The Brand Manager is accountable for the P&L and key business decisions around product and promotion of the assortment as the voice of the Customer. This role is responsible for go-to-market strategies with the Product Development Merchant, Merchant and Online Merchant to become a category leader. The Brand Manager designs traffic driving strategies and value propositions for our Customer. The position will be required to manage both strategic and tactical execution of marketing programs, and drive their integration. Conducts strategic planning and execution, monitor performance, and continually seek to improve the assortment within the Brand. Lead ”right from the start” product launch process including the development of online assets, in-store Visual Merchandising, and packaging.
MAJOR TASKS, RESPONSIBILITIES AND KEY ACCOUNTABILITIES
20% - Develops and ensures consistent execution of brand standards through all consumer touch points: brand strategy, product requirements, communication guidelines, packaging standards, and online. Leads cross-functional teams to implement these plans across the business. Develops and applies learnings from consumer insights to support business growth. Leads store walks and online walks gathering opportunities to develop category knowledge and competitive intelligence.
25% - The Brand Manager leads the marketing strategy helping to formulate the overall strategy to drive sales in-store and online. Develops annual, quarterly and monthly strategic, and tactical ‘always-on’ marketing plans for the Brand, leveraging The Home Depot creative and marketing channels. Measured on outputs including incremental sales lift, product launch sales targets, and Return On Ad Spend. Partners with Strategic Marketing to develop audience strategies to inform marketing and product development.
25% - Partners with the Brand Advocate in enhancing online presence at an item level to improve conversion, drive online traffic, and grow sales. Understands customer behavior online, building strategic plans in support of The Home Depot’s Interconnected strategy, partnering with cross-functional groups (i.e., Merchandising, Digital Marketing, Product Management, User Experience) to identify opportunities that will optimize effectiveness leading to improved online customer experience and brand growth.
20% - Partners with the Product Development Merchant on the product development road map and new product concepts to ensure the brand guard rails, attributes, and areas of opportunity are defined. Understands the product supply chain, key supplier partners, and their capabilities. Coordinates with international teams to ensure consistent global application of brand strategy and product requirements. Works with Product Development, Engineering, and Packaging Engineering teams to develop category-level product requirements appropriate to brand positioning, and competitive benchmarking. Explores and applies learnings from star rating analysis; exploring growth opportunities based on analytics.
10% - Responsible for key business analysis including:
marketplace / business conditions, share trends, competitive assessment, packaging, promotional evaluation, product assortment, SKU rationalization, pricing/sizing analysis, and market research analysis and implications that drive sales. Deeply understands the categories of the brand and how it competes: financially, at retail, and in the eyes of the consumer.
NATURE AND SCOPE
This position reports to the Director of Marketing
This position has 0 Direct Reports
ENVIRONMENTAL JOB REQUIREMENTS
Located in a comfortable indoor area. Any unpleasant conditions would be infrequent and not objectionable.
Typically requires overnight travel 5% to 20% of the time.
Must be eighteen years of age or older.
Must be legally permitted to work in the United States.
The knowledge, skills and abilities typically acquired through the completion of a PhD program in a field of study related to the job.
Years of Relevant Work Experience:
Most of the time is spent sitting in a comfortable position and there is frequent opportunity to move about. On rare occasions there may be a need to move or lift light articles.
Prior Brand Management and Marketing experience
Knowledge, Skills, Abilities and Competencies:
- Decision Quality
- Drives Engagement
- Ensures Accountability
- Plans and Aligns
- Communicates Effectively
- Customer Focus
- Manages Conflict