Job Title: Brand Manager, Commercial Cleaning
Location: Huntersville, NC
Reports to: Sr. Manager, Brand Management
Newell Brands:
Newell is a leading $9B global consumer products organization with over 29,000 employees and more than 70 beloved brands. Newell’s vision is to light up every moments by being a consumer led marketing organization that leverages innovation and base business management to be the growth engine for the enterprise! We are on a journey to accelerate brand market share growth by transforming into a brand management led organization.
Position Summary:
The Brand Manager position on Commercial Cleaning including Rubbermaid Commercial Products®, WaveBrake® and Hygen® will be deeply involved in building and executing plans for future growth.
- Work across the business units with all key functions – Sales, Manufacturing, Sourcing, Distribution, Customer Service, IT, Finance, HR, Legal – as well as centralized support teams to drive profitable sales for the Rubbermaid Commercial Products®, WaveBrake® and Hygen® brands
- Conduct analysis regularly to understand why business lines are delivering or under delivering and providing recommendations to improve growth
- Understand the consumer target and consumer journey. Deliver effective and persuasive communication at key moments of truth to drive purchase intent and appeal
- Leverage eComm and DTC data to improve omnichannel performance
- Manage the business with an eye towards speed and focus on increasing profitability
- Drive the innovation process to deliver new products that create category growth and increase Newell gross margin
The ideal candidate will bring at least 3 years of brand management and innovation leadership experience combined with proven ability to drive omnichannel growth in multiple sales channels.
Key Responsibilities:
- Helps build annual brand marketing and business plan
- Helps deliver revenue and profit targets by delivery key initiatives on time and in full
- Manage A&P budget
- Leads the majority of New Item and Innovation projects; Partners with PMO to ensure cross functional readiness for innovation gate meetings
- Partners with finance to deliver accurate innovation forecasts; Leverages finance for decision support to ensure choices consider the full impact
- Understands consumer target and ensures everything serves the consumer target
- Writes briefs for consumer insights projects; Partners with insights team to ensure research has a clear purpose and will be actionable; Responsible for reviewing research output and recommending actions in partnership with Insights team
- Partners with sales and customer planning to prepare presentations for key customers and ensure readiness for joint business planning
- Leverages analytics on share of shelf to inform innovation pipeline and build future portfolio that drives trade up, grows margin and increases share of shelf; Improve in market assortment
- Identifies top selling eCommerce items and partners with digital marketing team to create plans that invest in retailer media and affiliate marketing to grow market share
- Calculates the ROI of events, advertising and projects; Leverages data and an ROI mindset to select projects
- Analyzes promotional events and promotional plan; Partners with sales to recommend enhancements to the promotional plan
- Studies key competitors to identify the competition’s price and promotion strategy
- Support customer teams to unlock new distribution (selling decks, sell sheets, samples, etc.)
- Conduct in-market store checks quarterly
- Leads monthly SKU Heath Check process to ensure deletions occur and manages new SKU creation to stay within target
- Participates in the creative strategy development process
- Authors creative briefs for many digital marketing executions
- Partners with eComm and Digital Marketing team to run A/B testing on creative to quickly isolate best content and invest in it
- Participates in media mix modeling process; Applies insights to improve business performance
Required Experience/Qualifications:
- A four-year college degree, MBA preferred.
- 4/5+ years of brand management experience
- Experience diagnosing business performance using tools like ACNielsen, IRI, NPD or other systems measuring POS and shipment data
- Prior experience in CPG (Consumer Products) or a Durables organization
- Exposure to consumer insights and leveraging analytics of primary and secondary research, emerging trends, POS results and competitor/category actions to drive leadership brand sales.
- Demonstrated ability to deliver results
