Segment Marketing Manager

BROAD FUNCTION AND SCOPE OF THE POSITION:

• The Segment Marketing Manager owns segment marketing strategy and direction for Affinity Group's foodservice business across the National Chains, Regional Chains, Street, C-Store, Distributor, On-site, K-12, and Military segments.
• This role leads and develops a team of Segment Marketing Specialists, setting priorities and direction while the team owns day-to-day execution of insights, sales tools, customer communications, and segment events.
• The Manager builds strong relationships with segment leads, sellers, and senior stakeholders to align segment marketing with broader business objectives, represents segment marketing in cross-functional and leadership discussions, and ensures all efforts deliver measurable, ROI-driven results.
• Strategy & Insights Set the segment insights and strategy agenda, directing Segment Marketing Specialists in gathering and synthesizing market insights across all segments.
• Translate segment insights into marketing strategy and content priorities, leveraging cross-functional capabilities including sales enablement and culinary.
• Own alignment of segment marketing strategy and planning with overall business objectives, representing segment marketing priorities in cross-functional and leadership planning.
• Build and maintain strong relationships with segment leads, sellers, and regional marketing teams at a senior level, fostering alignment on segment goals.
• Sales Tools & Enablement Set direction for and approve cross-client go-to-market sales tools developed by Segment Marketing Specialists, ensuring alignment with business objectives, client priorities, and regional considerations.
• Champion sales tool adoption, own training strategy for sales teams, and coach Specialists on sales tool development best practices.
• Customer & Communications Set strategy for and approve customer presentations and communications developed by the team, ensuring messaging aligns with segment positioning and business priorities.
• Direct overall strategy for direct-to-operator (DTO) communications, including eblasts and AI-driven outreach, and review performance results with the team to guide optimization.
• Segment Event Support Own segment event strategy, including executive-level planning for the ANC K-12 Conference and Unipro Conference.
• Direct Segment Marketing Specialists in the execution of event materials, customer-facing content, and on-site support, ensuring events deliver on strategic goals.
• Metrics, Analytics & Reporting Own segment marketing performance reporting, synthesizing tool adoption, campaign effectiveness, and performance metrics into insights for senior leadership.
• Use data insights to inform go-forward strategy, demonstrate ROI, and guide budget and resource decisions.
• Compliance and Best Practices Ensure all marketing activities comply with legal, ethical, and brand standards.
• Stay current with industry best practices and trends, and ensure the team is informed accordingly.
• People Development and Coaching Lead and develop the Segment Marketing Specialist team (2 direct reports), setting goals, coaching performance, and building bench strength.
• Share best practices and foster a culture of continuous learning, collaboration, and innovation within the marketing team.
• Support talent development by identifying skill gaps and delivering targeted training and growth opportunities, including growth paths from Specialist to Manager-level roles.
• EDUCATION AND EXPERIENCE REQUIREMENTS Bachelor's degree in marketing, business administration, communications, or related field; Master's degree preferred.
• Minimum of 5 years of progressive experience in foodservice segment marketing, sales enablement, or related roles.
• Demonstrated success setting segment marketing strategy and directing others (directly or through project leadership) to execute against it.
• Experience with direct communications, digital marketing platforms, and analytics.
• Strong project management and cross-functional collaboration skills.
• Excellent verbal and written communication skills.
• Proficiency in Microsoft Office Suite, SharePoint, and marketing technology platforms like Canva.
• Proven experience leading, coaching, and developing a team.
• CANDIDATE QUALIFICATIONS/COMPETENCIES Foodservice Segment Strategy & Insights Strategic Planning & Business Alignment Relationship Building & Stakeholder Engagement Sales Tool Creation & Training Content Development & Creative Planning Customer Presentation & Communications Support Direct Communications (Eblast, AI) Segment Event Planning & Support Metrics, Analytics & Reporting Compliance & Best Practices Collaboration & Influence Project Management Communication Excellence Problem Solving & Innovation ROI Mindset People Leadership & Team Development The Affinity Group is an Equal Opportunity Employer.
• We celebrate diversity and are committed to creating an inclusive environment for all employees.
• We do not discriminate based upon race, religion, color, national origin, gender (including pregnancy, childbirth, or related medical conditions), sexual orientation, gender identity, gender expression, age, status as a protected veteran, status as an individual with a disability, or other applicable legally protected characteristics.
• All employment is decided on the basis of qualifications, merit, and business need.
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