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Product Marketing Manager
2 months ago
Position: Manager, Product Marketing
Location: Remote or Hybrid in Rosemont, IL
Overview: We are seeking a thoughtful, consumer-first product marketer for the Culligan Installed Solutions category, which includes Whole Home, Under the Sink, Showerheads, and Faucet Mount filtration. This is an exciting role in a category undergoing a complete relaunch. In this a fast-growing environment, you will be an integral part of the marketing team—developing innovation pipeline, product positioning, messaging, and launch plans—bridging the gap between the product development and the marketing communications team. This position requires a keen understanding of consumer insights, new product innovation, brand positioning, portfolio strategy, and effective cross functional collaboration with product development, marketing communications, sales, and finance.
Responsibilities:
- New Product Strategy and Positioning: Partner with the Product Marketing Director to define innovation pipeline and NPD briefs (consumer insight, minimum viable product, product attributes, margin targets). Lead product insights development and consumer research plan to identify new product innovation territories and concepts, as well as LTO or retailer exclusive products. Conduct regular market and trend analysis to identify opportunities for portfolio expansion or optimization.
- Pricing & Portfolio Management: Support Director and product development team in defining the right pricing and portfolio mix to deliver on market share and margin targets; lead pricing and cannibalization studies. Build recommendations for product and channel segmentation including managing product exclusivity with key retailers.
- Product Packaging: Manage packaging design briefing, routing, and approval of mechanical artwork to meet timelines.
- Product Communications & Go-to-Market Strategy: Collaborate with Product Development to develop and validate product claims and messaging; own and maintain claims database. Create strategic product toolkits – category insights, product positioning, product sizzle - for stakeholders, inclusive of Sales and Marketing Communications, to support product launches. Brief Brand Comms teams to develop integrated product launch and marketing plans; support campaign creative development ensuring feature, benefit, and claims accuracy (not directly responsible for ad creation). Own new product ratings and review process.
- Digital asset management: Own tactical implementation of product assets, inclusive of product names, copy, and imagery across full Culligan consumer product division portfolio.
- Post-Launch Evaluation: Conduct post evaluation and analysis of new product sales performance and marketing activities, recommending improvements and evolution of activities, identifying opportunities to drive velocity. Support development and implementation of best practices and processes across all consumer touchpoints.
- Be the Category Expert: Understand price, positioning, competitive landscape, and key categories needs. Translate data into insights, connect the dots, and recommend a comprehensive product assortment and roadmap that will drive a high rate of sale.
Qualifications:
- Bachelor's degree in Marketing or a related field; MBA is a plus.
- Proven experience (4+ years) in brand / product marketing or new product innovation, with responsibility for innovation pipeline, product positioning, and product communications within the consumer goods/durables industry. Preference for candidates in beauty, health and wellness, household goods, or small appliances categories.
- Ability to synthesize complex product features into compelling and desirable consumer benefits
- Experience leveraging consumer insights to develop innovation territories, product positioning, and breakthrough packaging design.
- Demonstrated success in developing and executing effective product launch plans.
- Ability to manage several projects in parallel, navigating a complex cross-functional matrix.
- Excellent analytical, strategic thinking, and problem-solving skills.
- Experience analyzing syndicated data (Nielsen, IRI, NPD) and consumer insights into actionable recommendations
- Exceptional communication and cross functional leadership capabilities.
