Brand Manager

2 weeks ago

Toronto, Canada Tata Consumer Products - USA Full time

This position will assume broad Marketing Leadership and Responsibility for the Tetley Hot Tea portfolio across advertising, consumer promotion, new product development, packaging, and research.  Working closely with the Marketing Director, the Brand Manager develops and executes strategic and tactical marketing plans to meet brand objectives, including revenue and profitability goals for the core brand. A combination of business and brand management acumen, as well as strong leadership, communication, entrepreneurial, and execution skills, are critical for success in this position.

Responsibilities:

  • Develop marketing plans, including annual business plans, to meet business objectives
  • Lead, motivate, and partner with local and international cross-functional teams (e.g., Sales, Supply Chain, Operations, R&D and Finance) to implement business plans
  • Manage advertising and promotion development and be the key daily interface with the advertising and promotion agencies, lead advertising brief and media brief development
  • Manage the day-to-day business operations, including:
    • Execution of marketing programs including advertising, consumer promotions, packaging, corporate websites
    • Business analysis, including post program analyses and ROIs (e.g., Nielsen, Homescan and other syndicated research)
    • Budget management, build forecasts for product innovation
    • Competitive monitoring and response
  • Work across the NPD/innovation development process: identify consumer insights, develop concepts/positioning, assess market potential, and partner with cross-functional teams to quickly bring viable new products or platforms to the market
  • Partner with Sales team to develop trade presentations and account specific programs

Scope of work:

  • Internal expert on and champion of the brand
  • Drive growth on base business (leverage the 5 P’s)
  • Brand Strategy and execution
  • NPD and Innovation
  • Project Management, including the creative process

 

You will need to be able to influence:

  • The consumer & customer
  • Senior Management
  • Sales / Marketing Team
  • Finance / Operations
  • Legal / Regulatory

Requirements

  • Post-secondary education in business with 5-7 years’ experience in CPG marketing
  • Solid understanding of advertising, promotion, and media planning - across major mediums (TV, digital, social media, influencer, PR, and ecommerce)
  • Ability to use basic financial analysis e.g., Return on Investment, related to marketing effectiveness, resource allocations and new business   opportunities.
  • Marketing Research Resources: Knowledge and application of industry research resources (e.g., attitude and usage, Nielsen, trend resources)
  • Syndicated Sources: Knowledge of syndicated sources (e.g., AC Nielsen CIP Home Scan) used in the analysis of trended consumer and volume   dynamics
  • Proven people skills and ability to work as part of a team (Collaborative)
  • An entrepreneurial spirit and ability to work in a small corporate environment with limited people resources
  • Strong analytical skills, computer skills (Microsoft Office, etc.)
  • Strong understanding of the CPG retail environment

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