Description:
The Brand Manager (BM), is part of the Brand Category team and is responsible for driving the development, implementation and management of the strategic and tactical marketing plans to drive consumer demand in the US Market and oversee the US PL for assigned business segment.
How will you create impact?
- Manage a portfolio of brands as part of a team and drive them to exceed annual corporate goals – revenue, margin, market share, and consumer demand in US Market
- Manage the financial aspects of the portfolio, including costing and pricing, PL, marketing budget, forecasting, promotional opportunities, SKU rationalization and profitability analysis. Manage mix/pricing to achieve financial objectives, keep to pricing deadlines, liaise with Brand Finance and Sales.
- Collaborate with Sales and Marketing teams to establish consumer-centric retailer activation plans – product lines, strategic retailer marketing plans, promotional plans. Support customer and channel priorities, strategies and plans.
- Partner closely with Sales Operations and Commercial Analytics to add value to sales organization with actionable insights
- Use forecasting and market insights tools including Circana and Brand Health Trend Reports to evaluate brand performance and marketing effectiveness
- Leverage POS data, marketing performance, and competitive insights to drive commercial results across a portfolio of brands.
- Manage relationships with key external partners to ensure we deliver on brand priorities, amplification of current priorities and drive synergies across product, marketing and pricing
- Identify market trends and competitive insights to support portfolio management and go-to-market plans for the US
- Toy Fair – A key member of the wider team responsible for preparing for and contributing to Toy Fair. Present to trade/retail partners, through previews and Toy Fairs, to secure necessary levels and breadth of retail support
- Manage relationship with external licensor partners and internal franchise teams on marketing plans, budgets, retail/commercial strategies, forecast submissions and creative approvals.
What are your skills and experience?
- Experience managing a portfolio of business in the US market
- Deep understanding of how to go to market with products
- Experience working with licensors and managing licensed brands preferred
- Consumer product brand and marketing management experience in a new product-oriented industry, preferably in toys, games, entertainment, or other pop culture products
- Strong brand management skills – experience with pricing, PL management, channel and portfolio management and ability to deliver strong marketing plans
- Strong collaboration skills – ability to work closely with Sales to deliver against commercial goals
- Demonstrated abilities to work in a matrix environment with the ability to forge strong relationships within the company
- Experience managing pricing/profitability, forecasting, marketing budgets, and a PL with proven results of achieving MC/DC/GS$ targets
- Working knowledge of a variety of marketing tactics from Digital, Social and Retail Media/Ecom
- Ability to navigate or learn new systems – Power BI, SAP, Circana, Forecasting Tools
- Required competencies include data/performance analysis, PL/pricing management, budget management, decision making ability, conceptual ability, creative ability, performance management, conflict management, and tenacity