Category Marketing Lead

2 days ago

Vaughan, Canada NewAge Products Inc Full time

Headquartered in North York, ON, with employees in Canada, the US, China and India, NewAge is an industry-leading manufacturer and distributor of premium home improvement solutions.
Our products are sold through major online retailers such as Lowes, The Home Depot, Costco, Amazon, and Wayfair as well as our own e-commerce site. But what makes us unique is that we provide a truly cohesive customer experience, from free expert assistance designing and planning new spaces to delivery and professional installation.
Our collaborative, inclusive team atmosphere nurtures personal growth, career advancement and job satisfaction, as evidenced by our certification as a Great Place to Work in Canada and our 4.4 out of 5 rating on Glassdoor.
With tremendous pride, we continue to receive a growing number of industry accolades including over 75 unique product patents, awards for our team of expert designers, prominent ranking on the Profit 500 list of Canada’s fastest growing companies, and the naming of our founders to the Top 40 under 40 in Canada by BNN Bloomberg.
As our journey to becoming the preferred choice for premium home improvement solutions continues, we’re adding ambitious, driven, passionate members to our team who are inspired to be their best and ready to make a difference.
NewAge Products is looking for a **Category Marketing Lead** to manage our outdoor product category. This role is responsible for the development and execution of strategic marketing initiatives and growth within the category, including support of existing and new products, content strategy development, and PR and advertising campaigns.

**Responsibilities**:
Strategic planning and management of product launches for outdoor category
- Develop Marketing Strategy for product launches, reporting cadence and ensure is executed flawlessly
- Accountable for readiness, quality and effectiveness of launch product assets
- Act as Cross-Functional Team touchpoint for team communications, scheduling, and strategy
- Research product landscape and shape product positioning
- Identify target customer profiles and solutions to mitigate pain-points through the path to purchase
- Facilitate ordering and tracking flow of net new products alongside PD and Supply Chain
- Use data analytics to inform, validate and direct marketing and content strategies
- Develop content strategy and prioritize production of assets, collaterals and creative
- Write Marketing copy that explains key product features, benefits, positioning and how product with consumer lifestyles

Meet enterprise marketing objectives through category development and growth
- Oversee and optimize all stages of the customer journey for outdoor category while maximizing awareness, product consideration, purchase, and loyalty
- Ensure effective use of SEO and internal site search
- Develop an effective merchandising strategy alongside the Sales team (compatible and complimentary products, set and product builders, etc.)
- Research marketing vehicles and channels to further grow category leadership
- Act as an enterprise-wide representative, advocate and expert for the outdoor category
- Manage freelance and fulltime employees to support category growth
- Interpret data to help refocus team efforts on high-value assets and communications

Reporting on product launch progress, performance, and key metrics
- Analyse website data to identify effectiveness of inbound traffic through organic and paid campaigns
- Align with performance marketing team to ensure ad optimization through feedback and A/B tests analysis
- Gather data on all page and landing page traffic and analyse in comparison to bounce rates and ECRs
- Create product update decks and report on analytics as needed

Plan and activate trade marketing initiatives with key retailers & trade customer
- Create an annual trade marketing plan for your category
- Develop and manage shopper marketing and promotional efforts for specific product categories, leveraging retailers’ assets/best practices
- Manage retailers marketing calendar and integration with sales & merchandising plans

**Qualification Requirements**:

- 6 years of related experience in DTC Marketing or with a reputable ad agency
- Degree in Brand Management, Marketing, Advertising, Business, or similar area of discipline
- Ideally strong expertise and growth in top-tier consumer-packaged goods, retail or other consumer goods industries selling across multiple sales channels, including direct to consumers.
- Experience in marketing home improvement products a plus
- Demonstrated experience in developing brand strategies and growing brand awareness, acquisition, retention and loyalty across a spectrum of marketing channels both off and on-line
- Experienced in researching and defining customer personas for specific products
- Ability to take insights gathered through marketing data and translate into optimized marketing assets and collateral
- Growth and commercial mind-set, wit

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