American Textile
Manager, Brand Marketing
American Textile, Duquesne, Pennsylvania, United States, 15110
JOB SUMMARY:
The Brand Marketing Manager is responsible for driving the success of ATC's flagship AllerEase brand and/or our licensed Sealy and Tempur Pedic brands in our bedding categories - mattress protectors, pillow protectors, pillows, mattress pads, sheets, blankets and protectors - through research, marketing, product strategy, and customer planning. The position is also responsible for providing a consumer perspective into the business using facts, data, and sound judgment. Establishing effective relationships with Sales, PD, and other cross-functional teams is critical.
PRIMARY RESPONSIBILITIES:
Brand and Product Management
• Creates and manages the brand go-to-market strategy to deliver our sales and profit targets, ensuring alignment among Sales, PD, and other teams.
• Provides cross-functional project leadership to implement product, packaging, pricing and other changes on the assigned brand(s).
• Collaborates with Product Development to ensure a continuous stream of consumer-driven innovation that drives sales growth.
• Ensures product, packaging, and marketing materials are communicated and approved as required by the trademark license agreement.
• Manages the development & deployment of full-funnel demand generation investments including cable & broadcast TV, CTV, social media, digital video, and other consumer marketing vehicles.
• Directs & reviews the creation of all digital brand content in accordance with brand guidelines including imagery, written copy, short-form video, and other enhanced digital assets.
• Leads merchandising and customer assortment recommendations on behalf of the assigned brand, leveraging cross-functional insights from the Sales, PD, and E-Commerce teams.
Category Expertise
• Utilizes company and industry expertise to understand competitive bedding products and their positioning, including those from major competitors in the market. This knowledge is then leveraged to develop systems for effective management of information, enhancing our product and packaging strategies to boost sales.
• Analyzes market trends and uses them to keep our product and packaging offering fresh and innovative.
• Develops a deep understanding of consumer behavior in the bedding category and brings insightful recommendations to the business.
• Develops and executes consumer research to address key opportunities.
Marketing Strategy
• Works with Sales Analysis and Category Management to evaluate performance, identify root causes and areas of opportunity, and drive increased sales.
• Develops clear and concise packaging, in-store merchandising, and other graphics briefs for internal design team and external agencies.
• Develops and maintains annual business plans for the assigned brand(s), and conducts quarterly reviews for the business.
Sales Enablement
• Creates customer-facing presentation content to be used by Sales including consumer insights, product benefits, brand positioning, and assortment analyses.
• Collaborates with Sales to develop customer-specific strategies and plans, and participates as needed in the selling process.
• Leads the assigned brand preparation for Home & Textiles Market in March and September, in collaboration with Product Development, Packaging, Sales and design team.
ESSENTIAL QUALIFICATIONS:
• Bachelor's Degree in Business or technical field is required; MBA preferred
• Minimum of 5-7 years of successful experience with a combination of Brand, Product Management, Product Development, Retail Merchandising, or Retail Buying experience
• Experience working closely with Sales to drive customer success
• Ability to critically evaluate opportunities, clarify needs, and mobilize a response
• Strong communication and presentation skills
• Ability to manage multiple projects in a fast-paced environment
• Understanding of consumer psychology and behavior, with the ability to develop marketing strategies that resonate with target audiences
• Ability to communicate and influence across the organization by articulating a position, alternative approaches, and recommendations
• Deep curiosity and desire to learn about the bedding category and textile technology
PHYSICAL DEMANDS:
• Ability to withstand prolonged periods sitting at a desk
• Frequent use of upper extremities to perform keyboard functions and work on a computer
• Ability to occasionally stand/walk
The Brand Marketing Manager is responsible for driving the success of ATC's flagship AllerEase brand and/or our licensed Sealy and Tempur Pedic brands in our bedding categories - mattress protectors, pillow protectors, pillows, mattress pads, sheets, blankets and protectors - through research, marketing, product strategy, and customer planning. The position is also responsible for providing a consumer perspective into the business using facts, data, and sound judgment. Establishing effective relationships with Sales, PD, and other cross-functional teams is critical.
PRIMARY RESPONSIBILITIES:
Brand and Product Management
• Creates and manages the brand go-to-market strategy to deliver our sales and profit targets, ensuring alignment among Sales, PD, and other teams.
• Provides cross-functional project leadership to implement product, packaging, pricing and other changes on the assigned brand(s).
• Collaborates with Product Development to ensure a continuous stream of consumer-driven innovation that drives sales growth.
• Ensures product, packaging, and marketing materials are communicated and approved as required by the trademark license agreement.
• Manages the development & deployment of full-funnel demand generation investments including cable & broadcast TV, CTV, social media, digital video, and other consumer marketing vehicles.
• Directs & reviews the creation of all digital brand content in accordance with brand guidelines including imagery, written copy, short-form video, and other enhanced digital assets.
• Leads merchandising and customer assortment recommendations on behalf of the assigned brand, leveraging cross-functional insights from the Sales, PD, and E-Commerce teams.
Category Expertise
• Utilizes company and industry expertise to understand competitive bedding products and their positioning, including those from major competitors in the market. This knowledge is then leveraged to develop systems for effective management of information, enhancing our product and packaging strategies to boost sales.
• Analyzes market trends and uses them to keep our product and packaging offering fresh and innovative.
• Develops a deep understanding of consumer behavior in the bedding category and brings insightful recommendations to the business.
• Develops and executes consumer research to address key opportunities.
Marketing Strategy
• Works with Sales Analysis and Category Management to evaluate performance, identify root causes and areas of opportunity, and drive increased sales.
• Develops clear and concise packaging, in-store merchandising, and other graphics briefs for internal design team and external agencies.
• Develops and maintains annual business plans for the assigned brand(s), and conducts quarterly reviews for the business.
Sales Enablement
• Creates customer-facing presentation content to be used by Sales including consumer insights, product benefits, brand positioning, and assortment analyses.
• Collaborates with Sales to develop customer-specific strategies and plans, and participates as needed in the selling process.
• Leads the assigned brand preparation for Home & Textiles Market in March and September, in collaboration with Product Development, Packaging, Sales and design team.
ESSENTIAL QUALIFICATIONS:
• Bachelor's Degree in Business or technical field is required; MBA preferred
• Minimum of 5-7 years of successful experience with a combination of Brand, Product Management, Product Development, Retail Merchandising, or Retail Buying experience
• Experience working closely with Sales to drive customer success
• Ability to critically evaluate opportunities, clarify needs, and mobilize a response
• Strong communication and presentation skills
• Ability to manage multiple projects in a fast-paced environment
• Understanding of consumer psychology and behavior, with the ability to develop marketing strategies that resonate with target audiences
• Ability to communicate and influence across the organization by articulating a position, alternative approaches, and recommendations
• Deep curiosity and desire to learn about the bedding category and textile technology
PHYSICAL DEMANDS:
• Ability to withstand prolonged periods sitting at a desk
• Frequent use of upper extremities to perform keyboard functions and work on a computer
• Ability to occasionally stand/walk