Brand Manager

Job Description

Job Description

Why we have this job

The Brand Manager will serve as the brand steward to drive growth as part of the long-range

planning process. The BM will be responsible for building/maintaining brand equity while

driving profit, revenue, and volume across the trademark. This is a traditional brand role

requiring skills sets such as leading external partners, identifying consumer insights and key

business issues, formulating brand strategies, and planning and executing brand plans. The

ideal candidate is strategic, driven, able to multi-task and collaborative in nature.

Roles & Responsibilities

• Develop marketing plans, including annual business plans, to meet business

objectives

• Recommend adjustments to plans as needed, considering competitive initiatives and

progress against business objectives

• Lead, motivate, and partner with cross-functional teams (e.g., Sales, Supply Chain,

Operations, R&D and Finance) to implement business plans

• Manage the day-to-day business operations, including:

o Execution of marketing programs including advertising, consumer

promotions, packaging, websites

o Business analysis, including post program analyses and ROIs (e.g.,

IRI/Nielsen, Homescan and other syndicated research)

o Budget management

o Competitive monitoring and response

• Manage advertising and promotion development and be the key daily interface with the advertising and promotion agencies, lead advertising brief and media brief development

• Work across the NPD/innovation development process: identify consumer insights, develop concepts/positioning, assess market potential, and partner with cross-

functional team to quickly bring viable new products or platforms to market

• Partner with Sales/Customer Marketing to develop account/channel specific

initiatives

To be great at this job you will need: Qualified candidates will have demonstrated the

following skills through specific work experiences and identifiable business results:

• Bachelor’s degree, MBA Degree Preferred with 5+ years experience in CPG marketing

• Innovation experience (demonstrated ability to lead a concept from idea to shelf)

• Solid understanding of promotion and media planning - both grassroots and across major mediums (OOH, radio, print, new digital)

• Ability to use basic financial analysis e.g., Return on Investment, related to marketing effectiveness, resource allocations and new business opportunities.

• Marketing Research Resources: Knowledge and application of industry research resources (e.g., attitude and usage, Nielsen, trend resources)

• Syndicated Sources: Knowledge of syndicated sources (e.g., AC Nielsen, Home Scan) used in the analysis of trended consumer and volume dynamics

• High energy, enthusiasm, passion & an entrepreneurial spirit

• Excellent communication, influencing, and negotiation skills with agencies & vendors.

• Proven people skills and ability to work as part of a team (Collaborative)

• Sense of urgency, hands-on, ability to prioritize is critical, strong presentation skills

• Strong analytical skills, computer skills (Microsoft Office, etc.)

• Project & Agency Management skills

• Strong understanding of the CPG retail environment and paths to success

Scope of work:

• Internal expert on and champion of the brand

• Drive growth on base business (leverage the 5 P’s)

• Innovation

• Develop programming that drives incremental merchandising with retail partners

• Project Management, including the creative process

• Support strategic planning and positioning