*Reference Code:*1500720
Newell Rubbermaid is a global marketer of consumer and professional products that touch the lives of people where they live, learn and work. We are committed to building brands that matter in the lives of the users of our products. We are also committed to leveraging the scale of our company to bring the power of a multi-billion dollar business to bear on each of the business segments through shared expertise, operating efficiencies, and a culture of innovation. Our global sales are approximately $6 billion and we have a strong portfolio of globally recognized brands including Sharpie, Paper Mate, DYMO, EXPO, Waterman, Parker, IRWIN, LENOX, Rubbermaid, Graco, Calphalon, Goody, Levolor, Kirsch and Teutonia. We are headquartered in Atlanta, Georgia. Newell Rubbermaid and its subsidiaries are Equal Opportunity Employers and comply with applicable employment laws. EOE/M/F/Vet/Disabled are encouraged to apply.
Job 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.
Organization Role and Talent Management/Development
• Potential team size up to 25, direct reports up to 6, will vary
• Define, recommend and implement the appropriate hierarchy and org structure
• Assist in the recruiting process and specific profile definition
• Participates in/helps organize brand management recruiting events and interviews
• Optimize the structure and ways of working
• Completes MAP/Mid-year review process for self and direct reports
• Establish clear SMART objectives and assign clear projects/tasks
• Coach/Develop direct report’s brand management skills and competencies to be highly proficient
• Establish one on one and regular follow up sessions, address concerns, facilitates networking and exposure
• Develop others outside of own team through project or special assignments
• Provide clear career discussion with support from business HR and leaders using the Talent Roadmap frame
• Drive strong employee engagement globally within team and with others
• Collaborates with other leaders to share marketing best practices globally
• Act as a Subject Matter Expert (SME) in Innovation and Activation
• Comply to all company processes and makes recommendations to streamline and simplify brand and business processes
Qualifications
• Four-year College/University degree
• Fluent in English (verbal and written)
• 10+ years of marketing and/or general management work experience.
• Up to 25%25%20travel required
• Demonstrates an understanding of differences between countries and cultures.
• Strong communication and presentation skills
• Proven track record in the competencies of Drive for results, Collaborate for growth, Courageous Leadership, Consumer and Customer focus, Develop our Talent and Organization
Experience -
• Experience in Baby Products industry is preferred
• Experience on a business that is global with direct responsibility on a global project is preferred
• 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