Sr. Brand Manager, Kitting
Apply NowCompany: Pure Fishing
Location: Charleston, SC 29412
Description:
Sr. Brand Manager, Kitting
Brand Managers play a pivotal role in building and executing integrated brand plans and are looked upon to lead our cross functional teams to drive business and brand growth. Brand Managers define and oversee brand positioning, develop and lead execution of commercialization plans, inform innovation and activation strategies, and partner to drive go-to-market activities. Key capabilities include Insights and Analytics, Strategy, Innovation, Brand Communication and Activation, Pricing, and Financial Management. A passion for driving results as well as an aptitude for leading teams and fostering cross functional collaboration are critical to success. Capability details include:
Insights & Analytics
Translates data to insights, insights to actionable strategies, and strategies to execution
Demonstrates a curiosity for consumer understanding that yields proprietary insights and strategies used to create and sustain competitive advantage with consumers and customers
Educates others on the consumer and marketplace providing context for strategies and priorities
Understands key marketing metrics, drivers of each, and can connect insights to strategies and priorities
Identifies knowledge gaps and champions analyses or new studies to fill these gaps
Strategy
Develops multi-year strategies and tactical plans for the brand to drive sales and market share growth, enhanced profitability, and brand strength
Establishes or sustains a clear and differentiated global brand positioning supported by visual and verbal identity communication standards
Leads the annual brand planning process to establish the Product, Packaging, Price, Promotion, Distribution, and Communication priorities for the brand
Sets and drives the brand's portfolio strategy including brand architecture, innovation cadence and vitality targets, channel strategy and segmentation, and promotion strategy including frequency and depth.
Outlines brand communication priorities to internal and external marketing partners to enable effective omnichannel execution and a consistent brand experience
Innovation
Champions an innovation agenda for the brand that is deeply rooted in consumer understanding, macro trends, and market or competitive intelligence while disciplined to the brand's position and its equities
Challenges status quo and brings new means for stimulating creativity and idea generation that yields market or brand development opportunities
Authors compelling concept statements for innovation using in-field experience as well as qualitative and quantitative research to prioritize development of ideas
Develops, in partnership with Product Marketing and R&D, an innovation strategy for the brand
Brand Communication and Activation
Creates plans and briefs internal and external creative partners to execute persuasive communications, at key moments in the shopper journey, to drive purchase intent and brand appeal
Establishes clear marketing and communication objectives for brand communications
Leads the cross functional marketing team to develop and execute integrated plans for the brand, key product launches, and other commercial initiatives, including merchandising, promotion, and retail marketing
Partners with the Retail Marketing and Sales teams to create and execute programs that drive placement, associate education and advocacy, in-store brand presence, as well as foot traffic and sell-through
Partners with the Marketing Communication and Digital Marketing teams to develop campaign creative, communication priorities, and budgets for individual tactics.
Utilizes ROI analysis where possible to measure effectiveness, recommending spend optimization as needed.
Pricing
Uses shopper insights, POS data, and market landscape understanding to recommend base and promotional pricing strategies and guardrails
Utilizes product and pack configurations and brand architecture to drive Average Unit Retails while sustaining brand price positioning and margin goals
Understands and helps manage pricing waterfall through customer programming and pricing strategies
Financial Management
Strong financial acumen, including comprehensive understanding of a P&L and how we can influence results through volume, mix management, pricing, and cost levers
Utilizes financial data and analysis to calculate ROI for marketing initiatives
Adept in margin mix modeling to inform portfolio and innovation planning
Senior Brand Managers are expected to be fully operational in all capability areas and operate day to day with high independence. An ideal candidate will likely have:
Bachelor's degree in marketing, business, or a related field; MBA or relevant certifications are a plus
7+ years of progressive experience in brand management or marketing, within outdoor industry a plus
Proven track record of developing and executing successful brand strategies, specifically branded kits
Strong leadership, team management, and mentorship skills
Exceptional strategic thinking and analytical abilities
Pure Fishing is THE global leader in the fishing tackle industry, with a portfolio of iconic brands that includes Abu Garcia, Berkley, Fenwick, Penn, Pflueger, Shakespeare, SpiderWire, and Ugly Stik. Our team of industry-leading experts and our global network of operations and innovation hubs produce world-class products designed to delight our customers and exceed the needs of anglers worldwide. But fishing to us is not just about business, it is about time shared with family and friends, time on the water, excitement and the environment. We are a passionate team dedicated to creating memorable experiences by helping anglers everywhere have more fun catching more fish.
Brand Managers play a pivotal role in building and executing integrated brand plans and are looked upon to lead our cross functional teams to drive business and brand growth. Brand Managers define and oversee brand positioning, develop and lead execution of commercialization plans, inform innovation and activation strategies, and partner to drive go-to-market activities. Key capabilities include Insights and Analytics, Strategy, Innovation, Brand Communication and Activation, Pricing, and Financial Management. A passion for driving results as well as an aptitude for leading teams and fostering cross functional collaboration are critical to success. Capability details include:
Insights & Analytics
Translates data to insights, insights to actionable strategies, and strategies to execution
Demonstrates a curiosity for consumer understanding that yields proprietary insights and strategies used to create and sustain competitive advantage with consumers and customers
Educates others on the consumer and marketplace providing context for strategies and priorities
Understands key marketing metrics, drivers of each, and can connect insights to strategies and priorities
Identifies knowledge gaps and champions analyses or new studies to fill these gaps
Strategy
Develops multi-year strategies and tactical plans for the brand to drive sales and market share growth, enhanced profitability, and brand strength
Establishes or sustains a clear and differentiated global brand positioning supported by visual and verbal identity communication standards
Leads the annual brand planning process to establish the Product, Packaging, Price, Promotion, Distribution, and Communication priorities for the brand
Sets and drives the brand's portfolio strategy including brand architecture, innovation cadence and vitality targets, channel strategy and segmentation, and promotion strategy including frequency and depth.
Outlines brand communication priorities to internal and external marketing partners to enable effective omnichannel execution and a consistent brand experience
Innovation
Champions an innovation agenda for the brand that is deeply rooted in consumer understanding, macro trends, and market or competitive intelligence while disciplined to the brand's position and its equities
Challenges status quo and brings new means for stimulating creativity and idea generation that yields market or brand development opportunities
Authors compelling concept statements for innovation using in-field experience as well as qualitative and quantitative research to prioritize development of ideas
Develops, in partnership with Product Marketing and R&D, an innovation strategy for the brand
Brand Communication and Activation
Creates plans and briefs internal and external creative partners to execute persuasive communications, at key moments in the shopper journey, to drive purchase intent and brand appeal
Establishes clear marketing and communication objectives for brand communications
Leads the cross functional marketing team to develop and execute integrated plans for the brand, key product launches, and other commercial initiatives, including merchandising, promotion, and retail marketing
Partners with the Retail Marketing and Sales teams to create and execute programs that drive placement, associate education and advocacy, in-store brand presence, as well as foot traffic and sell-through
Partners with the Marketing Communication and Digital Marketing teams to develop campaign creative, communication priorities, and budgets for individual tactics.
Utilizes ROI analysis where possible to measure effectiveness, recommending spend optimization as needed.
Pricing
Uses shopper insights, POS data, and market landscape understanding to recommend base and promotional pricing strategies and guardrails
Utilizes product and pack configurations and brand architecture to drive Average Unit Retails while sustaining brand price positioning and margin goals
Understands and helps manage pricing waterfall through customer programming and pricing strategies
Financial Management
Strong financial acumen, including comprehensive understanding of a P&L and how we can influence results through volume, mix management, pricing, and cost levers
Utilizes financial data and analysis to calculate ROI for marketing initiatives
Adept in margin mix modeling to inform portfolio and innovation planning
Senior Brand Managers are expected to be fully operational in all capability areas and operate day to day with high independence. An ideal candidate will likely have:
Bachelor's degree in marketing, business, or a related field; MBA or relevant certifications are a plus
7+ years of progressive experience in brand management or marketing, within outdoor industry a plus
Proven track record of developing and executing successful brand strategies, specifically branded kits
Strong leadership, team management, and mentorship skills
Exceptional strategic thinking and analytical abilities
Pure Fishing is THE global leader in the fishing tackle industry, with a portfolio of iconic brands that includes Abu Garcia, Berkley, Fenwick, Penn, Pflueger, Shakespeare, SpiderWire, and Ugly Stik. Our team of industry-leading experts and our global network of operations and innovation hubs produce world-class products designed to delight our customers and exceed the needs of anglers worldwide. But fishing to us is not just about business, it is about time shared with family and friends, time on the water, excitement and the environment. We are a passionate team dedicated to creating memorable experiences by helping anglers everywhere have more fun catching more fish.