The Challenge
Impact Confections owns iconic brands like WARHEADS® and Melster® Candies with decades of legacy. You'll drive household penetration and velocity across grocery, mass, drug, and e-commerce by blending brand building with shopper activation—and proving ROI on every dollar.
Your Mission
Audit current brand positioning, messaging, and visual identity across all channels; recommend gaps and consolidation opportunities
Build annual brand plans for 2–3 assigned confection brands with clear growth targets, aligned with sales and finance forecasts
Map channel-specific marketing strategies and retailer POS data (Nielsen/IRI) to identify top 3 velocity drivers by channel
Launch one seasonal or promotional campaign with measurable lift in trial and repeat purchase
Execute go-to-market plans for 2+ new product launches, including packaging, consumer research, and retail fit analysis
Develop and optimize shopper marketing programs for top 5 retail partners (Walmart, Target, Kroger, etc.) with documented ROI uplift
Establish licensing strategy and secure 1–2 new royalty programs that expand brand reach and revenue
Deliver quarterly insights reports on category trends, competitive activity, and consumer behavior that influence innovation and pricing decisions
KPIs You'll Own
Household Penetration
% of target households purchasing your brands; track monthly growth vs. prior year and competitive set.
Velocity (Units/Dollar Sales)
Measure sales per store per week by channel and brand; prioritize growth in underperforming SKUs and retailers.
Campaign ROI
Track incremental sales lift vs. marketing spend on shopper activation, seasonal, and promotional programs.
Brand Health
Monitor awareness, consideration, preference, and trial via syndicated consumer research; link to marketing initiatives.
Product Launch Success
Measure trial rate, repeat purchase, and contribution to category growth for new items within first 6 months.
Tools & Stack
Your Team
Your Manager
Director of Marketing or VP of Brand (not specified; clarify in interview)
Current Team
Cross-functional: Sales, R&D, Operations, Finance, external creative agencies
New backfill or expansion role (not explicitly stated; ask)
The Package
Salary
$85K-$120K base
Remote
On-site in Janesville, Wisconsin. No remote/hybrid option mentioned.
Benefits & Perks
Company Intelligence
Impact Confections, based in Janesville, Wisconsin, manufactures iconic candy brands including WARHEADS® (bold sour candy) and Melster® Candies (nostalgic classics like Circus Peanuts). Multi-generational family business with strong retail presence across grocery, mass, drug, convenience, club, and e-commerce channels.
Customers
WalmartTargetKrogerConvenience retailersClub retailers
Is This Role For You?
- You've spent 5–8 years in CPG marketing (confectionery, snacks, food/beverage) and understand shopper psychology and retail dynamics
- You're comfortable living in or relocating to Janesville, Wisconsin for a full-time on-site role
- You're fluent in syndicated data (Nielsen, IRI, Spins) and can translate insights into winning brand and channel strategies
- You thrive in cross-functional environments and can present confidently to sales teams, retailers, and leadership
- You need remote work or won't relocate to small-town Wisconsin; this is hard on-site
- You have zero CPG or retail shopper marketing experience; they want battle-tested operators, not junior generalists
- You're uncomfortable with fast-paced execution and managing multiple brand launches simultaneously
Interview Process
Phone Screen
Hiring manager confirms CPG background, on-site availability, and brand/channel marketing fluency. ~30 min.
Marketing Case Study
Bring a past brand or campaign you led: challenge, strategy, execution, results. Be ready to discuss Nielsen/IRI data and ROI.
Stakeholder Panel
Meet Director/VP of Marketing, Sales Lead, and cross-functional partner (R&D or Operations) to assess collaboration style and strategic thinking.
Executive Round
Interview with VP/Chief Commercial Officer or CEO on long-term vision for brand portfolio and how you'd drive growth.
Interested in this role?
Apply now and hear back within days, not weeks.
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About Growth Marketing Roles
Growth marketers drive user acquisition, activation, and retention through data-driven experimentation. They sit at the intersection of product, data, and marketing — running A/B tests, building funnels, and scaling what works.