Brand Marketing Manager

OVERVIEW Brand Marketing plays a critical role in driving brand growth for Latham as an industry leader within the Fiberglass pool and Automatic Safety Cover market in North America. This role assists the VP of Marketing in defining the marketing strategy for Fiberglass and Auto Covers with a multi-year view aligned to business goals. Collaborates on development and refinement of Latham Fiberglass and Auto Cover brand vision and positioning to strengthen brand perception and selling power. With inputs from and collaboration with key functional partners (i.e. Product, Sales, Channel Marketing, Finance & Operations), assists in the development and execution of annual marketing plans with a focus on NPIs and key strategic growth initiatives in targeted geographies across the North American region. The position has a broad range of brand marketing responsibilities that require proficiency in: Strategy execution, messaging & content development Project management Digital marketing Budget tracking Cross-functional collaboration Agency management PRIMARY RESPONSIBILITIES Brand Management & Strategy Development Assist VP of Marketing in executing against OGSM (objectives, goals, strategies & measures) to achieve brand growth and business targets. Support VP of Marketing in development and execution of annual integrated marketing plans. Lead development of integrated communication strategy for NPIs - proposition, positioning creative articulation/ campaign ideas, visual representation. Leverage data and consumer insights to drive strategic action for the business. Monitor competitive landscape, identify implications and opportunities. Help develop and nurture strategic partnerships within the path-to-purchase i.e. Pool Builders, Distributors etc. Develop and deploy internal communications - ensuring clear and robust lines of communications with internal stakeholders. On-going budget management. Manage agency resources. Consumer Insights and Category Knowledge Extract insights from a wide range of internal and external data to inform business decisions and create opportunities for growth. Provide ongoing channel analysis and lead recommendations to understand and/or change brand category trends. Expert understanding of category including key drivers, overall competitive framework, brand/product landscape. Integrated Marketing Work collaboratively with internal marketing cross functions & external agency partners (Channel Marketing, PR, Digital,) to execute annual activation plans. Ensure all plans have a B2B component to ensure channel adoption of programs, co-marketing, new product launch development etc. Brief agencies and be accountable for creative output. QUALIFICATIONS Bachelor's degree in Marketing or Business-related field required. 7+ years marketing experience in Consumer Goods, preferably with B2B2C and B2C experience. Ability to quickly assess and execute the logistical components of bringing a marketing idea to fruition. Expertise in social media, online, and video content marketing. Full proficiency in understanding grassroots and event marketing. Expert knowledge of how to connect and communicate with a variety of market segments. Ability to extract and present useful information from post-campaign analysis. Excellent written and verbal communication skills. Strong analytical skills in forecasting and analyzing trends and ROIs. Up to 25% travel required. This position is Hybrid and will require on-site presence at the Latham office roughly 3 days per week at least twice a month or as needed. Candidate should ideally live within a drivable distance to the office but overnight accommodates are approved if more than 2 hours from the office. Competency Requirements Strong cross-functional management skills with demonstrated ability to effectively utilize internal resources to meet project deadlines and objectives. Excellent interpersonal and communication skills, including the ability to listen and assess customer needs, prioritize needs/requirements, and communicate them cross-functionally. Excellent leadership, presentation, and negotiation skills to work effectively in driving a business unit and participating as a member of cross functional teams. Excellent communicator and interpersonal skills to work cross-functionally Strong relationship building skills to constructively foster relationships internally and externally, including key opinion leaders. High level of motivation with the ability to operate as an individual and team contributor. Salary range for this position is $100,000-$120,000

Created: 2024-11-02