Segment Marketing Manager

BROAD FUNCTION AND SCOPE OF THE POSITION: The Segment Marketing Manager owns segment marketing strategy and direction for Affinity Group's foodservice business across the National Chains, Regional Chains, Street, C-Store, Distributor, On-site, K-12, and Military segments. This role leads and develops a team of Segment Marketing Specialists, setting priorities and direction while the team owns day-to-day execution of insights, sales tools, customer communications, and segment events. The Manager builds strong relationships with segment leads, sellers, and senior stakeholders to align segment marketing with broader business objectives, represents segment marketing in cross-functional and leadership discussions, and ensures all efforts deliver measurable, ROI-driven results.
Strategy & Insights
Set the segment insights and strategy agenda, directing Segment Marketing Specialists in gathering and synthesizing market insights across all segments
Translate segment insights into marketing strategy and content priorities, leveraging cross-functional capabilities including sales enablement and culinary
Own alignment of segment marketing strategy and planning with overall business objectives, representing segment marketing priorities in cross-functional and leadership planning
Build and maintain strong relationships with segment leads, sellers, and regional marketing teams at a senior level, fostering alignment on segment goals
Sales Tools & Enablement
Set direction for and approve cross-client go-to-market sales tools developed by Segment Marketing Specialists, ensuring alignment with business objectives, client priorities, and regional considerations
Champion sales tool adoption, own training strategy for sales teams, and coach Specialists on sales tool development best practices
Customer & Communications
Set strategy for and approve customer presentations and communications developed by the team, ensuring messaging aligns with segment positioning and business priorities
Direct overall strategy for direct-to-operator (DTO) communications, including eblasts and AI-driven outreach, and review performance results with the team to guide optimization
Segment Event Support
Own segment event strategy, including executive-level planning for the ANC K-12 Conference and Unipro Conference
Direct Segment Marketing Specialists in the execution of event materials, customer-facing content, and on-site support, ensuring events deliver on strategic goals
Metrics, Analytics & Reporting
Own segment marketing performance reporting, synthesizing tool adoption, campaign effectiveness, and performance metrics into insights for senior leadership
Use data insights to inform go-forward strategy, demonstrate ROI, and guide budget and resource decisions
Compliance and Best Practices
Ensure all marketing activities comply with legal, ethical, and brand standards
Stay current with industry best practices and trends, and ensure the team is informed accordingly
People Development and Coaching
Lead and develop the Segment Marketing Specialist team (2 direct reports), setting goals, coaching performance, and building bench strength
Share best practices and foster a culture of continuous learning, collaboration, and innovation within the marketing team
Support talent development by identifying skill gaps and delivering targeted training and growth opportunities, including growth paths from Specialist to Manager-level roles
Education And Experience Requirements
Bachelor's degree in marketing, business administration, communications, or related field; Master's degree preferred
Minimum of 5 years of progressive experience in foodservice segment marketing, sales enablement, or related roles
Demonstrated success setting segment marketing strategy and directing others (directly or through project leadership) to execute against it
Experience with direct communications, digital marketing platforms, and analytics
Strong project management and cross-functional collaboration skills
Excellent verbal and written communication skills
Proficiency in Microsoft Office Suite, SharePoint, and marketing technology platforms like Canva
Proven experience leading, coaching, and developing a team
Candidate Qualifications/Competencies
Foodservice Segment Strategy & Insights
Strategic Planning & Business Alignment
Relationship Building & Stakeholder Engagement
Sales Tool Creation & Training
Content Development & Creative Planning
Customer Presentation & Communications Support
Direct Communications (Eblast, AI)
Segment Event Planning & Support
Metrics, Analytics & Reporting
Compliance & Best Practices
Collaboration & Influence
Project Management
Communication Excellence
Problem Solving & Innovation
ROI Mindset
People Leadership & Team Development
The Affinity Group is an Equal Opportunity Employer. We celebrate diversity and are committed to creating an inclusive environment for all employees. We do not discriminate based upon race, religion, color, national origin, gender (including pregnancy, childbirth, or related medical conditions), sexual orientation, gender identity, gender expression, age, status as a protected veteran, status as an individual with a disability, or other applicable legally protected characteristics. All employment is decided on the basis of qualifications, merit, and business need.
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