Senior Marketing Manager, Owned Channels
1 month ago
This position is located in Norwalk, CT with expectation of travel every other week to the Home Fragrance office in South Deerfield, MA for a minimum of 2 days.
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Newell Brands
Newell is a leading $9B global consumer products organization with over 29,000 employees and more than 70 beloved brands. Newell’s vision is to light up every moment by being a consumer led marketing organization that leverages innovation and base business management to be the growth engine for the enterprise We are on a journey to accelerate brand market share growth by transforming into a brand management led organization.
Position Summary
The Senior Manager, Owned Channels, is a critical role on the Home Fragrance business, leading Yankee Candle retail store and DTC strategic direction for our Yankee Candle, WoodWick and Chesapeake Bay Candle Brands. This role will report into Senior Director of Yankee Candle and will have a dotted reporting line into the WoodWick/Chesapeake Bay Candle Brand Director.
This leader will leverage the master brand assets and build out owned channel 365 marketing plans, balancing brand building and revenue generating communications with our consumers. The Senior Manager must work collaboratively across multiple cross-functional teams and strategically influence the US brand team and broader organization.
The Senior Manager, Owned Channels position will focus on business results delivery and in-year strategic roadmaps, building and optimizing tactical plans to deliver financial metrics and support new product launches in line with Brand Strategies.
Holistic content direction for website & instore visuals, email and marketing communications would be owned by this team. The Owned Brand Channel team will provide direction to Communications Design team to translate brand language and key visuals into elevated creative assets leveraged by Retail, DTC, and Digital Marketing teams.
Collaborate with CRM Marketing team to build 365-day calendar, elevate CRM Journey emails, and evolve our print media tactics.
Brand lead for Home Fragrance’s loyalty program, will be a thought partner to the Loyalty team to help accelerate new users, drive enhancements to the loyalty program, inclusive of scaling loyalty ambassador club, exclusives, and first to markets.
Differentiate the owned channel experience by driving our unique programs, including but not limited to Personalized Candles, Subscription, and Social Commerce.
Understand the consumer target and consumer journey, particularly for the nuances of our owned channel consumer journey. Deliver effective and persuasive communication at key moments of truth to drive purchase intent and appeal.
Leverage eComm and DTC data to improve omnichannel performance.
Work across all key functions – Digital Marketing, Yankee Candle Retail and DTC, Sales, Finance, Legal – as well as centralized support teams to drive profitable sales for Yankee Candle, WoodWick and Chesapeake Bay Candle Brands.
Partner closely with US brand marketing team
Key Responsibilities
Leads execution of Owned Channel activation, adapted from global creative assets.
Partners with the brand leadership team to help deliver against US P&L goals for Owned Channels
Partners with the US brand leadership team to build annual brand marketing and business plans for owned channels business.
Leverages owned channel analytics to inform innovation pipeline and build future portfolio that drives trade up, grows margin and increases share of shelf; Improves in market assortment.
Partner with DTC and center digital marketing team to create plans to optimize performance marketing investments to drive qualified new traffic.
Manages team to deliver ROI on events, advertising, and projects; Leverages data and an ROI mindset to select projects.
Partners with sales/dtc/retail leaders to recommend enhancements to the promotional plan.
Responsible for deeply understanding key competitors’ priorities and price/promotion strategy.
Understands consumer target and ensures everything serves the consumer target.
Required Experience/Qualifications
A four-year college degree, MBA preferred.
8+ years of brand management experience
Experience diagnosing business performance using analytical tools like ACNielsen, IRI, NPD or other systems
Prior experience in CPG (Consumer Products) or a Durables organization
Exposure to consumer insights and leveraging analytics of primary and secondary research, emerging trends, POS results and competitor/category actions to drive leadership brand sales.
Demonstrated ability to deliver results leveraging strong cross functional partner relationships.
The Connecticut base pay range for this position is from $138,375 to $169,125. Salary will be based on prior experience related to the skills required for this position.
_Newell Brands (NASDAQ: NWL) is a leading global consumer goods company with a strong portfolio of well-known brands, including Rubbermaid, Sharpie, Graco, Coleman, Rubbermaid Commercial Products, Yankee Candle, Paper Mate, FoodSaver, Dymo, EXPO, Elmer’s, Oster, NUK, Spontex and Campingaz. We are focused on delighting consumers by lighting up everyday moments. Newell Brands and its subsidiaries are Equal Opportunity Employers and comply with applicable employment laws. EOE/M/F/Vet/Disabled are encouraged to apply.
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