Brand Manager, Vertical - CCS
Location: Huntersville, North Carolina
Reports to: Sr. Manager, Brand Management C&CS
The Consumer & Commercial Solutions Division comprises several well-known brands such as Rubbermaid Commercial Products, Rubbermaid, and Quickie. Rubbermaid Commercial Products provides chooser/users with meaningful solutions tailored to distinct needs within key industries/verticals: Foodservice, Manufacturing, Hospitality, Property Management, Healthcare, Transportation & Entertainment, Institution, Back of House Retail, and Construction.
This role will drive end user demand and grow RCP’s market share through these key verticals, transforming our current go-to-market approach. The Brand Manager, Vertical is accountable for developing vertical/industry specific communication strategies routed in deep chooser, user and market knowledge. They will leverage expertise within a vertical to create vertical specific marketing communications to position RCP as a leader within each key vertical.
Specific responsibilities will include but are not limited to:
Participates in annual brand planning process to ensure vertical strategy ladders to brand priotities and activities are captured within integrated marketing plan.
Ensures marketing communications are on-strategy and follow brand guidelines.
Develops launch calendars and vertical support plans. Ensures alignment with cross functional team members including Brand Management.
Responsible for gathering, integrating and interpreting sources of data that uncover opportunity gaps and solutions to enhance business performance.
Develops deep knowledge of specific verticals by partnering with Marketing Insights and leveraging various resources as research.
Develops a strong working knowledge of the target chooser and user within a vertical and is able to recommend product solutions to chooser/user based on their unique needs.
Translates life experience with chooser/user within a vertical into insights.
Partners with Marketing Insights to share vertical expertise, trends and research findings.
Researches and provides business with data on specific vertical including market sizing & segmentation, trends, chooser purchasing habits, key competitors, relevant legislation, regulatory bodies, etc.
Utilize understanding of consumer insights and market data trends in order to identify key issues and opportunities for profitable brand/category growth.
Prepare reports/presentations of research results by integrating relevant data into a cohesive output and communicating key learning's, insights and conclusions in order to provide actionable recommendations.
Utilizes insights to build a vertical specific communication strategy and indentifies selling tools to be developed to support strategy.
Develop selling tools including printed collateral, videos, and digital components that are unique to a vertical and targeted specifically to the chooser’s needs/wants.
Establish clear objectives and success metrics for all selling tools
Serves as internal expert on the vertical, supporting key innovation, category, channel and sales initiatives.
Oversees project timelines, deliverables and approval process for vertical specific content and selling tools.
Works with third party agencies to develop content for selling tools.
Measures and analyzes ROI of vertical specific tools developed and recommends improvements.
Basic P&L knowledge including net sales, gross margin, etc.
Can analyze sales data to understand gaps and opportunities for growth.
Helps build and recommends A&P budget elements annually.
Manages budget dedicated to developing vertical specific sales tools
Four-year College/University degree.
4+ years combined channel, sales and/or brand management experience.
Up to 20% travel required.
Has worked on a business with B2B exposure.
Proven success developing a marketing plan to drive consumer demand.
Developing marketing communications, focused on a specific audience.
Strong decision-making background in ambiguous environments with a bias for action.
Financial management experience.
Proven project management experience.
Proven ability to work cross-functionally and lead a team.
Possesses strong verbal and written communications skills and professional presence.
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.