Director, Product and Brand Marketing
Posted on Jun 1, 2020 by Masco Corporation
This position serves as a senior leader for the marketing and product development department. With a high level of autonomy and minimal management oversight, uses extensive product management skills, research and development experience and marketing knowledge to lead a large team of professionals in strategy development, marketing initiatives and product development execution. Working directly with the senior executives of the organization, executes strategic marketing efforts and new product development in order to get teams and sponsors multiple projects (including new product development) with significant scope and revenue impact for the corporation.
Leads the strategic marketing efforts of the hansgrohe and AXOR brands. Develops and executes specific strategies for the brands designed to maximize hansgrohe's return on its brand investment through market share growth and price realization. Senior Managers develop brand and portfolio strategy, pricing strategy, innovation, brand communication plans, and trade event strategy often with assistance of their direct reports.
Essential Duties and Responsibilities
Lead all functions of Marketing Channel Marketing, Brand Marketing, Vertical Marketing, Creative Services and Marketing Communications.
Own the Stage Gate process, identifies co-owners and ways to maximize the process' positive impact and success for the corporation and minimize risk.
Work cross-functionally to drive product revenue and margin goals, overseeing product performance. Maximize margins and ROI, minimize wastes using the process.
Leads the Product Management function in Marketing including the introduction and ongoing management of products and services with the potential for significant business impact on the organization.
Plans, assigns, monitors, reviews, evaluates and leads the work of multiple assigned staff members including other people leaders, supporting multiple key products and marketing initiatives.
Partners with Human Resources in identifying potential future leaders, spotting performance problems and approving recommendations for remedial action; evaluating performance; and interviewing and selecting staff at all levels.
Develops and maintains strong relationships with internal and external stakeholders at the senior level and manages those key relationships to the benefit of the firm.
Facilitates effective corporate communications for key products and services through planning and coordination with the firm's corporate communications area. May also serve as a spokesperson to external media for assigned area of responsibility.
Leads strategic planning function for marketing and product management, ensuring that product requirements are incorporated into planning and execution. Owns the Stage Gate process.
Manages and monitors tactical initiatives that support the company's growth objectives and strategies.
Establishes and manages the administration and monitoring of timelines and budgets for product development initiatives, oversees the project management team and activities.
Analyzes and reviews overall product metrics on a regular basis as well as drives data collection and analysis by individual product managers as determined by project/product objectives.
Contribute to and lead the development of the hansgrohe brand strategy and outline the tactics needed to achieve the objectives.
Leads the development of the strategy around defining and reaching the target consumer.
Drives key brand, category or portfolio category initiatives that effectively reach and connect with target consumers.
Familiar with global brand(s) standards and design language and ensures consistency with brand positioning. Acts as a brand champion across the business.
Ensures brand consistency across all business areas.
Outlines and communicates a holistic vision that ties effective omnichannel execution to broader marketing and business mandates, such as enhancing customer experience.
Provide and manage long-term product category plans, assist in forecasting of trends in the marketplace. Travel to the market for insights and gather VOC (voice of customer) to make informed decisions.
Provides new thinking around brand or category innovation unlocking true white space or new to the world innovation. Executes new means for stimulating creativity, insight collection or idea generation leading to new to the world insights and brand concepts.
Authors compelling concept statements for innovation and uses experience, market, and consumer knowledge to prioritize ideas.
Works collaboratively with Product Management and Business Development to develop and create a brand &/or category innovation strategy, including role of sustaining and breakthrough innovation, new categories, and new market spaces. Includes innovation in brand communication, business Organizationel or strategic partnership. Can explain the innovation strategy to others.
Establishes clear objectives for brand communication and a vision for short and long-term success.
Participates in annual brand planning process to set a fully integrated marketing plan and programming utilizing the full marketing mix of advertising, promotions, and trade events while working with the Channel Marketing and Sales teams.
Accountable for delivering marketing objectives and strategies for the upcoming year. Executes brand communications across brands, countries, and regions with purposeful differentiation and reapplication based on portfolio and category strategies.
Applies deep understanding of the target consumer to guide both short and long-term decisions. Links independent insight and observations to form a holistic, proprietary understanding of the target consumer and leverages as a competitive advantage. Translates marketplace insights into winning strategies and tactics for the brand.
Educates others on the target consumer and marketplace.
Maintains marketing metrics and key brand and quality measures to track and understand the underlying drivers and interaction of each metric. Create business plans, establish objectives and own products from inception through their lifecycles.
Use performance data to identify and resolve issues within product management and marketing strategies, provide the sales organization with a clean launch message/campaign.
Guides the team to perform market research and supervises the conducting of this important activity.
Provides in-depth analysis and interpretation to track trends and identify potential product needs to develop product specifications.
Pricing & Promotions
Analyzes shopper insights and market data to recommend pricing objectives, strategies, and guardrails for key SKUs or categories. Applies price Organizationeling information to manage promotional pricing. Utilizes product, pack configurations and brand architecture to exploit price ladder.
Leads pricing audits to evaluate opportunities to extract maximum value from the market and recommend audit cadence, action steps and communicates strategy across channels.
Trains others on the relationship between pricing measures and brand equity.
Utilizes financial data and analysis to calculate ROI for marketing initiatives.
Adept in margin mix Organizationeling to drive portfolio promotional planning.
Leads annual budgeting and monthly forecasting process for Advertising, Consumer, and Trade Promotions.
Develops and manages the annual budgets for Capital expenses (Product Development, tooling, etc.) as well as operating budgets for the Product Management, R&D and Marketing groups
Sets clear objectives and prioritizes initiatives for self and team. Assigns clear projects and tasks to direct reports while coaching and developing their skills. Performs semi-annual performance reviews for team members.
Collaborates with brand management peers to share marketing best practices.
Required Education, Experience and Qualifications
Four-year college degree MBA Preferred.
8-10 years of equivalent marketing experience.
Translating marketing objectives into strategies and tactics. Proven success in creating a comprehensive marketing plan that is integrated across multiple consumer touch points, including at point-of-purchase.
Recommending pricing strategies/guardrails and managing price to extract maximum value.
Successfully launched several new products from concept stage through commercialization and in-market success. Has successfully managed a product portfolio.
Strong decision-making background in ambiguous environments with a bias for action.
Demonstrated success working in a Matrix environment.
Has worked on a business with global or international exposure. Demonstrates an understanding of differences between countries and cultures.
Strong communication skills and ability to develop materials for corporate strategy and business review meetings.
Proven ability to manage and develop a team.
Fluent in English.
20% travel required.