Position and Company Summary

Reporting to the Vice President Marketing, The Retail Marketing Manager will work on the newly created Lawn & Garden business owning and managing all marketing strategy and tactical execution for the Profile Products’ branded potting mix, Glee, as well as all retail private label and store brands. With a clear understanding of the consumer, competition, and market, the successful candidate will manage upstream marketing activities that build a best-in-class consumer driven product portfolio as well as downstream marketing activities that build awareness, engagement and conversion of the portfolio at all retail points of sale, online or in-store.

Duties and Responsibilities

Upstream Marketing:

• Partner closely with R&D and Hort Marketing on new product launches defining the vision for a product, align stakeholders around the vision for the product and support all teams in the timely execution of this shared vision

• Manage each products life cycle from cradle to grave interacting as the conduit between Sales, Finance, Production, and Supply Chain; proven ability to develop and execute ABCD portfolio analysis
• Develop clear product messaging of features, benefits, and unique selling proposition for new and existing products
• Conduct annual portfolio analysis of each products stage in life cycle, cost structure, potential value-added product improvements and recommend appropriate cost reductions or margin enhancements
• Partner with Business Unit team to build out annual and long-range marketing strategy plans that meet business unit and sales objectives
• Partner with Product Marketing, Procurement and outside consultants to build and modify packaging structure and graphics of new and existing products, as well as develop in-store merchandising strategy, driven from keen consumer purchase insights

Downstream Marketing

• Own the brand strategy: through deep dive consumer insights, ensure brand value proposition is clearly communicated across marketing and sales materials
• Partner with agency partners to build breakthrough, compelling advertising creative that drives awareness, consideration and purchase intent
• Partner with outside agencies to develop best-in-class seasonal marketing activation plans that drive awareness, engagement and consumer pull through purchase
• Collaborate with distributor teams to prepare customer specific and targeted pitch presentations for annual L&G retailer line review season
• Digital & Traditional Advertising:
  • Development of all Social Media, paid and organic advertising, SEO/SEM, website updates and maintenance, A+ Content for all retailer sites
  • Development of lead nurture mapping, programs and direct marketing efforts to support
  • In-depth exploration of traditional media with keen eye on ROI
• Develop targeted Promotions that drive incremental purchase while maintaining ultimate brand value
• Trade Show strategy and management – research all relevant trade and consumer facing shows and build a trade show strategy and tactical plan to support
• Public Relations strategy and execution – create the sampling program strategy and execution plan, ensuring recipients are qualified, interested leads. Develop a Ratings and Reviews operating plan to manage all ratings and reviews, vetting comments and ensuring responses are timely.
• Responsible to the overall marketing budget, tracking and ensuring all expenses fall within pre-approved budget targets
• KPI management – develop clear KPI scorecard that identifies key metrics that drive awareness, consideration and purchase; consistently monitor all marketing activation tactics and pivot where necessary to meet KPI goals
• Develop new brand trademarks, where applicable, and work with outside counsel to submit, maintain and exit relevant brand trademarks
• Outside partner collaboration and management– successful candidate will work with different agencies, distribution partners and consultants to drive successful implementation of marketing activation plans