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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