyer presentations.

Content Creation & Brand Marketing

• Develop and execute a consistent content production schedule for Instagram, Facebook, TikTok, LinkedIn, and the company website.

• Create content across multiple formats, including written materials, graphics, images, and videos.

• Produce content in English and Spanish, with a greater emphasis on English-language content.

• Use AI tools to increase content production volume and efficiency.

• Independently manage content development from initial concept through production and publication.

D2C Marketing & Campaign Testing

• Execute fixed-budget marketing tests across Amazon, Meta advertising, video, and merchandise.

• Establish targets for each marketing test and evaluate results.

• Provide go-or-no-go recommendations for marketing tests by the sixth month.

• Support direct-to-consumer marketing initiatives, with the company website serving as the storefront.

• Use campaign performance data to evaluate marketing activities and results.

Retail Activation & Growth Markets

• Manage and staff product sampling and demonstration activities in the Northeast, Texas, Kroger, and Costco.

• Execute retail media initiatives through platforms such as Kroger Precision Marketing and Instacart.

• Support product trial initiatives across priority growth markets.

Trade Marketing & Retail Partner Communication

• Develop buyer newsletters and thought leadership content.

• Track retail leads and related trade marketing activity.

• Create marketing materials that support retailer, distributor, and wholesale relationships.

AI Tools & Marketing Workflow Development

• Use AI tools for copywriting, image creation, video production, research, data analysis, and campaign execution.

• Build tools and workflows to support marketing research, content production, reporting, and campaigns.

• Continuously identify opportunities to improve marketing efficiency through AI.

• Share newly developed tools and workflows with the rest of the company.

Qualifications

Experience

• 3+ years of marketing experience in consumer packaged goods, food, beverage, or retail.

• Experience marketing to retailers, distributors, or wholesale partners.

• Demonstrated experience using AI tools to create campaigns, content, images, videos, tools, or automations.

• Experience developing marketing materials and working with retail or category data.

Skills

• Hands-on proficiency with AI tools for writing, image creation, video production, and data analysis, including Claude, ChatGPT, Midjourney, or similar platforms.

• Ability to independently develop marketing concepts, write content, design assets, produce videos, analyze results, and execute campaigns.

• Practical design skills for creating marketing and brand materials.

• Ability to interpret syndicated data, campaign test results, and budgets.

• Understanding of retail planograms and promotions, including the ability to explain shelf-set and promotional recommendations in buyer presentations.

• Ability to develop buyer decks, sell sheets, and category stories using Circana and sales data.

• Experience creating and managing content for social media and websites.

• Ability to execute fixed-budget marketing tests and evaluate results.

• Ability to build AI-assisted tools and workflows for marketing research, content, reporting, and campaigns.

• Ability to manage marketing execution independently while continuously improving productivity.

What Success Looks Like

Within the first six months:

• Buyer decks, sell sheets, and category stories are developed for priority retail accounts using accurate Circana and sales data.

• A consistent content production schedule is maintained across Instagram, Facebook, TikTok, LinkedIn, and the company website.

• AI tools enable a higher volume of content production than one person would typically produce.

• Fixed-budget tests across Amazon, Meta advertising, video, and merchandise are completed with defined targets and go-or-no-go evaluations.

• Product sampling and demonstrations are managed across the company's priority growth markets.

• Retail media initiatives are executed through platforms such as Kroger Precision Marketing and Instacart.

• Buyer newsletters, thought leadership content, and retail lead tracking are maintained.

• New AI-powered tools and workflows are developed for research, content production, reporting, and campaigns and shared with the company.

Opportunity

The Brand & Category Growth Manager will have the opportunity to take ownership of marketing execution for an established consumer packaged goods brand distributed through major U.S. retailers. Reporting directly to the CEO, this individual will independently manage retail marketing, content production, campaign testing, and trade marketing initiatives.

The role offers the opportunity to use AI as a core part of daily marketing execution, develop new workflows, and increase marketing productivity while contributing to the company's brand and category growth.

Application Process:

To be considered for this role these steps need to be followed:

• Fill in the application form

• Record a video showcasing your skill sets