This role is responsible for leading the Sexual Well-Being portfolio for condoms and lubricants building the brand strategic direction leveraging consumer understanding, develop communication to consumers and healthcare professionals, packaging, innovation and evaluate financial performance. This position needs to balance creative/communication skills with critical thinking, project management and performance measurement. This individual must be able to partner and guide executional teams (internal & external), manage conflicting priorities, understand the bigger picture, and can deal with ambiguity.
Builds Strategic Brand Direction and Longer Term Brand Vision
Helps to create a vision and longer term strategic direction for the portfolio that is consistent with business priorities and objectives
Builds superior brand equity to create a strong brand image with consumers and medical customers through strong communication, messaging and brand equity platform
Identifies research needs to better understand consumer / customer behavior and to identify future growth opportunities and new brand opportunities. Can effectively translate multiple sources of research data into insights and opportunities for growth.
Works with Brand Innovation Manager to ensure future innovation reflects consumer understanding, brand direction and financial expectations. Leads commercialization to market, identifying key risks and contingencies.
Brand Performance & Growth
Continuously oversees brand performance as measured by key brand performance metrics, research findings, channel execution performance measures as well as understanding of the impact of the external environment on brand performance. Provides recommendations to enhance performance.
Manages financial requirements including sales, P&L, pricing and sales forecasting against marketing plan objectives
Develops strong relationships with global & NA counterparts sharing and understanding opportunities and direction to drive higher brand performance.
Brand Execution Guidance & Communication
Provides effective communication guidance, messaging and strategic direction across all areas of execution (retail, medical, CRM, research, packaging)
Provides clear, focused briefing and direction to all marketing channels ensuring that they deliver tactics that build brand equity and brand performance consistent with business priorities and objectives.
Manage Assistant Brand Manager who provides monthly updates for business review and monitor market performance, responsible for successful executions working with different functions as per business review and Business plan
Partners with external agencies and senior manager to build messaging and creative direction to guide all marketing channels as they implement the brand vision through the tactical plans.
Builds a collaborative, positive cross functional team environment and strong working relationships with seniors, channels, brand and associate brand managers and outside agencies.
Is flexible and takes into account diverse views and perspectives when developing recommendations, providing clear guidance and working with multiple layers of decision makers to gain alignment in direction
Strong, positive communicator providing big picture understanding, setting expectations for others and influencing others to effectively deliver against brand and business performance
Ability to manage multiple priorities and see the patterns and big picture in relationships and processes to balance uncertainties and trade-offs to achieve desired business results in a timely manner.
Proactively seeks feedback and opportunities to learn and improve. Can adjust, adapt, respond and be resourceful in the face of change and maintain equilibrium under pressure
Effective at delegation and coaching to get things done through others and following up on effectiveness of execution
Constantly looks for opportunities for improvements in work processes and is proactive in working with others to reach an improved outcome
Minimum 5 years’ experience in brand management for consumer-packaged goods (or relevant) organization
Strong strategic capabilities in developing brand strategy / business planning, brand equity and positioning
Lead innovation projects to market
Project management experience in a matrix (accountable for results w/o direct line authority)
Experience organizing and prioritizing multiple initiatives for yourself and those lead by others to meet timelines and budgets
Experience with digital applications and strategies to drive brand equity and engagement
Market research and consumer tracking techniques and their application
Delegation and coaching / guidance to other managers and support staff
Worked with consumer, medical and retail channels to drive brand performance
Experience working within strict regulatory & legal environments.
Financial management, sales analysis and forecasting
University degree in Business Management focus in marketing or strategic planning