Brand Specialist

Overall Objective and Purpose

Under limited direction, the Brand Manager plans, organizes and executes the strategic direction for an assigned product line(s), optimizing product profit potential in a manner that is consistent with both site and corporate growth objectives.  

Responsibilities

• Develop and implement brand strategies, in line with company objectives and Marketing Strategy, for specific products, product lines, lines of business, or on a company-wide campaign basis. 

• Ensure that all departments, from development to sales are executing in line with product vision and direction.

• Collaborates with business units, regions, and channels to understand their market needs and links brand positioning to maximize customer loyalty and connection to the product and company. Partners with cross-functional teams to lead brand planning efforts and develop brand personality in conjunction with marketing, product marketing, product management, market research and marketing communications functions. Selects, develops, and evaluates personnel to ensure the efficient operation of the function.

• Develop sales, communication objectives, as well as marketing budgets.

• Oversee all activities that impact the brand.

• Monitor, review and report on sales performance, expense, and brand activity results.

• Applies consumer insights and market intelligence to the process of developing approaches to linking a brand identity to the company and its products. 

• Works closely with advertising agencies and other suppliers, to ensure that the organization maximizes value for its advertising and promotion dollar.

• Perform financial feasibility/profitability studies on all major tactical and strategic initiatives.

• Assist the research team to define brand objectives to measure the impact and effectiveness of marketing activities, including customers’ promotion programs, incentive programs with distribution sites, advertising campaigns and point of sale materials.

• Work with Digital agency to conceptualize effective social media campaigns

• Work with the Trade specialist to ensure that sales department and field team execute that Point of Sale strategies are executed in keeping with brand strategy.

• Prepare and broadcast necessary media and agent communication materials for the brand.  

• Develop promotional strategies to support brand and ensure that sales targets are met.

• Design and maintain a database of information on the brand to report on observed trends, cycles and sales drivers.

• Develop and execute brand(s) growth Strategy each year

• Develop and implement marketing actions for new products.

• Engage, inspire and galvanize the organization around the brand vision, position and strategies so they are clear in bringing them to life in their areas of functional expertise.

• Performs any additional duties and responsibilities as assigned

Qualifications

Academic Background:

• A Bachelor’s Degree in Marketing or Business Administration, majoring in Marketing Management

Experience:

• 2 - 3 years’ experience in a similar position

• Specialist training and experience in Marketing with financial, analytical and statistical skills

• Social media training and experience 

• A proven track record of innovative and growth-oriented advertising and promotional activities