Brand Manager

POSITION SUMMARY

The Brand Manager is a hands-on marketing leader responsible for owning and growing assigned brands and product lines within the Juanita’s Foods portfolio of authentic Mexican canned foods. Reporting to the Director of Marketing, this individual builds and personally executes brand plans — spanning positioning, packaging, pricing, promotion, innovation support, and shopper marketing — to drive volume, share, and profitability. This is a builder’s role on a lean, middle-market team: the Brand Manager is expected to roll up their sleeves and create the work, not simply manage it. Authentic cultural fluency with Hispanic and Latino consumers and fluency in both English and Spanish are central to connecting the brand with its core consumer.

KEY RESPONSIBILITIES

Brand Strategy & Execution

• Own and execute the annual brand plan for assigned products/categories, including positioning, messaging, pricing, and promotion.

• Translate consumer and category insight into actionable brand strategies and concrete, measurable marketing objectives.

• Manage assigned marketing budgets with a middle-market, ROI-first discipline.

• Monitor brand and category performance and recommend and execute corrective action.

Consumer & Cultural Marketing

• Develop culturally relevant, bilingual (English/Spanish) brand campaigns and messaging rooted in Mexican cuisine and Hispanic/Latino culture.

• Serve as the voice of the consumer within the marketing team.

Innovation & Packaging

• Support the new product pipeline from concept through commercialization, partnering with R&D, operations, and sales.

• Lead packaging development and updates, ensuring brand consistency and shelf impact.

Channel, Shopper & Customer Support

• Develop shopper and trade marketing programs across grocery, club, and foodservice channels.

• Partner with sales on retailer line reviews and customer-specific marketing support.

Cross-Functional Collaboration & Analysis

• Partner cross-functionally with sales, operations, finance, and the digital/content team.

• Analyze syndicated, sales, and consumer data (e.g., Nielsen/IRI/Circana where available) to inform decisions.

• Provide day-to-day directions to an Associate Brand Manager and manage external agencies/vendors as needed.

QUALIFICATIONS & EXPERIENCE

Required

• 5+ years of progressive brand or marketing management experience, preferably in food or consumer packaged goods (CPG).

• Demonstrated ownership of a brand, product line, or category, with measurable commercial results.

• Experience at a middle-market or mid-size company, with a hands-on, resourceful, do-it-yourself approach.

• Bilingual in English and Spanish (written and verbal); Spanish fluency is a business necessity for marketing to the brand’s core consumer base.

• Deep cultural fluency with Hispanic and Latino consumers and authentic knowledge of Mexican cuisine and food traditions.

• Hands-on experience with packaging, pricing, promotion, and shopper/trade marketing.

• Comfort analyzing syndicated and sales data to drive decisions.

• Proficiency leveraging leading AI tools to accelerate brand work — consumer and category insight synthesis, content and concept ideation, and day-to-day marketing productivity.

• Currently residing in Texas — Dallas, Houston, or San Antonio preferred — and able to work on a hybrid schedule based out of Dallas, TX.

• Must be legally authorized to work in the United States for any employer. This position is not eligible for employment visa sponsorship (including, but not limited to, H-1B) or employment-based permanent residence (green card) sponsorship now or in the future.

• Willingness and ability to travel up to 25%, including Texas markets and national industry/customer events.

Preferred

• Bachelor’s degree in marketing, business, or a related field (MBA a plus).

• Experience marketing Mexican, Hispanic, or ethnic/multicultural food brands.

• Experience with Texas and Southwest retail (e.g., H-E-B) and/or Hispanic specialty channels.

• Experience managing or mentoring junior marketers.

REPORTING STRUCTURE

This position reports directly to the Director of Marketing. The Brand Manager provides day-to-day direction to an Associate Brand Manager and may oversee external agencies, freelancers, or vendors depending on initiative scope and business needs.

COMPENSATION & BENEFITS

Salary determinations are made based on qualifications, experience, internal equity, and geographic market data specific to the Dallas, TX metropolitan area. The above range represents the anticipated hiring range for this role.

WORK ENVIRONMENT

• Hybrid schedule based out of the Dallas, TX metro area; remote flexibility paired with in-office and in-market collaboration days.

• Travel up to 25% required, including Texas markets and national customer/industry events, based on business demands and seasonal programming.

• Fast-paced, hands-on, middle-market environment requiring strong ownership, organization, and the ability to manage multiple priorities simultaneously.

• Collaborative culture that values authentic storytelling, cultural relevance, and results.

Juanita’s Foods is an Equal Opportunity Employer.

All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, national origin, age, disability, genetic information, or any other characteristic protected by applicable law.