Sabra makes America's most iconic and beloved hummus and a delicious range of plant-based dips and spreads. We are dedicated to uniting and delighting the world around planet-positive food.
Sabra was founded in 1986 in Astoria, Queens and is headquartered in White Plains, New York. Sabra's 500+ team members proudly produce hummus in Chesterfield County, Virginia, taking great care to ensure the highest-quality hummus is ready to go home with you. From party time to snack time, Sabra is always a feel-good food.
Sustainability is in our roots. Sabra hummus is made with chickpeas grown on family-farms in the Pacific Northwest. The chickpea is not only a nutritional powerhouse but an agricultural treasure, pulling nitrogen from the atmosphere and depositing nutrients into the soil for future crops to consume, making the world a better place one chickpea at a time. Our commitment to the planet drives the ingredients we source, the products we produce, the choices we make and the way we engage with one another and with our community.
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People are at the core of how we grow and create value; leading with diversity, equity and inclusion contributes directly to our shared success. We are always looking for talented people who share our passion for nourishing our bodies, our souls, and our communities. If you are interested in learning more about career opportunities at Sabra, visit our career site.
The Senior Manager of Integrated Marketing Communications (IMC) is accountable for driving strategic storytelling and creative excellence across Sabra NA communications through the development of fully holistic and integrated campaigns that help drive business results and build positive brand reputation.
Working in partnership with your cross-functional partners, you will lead and manage the IMC process soup to nuts - from communications strategy to creative briefing, through full-funnel creative development, production, and creative asset optimization.
The role will also directly manage the strategy and execution of Owned (website, organic social, Linkedin) and Earned (PR and influencer) channels, creating an ecosystem of content that comes to life cohesively across the full consumer journey. The role will also be POC for Consumer affairs, currently being managed through PepsiCo Consumer Affairs.
This individual will lead all IAT (Integrated Agency Team) engagements and be directly responsible for the non-working budget and agencies necessary to bring IMC to life, including Sabra's creative agencies, PR agency, and influencer agency.
Dip Into Your Role
- Band Equity & Experience
- Support the VP of Brand Marketing in defining Sabra's brand architecture and own bringing that equity to life across all consumer communication touchpoints.
- Create and own any updates to Sabra brand guidelines for North America, ensuring that they map to global Sabra Obela brand equity principles.
- Communications Strategy & Planning across all touchpoints
- Manage various full-funnel campaigns throughout the year, including brand equity, seasonal campaigns, tentpole moments, PEP cross-brand, and more.
- Create and maintain a rolling 12mo communications calendar that incorporates brand marketing priorities, Sabra's retailer initiatives, and PEP co-brand events.
- Creative Campaign Development & Analysis
- Transform the marketing briefs into creative briefs to kick off creative development and IAT planning, upholding high standards to ensure the creative output delivers on a clear business objective.
- Work closely with Omnichannel Sales and Media team to ensure the creative brief is made with paid support plans in mind, in particular the creative mediums and asset specifications necessary to support the paid plan.
- Lead timeline, budget, and project management of production and execution of all creative assets, ensuring cross-functional alignment along the way
- Ensure on-time delivery of best-in-class final assets, as well as delivery of interim assets at key gates within the process, with a particular focus on Sales team customer sell-in moments.
- Lead in-market and post-market analysis of IMC against KPIs.
- Be the go-to expert in creative campaign development, ensuring that you are constantly sharing learnings, creating teaching moments for your team and cross-functional partners
- Owned Media
- Directly responsible for strategy, execution, and measurement of all of Sabra's US and Canada Organic Social platforms, including but not limited to TikTok, Instagram, Facebook, and LinkedIn.
- Directly responsible for Sabra.com strategy, creative production, deployment of assets, ongoing optimization, and measurement.
- Earned Media - PR & Influencer strategy, execution, and measurement.
- Agencies and vendors under direct management
- Seymour PR - Consumer & Corporate Comms
- Vayner-Creative and Media, Organic and Paid Social, Production, Execution
- DanceOn - TikTok Creative
- Shopify - Website host
- PepsiCo, Inc-Consumer Affairs
- A&M Budget under direct management
- Creative Non-Working
- Brand Marketing Agency Fees
Recipe for Success
- Professional Experience: 6+ years of integrated marketing campaign experience, preferably in food, or consumer packaged goods or creative/media agency. Experience working on U.S. and Canadian mass channel brands preferred.
- Education: Bachelor's degree or equivalent.
- Proven ability to develop IMC strategy, and ability to turn strategy into action.
- Experience in developing campaigns that deliver on measurable business objectives.
- Experience in social, experiential, brand partnerships, and influencer marketing.
- Expert at RFP process, agency award/contract negotiation, and creative brief best-practices.
- Demonstrated success managing multiple agencies, bringing together a unified and cohesive IAT.
- High EQ with an ability to influence multiple cross-functional key stakeholders, including top management.
- Understanding of brand strategy development in a commercial context.
- Highly refined communication and presentation skills.
- Strong analytical skills to support data-driven decision making.
- Travel: Ability to travel periodically as needed for production shoot oversight or Sabra's Richmond office.
- Hybrid working environment in-office expectations Tuesday-Thursday
- In compliance with pay transparency requirements, the anticipated starting pay for new hires for this position is between $120k-$150k per year. Full-time employees are also eligible for performance-based bonuses and benefits. This is not a guarantee of compensation or salary, as a final offer amount may vary based on factors including but not limited to experience, education, location, and shift.
We celebrate an inclusive environment and provide equal opportunity for development and advancement. As an equal opportunity employer, all qualified applicants will receive consideration for employment without regard to race, color, religion, gender, sexual orientation, gender identity, national origin, age, disability, genetic information, marital status, amnesty, status as a covered veteran or uniform service member, or any other protected characteristic under applicable federal, state and/or local law.