Newell Brands Director, Brand Marketing in Boca Raton, Florida

Job Title: Director, Brand Marketing- One Pot

Location: Boca Raton, Florida

Reports to: SVP, Marketing – Appliances and Cookware

Summary:

Leads the development of brand innovation and communication strategies for the One Pot/Unattended Cooking Category – Multi Cookers, Slow Cookers, Pressure Cookers, Etc. This leader will support the Crockpot brand globally to build maximum consumer demand and market share, grounded in deep consumer, product, and market understanding. Marketing Directors lead a team to develop brand strategy, pricing strategy, innovation and product portfolio management and integrated activation plans. Marketing Directors are responsible for attracting, developing, and retaining brand management talent across the business.

Responsibilities:

Brand Strategy

  • Accountable for recommending the clear, differentiated, global brand positioning, and setting the consumer target consistent with the global positioning. Drives key brand or category initiatives that effectively reach and connect with target consumers.

  • Recommends the role of sub-brand(s) and endorsed brand(s) relative to the parent brand(s) and any regional adaptations.

  • Agrees to global brand(s) standards and design language and ensures consistency with brand positioning. Acts as a brand champion across the business. Approves product packaging designs to be consistent with product communications hierarchy and brand(s) standards. Works collaboratively with Design Center to lead global designs.

Innovation

  • Acts as a thought leader around brand or category innovation unlocking true white space or new to the world innovation. Develops new means for stimulating creativity, insight collection or idea generation leading to new to the world insights and product concepts.

  • Leads team to write compelling concept statements for innovation and uses experience and market and consumer knowledge to prioritize ideas.

  • Works collaboratively with R&D and Consumer & Market Insights (CMI) to lead development of and recommend a brand &/or category innovation strategy, including role of sustaining and breakthrough innovation, new categories, and new market spaces. Includes innovation in brand communication, business model or strategic partnership. Can persuasively articulate the innovation strategy into a long-term product road.

  • Effectively creates and presents a robust business case through the gate-keeping process aligning executive leadership to a brand’s innovation strategy. Can coach others on the process.

  • Oversees life cycle management across a broad portfolio balancing rhythm of entering or exiting product classes or SKUs and extending life cycles. Articulates a strategic plan to leverage portfolio across regions and channels.

Activation

  • Establishes clear objectives for brand communication and a vision for short and long-term success.

  • Accountable for annual brand planning process to set a fully integrated marketing plan and programming utilizing the full marketing mix of advertising, promotions, and trade. Prioritizes initiatives.

  • Accountable for delivering marketing objectives and strategies for the upcoming year. Recommends global A&P budget. Executes brand communications across brands, countries and regions with purposeful differentiation and reapplication based on portfolio and category strategies.

  • Briefs agencies on communication objectives. Works with Brand Activation team to monitor agency execution and conduct periodic agency reviews against SOW execution, creative delivery and media execution to develop concrete improvement plans and cost efficiencies.

  • Champions test and learn opportunities of communication vehicles to find leverage points for scale and impact.

  • Analyzes progress against long term brand vision and implements changes to strategy as needed.

Insights

  • Applies deep understanding of the consumer to both short and long-term decisions. Links independent insight 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 brand

  • Educates others on the consumer and marketplace.

  • Agrees to marketing metrics, key brand, and quality measures to track and understands the underlying drivers and interaction of each metric.

  • Identifies gaps in marketplace understanding and champions analyses to fill these gaps.

  • Briefs the CMI team on the learning objectives and action standards for insight projects.

  • Known internally and externally as a leading category expert across the industry. Develops deep category knowledge across multiple categories and brands.

Pricing

  • Analyzes shopper insights and market data to set pricing objectives, strategies, and guardrails for key skus or categories. Applies price modeling information to manage price. Utilizes product, pack configurations and brand architecture to exploit price ladder.

  • Manages pricing audits to evaluate opportunities to extract maximum value from the market and recommend audit cadence, action steps and communicates strategy across channels.

  • Explains how the relationship among pricing measures impacts brand equity.

  • Prioritizes key promotional windows based on target consumer behavior and sets promotion depth and frequency guidelines.

People Development

  • Recommends the hierarchy and structure of the brand management team.

  • Sets clear objectives and prioritizes initiatives for the team. Assigns clear projects and tasks to direct reports and coaches and develops their skills. Performs semi-annual performance reviews for team members.

  • Collaborates with brand management peers to share marketing best practices.

Qualifications

  • Four-year college degree, MBA preferred

  • 10+ years of equivalent marketing experience

  • 25% travel required

  • Has worked on a business that is global with direct responsibility on a global project. Demonstrates an understanding of differences between countries and cultures.

  • Experience

  • Translating marketing objectives into strategies and plans. Proven success in leading a team to develop a comprehensive marketing plan that is integrated across multiple consumer touch points, including at point-of-purchase.

  • Setting pricing strategies and guardrails, and managing price to extract maximum value.

  • Successfully launched several new products from concept stage through commercialization and in-market success. Has successfully managed a product portfolio.

  • Strong decision-making background in ambiguous environments with a bias for action.

  • Demonstrated success working and leading in a matrix environment.

  • Persuasive communication skills and ability to develop materials for corporate strategy and business review meetings.

  • Proven ability to manage and develop a marketing team.

Newell Brands (NYSE: 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, Jostens, Marmot, Rawlings, Oster, Sunbeam, FoodSaver, Mr. Coffee, Rubbermaid Commercial Products, Graco, Baby Jogger, NUK, Calphalon, Rubbermaid, Contigo, First Alert, Waddington 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 Opportunity Employers and comply with applicable employment laws. EOE/M/F/Vet/Disabled are encouraged to apply.