Newell Brands Manager, Brand Marketing Home Fragrance in South Deerfield, Massachusetts
Position Title: Manager, Brand Marketing
Location: South Deerfield, MA
Reports to: Senior Manager, Brand Marketing
We have built our business on the idea that home fragrance can provide comfort, inspire joy, indulge the senses, and bring people together. We don’t think there is anything better than having the privilege to be part of creating new memories and making special moments even more special. And since we don’t think anyone can hold a candle to our employees – we believe that you will work with some of the best people in the industry, every day.
The Manager, Brand Marketing is accountable for developing the brand, innovation and communication strategies for a brand within the Home Fragrance Business Unit, building consumer demand and market share through a deep understanding of the consumer, product, and market. The role will provide input into new product launches, pricing strategy, product portfolio management and integrated brand activation plans, sometimes with the assistance of direct reports.
Recommends clear objectives for brand communication and a vision for short and long-term success.
Recommends and executes marketing objectives and strategies for the upcoming year. Recommends key budget elements. Executes brand communications across brands, countries and regions with purposeful differentiation and reapplication based on portfolio and category strategies.
Familiar with test and learn opportunities within communication vehicles to find leverage points for scale and impact.
Develops annual marketing plans to support brand building and innovation launch, including setting objectives, metrics and tactics
Executes annual marketing plan for the brand and measures results against objectives and metrics
Leads copy and asset development for all brand initiatives and activations
Defines brand guidelines and is seen as the internal expert on brand position & tone of voice
Activates brand activities in accordance to the brand identity and guidelines process i.e. consumer promotion materials, POS, PR and social media
Ensures marketing communications and marketing adaptations are on-strategy and consistent.
Uses POS Data, Shopper and pricing research to develop and optimize activation plans.
Partners with brand and CMI to recommend tactical research needs to inform activation strategies such as shopper, pricing and mix analysis.
Tracks brand metrics and ensures activation activity is aligned to metrics, takes corrective action when necessary.
Innovation & Product Portfolio Management
Leads definition of category portfolio and innovation roadmap for the brand
Supports recommendation on pricing strategy for new innovation launches
Responsible for managing SKU count and optimizing revenue by SKU
Defines & executes marketing plan to support brand and innovation launches
Integrated Marketing Plan and Execution
Supports the global integrated marketing plan that meets the annual marketing objectives within the appropriate budget parameters and planning calendar.
Supports the development of advertising briefs and advertising.
Recommends tactics for achieving communication and brand building objectives
Oversees the development of media plans including prioritization, investment allocation and activities to align with brand objectives.
Sets clear and measurable goals for integrated marketing programs, conducts the monitoring of progress and programming modifications as needed.
Public Relations & Social Media
Leads the PR & social media planning process, brief development and scope of work for agency partners
Sets clear and measurable goals, directs the monitoring of progress and optimization of plans.
Defines PR and social media strategy and calendar
Leads definition of promotion strategies including brand objectives, target consumer and measurements.
Working in partnership with Channel Marketing to define customer and consumer promotional plans and calendars
Measures and analyzes ROI of consumer promotions and sampling programs and recommends improvements.
Manages the media and consumer promotion budgets.
Project and Process Management
Serves as the key liaison with Channel Marketing and Sales
Oversees project timelines, deliverables and approval process, after project contract approval.
Measures and analyzes ROI of marketing programs and recommends improvements.
Ensures the implementation of pricing guidelines, in partnership with Channel Marketing
Ensures promotional pricing/depth/frequency aligned with pricing strategy, in partnership with Channel Marketing
Completes ROI analysis on projects and recommends changes to strategy as needed.
Works collaboratively with finance to communicate drivers of and changes in product cost and provides recommendations on how to resolve unfavorable product cost.
Four-year College/University degree
5+ years of marketing work experience.
Up to 25% travel required
Translating marketing objectives into strategies and plans. Proven success in executing a comprehensive marketing plan that is integrated across multiple consumer touch points, including at point-of-purchase.
Recommending pricing strategies and guardrails, and managing price to extract maximum value.
Successfully launched new products from concept stage through commercialization and in-market success. Has managed a product portfolio.
Demonstrated success working in a matrix environment.
Strong communication skills, written and oral.
Proven ability to work on and lead a cross-functional team.
Fluent in English #li-bb1
Newell Brands (NASDAQ: NWL) is a leading global consumer goods company with a strong portfolio of well-known brands, including Paper Mate, Sharpie, Dymo, EXPO, Parker, Elmers, Coleman, Marmot, Oster, Sunbeam, FoodSaver, Mr. Coffee, Graco, Baby Jogger, NUK, Calphalon, Rubbermaid, Contigo, First Alert, and Yankee Candle. For hundreds of millions of consumers, Newell Brands makes life better every day, where they live, learn, work and play. Newell Brands and its subsidiaries are Equal OpportunityEmployers and comply with applicable employment laws. EOE/M/F/Vet/Disabled are encouraged to apply.
Newell Brands is an equal opportunity and affirmative action employer. We provide all employees and applicants for employment with equal employment opportunities without regard to race, color, religion, gender, age, national origin, sexual orientation, gender identity, citizenship, immigration status, marital status, military status, any covered veteran status, disability status, genetic information, caregiving responsibilities or any other basis prohibited by law.
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