Category/Area of Expertise: Marketing
Job Requisition: 561529
Address: USA-NC-Salisbury-2110 Executive Drive
Store Code: Dir Brand Communication (2761378)
At Food Lion, Associates are the most important assets to our organization. We want associates to have meaningful careers full of variety and challenges. Each associate contributes to the overall success of Food Lion, and in return, we strive to provide all associates with a fulfilling work experience and reward performance and commitment. We are committed to the professional development of our associates through on-the-job learning opportunities and training.
Position Summary
Responsible for developing and managing an in-store communication strategy that aligns with and delivers on our Brand, strategy and culture. Leads the vision and strategy of in-store décor, seasonal/thematic signage, price perception and other specific in-store communication to effectively deliver an easy and impactful shopping experience for the customer. Responsible for the development of an in-store communication hierarchy that allows for effective communication of business building initiatives. Leads the holistic in-store marketing strategy related to key brand campaign launches and commercial product initiatives. Build strong partnerships with Category, Merchandising, Retail and others to achieve an aligned, collaborative approach to in-store communications. Responsible for leading a team to create innovative in-store sign solutions and the printing/distribution of such solutions, both on-site and through third party vendors, to optimize effectiveness and efficiencies.
Principle Duties & Responsibilities
- Leads the strategy and execution of our in-store communications platform and marketing strategy in support of Food Lion's business objectives, inclusive of key brand campaign launches, tentpole programs and relevant monetization initiatives.
- Collaborates with merchandising to gain a holistic understanding of the commercial plan and is a leadership partner in bringing that plan to life in-store to be sure of a correct balance that allows for an easy-to-shop in-store experience with clear customer communication.
- Oversee the development of marketing signage, inclusive of seasonal / thematic signage, price perception, etc. that inspires the customer to build her basket and increase engagement with the Brand.
- Oversee the management of all print services, including the on-site Food Lion print and sign shop as well as external print vendors.
- Oversee the omni-channel remodel décor strategy for future market launches.
- Directs and manages the external décor agency, working in collaboration with key functional partners, inclusive of corporate brand strategy.
- Articulates strategies and delivers décor and signage presentations to the senior leadership team, cross-functional partner groups and more.
- Oversee the creative services print budget, estimates at $3-4MM annually.
Preferred Qualification
- Experience in marketing-related strategies and programs within the omni-channel retail environment - with a pointed focus on in-store
- Experience with and the use of Brand Style Guidelines - understanding governance and application to in-store retail native environments
- Outstanding presentation and collaboration skills are needed to drive ideas, gain credibility and build rapport with all types of stakeholders in a team environment
- Commitment to impact; ability to incorporate new learning into existing plans and act decisively
- Ability to quickly adapt to a new organization and make an immediate impact through a positive and proactive nature, high energy level and credible experience
- Omni-channel ecommerce marketing experience and fluency a plus
Education
Experience
- To excel in this role, you'll need experience in developing and managing omni-channel marketing strategies that drive brand engagement and growth.
- Experience working collaboratively with marketing, creative, and analytics teams is important to ensure cohesive messaging and effective decision-making.
- Staying current with in-store marketing trends and connectivity to omni-channel shopping best practices is crucial to keep in-store efforts fresh and relevant.
Skills And Abilities
- Expertise in understanding the omni-channel marketing landscape, with a pointed focus on in-store communications, programmatic strategies and more
- Proven ability to create and execute digital display ad campaigns that effectively increase traffic and sales.
- Proven ability to develop, lead and empower a team of direct reports
- Strong analytical skills to monitor, interpret, and act on relevant in-store performance metrics, optimizing strategies for maximum ROI.
- Collaborative mindset with experience working closely with in marketing, retail operations, category, merchandising (& more) to ensure alignment and cohesive messaging
- Local and regional travel
Food Lion provides equal employment opportunities to all associates and applicants for employment without regard to race, color, religion, sex (including pregnancy, childbirth and related conditions) national origin, age, disability, sexual orientation, veteran status, gender identity or gender expression or any other characteristic protected by law.
If you have a disability and require assistance in the application process, please contact our Recruiting Department at recruiting@foodlion.com
