SALES AND MARKETING – AND ENERGY

The heart and drive of our brands

Arla has a stellar list of household name brands, brought to life by a multifaceted team of colleagues in Sales and Marketing. Both disciplines rely on a fundamental familiarity with our consumers, the media landscape, buying behaviours and market dynamics – applied to different locations around the world. Our department is filled with energetic, strategic and creative thinkers with a tangible can-do attitude. Our role can involve anything from conceiving a new brand to collaborating with internal or external agencies to promote existing products to reach our consumers. 

Curious to learn more about how we build and bring brands to live? 

“Every day I have the chance of influencing consumers, being creative, strategic and setting the agenda for the future of our brands.”

Louise Egsgaard, Global Brand Manager 

Would you like to have a look at our current vacancies? Then please first spend 30 seconds listening to Torben, one of our farmer-owners. He will give you an introduction to our job database so you can easier access the vacancies you might find interesting.

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Brand management: designing toolkits for success

To be successful, a brand from a global dairy like Arla needs careful management to be relevant in the marketplace in which it competes. To exist at all, it needs to respond to a consumer insight, a market need or cultural context. And to become well-known it must capitalise on the way media channels work in a particular territory. To manage these complex challenges, our global and local brand teams work closely together. In practical terms brand managers in different geographical markets have toolkits that will help them mastermind their sales and marketing efforts. This is the practical assistance including product information, brand and product communication guidelines and general instructions that helps them develop a strong brand presence independently, both above and below the line. 

Managing entire product categories

Category Management is the process of setting the direction of growth and development of an entire selection of products of a particular kind, across markets and brands. This means we identify opportunities to design product assortments, develop pricing strategies and execute targeted promotional activities. Our Category Managers also prioritise capacity for products in particular markets and implement initiatives such as those aimed at increasing sustainable packaging, reducing complexity and increasing production scale. 

Discovering the moment of truth

Some of our colleagues are involved in Customer Marketing, which sits in between traditional Sales and Marketing disciplines. Their objective is to discover the exact moment when someone decides to make a purchase, so it can be understood and recreated. Customer Marketing delivers shopping insights, analysis and recommendations about how to drive up category spend and, consequently, Arla’s revenue. Our recommendations are data driven and influence Arla’s strategies for product range, price, promotion, space and navigation. 

Carrying Arla’s portfolio

Our Product Management colleagues manage Arla’s complete range of brands in all categories. They collaborate with sales and innovation teams and identify opportunities for new products or improved ones. They work closely with dairy sites, providing guidance, addressing challenges and fostering effective communication. Detailed specifications guide the entire product development process and strategic roadmaps prioritise product features and releases, as well as ensuring efficient allocation of resources. 

Selling to two kinds of customer

Arla sells products to the general public (Retail) and to the hospitality and catering sector (Food Service). In each case, the products are quite similar but the needs of each customer are very different. We provide meaningful support to our retailers, helping them to create an appetite for our products by inspiring customers to create nutritious meals. On top of this, a dependable collaboration with colleagues in planning and logistics ensures the right quantities of the right products end up in the right place at the right time. We devote similar efforts to develop relationships with chefs and caterers. We bring them premium products that help them elevate menu choices, with serving suggestions based on our knowledge of food taste trends. Plus natural ingredients that create extraordinary experiences. 

“I am constantly looking for complementary brands to further strengthen our MBB portfolio,”

Leif Petersen, Senior Commercial Development Manager 

“It is super exciting to uncover the next opportunity and shape what products hit the shelves across all our markets. Plus, I get to collaborate with lots of talented & fun people, making ‘going to work’ feel like a playground,”

Maria Santos, Global Sr. Category & Innovation Manager MBB 

“Not one day is the same - exciting opportunities and chances to challenge yourself are always around the corner, all whilst being surrounded by inspiring and supportive colleagues,”

Lewis Fisher, Associate Brand Manager

CHRISTIAN QVIRIN LANG