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Director, Product Marketing - Home Appliances

Company: Newell Brands
Location: Boca Raton
Posted on: February 18, 2021

Job Description:

Job Title: Director, Product Marketing - Home AppliancesReports to: VP, MarketingLocation: Boca Raton, FloridaJob SummaryLeads the development of innovation for a product grouping(s) within a brand to build consumer demand and market share, grounded in deep consumer, product and market understanding. The Director will lead a team to develop strategy, product innovations, pricing, customer roadmaps, and portfolio management. The Director will primarily set strategy & direction that leads to fewer bigger innovation initiatives and portfolio products. In addition, the Director will show, explain and work alongside the team to achieve annual and strategic objectives. Directors are responsible for attracting, coaching, mentoring, developing and retaining marketing talent across the business.Job ResponsibilitiesCategory Strategy & Roadmaps* Acts as a thought leader around category & product innovation, unlocking true white space or new to the world innovation.* Works collaboratively with R&D and Consumer & Market Insights (CMI) to lead the development of and recommend a category innovation strategy. * Understands intellectual property landscape and current status, including US, Canada and EU patent landscape. Analyzes activity and leverages to inform the business IP approach for proprietary new products.* Establishes clear objectives for product management, innovation road mapping and deliverables and a vision for short and long-term success across assigned categories. Can persuasively articulate the innovation strategy.* Develops new methods and practices for stimulating creativity, insight collection or idea generation leading to new to the world insights and product concepts.Channel Strategy* Develops product strategies that address the needs of strategic, transactional and opportunistic customer needs.* Builds product roadmaps with omnichannel go-to-market principles in mind.* Renovates and innovates products to spur growth for both current and emerging customers/channels.* Create strategies that ensure the appropriate mix of High, Mid and Opening Price Point products that are consistent with Category Strategies and Innovation Roadmaps.* Understands intellectual property landscape and current status, including US, Canada and EU patent landscape. Analyzes activity and leverages to form a cogent strategy for Newell IP approach and businesses.Consumer Insights* Applies deep understanding of the consumer to both short and long-term decisions. Links independent insights and observations to form a holistic, proprietary understanding of the consumer and leverages as a competitive advantage. Translates marketplace insights into winning strategies and tactics for the business.* Educates others on the consumer and marketplace* Aligns on marketing metrics, key product and quality measures to track and understand the underlying drivers and interaction of each metric. * Identifies gaps in the marketplace to understand and champion analyses to fill these gaps.* Briefs the CMI team on the learning objectives and action standards for insight projects.* Known internally and externally as a leading category and product expert across the industry. Develops deep category knowledge across assigned categories and brands.Innovation Process Management* Establishes clear objectives for annual innovation management, processes and deliverables against the strategic multi-year product roadmap and annual operating plan.* Manages the innovation process seamlessly with fluid communication within the BU and across Newell matrix departments and outside agencies.* Ensures processes include outside-in perspectives from relevant experts, IP mapping and review, creative and forward-thinking consumers, Brand Marketing team members and Newell Central Marketing Matrix partners.* Ensures adequate resourcing to deliver on both renovation and innovation programs approved in category strategies and roadmaps.* Effectively creates and presents robust business cases through the gate-keeping process aligning executive leadership to the innovation strategy. Coach Senior Managers and Managers to ideally present during the meetings.Idea Generation* Develops deep understanding of ideation preparation, processes and execution to deliver robust, insight driven product ideas for assigned categories.* Provides deep, consumer insights, tensions, consumer "jobs to do", emotional grounding and example "ways in" for ideation efforts to prepare and ground ideators for productive ideation efforts.* Collaborates with internal design teams and agencies on effected briefing and process management to insure a robust and salient product idea pipeline for BU priority innovation areas/domains.Packaging Development* Establishes clear objectives for annual packaging development project management, processes and deliverables against the strategic multi-year product roadmap and annual operating plan.* Provides deep, consumer insights, tensions, consumer "jobs to do", and emotional grounding and example "ways in" for ideation efforts to prepare and ground ideators for productive ideation efforts.* Collaborates with internal design teams and agencies on effected briefing and process management to insure a robust and salient product idea pipeline for BU priority innovation areas/domains.Briefs Newell matrix partners, Brand Marketing partners and agencies on new product communication strategies and objectives. Collaborates with BU Brand Marketing & Marketing Operations teams to monitor agency execution and conduct periodic agency reviews against SOW execution, creative delivery, physical and digital shelf presence and execution to develop concrete improvement plans and cost efficiencies.Pricing Strategy* Analyzes shopper insights and market data to set pricing objectives, strategies and guardrails for key SKUs or categories. Applies price modeling information to manage price. Utilizes product, pack configurations and brand architecture to exploit price ladder (Opening, Moderate, and Premium price tiers).* Manages pricing audits to evaluate opportunities to extract maximum value from the market and recommend audit cadence, action steps and communicates strategy across channels, in partnership with Sales partners.* Explains how the relationship among pricing measures impacts brand equity.* Prioritizes key promotional windows based on target consumer behavior and sets promotion depth and frequency guidelines.Product Life Cycle Planning & Management* Analyzes product life cycles by category over time to observe, understand and document patterns of performance.* Triangulates product life cycle observations with consumer and shopper insights to inform category strategies and innovation/product roadmaps* Ensures innovation and renovation programs are timed advantageously to ensure continuous Newell category sales and share growth across margin accretive retail price tiers. Oversees the management across a category portfolio balancing rhythm of entering and/or exiting product classes or SKUs and extending life cycles. Ensures learning is incorporated into category strategies and product innovation roadmaps.Customer Intimacy & Engagement* Collaborates with Sales partners regarding base business, renovation and innovation strategies and plans, pricing, line reviews and internal sales management events (sales meetings, line reviews, buyer meetings, top to top customer meetings).* Embraces customer meetings as a learning and sharing opportunity. Provides post customer meeting contact report to the appropriate team for communication, learning and development. Involves Senior Manager and Manager levels as appropriate in buyer meetings to build team experience and sales acumen.* Provide expertise, input and presentation deck materials particular to strategy and marketing management accountabilities.* Support sales team members with ad hoc requests.Newell Marketing Matrix Partnership* Embraces "One Newell, One Team, One Dream" partnership spirit* Looks to deploy Newell Matrix organizations, capabilities and capacity first, before considering outside agencies or research & insight providers.* Reaches out across business unites to seek advice, counsel and expertise from other functional marketing colleagues and experts who share similar consumer end users and retailers (digital or online) to the home BU.People & Team Leadership and Development* Sets clear objectives and prioritizes initiatives for the team. * Assign clear projects and tasks with "SMART" performance goals to direct reports.* Ensures all employees have an annual development plan with 70% on-the-job projects and work assignments and 30% "learn from others within Newell" activities/coaching.* Coaches and develops the skills of direct reports.* Coaches the manager of indirect reports.* Performs semi-annual performance reviews for team members at mid-year.* Performs annual performance reviews for team members at end of fiscal year.Qualifications* Four-year college degree* MBA Preferred* Up to 25% travel* 10+ years of equivalent consumer marketing experience* Experience managing projects, budgets and timelines* Strong decision-making background in ambiguous environments with a bias for action* Demonstrated success working and leading in a matrix organization* Persuasive communication skills and ability to develop materials for corporate strategy and business review meetings* Cross-functional team leadership* Global project and business experience* Demonstrates an understanding of differences between countries and cultures* Success in translating marketing objectives into strategies and plans.* Developed multiple creative communication ideas across base and innovation products.* Experience in managing and developing people as well as teams* Fluent in EnglishNewell 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.

Keywords: Newell Brands, Boca Raton , Director, Product Marketing - Home Appliances, Executive , Boca Raton, Florida

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