JOB PURPOSE (JOB SUMMARY):
The Brand Manager is a key contributor to the LALA U.S. Marketing team managing marketing activities for the most significant category(s) under the LALA brand. In this role you will be responsible for gathering data to support the brand strategies, creating marketing plans, executing all tactics outlined in the plan, guiding creative and driving new product development to deliver sales and profitability goals. Successful candidates in this role think strategically, manage innovation projects with acuity, are in tune with the competitive landscape, are sharp executors, and are highly collaborative.
KEY RESPONSIBILITIES / DUTIES:
- Manage the owned categories by developing and implementing brand strategies and marketing plans for base business to ensure achievement of top line, market share and profitability goals. Conduct market research , market visits, and analyze consumer insights, to deeply understand consumers and inform brand positioning and innovation/renovation projects.Monitor and report on brand performance metrics, including sales, market share, and consumer feedback.
- Analyze category and competitor performance data to support company benchmarking efforts.
- Analyze syndicated data and turn data into actionable insights to improve category performance.
- Segment the category identifying the white spaces, ensuring the company has the right portfolio per segment or channel.
Lead innovation projects from ideation to launch collaborating cross-functionally with R&D, Sales, Finance, Operations, and Supply Chain on innovation and renovation initiatives. Complete required Marketing tasks for prioritized initiatives.
- Partner with Sales and Shopper Marketing to ensure proper execution of both innovation and base business, and program effectiveness of Marketing initiatives.
- Lead packaging design, ensuring guidelines for brands are met.
- Assist in budget management for Innovation projects and track marketing expenditures.
- Stay up to date with industry trends and competitive landscape to identify opportunities for brand growth.
- In partnership with Marketing Communications Manager, develop the Communications plan for assigned categories.
WORK EXPERIENCE / KNOWLEDGE:
- 3-5 years in CPG Marketing experience
- At least 2 years as Brand Manager at Junior/Associate level.
- Spanish language proficiency is preferred.
SKILLS / OTHER PERSONAL ATTRIBUTES REQUIRED:
- Strategic thinking.
- Strong organization and project management skills.
- Ability to plan, manage, execute and measure multiple projects.
- Strong attention to detail.
- Strong analytical abilities
- Flexible with the ability to adapt to organizational changes.
- Ability to effectively collaborate and communicate with others.
- Ability to complete tasks in a timely manner.
- Proficient in Microsoft Office.
- Bilingual (English/Spanish) is preferred.
FORMAL EDUCATION:
- Bachelor’s degree in Marketing, Business or a related field is required.
- Master’s in business administration preferred.
WORKING CONDITIONS:
- Normal office environment with little exposure to noise, dust and temperatures.
- The ability to lift, carry or otherwise move objects of up to 10 pounds is necessary.
- Normally works a regular schedule of hours, however hours may vary depending on the project or assignment. Must be able to travel 10-15% of the time.
