Job Overview: 
The Brand Manager is responsible for driving profitable brand growth in support of the Brands+ business. This role will plan, direct, and 
implement the US marketing strategy of Equaline and Shoppers Value. They are responsible for working cross-functionally with Sales, 
Sales Operations, Merchandising, Product Development, Product Business Management, and Finance to meet goals and attain 
metrics. Innovation is critical and the Brand Manager must understand how to move with speed in developing new products and 
renovating old ones. It is an important position for the company, and they are a key member of the Brands+ Brand Management 
Team.

Job Responsibilities:
Innovation (50%)
• Guides the development of new products from concept to launch. Utilize category and consumer 
insights to identify growth opportunities to drive new product development. 
• Establishes and executes multi-year innovation pipeline from concept to commercialization.
• Develop new products and manage category white space based on trends and consumer insights 
including leading concept presentations. 
• Manage product and category lifecycle process including brand portfolio activity, brand 
investments, and/or sunset plans. 
• Recommend and partner with cross-functional groups on SKU rationalization, sales, contribution 
to category, and profitability. 

Business Leadership(25%)
• Leads, updates, and optimizes integrated product, price, promotion, and packaging strategies to 
drive sales growth and EBITDA expansion. 
• Provide insight on promotion timing, pricing, and tactics to improve sales and profitability for the 
brand. Identify what is working at a retailer and what is not and provide recommendations on 
how to improve performance. 
• Oversees market research and analysis including buying trends, competitor analysis, and 
consumer insights. Generates deep category, customer, consumer, and competitor insights from 
multiple sources including primary research, secondary data sources, and customer interactions.
• Monitors and analyzes market and competitor performance/activities.
• Prepares for and attends monthly financial and S&OP Meetings, explaining the business drivers.
• Develop compelling selling stories for key customers to help secure new product listings and 
support key initiatives.
• Develop insights based on ad hoc analyses utilizing Nielsen’s syndicated data. These will include, 
but are not limited to, the following: 
o Brand and category sales trends
o Category and pricing segmentations
• Brand innovation/renovation; New product sales measurement. 

Strategic Planning (15%)
• Understand the strategic vision of the company and marketing team to align brand portfolio to 
those visions. 
• Develop strategic brand plans for priority brands that utilize consumer insights and cross-functional input from key stakeholders on the Brands+ team and UNFI. 
• Develop long-term, broad stroke 3+ year initiatives that expand the brand presence, increase, and 
diversify revenue streams, and improve margins/ profitability. 
• Responsible for exclusive private label and national dynamics within the portfolio to create a 
winning strategy and reason for each.

Team Collaboration (5%)
• Serve as the “Brand Steward” and ensure all products, communications, promotions, and 
initiatives align with the brand. 
• Peer-leadership of a cross-functional team to create alignment and smooth release of products 
and projects including strategic initiatives, pricing, and sales initiatives. 
• Be a professional, excellent communicator, exceptional listener, and provide consistent follow-up 
and updates. 
• Publisher and creator of period brand performance reports and owner of brands for quarterly 
business reviews.
• Performs other relevant job duties as required. 

Project Management (5%)
• Responsible for project management duties related to product launches, product improvement,
and product rationalization initiatives and ensuring targeted milestones are met on time. 
• Create brand plan calendar and timelines to ensure on-time deliverables by planning and being a 
strong contributor. 
• Performs other relevant job duties as required.

Job Requirements:
Education/ Certifications/or Equivalent combination of education training and experience:
• Bachelor’s degree in marketing or business preferred or equivalent related experience and training.
• MBA preferred. 
Experience: 
• 5+ years of relevant work experience, preferably at a consumer-packaged goods company in brand management, 
• Proven experience turning ideas into reality, starting with strategy to executing tactics. 
• Action-oriented with exceptional project management and organizational skills; able to manage multiple, often accelerated 
projects at once.
• Proven ability to analyze and interpret data and provide data-driven recommendations in line with business objectives. 
• Use of syndicated (Nielsen, IRI, SPINS) consumption and HH panel data and consumer research.
• Strong knowledge of promotion techniques, pricing policies and distribution channels.
• Thorough understanding utilizing insights and trends to create strategy, tactics and goals. 
• Curious mindset and passion for growing the brand and business. 
• P&L and ROI basics 
• Sales analytics
Knowledge/ Skills/ Abilities:
• Excellent oral, written communication and excellent interpersonal skills.
• Strong sense of urgency and project management skills.
• Team player and working leader. 
• Highly motivated / self-starter.
• Strong quantitative analysis skills.
• Ability to prioritize a multitude of tasks. 
• Ability to work in a fast-paced environment and manage various projects at the same time. 
• Meticulous attention to detail.
• Strong proficiency with Excel & PowerPoint.
• Flexible and adaptable to learning and understanding new technologies
• Some travel may be required.

All qualified applicants will receive consideration for employment without regard to race, color, age, religion, sex, sexual orientation, gender identity or expression, national origin, disability, or protected veteran status. UNFI is an Equal Opportunity employer committed to creating an inclusive and respectful environment for all. - M/F/Veteran/Disability. VEVRAA Federal Contractor.