Marketing Manager

Job ID: 3983

Alternate Locations:

Newell Brands is a leading $8.3B consumer products company with a portfolio of iconic brands such as Graco®, Coleman®, Oster®, Rubbermaid® and Sharpie®, and 25,000 talented employees around the world. Our high-performance culture, unparalleled curiosity about the world around us, and talented people fuel our success. Our culture is enabled through our core values which guide all we do and how we win as One Newell. They are Integrity, Teamwork, Passion for Winning, Ownership & Leadership.

*This position is located in Norwalk, CT with expectation of travel every other week to the Home Fragrance office in South Deerfield, MA for a minimum of 2 days.

Newell Brands:

Newell is a leading $9B global consumer products organization with over 29,000 employees and more than 70 beloved brands. Newell’s vision is to light up every moment by being a consumer led marketing organization that leverages innovation and base business management to be the growth engine for the enterprise! We are on a journey to accelerate brand market share growth by transforming into a brand management led organization.

Position Summary:

The Marketing Manager, Owned Channels, is a critical role on the Home Fragrance business, reporting into and collaborating with the Sr Marketing Manager on the strategic direction for Yankee Candle DTC (website).

Owned Channels (OC) is defined as Yankee Candle stores, website, and associated direct-to-consumer planning and marketing. The OC team is responsible for driving traffic to Owned Channels, providing a holistic direction for website and in-store initiatives, CRM, Loyalty program, and related digital, print marketing and communciations.

The Marketing Manager will build out Owned Channel 365 marketing plans, balancing brand-building and revenue generating strategies that engage our consumers and drive conversion online and in-store, with a particular focus on ecommerce and digital. Integral to this role is a robust understanding of performance marketing, analyzing data to define optimizations KPI’s and provide direction to our digital, store and creative teams. Ideally, this candidate also has specialty/owned store experience with an understanding of cross-channel activation, merchandising, demand planning, shopping trends, etc.

The manager will work collaboratively across multiple, cross-functional teams, identify gaps and synergies to ensure a holistic approach how the brand shows up, building content calendars, and developing tactical plans to deliver financial results in support of core and new product launches.

• Collaborate with the CRM team to ideate email / SMS / MMS strategy in line with the consumer journey, and Retail teams to evolve signage and print marketing tactics for YC stores

• Provide brand support for Loyalty, be a thought partner to the DTC team to accelerate

• new users, drive enhancements to the rewards program, inclusive of scaling activation

• Differentiate the Owned Channel experience by driving unique programs, including but not limited to key holiday period activations, gifting, subscription, and social commerce.

• Understand the consumer target and journey, particularly for the nuances of Owned Channels. Deliver persuasive communication at key moments of truth to drive purchase intent and appeal.

• Leverage eComm and DTC data to increase site visits, click-thru, ROAS, etc.

• Work across key functions – Digital Marketing, Yankee Candle stores and DTC, Sales, Finance, Legal, Supply Chain, R&D– as well as centralized support teams to drive profitable sales for Yankee Candle, WoodWick and Chesapeake Bay Candle Brands.

• Partner with Global brand marketing team to ensure US strategy aligns with product launches and revenue targets.

Key Responsibilities:

• Supports execution of Owned Channel activation, adapted from global creative assets.

• Partners with U.S. brand leadership team to deliver against US P&L goals for Owned Channels

• Partners with U.S. brand leadership team to build annual marketing and business plans for Owned Channels.

• Leverages Owned Channel analytics to inform innovation pipeline and build future portfolio that drives trade up, grows margin and increases share of shelf; improves in market assortment.

• Partner with DTC and central digital marketing team to create plans, optimize performance marketing investments to drive qualified new traffic.

• Supports team to deliver ROI on events, advertising, and projects; leverages data and an ROI mindset to select projects.

• Partners with sales/DTC/retail leaders to recommend enhancements to the promotional plan.

• Responsible for deeply understanding key competitors’ priorities and price/promotion strategy.

• Understands consumer target and ensures everything serves the consumer target.

Required Experience/Qualifications:

• Four-year college degree, MBA preferred.

• 4+ years of brand management experience.

• Adept at pulling and diagnosing business performance using analytical tools like Power BI, ACNielsen, OBIEE or other systems.

• Leveraging business analytics of primary and secondary research, POS results, competitor/category actions, emerging trends, consumer insights to drive brand sales.

• Prior experience in Consumer Products, eComm, Retail with a go-getter mindset willing to roll up sleeves and move efficiently to build strategies and guide partners.

• Demonstrated ability to deliver results leveraging strong cross functional partner relationships.

The Connecticut base pay range for this position is from $121,525 to $148,575. Salary will be based on prior experience related to the skills required for this position.