Newell Brands Marketing Manager, Writing in Shanghai,
Position Title: Marketing Manager, Writing
Location: Shanghai, China
Reports to: Commercial Director, Writing
The Marketing Manager is accountable for developing the brand innovation and communication strategies with local relevancy, grounded in deep consumer insight, product knowledge, and market competition understanding. The Marketing Manager will lead brand and product portfolio management and integrated marketing planning, working with cross-functional teams to lead the brand strategy, develop and commercialize NPD pipeline, and drive P&L results. The role covers (but not limited) WACE Brands including Paper Mate, Sharpie, Elmer’s, rOtring, etc.
Strong brand ownership, recommends edits to the clear, differentiated, global brand positioning, and revisions to the consumer target consistent with the global positioning. Drives key brand or category initiatives that effectively reach and connect with target consumers.
Leverage global resource to expand the business to regional markets, participates in setting the brand(s)’ short and long-term strategies for APAC region.
Good business sense, participates to define Route to Market strategy and business plan for responsible brands.
Help to make strategic plan to build the brand proposition and awareness with local relevancy in APAC.
Provides new ideas around brand or category innovation unlocking true white space or new to the region innovation. Participates in sessions for stimulating creativity, insight collection or idea generation, leading to new to the region insights and product concepts.
Leads cross-functional teams to create a robust pipeline of new products based upon consumer insights and market needs, leads annual planning process.
Initiate the NPD innovation and lead the project across the functional team.
Recommends product features and benefits, and overall product design, based upon consumer insights and needs.
Leads developing the business case for new products, including estimating sales and financials.
Monitors market performance and competition, identifies market gaps, proposes mechanics for corrective actions where needed.
Product portfolio ownership: responsible for life cycle management across the portfolio balancing rhythm of entering or exiting product classes or SKUs and extending life cycles. Optimizes a strategic plan for specific regions and channels.
Translates business and brand needs into a prioritized consumer research list to help set research budget.
Lead the consumer research on quantitative and qualitative, work with consumer insights, recommends and monitors marketing metrics such as share/POS, distribution, and quality measures.
Identify unmet opportunities and pricing gap through market competition analysis and consumer insight observation.
Analyzes shopper insights and market data to recommend pricing objectives, strategies, and guardrails for key SKUs or categories.Applies price modeling information to manage price.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.
Identifies key promotional windows based on target consumer behavior and recommends promotion depth and frequency guidelines.
Explains how the relationship among pricing measures impacts brand equity.
Recommends 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.
Recommends and executes marketing objectives and strategies for the upcoming year. Recommends key A&P budget elements. Executes brand communications across brands, countries and regions with purposeful differentiation and reapplication based on portfolio and category strategies.
Participates or support in briefing agencies on communication objectives. Works with Brand Activation team to monitor agency execution of specific tactics.
Familiar with test and learn opportunities within communication vehicles to find leverage points for scale and impact.
Completes ROI analysis on projects and recommends changes to strategy as needed.
Four-year College/University degree
5+ years of marketing and/or general managementwork experience.
Has worked on a business with global orinternational exposure.Demonstrates anunderstanding of differences between countries and cultures.
Translating marketing objectives into strategiesand plans.Proven success in executing acomprehensive marketing plan that is integrated across multiple consumer touchpoints, including at point-of-purchase.
Recommending pricing strategies and guardrails,and managing price to extract maximum value.
Successfully launched new products from conceptstage through commercialization and in-market success.Has managed a product portfolio.
Demonstrated success working in a matrixenvironment.
Strong communication skills, written andoral.
Proven ability to work on and lead across-functional team.
Fluent in English
Brand / Category Marketing, Channel Management,Trade Marketing, Shopper Marketing, Consumer Insights, or MarketingCommunications experience preferred
Newell Brands (NASDAQ: NWL) is a leading global consumer goods company with a strong portfolio of well-known brands, including Paper Mate, Sharpie, Dymo, EXPO, Parker, Elmers, Coleman, Marmot, Oster, Sunbeam, FoodSaver, Mr. Coffee, Graco, Baby Jogger, NUK, Calphalon, Rubbermaid, Contigo, First Alert, and Yankee Candle. For hundreds of millions of consumers, Newell Brands makes life better every day, where they live, learn, work and play.