Nestle Director, Brand Activation in Arlington, Virginia

Gerb er Products Company dba Nestle Infant Nutrition is seeking a Director, Brand Activation to join its Marketing team in Arlington, VA. This person will report to the General Manager of Baby Food.

As a member of the Marketing leadership team, the Director of Brand Activation is responsible for the development and implementation of the consumer communication efforts for Gerber US. They will oversee the efforts to strengthen and align the highly recognized and trusted Gerber brand. S/He will act as a center of excellence, supporting brand marketing applying Winning Actions of BBNW - providing strong, creative, energetic, and strategic leadership on all of Gerber's communications initiatives.


  • Establish Gerber leadership in the communications space by driving the MBS, key communication strategies and Service Roadmap.

  • Pioneer new ways of thinking and continually seek innovative and breakthrough ideas, approaches and solutions by staying current with consumer consumption habits, "first-to-market" opportunities, best practices, design thinking and emerging technologies.

  • Input into the long-term communication and integrated marketing strategies for Gerber.


  • Leads innovative design and design-thinking visual identity for GERBER including the following areas: Branding, Packaging design & POS material

  • Development and implementation of visual identity plans including visual identity plans including branding and packaging.

  • Supervise and coach other functional groups regarding the implementation of visual identity guidelines in other key communication vehicles.


  • Develop and implement yearly consumer engagement plans in partnership with the Brand team and other cross-functional teams.

  • Own, drive and implement breakthrough & real time based consumer experiences including leadership on both internal-content farm & external content creation initiatives and media investment to maximize KPIs driving to higher ROI.

  • Central point of contact on all digital channels (owned digital assets/content/SEO, CRM/eCRM, Social)


  • Develop holistic strategy to drive shopper engagement and conversion for Gerber through the various shopper touchpoints: off-line and on-line maximizing lifetime value of target segments


  • Selection, coaching, development and relationship management of specialized agencies to ensure excellence in ideation & development and flawless execution.

  • Consumer Engagement budget definition and management with the support of the Brand teams and Finance co-pilots


-Shape the future of our services to elevate our proposition and deliver higher engagement, expand into new platforms and drive increased value for our brand and categories

  • Continue to drive the transformation at the PRC, focusing on digital first engagements, increased productivity via automation & process improvements and consistent service levels.


  • Build a Best In Class, fast, flexible and service oriented Brand Activation organization including the definition and implementation of the most productive structure, populated with the necessary talent skill set, working with the right mindset and effective&fast processes.

  • Manage and oversee activities of assigned team: assigning projects, ensure prioritization of workload to meet deadlines and budget and deliver overall development of the team: coaching, feedback, functional training, recognition and rewards, providing visibility of the team to Sr. management.

  • Promote a service oriented, collaborative and constructive culture within the marketing group and with all relevant stakeholders. Ensures elimination of "silo mentality".

  • Help educate and bring up the digital&service IQ of the overall Marketing team

  • Become a recognized example and an advocate for our company purpose (proudly devoted to babies) and values (we care, trust empower, obsessed, win)

Qualifications More than 10 years experience in Marketing, but heavily skewed towards Digital Marketing with proven success developing multi-channel strategies.

Bachelor's Degree Required.

  1. Proven experience leading and developing direct reports/agency teams to ensure excellence in execution.

  2. Works extremely well in leading and participating in matrix organization and multi-disciplinary teams.

  3. Experience in leveraging overall brand objectives to design and deliver impactful consumer engagement marketing strategies.

  4. Experience in championing enterprise applications to support marketing strategies.

  5. Experience in developing and managing data strategies, data reporting/KPI s, digital insights, and best practices.

  6. Strong experience in Creative developments.

  7. Has demonstrated success in challenging and fluid business situations

  8. Demonstrate ability to motivate and develop people.

  9. Experience or exposure to Shopper Marketing

  10. Knowledgeable about UX technology solutions

Strategic Skills: Identified the big picture. Proven ability to assess complex situations and take complex decisions while clarifying the path to follow. Ability to deal with ambiguity.

Operating Skills: Priority setting. Timely decision making. Getting work done through others.

Courage and appetite for meaningful risk: Command skills. Conflict management.

Energy & Drive: Action oriented.

Organization Positioning Skills: Managerial presence. Influencing skills. Strong presentation and storytelling skills. Strong written communication. Comfort around higher management.

Creative mindset: Strive for out of the box/game-changing thinking.

The Nestle Companies are equal employment and affirmative action employers and looking for diversity in qualified candidates for employment.

Category: Nestle Nutrition, Marketing

The Nestlé Companies are equal opportunity and affirmative action employers and are looking for diversity in qualified candidates for employment: Minority/Female/Disabled/Protected Veteran.