The Senior Assistant Brand Manager is a general management role with P&L responsibility. This person has shared accountability for managing the short-term and long-term profitability of the Home Care businesses in the US and direct accountability in Canada. Morton’s Home Care Businesses include our highest volume consumer business, Water Softening Salt, the fast growing category of Pool Salt and Consumer Ice Melt.
Activities will include the following:
•Leads the strategic marketing planning processes for the Canadian Home Care businesses and supports the process for the US, identifying and driving key initiatives to advance the business
•Lead the research, development, positioning and commercialization of new products, line extensions, visual graphics, and enhanced product offerings across all channels for innovation projects close to the base business
•In collaboration with the communications team, the Senior Assistant Brand Manager will develop, execute, and measure the advertising and promotion strategy to drive sales and brand equity for the portfolio.
•Establish and report against key performance metrics, addressing any gaps to budget and future commitments.
Essential Duties include, but are not limited to:
1. P&L Ownership
Directly accountable for the Canada Home Care P&L, supports the US P&L Responsible for managing against a business scorecard and reporting issues and opportunities to improve performance Lead a cross functional P&L Team to track, forecast, analyze and identify sources to improve P&L and business performance
2. Business Strategy & Execution
Responsible for establishing and gaining alignment on strategies and plans to improve profitability and achieve desired business and market objectives in Canada Leads key initiatives in the US to strengthen competitive position and drive category growth Align resources and lead cross-functional team to execute against strategies and tactics Manage performance and work closely with cross-functional partners to overcome barriers to achieve desired business goals Utilize syndicated data, and competitive intelligence to assess market opportunities. Use quantitative and qualitative research to vet new product ideas, packaging, pricing, and positioning strategies
3. Business Development
Closely monitor and identify changes in market, customer and competitor trends with the potential for impacting current and future business performance Identify market opportunities and risks, quantify/estimate P&L impact, and justify investments required to support future business growth Implement all assigned commercialization efforts to ensure the organization delivers against its growth commitments and portfolio expansion initiatives Establish and report against key performance metrics, addressing any gaps to budget and future commitments Provides input with Supply Chain & Operations to incorporate market requirements into short and long-term capacity planning
4. Build and Protect Long-Term Brand Equity
Use customer and consumer/end-user insights to drive business and brand activity, new products, strategies, and thought leadership Contribute to the development of clear brand vision, positioning, promise, goals and strategy Work with Communications and Sales Strategy & Planning teams to create communication vehicles and sales tools that convey brand value and justify selling price premium Measure performance and implement improvement measures to achieve desired customer and consumer experience
5. Innovation and Product Portfolio Management
Provides input to the Innovation team for the development and execution of product and packaging innovation plans to support portfolio growth. With the Senior Brand Manager, responsible for go-to-market planning and execution for all types of innovation projects from “sustaining” to “transformational” innovation Oversee all stages of sustaining innovation projects – from idea generation through commercialization Manage the Canada Home Care product portfolio, investment levels and associated consumer communications (in partnership with the Communication Team) in accordance with the portfolio strategy, stage in the product life cycle, and segment objectives
6. Pricing Strategy Development, Planning & Performance
Provide strategic direction and collaborate with the pricing team to develop and optimize pricing architectures, strategies and plans by product lines in the Canada Home Care category Integrate pricing strategies and plans into product strategies and plans Partner with Brand Finance and the Sales Strategy & Planning teams to forecast and track the impact of pricing actions with regards to overall business and financial performance Collaborate with Sales Strategy & Planning and Sales teams to identify optimal trade promotions to delivery business results.
7. Budgeting & Forecasting
Participant in monthly integrated business planning meetings, providing key market drivers that will impact the forecast and ensuring new business opportunities and risks are incorporated into the demand plan Review baseline budget and financial forecast development and recommend adjustments to estimated sales volume and revenue attainment based on key growth initiatives, market growth rates, trends, opportunities and risks
Minimum Position Qualifications
Education: Bachelor’s degree required, MBA a plus
Experience: Minimum of 5 years of experience, with 3+ years in consumer marketing preferably in CPG
Knowledge, Skills and Abilities