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Cumberland Farms · 1 day ago

Senior Manager, Brand Strategy

Westborough, MA

Full-time

Onsite

Senior Level

7+ years exp

Cumberland Farms is a leading convenience retailer and part of the EG America family of brands. The Senior Manager of Brand Strategy will drive consumer connection and brand loyalty through effective strategy execution and cross-functional collaboration.

E-CommerceFood and BeverageHospitalityRetail

Responsibilities

Support the roll out of the Cumberland Farms brand strategy and translate into measurable engagement plans across digital, social, loyalty, in-store, retail media and community channels

Own brand architecture and portfolio strategy for banners, sub-brands and private label

Build and execute a consumer engagement strategy grounded in brand positioning, value proposition, business priorities and guest insights

Identify emerging cultural moments, seasonal trends, and regional opportunities to activate and amplify the brand

Oversee internal and external brand storytelling ensuring consistency and quality programming

Support rebrands and grand openings and promotional events to drive trial and advocacy

Collaborate with Marketing, Category Management, Merchandising and Foodservice teams to drive consistency and amplify product launches and promotional windows

Align with Digital, Loyalty and IT teams to integrate omnichannel engagement opportunities

Manage Brand Team budget, forecasting and modeling that align with corporate business goals

Coach and develop direct reports, engage in career pathing and performance reviews to provide opportunities for talent promotion and skill development

Qualification

Brand StrategyConsumer InsightsCross-functional CollaborationMarketing ExperienceAgency ManagementMicrosoft Office SuiteCommunicationPresentation SkillsTeamworkInterpersonal Skills