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Marketing Director
Helen of Troy
Marlborough, MA, United States
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Marketing Director
The Marketing Director, Air Purification will oversee the Helen of Troy Health & Home Air Purifier business portfolio. This individual will be responsible for directing marketing activities to maximize sales and profits with full P&L responsibility including sales support and advertising/PR activities. The Marketing Director will also lead a cross-functional team in the development and execution of the category’s marketing activities. This may include direct reports such as Associate Marketing Directors/Brand Managers and/or Associate Brand Managers. The Marketing Director will plan, organize, direct, control, and provide the leadership to achieve short-range and long-range business development objectives.
DUTIES AND RESPONSIBLITIES
• Leadership and Strategic Fluency:Strong leadership and the ability to drive strategy in the category is critical to the success of this role. The Marketing Director must be in touch with the ever-changing air purifier market and drive organizational activity to maintain market leadership and drive continuous growth. This individual must clearly understand and anticipate the needs of the omnichannel customers as well as the end consumer and drive execution of the strategy to deliver solutions. Additionally, effective communication at all levels is critical, from executive level communication to daily team development and coaching.
• Marketing and Business Planning: Develop and oversee execution of category strategy and plans, including marketing plans, business plans, sales strategies, and action plans for identified targets of opportunity that clearly define objectives, goals, strategies, measures, schedules, and action assignments. Responsible for consumer segmentation, branding strategy, channel strategy and overall portfolio management. The Air Purifier Marketing Director will work closely with the Global Category Organization (GCO) as an innovation and licensing partner and will be involved in GCO category research.
• Marketing Communication: Define the strategy for and manage advertising (creative development for digital and social activity, planning, media strategy, etc.) and public relations activity. Oversee and provide direction on development of creative packaging & marketing collateral, digital assets and merchandising. Responsible for new product launch planning and communication (including positioning/message development). The ability to summarize complex technical product and develop consumer friendly, easy to understand messaging within strict guidelines is critical to this role.
• New Products:Establish a rolling 3-year new product roadmap and represent the U.S. market needs for innovation and product development beyond the 3-year period. New product development includes the creation of marketing strategies (i.e. product positioning, sub branding, required features, packaging, pricing, etc.) working with Management, Sales, Industrial Design and R&D/Engineering. Marketing leads the product development process at Helen of Troy, Health & Home. This will also require managing appropriate levels of consumer research and R&D tests to validate each new product for market. A critical path for each new item will be established by the Marketing Director and tracked by the development team on each project. Strong, hands-on packaging development and market research experience is important to this responsibility.
• Existing Products: The Marketing Director is responsible for oversight of portfolio management ensuring the existing line is supported and recommends line changes as needed. The Marketing Director may need to rationalize existing product lines from time to time, assuring each SKU is profitable, has a “reason for being” and is properly positioned relative to other portfolio products and competition in the marketplace. If a product does not have potential, the Marketing Director will develop an exit strategy with Sales. Ongoing profitability, quality improvements and cost reduction initiatives are part of this responsibility.
• Market Analysis: Using POS from key accounts as well as Nielsen, Traqline, NPD, and Profitero data, the Marketing Director will monitor movement, market share and make strategic/tactical recommendations to management on an ongoing basis. He/she will also routinely conduct store checks and evaluate competitive product offerings to gain/maintain a knowledge of marketplace activities. It is also important that he/she regularly communicates findings and insights to the sales and management team.
• Market Research: Work with 3rd party vendors to design and implement market research; analyze and present results to senior management and summarize for the GCO and local marketing groups around the world. The Marketing Director will need to understand key consumer behaviors/needs/purchase triggers and direct all product development and marketing messaging accordingly. Demonstrated experience in this area is required.
• Forecast and Inventory: Oversee development of annual sales forecasts and oversee the monthly issuance of latest estimates to update the forecast. Working with a Demand and Supply Planning, oversee establishment of inventory coverage targets and ensure coverage targets are being maintained.
• Trade Marketing: The Marketing Director will work closely with Sales to drive best-in-class customer support and account planning, facilitating the selling process, including oversight of PowerPoint presentations, relevant market data, samples and artwork. Some travel to key accounts will be required. Oversees and actively participates in sales meeting content development, preparation & presentation. Oversees Influencer marketing, channel management and pricing strategy. The Marketing Director must have excellent project management and presentation skills.
• Fiscal Responsibility: Marketing Director will create, manage and ensure that approved budgeting for marketing expenses are executed with responsibility and ensure within fiscal requirements. This role includes Annual Budget / OPEX responsibility.
• Industry Association Involvement: Legislation / Standards Support/ Board or Task Force Participation or Leadership
EDUCATION OR EQUIVALENT REQUIRED
• Bachelor’s Degree; MBA in marketing and/or management highly desired
EXPERIENCE REQUIRED
• 15+ years of proven effective omnichannel marketing experience in the consumer durables/products arena
• Meets 3 of the 4 below criteria
• Have managed at least 1-2 direct reports
• Manage business that is $70M+
• Demonstrate clear business results in existing or prior role that can articulate reason for consideration
• Proven experience with effective marketing communication and successful new product development
SKILLS REQUIRED
• Strong leadership skills and results oriented mindset
• Must be a change agent and lead the category team members to think and act differently when needed
• Proven creative marketing solutions and strategies
• Excellent project management skills with ability to manage multiple projects at one time
• Solid analytical skills with the ability to solve problems and develop creative solutions
• Able to manage cross-functionally and across an organization
• Excellent communication, presentation and interpersonal skills
• Packaging and Digital Asset development experience
• Experience managing outside agencies for research, advertising, and public relations
• Experience working with and presenting to upper management and retailers to food/drug/mass merchandisers
• Supervisory experience required. This position will manage experienced Brand Management personnel.
• General computer skills and must have solid working knowledge of Microsoft Office
WE CAN OFFER YOU
A fast-paced & positive work environment
Competitive salaries
Excellent benefits; including Tuition Reimbursement
Professional development and growth opportunities
Onsite gym and cafeteria
Discounts on company products
**Applicants must be authorized to work in the United States on a full-time basis**
Helen of Troy is an Equal Opportunity / Affirmative Action Employer
Qualified applicants will receive consideration for employment without regard to race, color, religion, sex, national origin, sexual orientation, gender identity, disability or protected veteran status.
If you, as one of our employees or as an applicant for employment, have any questions about our Affirmative Action Plan, please contact Human Resources during regular business hours.
If you are an individual with a disability and would like to request a reasonable accommodation as part of the employment selection process, please contact Human Resources
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The above statements are intended to describe the general nature and level of work performed by people assigned to this classification. They are not intended to be construed as an exhaustive list of all responsibilities and duties required of personnel so classified. Management retains the right to add or to change duties of the position at any time.