Brand Manager, Upmarket Banners

SpartanNash•Grand Rapids, MI

31d

About The Position

As the Brand Manager for Upmarket Banners , you’ll be a critical part of a key initiative to transform SpartanNash’s retail business, leading the charge to redefine how our banners connect with shoppers and stand out in a competitive marketplace. In this high-impact role, you’ll support the long-term brand strategy for upmarket grocery stores like D&W Fresh Market, Forest Hills Foods, and Metcalfe's Market , b ring ing the brands to life through shopper-centric marketing. You’ll craft compelling creative programs , build full-funnel campaigns that drive shopper engagement , and unlock growth through data-driven insights and creative excellence.

Requirements

Bachelor’s degree (required) in Business Administration, Marketing, or equivalent combination of education and/or experience
4-5+ years of marketing, category management, product management and/or product development experience.
Consistently curious about shoppers, competitors, and the market
Strategic thinker with ability to balance long-term planning with short-term business needs.
Cross-functional collaborator; able to efficiently bring multiple subject matter experts together to create impactful work
Strong analytical abilities; experienced in identifying opportunities through data analysis and bringing those opportunities to life
Able to deal with ambiguity and to provide independent thinking supported by fact-based rationale.
Experienced in developing and executing compelling marketing creative from concept to activation, with or without agency support.
Passionate internal champion for brands and for the marketing function
Influential storyteller with sound verbal and written communication skills.
Willingness to travel, including overnight stays, up to 25 % depending on business needs.

Responsibilities

Reinforce brand equity for SpartanNash’s retail banners, ensuring consistent identity and messaging
Create and leverage equity tools and playbooks to drive a consistent, distinct, and impactful experience for assigned banner.
Partner closely with Insights and Analytics function, develop ing a deep understanding of our current and future shoppers and what motivates them.
Support the multi-year strategic planning process, setting long-term goals and determining the growth levers needed to reach them.
Develop comprehensive annual marketing plans, including ideating creative platforms for key shopping occasions
Create full funnel marketing programs to reach the shopper before, during, and after their shopping trips.
Partner with internal Media team to support long and short-term banner goals.
Work with internal teams to drive world-class creative execution
Collaborate with the Insights and Analytics team, regularly review key business metrics (financial, market share, and brand equity) and take action to optimize performance.
Support cadenced brand updates and internal business reviews.
Take on additional responsibilities as assigned or as the business needs evolve