Newell Brands Associate Brand Manager, Baby in Chiyoda, Japan

Position Title: Associate Brand Manager, Baby

Location : Tokyo, Japan

Reports to: Senior Brand Manager, Baby

Job Summary:

Accountable for developing the brand innovation and communication strategies for a product grouping(s) within a brand to build consumer demand and market share, grounded in deep consumer, product, and market understanding. Associate Managers develop brand strategy, pricing strategy, innovation, product portfolio management and brand communication plans.

Job Responsibilities:


  • Recommends edits to the clear, differentiated, global brand positioning, and revisions to the consumer target consistent with the global positioning. Drives key brand, category or portfolio initiatives that effectively reach and connect with target consumers. Ensures all brand communications are consistent with global brand positioning.

  • Familiar with global brand(s) standards and design language and ensures consistency with brand positioning. Acts as a brand champion across the business. Drives product packaging projects to be consistent with product communications hierarchy and brand(s) standards. Works collaboratively with Design Center to participate in global design initiatives.


  • Articulates 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 develop 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 explain the innovation strategy to others.

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

  • Participates in life cycle management across the portfolio balancing rhythm of entering or exiting product classes or SKUs and extending life cycles. Optimizes a strategic plan for specific regions and channels.

Brand Communication

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

  • Participates in annual brand planning process to set a fully integrated marketing plan and programming utilizing the full marketing mix of advertising, promotions, and trade, working with the Brand Activation and Trade Marketing teams.

  • Contributes to marketing objectives and strategies for the upcoming year. Recommends marketing mix development for touch points for brand communication. Executes brand communications across brands, countries and regions with purposeful differentiation and reapplication based on portfolio and category strategies.

  • Participates in briefing agencies on communication objectives, advertising, and media plans.

  • Develops launch materials, including cohesive brand communications, which drive consumer choice in packaging, advertising, PR, CRM, etc.

  • Understands ROI analysis on projects and tracks projects’ key performance indicators.


  • Familiar with consumer insights techniques and develops a strong working knowledge of the target consumer. Proven at independently reviewing internal and external research materials to develop a holistic, proprietary understanding of the consumer.

  • Educates others on the consumer and marketplace.

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

  • Develops deep category knowledge across multiple categories and brands.


  • Analyzes shopper insights and market data to recommend 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.

  • Participates in pricing audits to evaluate opportunities to extract maximum value from the market.

  • Familiar with how the relationship among pricing measures impacts brand equity.

  • Identifies key promotional windows based on target consumer behavior.


  • Four-year college degree, MBA preferred

  • 2-4 years of equivalent marketing experience

  • 15% travel required

  • Has worked on a business with global or international exposure. Demonstrates an understanding of differences between countries and cultures.

  • Experience in:

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

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

  • Participated in new product launches from concept stage through commercialization and in-market success. Has managed a product portfolio.

  • Demonstrated success working in a matrix environment.

  • Strong communication skills, written and oral.

  • Proven ability to work on and lead a cross-functional team.

  • Fluent in English.

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.