Newell Brands Director , Channel Marketing , Retail and eComm - CCS in Huntersville, North Carolina
Job Title: Director, Channel Marketing, Retail and eComm - CCS
Location: Huntersville, NC
Reports to: Vice President, Brand Activation & Channel Marketing
The Director of Channel Marketing serves as the primary interface between the Customer, Category Management and Finance Teams to profitably grow the business at our retail and eComm customer base. The Director of Channel Marketing manages a team of managers to deliver top line sales, budget, and profitability across the Home Center, Mass, Grocery, eComm and Specialty channels for our Rubbermaid Commercial, Rubbermaid Consumer, Quickie, Spontex and Mapa brands. The Director of Channel Marketing works with Sales, Category Management, and Insights to set insights priorities, develop deep market, and channel insights, and uses these insights to build brands at our retail customer base. This individual develops channel strategies and plans that identify and leverage growth levers, prioritize customers, and manage cross-customer harmony/channel conflict. They are responsible for attracting, developing, and retaining channel management talent. They develop strong cross-functional relationships, including Category Management, Sales, Supply Chain, and Operations.
Approves 3-5 year channel / regional strategies and aligns recommendations with Brand / Product, and Sales strategies for approval by the VP of Category and Channel Management. Ensures that priorities are clear and achievable within 3-5 years. Manages alignment across customers and channels while profitably building our brands. The strategies:
Identify the aspirations and drivers of growth by channel to accelerate profitable growth for our brands.
Provide coordination within and across channels / regions, focusing on the delivery of sustainable, profitable growth in priority channels.
Demonstrate knowledge and integration of brand and customer strategies.
Identify and recommend new business opportunities and new channels of distribution.
Approves a channel / customer segmentation, including segmentation scheme, priorities, and segmentation strategies working with Sales and Division leadership.
Approves the variables and data at the basis of the segmentation.
Defines segment priorities and strategies against each segment, including new and existing customers and channels.
Approves go-to-market strategies in existing and new markets, working with Sales, Category, and Division leadership, ensuring that coordination across channels and regions and balancing risk and return.
Approves the strategic priorities across channels, customers, and regions and between brands collaborating with Category, Sales, and Division Leadership.
Recommends a 3-5 year calendar of strategic initiatives, prioritizing across channels / regions and brands. Sets and measures success metrics.
Channel Planning and Execution
Helps team prioritize focus areas for annual situation assessment. Approves the completed situation assessment and helps team to synthesize analysis across channels and customers. Ensures that the situation assessment includes improvements from the previous year based on analysis and trends. Approves the assessment if all marketing programs and resulting recommendations. Approves business priorities for the coming year collaborating with Category and Sales partners.
Leads the annual channel marketing planning process, working with Sales and Category Management. Coordinates with the Division leadership, Category, and Sales plans to generate optimum results.
Approves channel / region objectives and strategies, consistent with Sales, Category, and Division business priorities.
Leverages business, brand, and customer growth levers and priorities during the planning process to find common ground.
Establishes sales targets by channel and customer, collaborating with Sales.
Presents plan during the annual AOP process.
Approves an annual plan and calendar of activities (12-18 months) using trade funds that is balanced within and across channels / regions. Secures agreement from cross-functional partners.
Sets annual priorities within the Retail and eComm channels.
Approves success metrics for the plan that encompass financial, non-financial, cross customer and category dynamics.
Lays the foundational thinking for upcoming line reviews across customers and brands, including planogram and merchandising options across channel.
Ensures plans meet Division financial requirements.
Approves the line review plan, ensuring stakeholder alignment and line review presentations that are consistent with strategies and plans and provide coordination across customers/channels and brands.
Attends strategic customer meetings with cross-functional partners.
Pricing and Trade Fund Guidance
Uses division pricing strategy to set pricing guardrails across channels and customers.
Secures approval of channel / region pricing guardrails for new product introduction.
Recommends customer price exceptions and promotional pricing and oversees market pricing coordination. Submits pricing exceptions and promotional pricing to division leadership for approval if different than list / invoice / net price and pricing strategies and guardrails. Division approves all price exceptions.
Oversees the tracking and analysis of in-market pricing of NWL brand and competitive price across customers, and / or regions and recommends pricing actions to Division leadership in order to minimize channel conflict and maximize sales and profitability.
Oversees the tracking of list to net spend including trade funds / customer spending available for programming or pricing actions.
Recommends changes to trade fund programming to ensure strategic alignment across brands and customers, coordinating with Sales and Finance.
Recommends more effective deployment of trade spend within and across the Retail and eComm channel to promote brand health and growth.
Leads billing meetings with Sales and Finance.
Oversees department budget including tracking of promotions budget and process invoices.
Approves recommendations for product mix at the channel, region and customer levels to improve profitability and minimize conflict.
Identifies and manages the business risks / opportunities.
Delivers the channel/regional P&L.
Recommends promotional activity, line review strategies, merchandising, pricing decisions, co-marketing activities, etc.
Recommends potential changes to Division leadership.
Approves S&OP recommendations, working collaboratively with cross-functional partners. Is accountable for:
Improving forecast accuracy.
Reducing finished goods inventory and E&O, and prune unproductive SKU’s.
Recommending approaches to profitably manage exits and changeovers.
Making allocation decisions.
Works collaboratively with HR to set the trade marketing organizational structure.
Fosters communication between Category Management and Sales, and/ or RGBU’s and regions/ countries.
Approves recommendations to simplify business processes. Supports corporate strategy alignment and business update meetings.
Collaborates with HR to recruit, develop, and retain diverse, high-performing trade marketing talent.
Develops the skills for self and Channel Marketing team, and provides ongoing coaching and training.
Manages the Annual Review process for self and team.
Creates timely performance appraisals.
Reviews with team members, being specific on strengths and development needs, providing actionable steps to improve performance, and identifying career opportunities, including cross functional opportunities within the commercial system.
Collaborates with HR to maintain a Channel Marketing succession plan.
Collaborates with Channel Marketing peers across the company to share and apply best practices, and build a best-in-class Newell Brands community.
Recognizes and celebrates success.
Ideal Candidate Profiles:
University or four-year college degree; MBA preferred.
10+ years combined channel management, brand management and / or sales experience.
Has worked on a business that is global with direct responsibility on a global project. Demonstrates an understanding of differences between countries and cultures.
Developing channel strategies across multiple channels and translating strategies into channel plans.
Working with shopper insights research and using results to improve business initiatives and develop innovative programs at the point of sale.
Coordinating across multiple channels / customers and brands.
Collaborating with senior leaders and other functions
Proven ability to manage and develop a 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, Oster, Sunbeam, FoodSaver, Mr. Coffee, Rubbermaid Commercial Products, Graco, Baby Jogger, NUK, Calphalon, Rubbermaid, Contigo, First Alert 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.