Brand Manager, Retail Banners

Job Description

At SpartanNash, we deliver the ingredients for a better life through customer-focused innovation. We do this for our supply chain customers and U.S. military commissaries, retail store guests and, most importantly, our Associates. In fact, we see a day when each will say, “I can’t live without them.”

Our SpartanNash family of Associates is 20,000 strong, ranging from bakery managers to order selectors; from IT developers to vice presidents of finance; from HR Business Partners to export specialists. Each of them plays an integral role in SpartanNash’s People First culture, Operational Excellence and Insights that Drive Solutions. Ready to contribute to the success of our food solutions company? Apply now!

Location :

850 76th Street S.W. - Byron Center, Michigan 49315

Job Description : Position Summary

This position leads the charge to redefine how our Martin's & VG's banners connect with shoppers and stand out in a competitive marketplace. This role supports the long-term brand strategy for assigned grocery store banners, bringing 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.

Here's What You'll Do

B rand Equity & Consistency

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, developing a deep understanding of our current and future shoppers and what motivates them.

Marketing Strategy & Activation Plans

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.

Creative & Media Management

Partner with internal Media team to support long and short-term banner goals.

Work with internal teams to drive world-class creative execution

Business Analysis & Optimization

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.

Additional Responsibilities

Take on additional responsibilities as assigned or as the business needs evolve.

Here's What You'll Need :

Education

Bachelor’s degree (required) in Business Administration, Marketing, or equivalent combination of education and / or experience.

Experience

4-5+ years of marketing, category management, product management and / or product development experience.

Skills & Abilities

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.

Travel Requirements

Willingness to travel, including overnight stays, up to 25% depending on business needs.

Physical Requirements :

The physical demands described here are representative of those that must be met by an associate to successfully perform the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

May be required to lift and / or move 20 pounds. The associate is frequently required to sit / stand / walk. While performing the duties of this position, the associate is subject to a typical office environment and is rarely exposed to outside weather conditions. Temperatures may vary for those subject to any of the following areas : computer / server room, print shop, production area). The noise level in the work environment is usually low to moderate but may be high in distribution settings. Travel requirements vary by assignment.

As part of our People First culture, SpartanNash is proud to offer a robust and competitive Total Rewards benefits package.

SpartanNash is an Equal Opportunity Employer that invests in Associate development, recognizes and celebrates success, fosters two-way communication, and promotes a sense of belonging. We are committed to providing equal employment opportunities to all individuals, including those with disabilities and Veterans.

We are not able to sponsor work visas for this position.