Director of Marketing Planning & Activation

GSO • Greensboro, NC

2d

About The Position

The Fresh Market currently has an opening for a Director of Marketing Planning and Activation to join our passionate and innovative team. In this pivotal role, you will be instrumental in shaping our marketing communications and strategies to engage our broad base of guests while driving brand preference and conversion. Your expertise will ensure that our marketing plans are not just impactful but also strategically sound and aligned with business objectives. You’ll collaborate closely across all marketing channels and with cross-functional teams, utilizing your deep understanding of brand planning, consumer behavior, and competitive landscapes to prioritize activations and create plans that capture attention at every touchpoint. This role offers you the opportunity to lead the Planning & Activation and Local Marketing teams to set the direction for strategic activations that drive the business forward. This role will report to our Chief Marketing Officer.

Requirements

• Bachelor's degree in Marketing, Business, or a related field.
• 10+ years of experience in marketing, with a strong focus on retail marketing planning and activation and brand planning.
• Experience in the grocery or specialty food industry is highly desirable.
• Proven track record of developing and executing successful marketing strategies that drive sales and traffic.
• Strong understanding of retail marketing principles, including in-store merchandising, digital marketing, loyalty and PR.
• Experience in retail media is essential.
• Significant recent shopper marketing or trade marketing may be considered.
• Strong analytical and problem-solving skills.
• Drive for constant optimization.
• Ability to thrive in fast-paced, collaborative environment, and manage multiple projects simultaneously.
• Excellent leadership skills with the ability to inspire and motivate a diverse team.
• Exceptional communication and interpersonal skills, with a knack for building strong relationships.

Nice To Haves

• MBA preferred.

Responsibilities

• Collaborate closely with the Merchandising department to understand key product initiatives, promotions, and seasonal offerings, then set marketing priorities and work with Marketing Directors to develop comprehensive plans to support business needs and product / promotional initiatives. This includes defining target audiences, setting measurable objectives, identifying key performance indicators (KPIs), and outlining spend weight by initiative based on business opportunities.
• Lead campaign activation and collaborate across marketing teams (e.g., digital, creative, loyalty, email) to ensure cohesive and integrated marketing campaign activation to maximize impact and reach.
• Lead the development of the marketing Go-to-Market plan, outlining key priorities, initiatives, and spend prioritization.
• Develop and execute strategies to bring marketing plans to life in-store, owning in store signage and ensuring seamless integration with visual merchandising. Focus on creating a compelling and consistent brand experience for customers.
• Oversee the development and implementation of local marketing programs to drive customer traffic and engagement within specific store locations and create comprehensive marketing plans for new store openings working cross-functionally within marketing. Store Opening planning will include Grand Opening events, market opportunity and competitive insights, and target audience nuances based on market dynamics.
• Lead MP&A Team to partner with the Merchandising department to develop and sell retail media packages to vendors, ensuring alignment with The Fresh Market's marketing goals and targets and vendor objectives.
• Brief the creative team with full communication objectives and product details to support and drive development / execution of the monthly digital magazine.
• Track and analyze the performance of marketing campaigns, providing regular reports on key metrics and making recommendations for optimization.
• Lead, mentor, and develop a high-performing team of marketing professionals.
• Coordinate with external partners, agencies and vendors to enhance marketing efforts and execution.

Benefits

• Team Member discount up to 40%
• Health, Dental, & Vision insurance available for individual, spouse, partner, and family.
• 401K contribution and match for part-time and full-time team members
• Personal time off and additional time off purchase plans are available

What This Job Offers

• Job Type: Full-time
• Career Level: Director