Brand Manager, Graco

Job ID: 19182 

Alternate Locations:  

Newell Brands is a leading consumer products company with a portfolio of iconic brands like Graco®, Coleman®, Oster®, Rubbermaid®, Sharpie® and Yankee Candle® - and 24,000 talented teammates around the world. Our culture is built on values in action: Integrity, Teamwork, Passion for Winning, Ownership, and Leadership. We work together to win, grow, and make a real impact—supported by a high-performing, inclusive, and collaborative environment where you can be your best, every day. 

Position Summary:

The Brand Manager, US position on Graco will focus on business results delivery in year and building for the next year within a specified Region. There will be a strong focus on base business management, optimizing in year plans to deliver financial metrics and supporting new products launching in year.

• Partner closely with global brand marketing team
• Work across the business units with all key functions – R&D, Customer Planning, Manufacturing, Sourcing, Distribution, Customer Service, IT, Finance, HR, Legal – as well as centralized support teams to drive profitable sales for the Graco brand.
• Conduct analysis regularly to understand why business lines are delivering or under delivering and providing recommendations to improve growth
• Understand the consumer target and consumer journey. Deliver effective and persuasive communication at key moments of truth to drive purchase intent and appeal
• Leverage eComm and DTC data to improve omnichannel performance
• Manage the business with an eye towards speed and focus on increasing profitability

The ideal candidate will bring at least 4 years of brand management experience, prior experience managing a team, and a track record of leading innovation projects. They will also demonstrate strong analytical capabilities and the ability to translate data into clear, compelling stories that inform decisions and drive action.

Key Responsibilities:

• Supports the brand building leadership team to deliver the US P&L goals
• Lead major innovation projects from concept through launch, including concept development, business case creation, and commercialization
• Helps build annual brand marketing and business plan
• Helps deliver revenue and profit targets by delivery key initiatives on time and in full
• Supports activation of local advertising campaigns adapted from global creative assets
• Supports PR and brand communication plans
• Partners with sales and customer planning to prepare presentations for key customers and ensure readiness for joint business planning
• Leverages analytics on share of shelf to inform innovation pipeline and build future portfolio that drives trade up, grows margin and increases share of shelf; Improve in market assortment
• Identifies top selling eCommerce items and partners with digital marketing team to create plans that invest in retailer media and affiliate marketing to grow market share
• Analyzes promotional events and promotional plan; Partners with sales to recommend enhancements to the promotional plan
• Studies key competitors to identify the competition’s price and promotion strategy
• Support customer teams to unlock new distribution (selling decks, sell sheets, samples, etc.)
• Conduct in-market store checks quarterly
• Leads monthly SKU Heath Check process to ensure deletions occur and manages new SKU creation to stay within target
• Understands consumer target and ensures everything serves the consumer target
• Become the subject matter experts of the infant car seats market.

Required Experience/Qualifications:

• A four-year college degree, MBA preferred.
• 4+ years of brand management experience
• Experience diagnosing business performance using tools like ACNielsen, IRI, NPD or other systems measuring POS and shipment data
• Prior experience in CPG (Consumer Products) or a Durables organization
• Exposure to consumer insights and leveraging analytics of primary and secondary research, emerging trends, POS results and competitor/category actions to drive leadership brand sales.
• Demonstrated ability to deliver results

Newell Brands (NASDAQ: NWL) is a leading global consumer goods company with a strong portfolio of well-known brands, including Rubbermaid, Sharpie, Graco, Coleman, Rubbermaid Commercial Products, Yankee Candle, Paper Mate, FoodSaver, Dymo, EXPO, Elmer’s, Oster, NUK, Spontex and Campingaz. We are focused on delighting consumers by lighting up everyday moments. Newell Brands and its subsidiaries are Equal Opportunity Employers and comply with applicable employment laws. EOE/M/F/Vet/Disabled are encouraged to apply.