Newell Brands Brand Activation Manager, Appliances & Cookware in Santiago, Chile
Position Title: Activation & Trade Manager
Segment: Appliances & Cookware
Location: Santiago, Chile
Reports to: Sr Manager, Brand Activation LATAM, Regional Miami
The Activation & Trade Manager contributes on new product launches and integrated activation plans, sometimes with the assistance of direct reports. Lead the planning, organization, development and execution of all POS programs along with the implementation of shelf management programs with display and point of sale materials. Assure product placement in a rewarding buying experience, especially during active promotional periods, with adequate product support materials and engaging initiatives. Collaborate with the Regional Group to set up pricing and find the best options to position the products in the right price bands.
Specific responsibilities will include but are not limited to:
Executes marketing plans based on global/regional strategies for the upcoming year.
Manage the local Consumer & Trade Promotions budgets.
Familiar with test and learn opportunities within communication vehicles to find leverage points for scale and impact. Trade Marketing / Category
Collaborates and team up with the Sales team to build growth strategies in different sales channels, expand the breadth/depth of existing and new distribution segments.
Responsible to ensure that the team is optimizing the resources (budgets, agencies, schedules) allocation across distribution channels, specific accounts and geographies. This includes the promoters.
Identifies key promotional windows based on target consumer behavior and recommends promotion depth and frequency guidelines.
Responsible with the Regional Category Managers on the pricing audits to evaluate opportunities to extract maximum value from the market and recommend audit cadence, action steps and communicates pricing strategy across channels.
Mentoring the Associate Category Manager to grow the business and work on specific plans to achieve the category numbers.
Responsible with the Trade & Category team to give feedback and recommendation about products and retailers opportunities.
Supervise the promotional events & package at major key accounts.
Drive trade initiatives by developing product programs and trade plans concomitant with key accounts requirements (collaboration with sales team) to ensure our product portfolio enjoys uninterrupted flow to consumers.
In coordination with the Regional Sr. Brand Activation Manager, act as liaison to drive forward strategic initiatives to foster consumer demands and capture consumer/retail opportunities. Brand Stewardship
Supervise the brand activities in accordance to the brand identity and guidelines process i.e. consumer promotion materials, Point-of-Sale (POS), regional PR materials, social media content
Ensures marketing communications and/or marketing adaptations are on-strategy and consistent and relevant to the countries.
Supervise any communication adaptation for products and brand within their territory. Insights
Uses POS Data, Shopper insights and pricing research to develop and optimize activation plans.
Tracks brand metrics in region and ensures activation activity is aligned to metrics, takes corrective action when necessary by partnering with Sales team and Trade/Category teams to create an activation. New Product and Package Launch Support
Team up with the Associate Trade/Category managers members to ensure GKM contract phase is committed. (“Contract” refers to the 2 nd Phase in the Gate Keeping Meeting (GKM) process where the commercialization and activation plans need to be laid out including launch cadence, distribution objectives, launch plans per customer, merchandising plan, trade promotions plan among others). This is a collaboration effort with the Regional Category managers and sales team.
Manages product and/or package launches and serves as the cross-functional point-person across events marketing, promotions, PR, digital marketing, POS, and trade marketing creative design, and other marketing services areas as assigned.
Leads language adaptations of new innovation launch support materials, specifically retailer-specific needs (outside of POP/PKG)
Integrated Marketing Plan and Execution
Works closely with the Regional Sr. Brand Activation manager to provide input to the integrated marketing plan that meets the annual marketing objectives within the appropriate budget parameters.
Collaborates with the Regional Sr. Brand Activation manager to manage the overall integrated marketing planning process to ensure plans and supporting creative are developed to support overall planning calendar.
Contributes to best practices in the industry through networking internally and externally and keeping up with industry best practices.
Sets clear and measurable goals for integrated marketing programs, conducts the monitoring of progress and programming modifications as needed.
Works closely with the Regional Sr. Brand Activation manager to develop a full year promotional calendar to meet brand and portfolio priorities.
Team up with the Sales team to develop clear and measurable goals for promotion and tactics.
Supervise the implementation of in-store initiatives to include displays, signage and appropriate pre/post shop digital tie-ins.
Ensures compliance by trade to trade promotion budgets. Project and Process Management
Manages the overall brand activation process and identifies areas for improvement.
Works with sales team to forecast and prioritize initiatives and reviews and validates marketing & product request based on priorities.
Liaises among brand marketing, category management, trade marketing, operations and marketing services domain experts.
Facilitates collaboration and communication across all stakeholders.
Oversees project timelines, deliverables and approval process.
Tracks and manages the overall program budget (consumer and trade promotions)
Measures and analyzes ROI of marketing programs and recommends improvements. People Development
Sets clear objectives and prioritizes initiatives for self and team.
Assigns clear projects and tasks to direct reports and coaches and develops their skills.
Performs semi-annual performance reviews for team members.
Collaborates with brand activation & trade marketing/category peers to share marketing best practices
Works collaboratively with the finance and trade teams to maintain within the allotted year spend.
Manage overarching budget planning for shopper and consumer promotional campaigns.
Four-year College/University degree. MBA Preferred
8+ years of marketing and/or general management work experience.
Up to 20% travel required.
Has worked on a business with global or international exposure. Experience
Translating marketing objectives into strategies and plans. Proven success in executing a comprehensive marketing plan that is integrated across multiple consumer touch points, including at point-of-purchase.
Trade experience, specially with promoters agencies and event planning.
Successfully launched new products from concept stage through commercialization and in-market success.
Experience with product management
Solid knowledge of category management, marketing and sales principles.
Understanding of data analysis and forecasting methods
An analytical mind with a strategic ability
Demonstrated success working in a matrix environment (global-regional-local relationship).
Strong communication skills, written and oral.
Proven ability to work on and lead a cross-functional team.
Be part of a global company with a lot of opportunities, both internationally and locally. We encourage development on a professional and personal level.
Join our dream to become one of the leading consumer goods company in the world with brands that inspire passion!
Newell Brands is a leading global consumer goods company with a strong portfolio of well-known brands, including Paper Mate®, Sharpie®, EXPO®, Parker®, Elmer’s®, Calphalon®, Rubbermaid®, Graco®, Baby Jogger®, Aprica®, Goody®, Irwin®, Lenox®, Rubbermaid Commercial Products®, Coleman®, First Alert®, FoodSaver®, Jostens®, K2®, NUK®, Oster®, Rawlings®, Sunbeam® and Yankee Candle®. Driven by a sharp focus on the consumer, leading investment in innovation and brands, and a performance-driven culture, Newell Brands helps consumers achieve more where they live, learn, work and play.