The Associate Brand Manager is responsible for brand strategy and execution for a consumer brand in the Food Business Unit, including Rubbermaid, Calphalon, FoodSaver, Ball Canning, or Sistema. The ABM plays a critical role in developing brand strategy, innovation, communications, pricing, and other brand management initiatives. He/she helps drive consumer demand and market share based on consumer, product, and market understanding. This role requires excellent strategic thinking, the ability to transform data and insights into actionable business initiatives, and leading cross-functional teams. This role will report to Brand Manager at Newell Brands headquarters in Atlanta, Georgia.
Understands and partners with the Brand Manager and Brand Director to evolve global brand positioning and target key consumer segments.
Partners with Consumer & Market Insights (CMI) to understand key consumer groups and identify unmet needs
Drives key brand, category, and portfolio initiatives that effectively reach and connect with target consumers
Understands Customer and Channel opportunities to drive future growth
Understands the brand P&L and how marketing decisions contribute to overall business growth
Works collaboratively with R&D and Consumer & Market Insights (CMI) to develop a brand innovation strategy, including role of sustaining and breakthrough innovation, new categories, and new market spaces
Articulates concept statements for innovation and uses experience and market and consumer knowledge to prioritize ideas
Effectively creates and presents a robust business case through the gate-keeping process aligning executive leadership to the brand’s innovation strategy
Participates in life cycle management to manage SKU count across the portfolio, balancing growth and productivity
Identifies key issues and opportunities through a business review and builds marketing plans and communications objectives to drive profitable sales growth across channels
Develops clear and compelling claims that reinforce positioning and strengthen brand proposition vs substitutes
Leverages integrated touchpoints (product, packaging, advertising, website, digital media, promotions, PR, etc.) to reach target consumers
Manages marketing budget and allocates spending appropriately to achieve brand goals
Participates in briefing agencies on communication objectives, advertising, and media plans.
Develops compelling product launch plans and materials to excite Sales, customers, and consumers
Measures and evaluates communication / claims performance and optimizes to improve effectiveness, stay on trend, and remain differentiated from competitors
Sets and enforces global brand standards and design language and ensures consistency with brand positioning.
Familiar with consumer insights techniques and develops a strong working knowledge of the target consumer
Understands key business, brand, and quality KPIs and uses them to assess business performance
Develops deep category knowledge across multiple categories and brands.
Understands ecommerce/digital marketing and key omnichannel growth drivers
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 optimize price ladder.
Understands the relationship among pricing measures and brand equity
Identifies key promotional windows based on target consumer behavior
Leads cross functional team by example, while contributing to clear brand objectives and priorities
Collaborates with brand management peers to share marketing best practices
Up to 20% travel required at a future date.
Role based in Atlanta, GA
Four-year college degree, MBA preferred
2-4 years of marketing experience, consumer and/or brand marketing experience preferred
Ability to lead cross-functional project teams.
Demonstrated success working in a complex, matrixed environment.
Strong written and oral communication skills, effective time manager, and self-starter with an entrepreneurial spirit.
Prior experience presenting to Director or VP Level audience.
Internal Number: 2100008
About Newell Brands
Newell Brands (NASDAQ: 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, Marmot, Oster, Sunbeam, FoodSaver, Mr. Coffee, 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 OpportunityEmployers and comply with applicable employment laws. EOE/M/F/Vet/Disabled are encouraged to apply.