May 15, 2019

Brand Director

34 Degrees

Date: May 2019
Position Title: Brand Director
Department: Marketing
Reports To: Founder & President
Direct Reports: N/A
FLSA Status: Full-time/Exempt/Salaried/Benefits
Location: Denver, CO

OUR NEXT PHASE & THE ROLE:
This is truly an exciting time to join our team, and this role will be critical to help our brand deliver on our growth goals. 34 Degrees has been leading in the specialty deli category with our line of entertaining crisps for the past ten years. Our company’s next phase is an expansion into the snacking category, starting with our line of snackable Sweet Crisps that launched in 2018, and with more product innovation launching in late 2019.

As the Brand Director for 34 Degrees, you will be responsible for growing household penetration and brand awareness through the development of the overall brand strategy. You will create and implement the overall marketing plan, integrate the brand strategy, successfully launch new products into the market, and analyze key consumer & category trends to help inform the strategy. You will work collaboratively with sales, operations, and agency partners to achieve brand goals that meet both topline and bottom-line business objectives.

ABOUT 34 DEGREES:
We are the maker of the deliciously light and crunchy entertaining and snacking crackers, 34 Degrees Crisps. Our company was founded by Craig Lieberman after he discovered a uniquely thin cracker while attending graduate school in Australia. The experience inspired him to create his own irresistibly crunchy crisps, which he named after the latitude of Sydney – 34 Degrees. Made with only a handful of premium quality, simple ingredients, 34 Degrees Crisps are available in a line of versatile savory entertaining crisps and our new irresistibly snackable Sweet Crisps.

WHO WE ARE:
We believe that a workplace should allow you to be your most productive and creative self, with the full support of the people around you. Our team-oriented and entrepreneurial culture values authenticity, collaboration, hard work, results — and a light-hearted sense of humor.

We offer a competitive salary as well as annual bonus and long-term incentive opportunities. Our outstanding benefits include medical, dental, vision, life, disability, PTO, FSA, 401(k), wellness, professional development, travel, and more. Our modern office has free onsite parking and is located near lots of amenities in the heart of one of Denver’s hottest districts – RiNo!

RESPONSIBILITIES:

LEADERSHIP
● Lead annual brand marketing planning process and manage effective execution of the plan
● Develop and manage the marketing budget
● Manage the brand’s external marketing agency, PR agency, and graphic designer while
fostering a strong sense of partnership
● Develop, maintain, and consistently communicate a compelling brand positioning
● Evaluate effectiveness of marketing programs and campaigns through carefully selected
KPIs, ROI, and break-even analysis

INNOVATION
● Support new product development and help lead commercialization efforts, including
packaging development and the go-to market strategy
● Partner with the sales team to utilize category and consumer insights to identify growth
opportunities that drive innovation in product development
● Guide the team through the go-to market launch planning process
● Manage and develop all:
○ New product launch campaigns (in-store, paid media, PR, etc.)
○ New product packaging projects
○ Packaging renovation and innovation projects

MARKETING COMMUNICATIONS
● Create the brand communication strategy, in collaboration with our PR agency, for all trade,
earned, social, and influencer media programs
● Responsible for the entire consumer experience (“path to purchase”) and all consumer touch
points, including messaging and positioning on packaging, and social and owned channels
● Oversee integration of PR, digital and social media initiatives that drive brand visibility
● Manage and create paid campaigns for the brand, including both traditional and digital
media

SALES INTEGRATION & INSIGHTS
● Cultivate a collaborative relationship with the sales team:
○ Work closely with the team to execute shopper marketing promotions with the goal of
increasing key sales metrics and strengthening retailer relationships
○ Provide the tools, materials, and presentations that weave together the marketing
strategy and the sales data to create a compelling story
● Uncover consumer and category insights that drive the overall brand strategy
● Undertake continuous analysis of the competitive landscape and evolving consumer trends to
respond to changing market conditions, adjusting the marketing strategy as needed

ABOUT YOU:
● You have a passion for, and commitment to, the brand and the consumer
● You have a keen eye on digital, consumer, competitor, and category trends
● You have experience driving growth for a CPG brand in the snacking category
● You can build strong relationships with cross-functional team members
● You have the ability to manage budgets and timelines to drive flawless execution of the plan,
hitting all system milestones on time, on strategy, and on budget
● You can track brand and project performance through KPI management and review
● You have experience commercializing new products and supporting them with strong
campaigns
● You have expertise in writing creative briefs and managing an agency’s activities while
providing direction for all necessary creative material
● You ensure consistent creative execution, positioning and development of integrated
campaigns
● You are intellectually curious, passionate, and have a strong drive for results
● You have an exceptional sense of urgency, with strong aptitude for learning and problem-
solving

MINIMUM REQUIREMENTS:
● 7-10 years of brand management or marketing experience
● CPG & food/beverage experience a must; snacking category experience highly preferred
● Bachelor’s Degree required; MBA preferred
● Experience in both corporate and entrepreneurial environments highly desirable
● Excellent written communication and presentation skills
● Strong analytical skills and attention to detail
● Fundamental understanding of syndicated data (SPINS, IRI, Nielsen, etc.)
● Up to 25% travel required

WHAT NEXT?
If you are enthusiastic about joining our team, we’d like to hear from you! Please send a cover letter and resume to apply@34-degrees.com. The application period is open through June 15, 2019. Please ensure that “Brand Director – YOUR NAME” is in the subject line. Be sure to include in your cover letter how you have achieved results on behalf of brands in a marketing capacity in your previous roles.

 

Please send inquiries to Jennifer Swift at jswift@34-degrees.com.