POSITION TITLE: Senior Director, Brand Management and Corporate Marketing Services - Multinational

COMPANY: Confidential

REPORTING TO: GM US and matrix to GMs International

LOCATION: Chicago, IL

COMPANY PROFILE

Our client is a privately-held consumer products company built upon the fundamental belief that people must take care of themselves holistically in order to be truly healthy in body and mind. Our client’s brands are sold throughout the Americas and deliver science-based innovation via OTC consumer health products, helping people achieve better health and enhance their quality-of-life.

THE ROLE DEFINED

As the top marketing executive in the company, the Senior Director, Brand Management and Corporate Marketing Services is charged with leading the development, oversight, and direction of brand strategy and brand management across the Americas Region. This marketing leader will help the Americas region execute effective programs by leading the Creative Services team, Digital Communications, and Innovation/Renovation teams, guiding all projects.

The Senior Director will also contribute to the Americas Region’s mid-to-long term business expansion through identification of appropriate growth opportunities (new target markets, segments, product categories, technologies, brands, business models and other white-space opportunities).

The Senior Director also leads the Regional NPD initiatives by bringing brand, consumer/customer, and strategic fit perspective to the process while also supporting country Sales & Marketing teams to execute against initiatives.

SCOPE AND CORE RESPONSIBILITIES

Brand Strategy

• Lead the development of a unified strategic approach across the Americas region for: our client’s brands’ strategic vision, brand purpose and positioning, competitive differentiation, consumer insights, claims, and messaging resulting in material impact on brand perception, products desirability, and conversion
• Align branding decisions across countries, for stronger brand equity, and to realize synergies and cost efficiencies
• Recommend target consumer markets and potential innovations/renovations
• Shape brand growth strategy for all brands by identifying each brand’s role within the category, sources of growth and strategic choices based on right to win to achieve value and share ambition and by helping drive regional priorities across regions behind geographies, channels, segments, and consumers.
• Develop product portfolio growth strategy and 3–5-year innovation/renovation roadmap to address market needs and opportunities and achieve robust Identify trends and insights that lead to product ideas that uniquely satisfy unmet needs, assessing business potential, revenue and market share growth.
• Utilize appropriate market research to infuse voice of customer and quantitative metrics into all projects
• Consult on brand strategy, segmentation, positioning, and architecture
• Prioritize opportunities, ideas and resources against brand/corporate priorities
• Define and implement best practices

Brand Management

• Build and protect each brand’s stewardship, identifying brand building blocks and equity tools by developing and maintaining brand books, visual identity systems, experiential playbooks and social media playbooks to guide brand and agency colleagues through strategy and execution.
• Oversee the performance metrics of our communications, countries, and agency partners to optimize plans based on reporting.

Marketing Communications

• Provide Brand Communication and Branding Guidelines to all Americas country markets and marketing
• Manage marketing communication agency (advertising, package graphics, digital communication, etc.) selections within Americas and European Regions; establish related policies/procedures as required in working with country teams
• Build digital strategy and capabilities of rough Digital Agency engagement, monitoring trends, measuring techniques and business objectives.
• Recommend and lead development of common digital platforms (website, e-commerce, subscription, and CRM.
• Communicate frequently with local markets and organize a shared library of images, videos, and ads.
• Lead and direct the internal creative team in the development and production of all internally generated materials
• Manage the creative process from concept to completion
• Translate marketing objectives into clear creative strategies
• Direct creative work, provide feedback to teams, ensure deliverables meet objectives
• Ensure communications comply with oral care brand standards
• Oversee compliance with FDA regulatory requirements
• Direct the development of omni-channel media communication strategy for agreed focus brands in consumer and professional channels to deliver against brand strategies
• Monitor the execution and implementation of Americas media plans

International Marketing Stewardship

• Align country marketing teams within corporate brand management brand vision
• Create alignment across Western Region (EU) by establishing a common innovation funnel whenever possible

Innovation

• Develop short term (1-2 year) innovation pipeline supporting brand and product strategies for US, Canada and LATAM.
• Create a multi-year pipeline that meets business and consumer needs while supporting the brand’s short- and long-term strategies across the spectrum of innovation (including new products, renovation, new packaging and commercial innovation).
• Identify and evaluate new business growth opportunities within or adjacent to our current offerings through a detailed understanding of key market/consumer trends, primary and secondary research, and competitor strategies.
• Develop/approve concepts for qualitative and quantitative testing
• Identify, pursue and successfully generate new targets and business/category opportunities
• Lead the idea generation process, challenging team to ‘think outside the box’.
• Contribute to the development of the annual brand plan/budget and mid-term plan (3–5-year plan) by providing short and mid-term innovation plan.
• Develop design briefs to initiate product development on an idea
• Develop and lead each initiative from the Discovery Process up to completing Volumetric/Business Case Approval in which project will be transferred to the base marketing team; provide oversight on team’s projects
• Develop and lead each initiative from the Discovery Process up to completing Volumetric/Business Case Approval in which project will be transferred to the base marketing team. Provide oversight on team’s projects.
• Partner with R&D on ideation, product development and to create and expand innovation network with global and local R&D resources.
• Collaborate with US, LATAM, Canada, SESA Marketing teams, Market Research, Sales, Finance, Supply Chain/Manufacturing to develop successful new product ideas and business cases
• Create harmonization across countries and regions on New Product Development where appropriate while understanding similarities and differences in each market
• Manage innovation agency partners
• Work closely with Global Corporate Marketing regarding global consumer and KOL research opportunities

Financial

• Deliver long and short-term financial commitments
• Manage new product development budgets, including monthly budget tracking/reporting
• Develop a five-year P&L and volume forecast. Provide oversight on and support team’s project through the gate system.

Leadership

• Foster a culture that promotes sharing, learning and continuous improvement.

EXPERIENCE AND SKILL SETS REQUIRED

Education

• Bachelor’s Degree required; MBA strongly preferred.

Knowledge/Experience

• 10+ year of CPG marketing/innovation experience; oral care/dental categories preferred.
• Medical device experience a plus
• Knowledgeable in market research techniques related to new product development and ideation
• Global collaboration

Skills

• Strong strategic thinker
• Relationship management
• Problem solving skills
• Decision making capabilities
• Computer proficiency
• Excellent written and verbal communication, presentation and facilitation skills

Abilities

• Able to effectively set priorities
• Able to manage multiple, simultaneous projects.
• Able to work independently, lead team and function as a strong team player
• Able to work effectively across regions and cultures and has experience working globally.

Job Type: Full-time

Pay: $110,000.00 - $230,000.00 per year

Benefits:

• 401(k)
• Dental insurance
• Employee assistance program
• Health insurance
• Paid time off

Schedule:

• 5x8
• 8 hour shift
• Day shift
• Monday to Friday
• Overtime

Supplemental pay types:

• Bonus pay

Ability to commute/relocate:

• Chicago, IL: Reliably commute or planning to relocate before starting work (Required)

Work Location: One location

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