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Senior Brand Manager

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Major Responsibilities: Lead strategic and operating plan process for assigned brands/business to drive growth and build brand equity with Global Marketing (Strategy/OGSM). Lead & manage brand P&L and insure brand initiatives are consistent with alignment and priorities. Coaching and developing ABM?s and cross functional partners.

Key Roles:

  • Develop, Align and Lead growth strategy initiatives
  • Lead strategic plan and AOP for Brand
  • Consumer insight/segmentation, brand equity assessment, category/brand/geographic expansion, competitive analysis
  • Strategic linkage development across business objectives/strategies/plans
  • Innovation opportunity identification & core competency identification/opportunity assessment
  • Deliver financial plan for Brand/lines of business, including
  • Identify financial and performance gaps and recommend actions to address
  • Review/Approve volume forecast
  • Recommend pricing strategy
  • Understand/evaluate/critique Marketing & Trade plans
  • Develop and manage Brand equity (language, vision, strategy)
  • Align business processes, drive priorities, and initiatives across assigned brand team/function to create seamless integration (deliver share, penetration and/or buy rate objectives)
  • Ensure Brand initiatives are consistent with agreed upon goals, priorities, strategies, and brand equities
  • Anticipate future business needs and proactively gain alignment with cross functional partners
  • Coaching and developing of ABM's and cross functional partners to retain & develop talent
  • Culture promoter of the company both internally and externally

    Essential Experiences:
  • Process/project management and prioritization, time management, etc.
  • Proven track record of delivering results within CPG companies through strong analytical and marketing skills, strategic thinking, peer relationships, and team leadership
  • Manage complexity, prioritization & focus
  • Leadership development with teams and self
  • Mentoring, coaching or supervision experience of interns, GMDPs, or other employees

    Key Developmental Take Aways:
  • Create a vision for growth and align the organization to the vision
  • Manage Brand equity with Global Marketing and ensure initiatives are consistent with Brand growth strategy.
  • Creating AOP and P&L for brand and consistently manage to the numbers
  • Lead and manage pricing/gap solve exercises for brand or business
  • Lead cross functional partners and ABMs to execute with excellence
  • Manage line extensions and improve marketing campaigns
  • Coach ABM?s to build skill set for improved business performance and build capability for Brand manager role
  • Increase strategic agility
  • Learn to differentiate on talent
  • Exposure to innovation, advertising development, customer relationship building, new product commercialization, category management
  • Experience in leading brands in different strategic pillars (e.g., Growth and Enabler businesses)

    Future Trends:
  • Brand Managers mentoring interns & ABM's and being promoters of the company culture internally & externally
  • Strategizing around consumer trends (e.g. Private Label, Millenials, Baby Boomers, Hispanics)

  • Participate in the General Management Academy
  • Provide mentorship for ABMs, GMDP's, and interns
  • Seek out a mentor at a Director level or above
  • Lead organizational or cultural building events or programs across the organization

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