VP Marketing - Pretzel Crisps Brand
Snyder's-Lance, Inc. - Charlotte, NC

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Job Summary

Responsible for the development and implementation of the strategic vision and tactical operating plans for the Snyder’s-Lance Pretzel Crisps product and customer portfolio.

Key areas of responsibility include product line and customer P&L, innovation strategy and development, category thought leadership strategy development, identification of external and internal growth opportunities and applying consumer and retailer insights to the business.

Also includes managing and developing Pretzel Crisps Marketing Team and managing cross functional internal and external resources toward achieving strategic objectives. This position is commissioned to drive change of the Pretzel Crisps brand to its next stage of evolution in our growth of our Deli Business.

Essential Job Duties


Lead the strategic framework to achieve profitable long-term growth for the Pretzel Crisps Brands portfolio.

Ensure that each product line fit within a portfolio strategy that will maximize velocity, margin growth and packaging that are consistent with corporate objectives. Actively champion a clear and compelling vision for the evolution of the product portfolio, along with an optimal customer mix.


Oversees the development and implementation of long term growth roadmap and annual marketing strategies to achieve targeted velocity and profit goals.

Include product and customer level sales forecasts, pricing strategies, profitability, product innovation, communications and customer insights.

Responsible for driving the total Pretzel Crisps Label Chanel P&L and partners with Director of Field Marketing to drive Field Marketing Strategy.


Provide overall Category leadership vision based upon consumer insights and behaviors across all core product categories.

Responsible for developing this vision as a means to drive a consultative relationship with retailers in order to achieve partnerships with all major customers and insulate against transactional relationships.


Demonstrated ability to launch new productions other than line extensions in the Deli application business, leveraging practical use of social media in the earn media and public relations space.


Partner with Sales, Finance and Demand Planning to deliver an integrated process that enables forecast accuracy.


Provide strategic direction for the development of an innovation strategy and process that yields significant, incremental product lines that add value to retailer portfolios and that enhance Pretzel Crisps overall blended margins.

Implements a disciplined approach including formalized idea development methodologies, consumer validation, business potential and risks, and structured process to guide cross functional development, launch and performance evaluation.


Gains alignment and secures cross functional support/resources for new product and marketing initiatives.


Evaluate acquisition opportunities that help to drive overall portfolio strategy and fit within corporate strategic objectives.

Provide value added support to selling organization in order to best integrate into organization.


Ensure that Pretzel Crisps Marketing Team is providing a full assortment of “Value-Added” Services to our internal and external customers, including sales support information, shopper and consumer insights and change management.


Creates an environment in which key marketing and cross functional team members are motivated to generate new ideas and embrace change.


Supports and provides leadership to key corporate initiatives including policy identification, process simplicity and developing our culture and values.


Provides leadership, actively coaching, and manage performance of marketing team.

Identifies vision, resources and capability needs to enable corporate growth goals.

Recruits new talent.

Scope of Responsibility

Brand Sales $250 MM Sales

Supervisory Responsibility

Team includes 4 to 5 Direct Reports and total team of 25

Knowledge and Skill Requirements

10+ years CPG experience in brand management. Strong leadership, strategic, analytical and persuasion skills required. Excellent relationship building skills. Excellent verbal and written communication skills.

Must be able to manage multiple priorities effectively. Must be self-motivated and be able to work independently.

Demonstrated ability to manage through complex projects, providing strategic and team leadership to seek opportunities and overcome challenges.

Demonstrated marketing technical expertise.

Able to coach internal and external teams to build best in class marketing strategies, principles and programs

Education and Experience

MBA preferred.

Previous Food CPG marketing experience preferred.

Physical Demands

While performing the duties of this job, the employee is regularly required to sit; use hands to finger, handle, or feel; and reach with hands and arms.

The employee is required to stand, walk, and talk or hear.

The employee is occasionally required to climb or balance and stoop, kneel, crouch, or crawl.

The employee must frequently lift and/or move up to 10 pounds.

Work Environment

The noise level in the work environment is usually quiet.

Travel Required

Up to 20-25% travel required.

To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. The requirements listed above are representative of the knowledge, skill, and/or ability required. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.




Primary Location


USA-North Carolina-Charlotte

Other Locations


USA-New Jersey, USA-New York, USA-Massachusetts







EEO Disclosure


Snyder’s-Lance is an Equal Opportunity Employer.

About this company
Snyder’s-Lance, Inc., headquartered in Charlotte, North Carolina, manufactures, markets and distributes snack foods throughout the...