Brand Manager

Mentholatum Canada is seeking an experienced Brand Manager to help us build our brands and raise awareness. The opportunity allows you to work across all levels and departments of our organization to help us surprise and delight our consumers at every stage of their shopping journey Brand managers are responsible for understanding what makes our target audience tick, and for developing marketing campaigns that position our brand according to those motivators. These marketing campaigns will not only drive customer engagement, but will further define our brand’s reputation and image in relation to the market.

If you are creative, have a strategic mind, and have experience implementing targeted brand campaigns, we’d like to meet you. Reporting to the Business Development Director.
- **KEY DELIVERABLES**:_
- Creating and implementing marketing brand strategies, campaigns, and product innovation to strengthen brands and drive sales.
- Developing the marketing strategy for innovation and existing products/brands. Working with Research & Development, all driven by consumer insights.
- Profit & Loss management of brands.
- Long-term strategy and brand planning work — including brand positioning and creative strategy.
- Consumer Research - Analysis and recommendations
- Execution of integrated marketing campaigns & brand projects including (Digital & social creative & media planning/TV), promotions, PR, and packaging to support innovation, build brand equity and drive awareness.
- Conduct in-depth analyses of the category, competitors, and consumers. Leverage insights to feed into the go-to-market plans.
- Analyze business results and brand health metrics to ensure strategies are working and objectives are being realized.
- Manage and support the end-to-end product development and project management for all innovation within the portfolio (including packaging and managing the stage gate process).
- Identify Canadian market trends that uncover white space opportunities and support portfolio growth. Provide comprehensive, fact-based recommendations that support key portfolio growth strategies and profitability initiatives.
- Responsible for the brand marketing budget including planning, reconciliation and reporting.
- Responsible for the brand marketing forecasting including planning, reconciliation and reporting and adjusting to meet brand PL and corporate strategies.
- Execute consumer and trade marketing tactics to support brand strategies and sales objectives.
- Create and manage relationships with promotional agency partners.
- Retail store visits to validate strategies and consumer competition.
- **Key Responsibilities**_
- Develop a 3-year strategy of assigned brands.
- PL Management - meeting approved budget commitments, knowing all assigned SKU’s product margins and meeting corporate goals.
- Execute consumer advertising and promotional tactics across assigned brands (project brief, recommendation, budget, ROI, post analysis) to support brand strategies and objectives.
- Work with external agencies to develop and execute planned advertising and promotional initiatives.
- Monitor, track, and analyze results of marketing initiatives to drive efficiencies.
- Manage and analyze your A&P expenses monthly to deliver against budget targets.
- Project Manager for assigned Packaging changes/Innovation commercialization.
- Monitor key competitor activity and provide insights to help support brand plans.
- Develop marketing materials for sales presentations and specific trade marketing initiatives.
- Support Sr. Sales Manager in the design and set up of new in store displays, while working with the Supply Chain Manager to minimize costs.
- Leverage and analyze data (AC Nielsen, Consumer Research, Insights, Financials, Customer POS etc.) to modify plans as required to optimize results.
- Work with agency partners to leverage industry trends in digital marketing and develop and execute the social media / influencer /SEO strategies to improve digital reputation and recognition across all brands.
- Develop annual Digital Marketing plans and work with agency partners to execute, including;
- Develop relevant content topics to reach the brands target customers.
- Create (Approve), curate, and manage all published content within the brands digital media budget (independently and with agencies).
- Monitor and participate in timely online conversations, aligning to the brand persona/personality and communicating in a positive, helpful light by listening to consumers, being sensitive to hot-button topics and issues, and providing a solution whenever possible.
- Obtain research and analysis of new social media trends, sites, tools, and news; report to the brand team on industry developments and make recommendations for how best to incorporate these into marketing strategies.
- Analyze key metrics and provide quarterly social media updates on the success or challenges of our social media efforts.
- Identify social media influence