• Set Strategic Direction for ECF
o Product positioning – help determine target markets and manage the 4 P’s for existing product portfolio. Develop messaging to succinctly describe the unique value proposition of East Coast Fresh.
o Market intelligence – be an expert on buyers, including how they buy, their buying criteria, etc., and communicate this information throughout the company. Also be an expert on consumer demands and trends, current and future, and develop products and messaging that cater to them.
• Drive Product Development
o Product development – lead a cross functional team of internal and external resources to help determine consumer demand and guide innovative concept development. Drive development process to commercialization and product positioning management.
o Product launch strategy – assess product roadmap and key initiatives to set launch and communications strategies for internal and external audiences.
• Lead Marketing Team o Team management – lead and mentor the marketing team to bring East Coast Fresh brand and products to market, ensuring short-term tactical activities and long-term strategic efforts align with East Coast Fresh’s brand objectives.
o Sales enablement – enable the sales force with information and materials that allows them to communicate our product offerings effectively.
• Manage Marketing Communication
o External – create materials, including emails, newsletters, and social media/web that inform customers about the availability of new product releases, and educate them on how to get the most value from them.
o Internal – ensure cross-departmental communication about product roadmap and strategy, and ensure everyone has a common understanding of emerging requirements.