MPB Careers: UNFI – Brand Manager

United States of America, Rhode Island, Providence


The Brand Manager will play a significant role in the development and execution of multiple brand marketing plans, strategies and innovation to achieve the brand’s short and long-term business objectives. This role will collaborate with Sales, Supply Chain, Insights and Creative to drive growth and manage brand lifecycle for both exclusive and non-exclusive brands.

Job Responsibilities:

Strategic & Planning

  • Understand the strategic vision of the company and marketing team in order to align brand portfolio to those visions
  • Develop strategic brand plans for priority brands that utilize consumer insights and cross-functional input from key stakeholders on the Brands+ team and UNFI
  • Have an instinctive feeling about the brand and future product concepts
  • Develop new products based on trends and consumer insights including leading concept presentations
  • Manage product and category lifecycle process including brand portfolio activity, brand investments and/or sunset plans
  • Recommend and partner with cross-functional groups on SKU rationalization, sales, contribution to category and profitability
  • Create strengthen and the brand positioning
  • Develop long term, broad stroke 3+ year initiatives that expand the brand presence, increase and diversify revenue streams and improve margins/ profitability
  • Responsible for exclusive private label and national dynamics within the portfolio to create winning strategy and reason to be for each

Team Leadership & Communication

  • Serve as the “Brand Steward” partnering with the Brand Engagement team to ensure all product, communications, promotions, and initiatives align with the brand
  • Peer leadership of a cross-functional team to create alignment and smooth release of products and projects including strategic initiatives, pricing and sales initiatives
  • Be a professional, excellent communicator, exceptional listener and provide consistent follow-up and updates
  • Publisher and creator of period brand performance reports and owner of brands for quarterly business reviews
  • Performs other relevant job duties as required

Project Management

  • Responsible for project management duties related to product launches, product improvement and product rationalization initiatives and ensure targeted milestones are met on time
  • Create brand plan calendar and timelines to ensure on-time deliverables by planning and being a strong contributor
  • Collaborate with the marketing team on marketing plans to align with brand strategy and help with tactics

Job Requirements:

Education/ Certifications: (Required & Preferred)

  • Bachelor’s degree in Marketing or Business preferred or equivalent related experience and training
  • MBA preferred


  • 5-10 years of Marketing experience at a consumer product company or agency
  • Experience with national brands, product development and/or packaged goods a plus
  • Proven experience turning ideas into reality, starting with a strategy to executing tactics
  • Use of syndicated data and consumer testing


  • Food, beverage or consumer product brand management, category management or marketing
  • Strong knowledge of promotion techniques, pricing policies and distribution channels
  • Thorough understanding of utilizing insights and trends to create strategy, tactics and goals
  • P&L and ROI basics
  • Sales analytics

Skills/ Abilities:

  • Excellent oral, written communication and excellent interpersonal skills
  • Strong project management skills
  • Working leader
  • Organizational and analytical skills
  • Ability to work independently as well as be a team player
  • Ability to prioritize a multitude of tasks
  • Ability to work in a fast-paced environment and manage various projects at the same time
  • Flexible and adaptable to learning and understanding new technologies

Physical Environment:

  • Some travel may be required
  • Most work is performed in a temperature-controlled office environment
  • Incumbent may sit for long periods of time at desk or computer terminal
  • While performing the duties of this job, the employee is regularly required to sit; use hands to finger, handle, or feel; reach with hands and arms, and talk or hear.
  • Incumbent may use calculators, keyboards, telephone, and other office equipment in the course of a normal workday
  • Stooping, bending, twisting and reaching may be required in the completion of job duties

All qualified applicants will receive consideration for employment without regard to race, color, age, religion, sex, sexual orientation, gender identity or expression, national origin, disability, or protected veteran status. UNFI is an Equal Opportunity Employer committed to creating an inclusive and respectful environment for all. – M/F/Veteran/Disability. VEVRAA Federal Contractor.

Additional Information