Remote, with regular travel to Baton Rouge, LA
Position Summary
Louisiana Fish Fry Products is seeking a strategic, entrepreneurial, and highly execution-oriented Brand Director to lead the development and execution of our brand marketing agenda.
Reporting to the Chief Marketing Officer, the Brand Director will have broad responsibility for translating consumer insight and business objectives into strategies that build brand equity, accelerate household penetration, drive profitable growth, and strengthen the brand’s position as an authority in Louisiana-inspired food.
Given we are a growing CPG organization, this is a hands-on leadership role. The successful candidate will be equally comfortable developing a three-year brand strategy, analyzing syndicated data, leading an innovation pipeline, briefing a creative agency, evaluating packaging, and partnering with Sales to prepare for an important customer presentation.
Key Responsibilities
Brand Strategy & Business Leadership
Develop and lead the annual and long-range brand strategy, positioning, growth priorities, and marketing plans.
Translate consumer, category, competitive, and customer insights into clear strategies and actionable growth initiatives.
Own ongoing analysis of brand, category, consumer, competitive, and syndicated data to identify performance trends, growth opportunities, risks, and recommended actions.
Own the annual brand planning process, including objectives, strategies, marketing calendar, investment priorities, and KPIs.
Partner with Sales, Finance, Operations, R&D, and Supply Chain to develop and execute initiatives supporting revenue, volume, distribution, and profitability objectives.
Marketing Strategy & Execution
Lead the development and execution of integrated marketing programs across consumer advertising, social media, digital, retail media, shopper marketing, PR, promotions, e-commerce, experiential marketing, and packaging.
Develop compelling briefs and lead agency partners from strategy through execution.
Drive a consistent brand identity, positioning, voice, and visual expression across consumer and customer touchpoints.
Develop retailer-specific marketing programs with Sales and e-commerce partners, including activation through retail media networks.
Establish clear KPIs and continually evaluate marketing effectiveness and ROI to improve future investment decisions.
Manage the brand marketing budget and ensure resources are focused against the highest-growth opportunities.
Innovation & Portfolio Strategy
Lead the innovation strategy and portfolio pipeline, identifying opportunities grounded in consumer needs, food trends, category whitespace, and the brand’s right to win.
Develop and manage a multi-year innovation pipeline across new products, line extensions, packaging, renovation, and adjacent categories.
Lead consumer research, concept development, positioning, naming, packaging, pricing, and commercialization recommendations.
Build strong business cases for innovation, including consumer rationale, market potential, pricing, volume assumptions, margins, investment requirements, and key risks.
Regularly assess existing product portfolio and recommend opportunities to invest, renovate, reposition, or rationalize products based on consumer demand, brand strategy, financial performance, and operational considerations.
Leadership & Cross-Functional Collaboration
Serve as a key marketing leader and advocate for the consumer across the organization.
Champion the practical application of AI across brand marketing and innovation, identifying opportunities to accelerate strategic planning, insight generation, content development, innovation, analysis, and marketing execution.
Build strong relationships with external agency partners.
Bring urgency, curiosity, resourcefulness, and an owner's mindset to a fast-moving entrepreneurial organization.
Qualifications
Bachelor's degree in Marketing, Business, or related field; MBA preferred.
8+ years of progressive brand marketing experience, ideally within food, beverage, or consumer packaged goods.
Demonstrated experience developing brand strategy and personally driving execution.
Strong experience with innovation, new product development, commercialization, and Stage-Gate processes.
Experience with consumer insights, syndicated data, and retailer/customer data.
Strong understanding of the modern CPG marketing ecosystem, including digital, social, shopper marketing, retail media, e-commerce, and traditional marketing.
Demonstrated experience using AI and generative AI tools is strongly preferred, with the ability to incorporate AI into consumer and competitive analysis, insight development, brand strategy, creative development, agency briefing, innovation, concept development, and business presentations.
Strong financial and analytical capabilities with experience managing budgets, P&Ls, business cases, and marketing ROI.
Excellent communication, executive presence, and ability to influence cross-functional teams.
Comfortable operating in a lean, entrepreneurial environment where leaders are expected to both develop strategy and execute it.
Company Information
We are proudly US-owned and US-made. In fact, our plant and headquarters are still located right where we started, in Baton Rouge.
In 1982, Louisiana Fish Fry Products was established to bring the true taste of Louisiana to a wider audience, with Cajun-inspired products that are authentic and easy to prepare. It started with fry mixes, then expanded to base mixes for Louisiana favorites like Jambalaya and Etouffée, followed by seafood boil, sauces and gravy mixes. Louisiana Fish Fry Products has since seen steady growth in both the retail and foodservice industry.
Today, Louisiana Fish Fry Products still proudly calls Baton Rouge, Louisiana home. Nearly forty years later, that same commitment to selling authentic Louisiana-style dishes made from only the finest, high-quality ingredients still proudly inspires everything we do.
Bachelor's degree in Marketing, Business or related field; MBA preferred; 8+ years progressive brand marketing experience in food, beverage or CPG; experience with innovation, Stage-Gate, consumer insights, syndicated data, and AI tools; strong financial and analytical skills.
Key Responsibilities
- developing brand strategy
- leading marketing execution
- managing innovation pipeline
Skills & Tools
AI tools
Job Details
- Category: Marketing
- Seniority: Senior Level
- Commitment: Full Time
- Workplace: Remote — Baton Rouge, Louisiana, United States
- Languages: English
About Louisiana Fish Fry Products
A US-owned and US-made producer of authentic Louisiana-style food products. — Industry: Manufacturing