Senior Brand Manager

Description

JOB PURPOSE

The primary purpose of this role is to develop marketing strategy and execute marketing programs for FKA Health & Wellness brands in a way that develops the FKA brands, drives profit growth, and delivers on revenue expectations. This position must act as a catalyst for developing strategically driven, creative programs and communications. This role is also responsible for defining ad maintaining brand positioning and the overall health of the FKA brands. This role will be the primary marketing leader partnering with the New Product Development (NPD) process to ensure that marketing discipline and specific brand elements are integrated into the NPD process including leading the development and implementation of Go-To-Market (GTM) plans for all initiatives.

Essential Functions And Other Duties

Serve as Senior Brand Manager for the health and wellness business unit (HoMedics, Ellia, and smaller brands)

• Define and evolve brand positioning and key brand segments across FKA Brands
• Develop and drive brand marketing strategies and ensure that new product initiatives are rooted in the brand strategy
• Responsible for creating and coordinating fully integrated marketing programs rooted in strategy that include multiple communication channels including briefing for required assets
• Develop and align Go-To-Market plans (GTM) including creative briefs (program idea, creative assets, media planning, etc.)
• Collaborate with creative teams to develop required program assets
• Lead program design and execution including media planning and execution across multiple vendors
• Collaborate with media agencies and internal teams to launch and execute the program
• Optimize the program while in-market
• Report on and summarize program performance
• Identify, select, and manage agency partners (strategy and media)
• Influence brand positioning
• Oversee the processes for influencer programs, sending product samples to influencers and for ratings & reviews along with head of social and earned media
• Advocate for the consumer experience and ensuring consumers have a holistic, consistent experience across channels
• Monitor and optimize marketing spend and manage marketing budgets
• Ensure consistent in-store experience with overall program communications
• Accountable for ROI on marketing spend and brand equity in collaboration with the Marketing team

Position Requirements

Knowledge/Skills/Abilities

• Marketing strategy and execution
• Media planning and execution
• Working with agency partners
• Leading internal and external resources to deliver commercial/marketing programs
• Program management
• Data based marketing and strategic planning
• Brand strategy, equity, and development
• Excellent collaboration and communication skills (written, verbal, and presentations)
• Excellent at time management and prioritization

Preferred Characteristics

• Passion for winning
• Data based mindset
• Passion for driving health and wellness
• Positive outlook and likes to have fun
• Demonstrated agility and flow to the work
• Enjoys wearing multiple hats, as needed
• Flexibility and adaptability in working with others of different backgrounds and leadership characteristics

Education And Experience

• Bachelor’s Degree in marketing, public relations, communications, or related field
• 7+ years of experience in marketing, advertising, or public relations
• Experience managing a CPG or durable goods brand, preferable
• Experience building and leading a team of internal and external resources

WORKING CONDITIONS

• Traditional work environment - The noise level in the work environment is usually quiet to moderate.
• The passage of employees through the work area is average and normal.
• Some travel up to 15% may be required post Covid-19 restrictions.
• Extended hours on occasion may be required to deliver on deadlines.

PHYSICAL DEMANDS

• While performing the responsibilities of the job, the employee is required to talk and hear. The employee is often required to sit and use a computer for extended periods of time.
• Vision abilities required to perform this job include close vision as it pertains to working with a computer screen.

About the Organization Founded in 1987, FKA is a leader in consumer health, wellness, home environment, consumer electronics, and lifestyle products. Our family of brands includes HoMedics, the #1 brand in massage; and The House of Marley, a high-performance audio brand developed in partnership with the Bob Marley family. We distribute our products to more than 60 countries throughout North and South America, Central America, the Asia-Pacific region, and Europe, Africa, and the Middle East.

EOE Statement We are an equal employment opportunity employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, gender, national origin, disability status, protected veteran status or any other characteristic protected by law.