Associate Brand Manager

Position Title: Associate Brand Manager 

Location: Atlanta, GA

Reporting To: Sr. Manager, Brand Marketing

Summary:

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.

Responsibilities:

Strategy

• 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

Innovation

• 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

Brand Communication

• 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.

Insights

• 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

Pricing

• 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

Team Leadership

• Leads cross functional team by example, while contributing to clear brand objectives and priorities
• Collaborates with brand management peers to share marketing best practices