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Associate Manager, Brand Marketing - Home Appliances

Company: Newell Brands
Location: Boca Raton
Posted on: May 10, 2022

Job Description:

Associate Manager, Brand Marketing
Job Summary:
Align with and support the strategy, development and management for assigned brand equities, annual engagement and marketing communication plans, asset development and in market activation to build consumer demand and market share, grounded in deep consumer, product and market understanding. Support the delivery of engagement and marketing plans that match the BU's Base Business and Innovation Roadmaps. Participate in the development of creative strategy, execution and evaluation. Overseen by Managers.
Job Responsibilities:
Contributes to Brand Equity Strategy, Tools/Pyramids


  • Acts as a thought leader around brand equity development and management.
  • Ensures that Newell brands are focused on the appropriate consumer targets for accretive and continuous growth.
  • Ensures that each brand has a distinctive personality, anchored in archetypes that connects with key target consumers. Clearly articulating key emotional drivers for the appropriate target consumers.
  • Provides branding input to Product Management Directors and teams to support category strategies, innovation projects and execution of product roadmaps.

    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 measures and benchmarks to strategize, plan and track omnichannel communications.
    • Works collaboratively with Brand Marketing leadership, Product Marketing, Sales, Consumer & Market Insights (CMI) and other Matrix Marketing groups to lead the development of a strategic as well as annual learning agenda for the Business Unit.
    • Briefs the CMI team on the learning objectives and action standards for insight projects.

      Consumer Engagement Strategy

      • Executes against clear objectives of the engagement strategy for each assigned brand. Strategy and plan will detail where to play and how to win in terms of target consumer engagement.
      • Follow established processes and best practice ways of working.
      • Ensures processes include outside-in perspectives from relevant experts, emerging technology and consumption patterns, creative and forward-thinking consumers, Product Marketing team members and Newell Central Marketing Matrix partners.

        Annual Brand Communication Plans

        • Executes annual brand communication plans for assigned brands.
        • Assists in integrating all Brands into a master plan for the Business Unit. Provides updates quarterly to Newell matrix partner groups and Sales.
        • Executes monthly and weekly content calendars across all brands.
        • Aligns with the North American Annual Brand Marketing budget.

          Digital Campaign Strategy, Execution & Optimization (paid search, paid social, display,) across owned platforms, Amazon and Retailers

          • Executes and optimizes across owned platforms.
          • Aligns with metrics for continuous tracking, monitoring and optimization on a monthly basis to deliver budgeted sales and share.

            Owned Asset Channel Strategy & Management including brand site/brand stores, email, and social

            • Executes and manages the monthly and weekly owned asset channels in delivering the brand marketing plan.
            • Executes and optimizes plans to deliver sales and share.
            • Continuously tracks and optimizes forward plans based upon new learning.

              Shopper Strategy & In-Store Display Development

              • Executes the shopper experience plan both in store and online for assigned brands.
              • Contributes to consumer target experience design.
              • Executes and optimizes plans to deliver sales and share.
              • Accountable for continuous tracking and optimization based upon new learning.

                Executes and Traffics Content Creation/Asset Development (Media & Merchandising)

                • Executes content and asset creation across all elements of the marketing plan for assigned brands.
                • Aggregates production to insure efficient non-working production costs.
                • Leverages Newell matrix partners (e.g., Design Team) to produce creative content.

                  Packaging Development

                  • Collaborates with product marketing, internal design teams and agencies on briefing and process management to insure a robust and salient product idea pipeline for BU priority innovation areas/domains.
                  • Collaborates in packing development, providing feedback on communication (e.g., hierarchy, clarity, etc.) as well as fit with brand equities.

                    Captain Role for Subject Matter Areas

                    • Serve in a subject matter expert role ("Captain") for a marketing services vendor, key customer, specific key analysis or project.

                      Customer Intimacy & Engagement

                      • Collaborates with Sales partners regarding consumer marketing and digital engagement strategies and plans.
                      • Support internal sales management events.
                      • Support sales team members with ad hoc requests.

                        Newell Marketing Matrix Partnership

                        • Embraces "One Newell, One Team, One Dream" partnership spirit.
                        • Deploys Newell Matrix organizations (e.g., Central Marketing MOPS, PR & Social, CMI and Design Groups), 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.

                          Media & Creative Agency Management

                          • Authorize, in partnership with Director Brand Marketing, and Manage all agencies engaged by the Appliances BU.
                          • Manages all contracts and statements of work. Review and audit agency work in progress on appropriate timing to insure delivery schedule and quality of work vs. contracted deliverables and expectations.
                          • 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 Appliances BU.

                            Analytics Partnership

                            • Partner with Finance and other central Newell analytical thought leaders and groups to apply the most robust and contemporary tools to track and analyze Newell Appliances BU business results with respect to marketing plan investments and programs.
                            • Develop the appropriate standardized dashboard(s) updates and quarterly communications to share relevant analytical insights across the BU in order to positively impact forward plans.
                            • 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 Appliances BU.

                              Team Leadership and Development

                              • Sets clear objectives and prioritizes initiatives for the team.
                              • Communicates effectively to achieve project timing and deliverables.

                                Qualifications

                                • Four-year college degree
                                • MBA Preferred
                                • Up to 15% travel
                                • 2+ 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 in a matrix organization
                                • Persuasive communication skills and ability to develop materials for corporate strategy and business review meetings
                                • Cross-functional team experience
                                • Demonstrates an understanding of differences between countries and cultures
                                • Fluent in English

                                  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.

Keywords: Newell Brands, Boca Raton , Associate Manager, Brand Marketing - Home Appliances, Executive , Boca Raton, Florida

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