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Brand Manager

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Position Summary:
Position is responsible for day-to-day management of the assigned product lines/segments including new product development, product lifecycle management, and product positioning. Accountable for plan development and implementation of assigned segment in support of revenue and profit goals. Participating member of cross-functional team for NPD and PLM initiatives.

• Develop, implement marketing plans including innovation for assigned product lines/segments
– Development of Segment Strategy and Innovation (new products and product lifecycle management (PLM))
• Collaborate with R&D and packaging re: developments
• Write briefs for innovation agency partners
• Conduct research as necessary; integrate insights into processes and strategy
• Develop product proposition including target consumer, product benchmarks, and price position
• Develop marketing deliverables for the company’s strategic plan and annual operating plan
– Business Health Accountability
• Develop segment objectives in accordance with business goals and targets
• Analyze market data to identify opportunities and accelerate business drivers (KPI’s, etc.)
• Evaluate and analyze execution; make recommendations to course correct where necessary
– Participate in Weekly Brand Meetings (New Product, PLM)
• Advance initiatives through the various internal processes, in partnership with other cross-functional areas, from concept to execution
– Develop segment plans and briefs (under guidance of Brand Director)
– Identify resources needed to achieve business objectives
– Ensure needed process deliverables from other functions
– Be the lead informer and communicator on all details, decision-making and progress on key assigned projects
– Provide plan input for New Products & PLMs in conjunction with MARCOM
– Product Line/Brand Design
• Ensure product line aligns with TW brand standards
• Provide recommendations regarding image and positioning
• Business Management
– Manage defined A&M budget (as identified by Director-Portfolio)
– Demonstrate knowledge of P&L drivers and impact
• Retail
– Define Product Line/segment distribution and merchandising strategies
– Engage with and communicate marketing plans to Sales team
• Sales Force Communications and Presentations
– Prepare and present across share-outs as applicable (i.e. Pre-line and Line Reviews, AOP, etc)
– Prepare and communicate Innovations and PLMs for outbound communication
– Interface with Sales team on regular basis to understand trade channel dynamics

Qualifications:
• 4 year degree in Marketing; MBA preferred
• Minimum 3 years in Brand Management for CPG company
• Skilled in developing and meeting goals and objectives
• Solid knowledge of new product development
• Strong analytic skills including ability to mine through trends/data/insights and translate to strategies and execution plans
• Ability to manage complex projects and ambiguity; capability to operate with limited resources in entrepreneurial environment
• Strong interpersonal skills, including ability to listen effectively and communicate in a proactive style
• Ability to lead and/or facilitate cross-functional team
• Comfortable use of MS-Office programs

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