Director, Brand Marketing - Beverage

Job Description

Position Title: Director, Brand Marketing – Beverage
Location: 180 N. LaSalle St., Chicago, IL / Outdoor & Recreation Business Unit
Reports To: VP, Business Director - Beverage
We are passionate about inspiring people to adopt reusable bottles - whether you like to drink water, coffee, tea, or poolside drinks! We believe reusability is core to who we are, and we know our brands can help the world to Drink Smarter. We use our leading-edge technology and combine it with our trend forward fashions, designs and materials. We are all driven beverage enthusiasts who are committed to our environment, without sacrificing performance, style, or quality.
We love to explore new ways to build our family of household brands such as Contigo, Bubba, Rubbermaid, Sistema, Avex, and Marmot.
Among the benefits of joining our team besides the normal corporate perks are regular opportunities to volunteer in our community, group fitness activities, summer happy hours, or attending music festivals to drive reusability. To put it simply, we enjoy participating in experiential opportunities by choosing to reuse together!
So, grab your travel mug or water bottle and explore an opportunity with us today!
Job Summary:
The Director, Brand Marketing – Beverage is accountable for the brand and consumer marketing strategies across the portfolio of our leading personal beverage brands including Contigo and Bubba. This role will set the vision for each brand by developing and engaging the consumer through new and emerging activation and digital marketing activities. The director should have experience driving brands and consumer engagement with longer repurchase cycles.
As a member of Newell Beverage management leadership, the Director of Brand Marketing will develop the brand purpose and positioning and will lead the communication strategies, grounded in deep consumer, customer, product and market insights. The Director should be a broad marketing leader and must work effectively across cross-functional teams, while influencing across the organization. This role is responsible for attracting, developing, and retaining high-performance brand marketing talent.
Responsibilities:
Brand Development

• Leads the global development of purpose and values with clear brand positioning across the Newell beverage portfolio
• Develops brand communication ideas (BCI) that lead to aspirational brand campaigns
• Identifies target consumers and build out personas and additional segments to drive relevance and growth
• Responsible for developing and measuring brand health metrics and establishing KPIs across initiatives
  

Brand Stewardship and Engagement

• Develops consumer acquisition and engagement strategies
  
• Manages CRM and Public Relations strategies in coordination with Newell enterprise partners
• Builds and manages brand standards and identity including guidelines, playbooks, and other communication vehicles
• Identifies key partners and collaborations that align to overall brand goals
• Uncovers test and learn opportunities and new initiatives to drive brand growth
  

Brand Activation

• Develops the annual Integrated Marketing Plan that aligns to the brand and business goals
• Creates brand campaigns on key initiatives with relevant consumer communication vehicles
• Manages in-store and shopper marketing initiatives to drive engagement at shelf with goal of maximizing the omni channel experience
• Owns Digital marketing strategy and execution, aligns with Newell enterprise ecommerce teams including digital marketing, social media, and influencers
  

Consumer and Marketplace Insights

• Utilizes POS Data, Shopper and pricing research to develop and optimize brand and activation plans
• Partners with Consumer Insights to recommend tactical research needs to inform marketing and commercialization strategies
  
• Identifies major macro-trends and emerging category opportunities and helps to cascade to all areas of the business
  

Agency and A&P Management

• Leads campaign development from briefing to execution to measurement
  
• Key contact/partner to agency leadership, scouts and recommends new agencies as appropriate
• Provides quarterly analysis of brand health and recommends changes and adjustments to strategy
  
• Owns the advertising and promotion budget and scope of work; works with finance to track spend
  
• Identifies risks and opportunities for the brand and quickly adjusts to evolving marketplace dynamics
  

Qualifications:

• Four-year College/University degree, MBA preferred
  
• 12+ years of brand marketing and/or marketing communication experience, preferably in a durable consumer packaged goods company
  
• Evidence of being a brand steward, building and implementing brand architecture and driving brand value across all consumer channels
  
• Has a passion for the Beverage category and ability to leverage design, fashion, trends
  
• Proven success in a multi brand business, managing a portfolio of brands and consumers
  
• Track record of delivering an omni-channel environment, shifting focus from in store to online. Has success in developing new marketing communication techniques
  
• Has worked on a business with global or international exposure. Demonstrates an understanding of differences between countries and cultures
  
• Successful record of attracting, developing, and retaining high-performance brand management talent
  
• Demonstrated success/ability working in a matrix environment.
• Proven ability to work on and lead a cross-functional team, in a matrixed environment
• Willing to travel up to 20%
  

Newell Brands (NASDAQ: NWL) is a leading global consumer goods company with a strong portfolio of well-known brands, including Paper Mate, Sharpie, Dymo, EXPO, Parker, Elmers, Coleman, Marmot, Oster, Sunbeam, FoodSaver, Mr. Coffee, Graco, Baby Jogger, NUK, Calphalon, Rubbermaid, Contigo, First Alert, and Yankee Candle. For hundreds of millions of consumers, Newell Brands makes life better every day, where they live, learn, work and play. Newell Brands and its subsidiaries are Equal OpportunityEmployers and comply with applicable employment laws. EOE/M/F/Vet/Disabled are encouraged to apply.

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