Brand Manager

Job ID : 2207

Alternate Locations :

Newell Brands is a leading $8.3B consumer products company with a portfolio of iconic brands such as Graco®, Coleman®, Oster®, Rubbermaid® and Sharpie®, and 25,000 talented employees around the world.

Our high-performance culture, unparalleled curiosity about the world around us, and talented people fuel our success. Our culture is enabled through our core values which guide all we do and how we win as One Newell.

They are Integrity, Teamwork, Passion for Winning, Ownership & Leadership.

Newell Brands :

Newell is a leading $8B global consumer products organization with over 24,000 employees and more than 60 beloved brands.

In 2024, we installed a new global brand management operating model whereby the business is organized by global brands creating a consumer and brand first approach to winning in the marketplace.

Position Summary :

The Brand Manager, US position on Graco will focus on business results delivery in year and building for the next year within a specified Region.

There will be a strong focus on base business management, optimizing in year plans to deliver financial metrics and supporting new products launching in year.

Partner closely with global brand marketing team

Work across the business units with all key functions Sales, Manufacturing, Sourcing, Distribution, Customer Service, IT, Finance, HR, Legal as well as centralized support teams to drive profitable sales for the Graco brand.

Conduct analysis regularly to understand why business lines are delivering or under delivering and providing recommendations to improve growth

Understand the consumer target and 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

Manage the business with an eye towards speed and focus on increasing profitability

The ideal candidate will bring at least 3 years of brand management and innovation leadership experience combined with proven ability to drive omnichannel growth in multiple sales channels.

Key Responsibilities :

Supports the brand building leadership team to deliver the US P&L goals

Helps build annual brand marketing and business plan

Helps deliver revenue and profit targets by delivery key initiatives on time and in full

Manage local allocated A&P budget

Supports activation of local advertising campaigns adapted from global creative assets

Supports PR and brand communication plans

Partners with sales and customer planning to prepare presentations for key customers and ensure readiness for joint business planning

Leverages analytics on share of shelf to inform innovation pipeline and build future portfolio that drives trade up, grows margin and increases share of shelf;

Improve in market assortment

Identifies top selling eCommerce items and partners with digital marketing team to create plans that invest in retailer media and affiliate marketing to grow market share

Calculates the ROI of events, advertising and projects; Leverages data and an ROI mindset to select projects

Analyzes promotional events and promotional plan; Partners with sales to recommend enhancements to the promotional plan

Studies key competitors to identify the competition’s price and promotion strategy

Support customer teams to unlock new distribution (selling decks, sell sheets, samples, etc.)

Conduct in-market store checks quarterly

Leads monthly SKU Heath Check process to ensure deletions occur and manages new SKU creation to stay within target

Participates in media mix modeling process; Applies insights to improve business performance

Understands consumer target and ensures everything serves the consumer target

Required Experience / Qualifications :

A four-year college degree, MBA preferred.

3+ years of brand management experience

Experience diagnosing business performance using tools like ACNielsen, IRI, NPD or other systems measuring POS and shipment data

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