Simple Mills
Brand Manager
Simple Mills is on a mission to transform the way food is madecreating nourishing products with astounding ingredients and amazing taste. Founded in 2012 by Katlin Smith, our brand has redefined center-aisle grocery by delivering better-for-you products made with unique, nutrient-dense ingredients. Today, we're a category leader and the #1 natural brand in multiple segments, with distribution in over 30,000 stores nationwide. Now, as part of Flowers Foods, we're entering an exciting new phase of growthexpanding our reach, accelerating innovation, and amplifying brand awareness, all while preserving the integrity of what makes Simple Mills special. Our commitment to using simple, high-quality ingredients ensures that every bite is both delicious and nutritious. Whether it's watermelon seed flour in our cookies or butternut squash in our crackers, we craft our products with innovative, wholesome ingredients that deliver extraordinary taste. Our work has been recognized by Fast Company as a Brand That Matters and a Most Innovative Company, and has been featured in Vogue, Forbes, Women's Health, and NPR's How I Built This. In 2024, Inc. named us one of its Best Workplaces, reflecting our dedication to fostering an inspiring and inclusive environment where passionate individuals can make a difference. Join us as we shape the future of food. The Brand Manager will lead product marketing and brand-building programs for the Cookies and Bars categories. This individual will be responsible for growing brand equity and product performance through breakthrough marketing, commercialization, and cross-functional leadership. This role will craft insight-led brand strategies, lead commercialization and launch plans of new products, analyze business and category performance to identify growth opportunities, and support brand campaign initiatives. It will report to the Senior Brand Manager for Cookies & Bars and will partner closely with Innovation, Sales, Integrated Marketing, Finance, and Operations to deliver results. Role Expectations Define strategies for Simple Mills to win in the Cookies and Bars categories by: Maintaining a deep understanding of category, competitive, and consumer dynamics Using syndicated data and consumer insights to analyze in-market performance, inform strategy, diagnose performance, and identify opportunities for growth. Developing and implementing consumer-driven brand strategies that grow brand health and accelerate category performance. Lead Cookies and Bars go-to-market strategies, communications, and marketing plans by: Leading go-to-market planning for innovation and renovation efforts, including packaging graphics, messaging hierarchy, and retailer launch support. Collaborating with Innovation and R&D teams to guide commercialization of new products and packaging formats; lead cross-functional workstreams to deliver launches on time and in full. Leading development of packaging graphics and claims for all SKUs within the category. Manage Simple Mills Cookies and Bars businesses, ensuring product lines deliver against revenue targets by: Optimizing product portfolio and fundamentals across the 4Ps to accelerate velocity growth Building strong account-specific plans, assessing performance, and optimizing activities based on learnings, opportunities, and threats Crafting compelling sell stories and partnering with Sales on customer presentations to win new distribution Guide commercialization projects for Cookies and Bars including product renovation and new pack sizes/structures by: Building strong cross-functional relationships to motivate and lead teams through ambiguity and obstacles to successfully deliver projects on time & in full Provide informal mentorship and project leadership for junior teammates and cross-functional partners. Performs other duties as assigned.
Simple Mills is on a mission to transform the way food is madecreating nourishing products with astounding ingredients and amazing taste. Founded in 2012 by Katlin Smith, our brand has redefined center-aisle grocery by delivering better-for-you products made with unique, nutrient-dense ingredients. Today, we're a category leader and the #1 natural brand in multiple segments, with distribution in over 30,000 stores nationwide. Now, as part of Flowers Foods, we're entering an exciting new phase of growthexpanding our reach, accelerating innovation, and amplifying brand awareness, all while preserving the integrity of what makes Simple Mills special. Our commitment to using simple, high-quality ingredients ensures that every bite is both delicious and nutritious. Whether it's watermelon seed flour in our cookies or butternut squash in our crackers, we craft our products with innovative, wholesome ingredients that deliver extraordinary taste. Our work has been recognized by Fast Company as a Brand That Matters and a Most Innovative Company, and has been featured in Vogue, Forbes, Women's Health, and NPR's How I Built This. In 2024, Inc. named us one of its Best Workplaces, reflecting our dedication to fostering an inspiring and inclusive environment where passionate individuals can make a difference. Join us as we shape the future of food. The Brand Manager will lead product marketing and brand-building programs for the Cookies and Bars categories. This individual will be responsible for growing brand equity and product performance through breakthrough marketing, commercialization, and cross-functional leadership. This role will craft insight-led brand strategies, lead commercialization and launch plans of new products, analyze business and category performance to identify growth opportunities, and support brand campaign initiatives. It will report to the Senior Brand Manager for Cookies & Bars and will partner closely with Innovation, Sales, Integrated Marketing, Finance, and Operations to deliver results. Role Expectations Define strategies for Simple Mills to win in the Cookies and Bars categories by: Maintaining a deep understanding of category, competitive, and consumer dynamics Using syndicated data and consumer insights to analyze in-market performance, inform strategy, diagnose performance, and identify opportunities for growth. Developing and implementing consumer-driven brand strategies that grow brand health and accelerate category performance. Lead Cookies and Bars go-to-market strategies, communications, and marketing plans by: Leading go-to-market planning for innovation and renovation efforts, including packaging graphics, messaging hierarchy, and retailer launch support. Collaborating with Innovation and R&D teams to guide commercialization of new products and packaging formats; lead cross-functional workstreams to deliver launches on time and in full. Leading development of packaging graphics and claims for all SKUs within the category. Manage Simple Mills Cookies and Bars businesses, ensuring product lines deliver against revenue targets by: Optimizing product portfolio and fundamentals across the 4Ps to accelerate velocity growth Building strong account-specific plans, assessing performance, and optimizing activities based on learnings, opportunities, and threats Crafting compelling sell stories and partnering with Sales on customer presentations to win new distribution Guide commercialization projects for Cookies and Bars including product renovation and new pack sizes/structures by: Building strong cross-functional relationships to motivate and lead teams through ambiguity and obstacles to successfully deliver projects on time & in full Provide informal mentorship and project leadership for junior teammates and cross-functional partners. Performs other duties as assigned.