The International Brand Manager is responsible for leading the development and execution of brand, product, and commercial marketing strategies across Sunsweet's international business. This role works closely with international sales teams, distributors, regional partners, and cross-functional stakeholders to drive profitable growth, strengthen brand equity, and expand market presence across global markets.
The position serves as the primary marketing lead for international markets, translating consumer insights, category trends, and business objectives into actionable strategies that support revenue growth, market expansion, and enhanced distributor engagement. The International Brand Manager ensures Sunsweet maintains a consistent global brand identity while adapting programs, communications, and product offerings to local market needs.
ESSENTIAL DUTIES AND RESPONSIBILITIES
The following duties are normal for this position. These are not to be construed as exclusive or all-inclusive. Other related duties may be required and assigned.
- Develop and execute annual international marketing plans aligned with corporate growth objectives.
- Identify market-specific growth strategies and tactics that drive brand relevance, household penetration, and market expansion.
- Ensure global brand standards are consistently communicated and implemented across international markets.
- Partner with distributors, regional agencies, and local stakeholders to adapt and execute marketing programs while maintaining brand integrity.
- Support long-term strategic planning, market prioritization, and international portfolio development.
- Support global retail product management, providing P&L analysis, forecasting and packaging coordination.
- Manage international trade fund programs to maximize marketing reach, identifying opportunities to support market expansion and innovation.
- Analyze global market trends, consumer behaviors, category dynamics, and competitive activity to identify growth opportunities.
- Conduct and manage regional consumer research to understand motivations, purchase drivers, and emerging needs.
- Develop fact-based recommendations for product positioning, messaging, packaging, and communication strategies.
- Perform competitive landscape assessments to identify opportunities, threats, and whitespace innovation opportunities.
- Leverage syndicated data, retail analytics, shipment trends, and consumer research to support decision-making.
- Plan, develop, and oversee integrated multi-channel marketing campaigns, including digital, social media, public relations, events, trade marketing, and customer activation programs.
- Coordinate global campaign initiatives and facilitate regional adaptations to maximize local market effectiveness.
- Lead new product launches and commercialization efforts across multiple countries and regions.
- Collaborate with innovation, R&D, sales, and supply chain teams to support product pipeline planning and launch readiness.
- Track campaign performance and optimize programs based on ROI and market feedback.
- Partner closely with International Sales, Supply Chain, Procurement, Finance, Regulatory Affairs, and R&D to support successful business execution.
- Assist in demand forecasting and communicate changes in product demand or market requirements.
- Conduct profitability analysis of product portfolios, innovation projects, and market opportunities.
- Coordinate activities with international agencies, distributors, brokers, and strategic partners.
- Support distributor relationship management efforts, ensuring Sunsweet remains a preferred and strategically aligned supplier.
- Participate in distributor business reviews and development of joint business plans.
- Manage process to monitor and communicate internally on regulatory changes impacting international product portfolio
- Develop and manage international marketing budgets and annual spending plans.
- Allocate resources across markets, campaigns, and strategic initiatives to maximize return on investment.
- Monitor and report marketing expenditures against budget objectives.
- Forecast marketing investments, promotional funding requirements, and expected returns.
- Manage international trade development programs, including USDA Market Access Program (MAP), WUSATA, and other funding opportunities to maximize marketing impact.
- Ensure all marketing materials, product claims, packaging, and promotional activities comply with local regulations and industry requirements.
- Partner with regulatory and legal teams to manage advertising standards, privacy regulations, labeling requirements, and import/export restrictions.
- Monitor evolving international trade, regulatory, and compliance requirements affecting marketing activities.
- Support market-specific product registration and commercialization requirements as needed.
- Establish and monitor key business performance indicators including sales growth, market share, distribution, profitability, brand health, and campaign effectiveness.
- Develop quarterly and annual business reviews for international markets.
- Present strategic recommendations and performance updates to senior leadership.
- Identify areas of opportunity and implement corrective actions to improve business results.
- Track distributor performance and marketing effectiveness against established objectives.
MINIMUM QUALIFICATIONS
Knowledge/Skills:
- Strong understanding of brand management, consumer insights, category management, and international marketing principles.
- Experience with MAP or WUSATA programs
- Experience with syndicated data sources (Circana, Nielsen, Euromonitor, etc.).
- Strong analytical, financial, and business planning skills.
- Excellent project management and cross-functional leadership capabilities.
- Strong communication, presentation, and relationship-building skills.
- Experience collaborating across diverse cultures and global business environments.
- Proficiency in Microsoft Office Suite, business analytics tools, and marketing performance reporting.
Ability to:
- Develop and execute international marketing strategies that drive brand growth, market penetration, and revenue expansion across multiple countries.
- Analyze consumer, market, and syndicated data to identify trends, opportunities, and actionable business insights.
- Manage multiple projects simultaneously while meeting deadlines and business objectives in a fast-paced environment.
- Build and maintain strong relationships with international distributors, customers, agencies, and cross-functional stakeholders.
Education and Experience:
- Bachelor's degree in Marketing, Business Administration, International Business, or related field required. MBA preferred.
- 5 years of experience in marketing, product management, or international business within Consumer Packaged Goods (CPG).
- Proven experience working with international distributors, export markets, and multi-country marketing programs.
- Experience launching and managing products across multiple international markets and working cross functionally to move projects forward.
- Demonstrated success managing budgets, forecasts, trade investments, and commercialization initiatives.
Physical/Safety Requirements:
- Tolerate extended periods of sitting at desk.
- Ambient noise is louder than a traditional office setting.