Marketing Head

About the Company

Frabelle Food Group maintains a strong commitment to providing its customers with superior, great-tasting products at affordable prices. We aim to transform ordinary mealtimes into pleasurable dining experiences for the whole family.

As one of the companies under the Food Group, Frabelle Market Corporation (FMC) specializes in procuring, processing, packaging, and distributing a wide range of marine and snack products for both retail and institutional markets. Our brands include:

• Ocean Fresh - high quality, affordable frozen seafood;
• Seaglow - processed frozen goods like squid balls, fish balls, and kikiam;
• Captain's Catch - breaded, battered, and fried products; and
• Frabelle Foods - premium snack products

About the Role

The Marketing Head is responsible for overseeing brand strategy, new product development, marketing communication, trade marketing, category management, pricing, and budget management.

The Marketing Head owns brand equity, portfolio architecture, and demand generation for the Food Group across both of its business models: the snack lines the group manufactures and sells, and the frozen and ready-to-cook lines it imports and distributes. The role carries both halves of the marketing function:

a. brand management, which decides what the brand stands for and builds consumer demand for it, and

b. trade marketing, which converts that demand into availability, visibility, and offtake at the point of purchase.

Reporting to the President of the Food Group, the role serves all four operating companies from a single group function. It succeeds when the group's brands command preference and price, when new products earn their place on the shelf, and when promotional investment produces measurable offtake rather than temporary volume bought at the expense of margin.

Responsibilities

• Brand Strategy and Portfolio Management - Define and maintain the positioning, target consumer, and value proposition for each brand in the Food Group portfolio, across both manufactured and imported lines.
• New Product and New Line Development - Own the innovation pipeline for both business models: new product concepts for manufactured lines, and new product and pack selection for imported lines.
• Marketing Communication and Consumer Activation - Develop and execute the communication plan across the relevant mix of traditional, digital, and in-store media.
• Trade Marketing and Channel Activation - Translate brand plans into channel-specific activation plans for modern trade, general trade, food service, institutional, and distributor channels.
• Category Management, Insight and Competitive Intelligence - Build and maintain category and shopper understanding for the group's categories, using available syndicated data, sell-out data, and field intelligence.
• Pricing, Margin and Promotional Effectiveness - Recommend the pricing architecture across brands, packs, and channels, and maintain the price ladder and pack-price architecture logic.
• Budget, Agency and People Management - Prepare and manage the advertising and promotion budget, and report spend against plan and against effect.

Qualifications

• Bachelor's degree in Marketing, Business Administration, Communication or related field
• At least eight years of progressive marketing experience in food, FMCG, or consumer goods, including at least three years in a managerial role with team leadership.
• Demonstrated experience in both brand management and trade marketing.
• Track record of launching new products or new lines and of evaluating them honestly after launch.
• Experience across more than one channel type (modern trade, general trade, food service, or distributor) is required; experience with imported or distributed portfolios is an advantage.
• Strong analytical capability with sell-out, syndicated, or panel data; advanced Excel and presentation skills.
• Excellent written and verbal communication skills
• Excellent multitasking and project management skills