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    Retail Marketing Manager - Buffalo Grove, United States - Profile Products

    Profile Products
    Profile Products Buffalo Grove, United States

    2 weeks ago

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    Description
    About the Organization
    Profile Products is driven to provide effective, environmentally friendly solutions.

    Our Vision

    Improve how the world lives, works, and plays.

    Our Mission

    Provide innovative solutions that deliver agronomic value and promote sustainability.

    Our Values

    WIN with Integrity.

    Demonstrate unwavering commitment to each other and our customers.

    Be remarkable.

    Foster passion for a better tomorrow.

    Description

    Position and Company Summary

    Reporting to the Vice President Marketing, The Retail Marketing Manager will work on the newly created Lawn & Garden business owning and managing all marketing strategy and tactical execution for the Profile Products' branded potting mix, Glee, as well as all retail private label and store brands. With a clear understanding of the consumer, competition, and market, the successful candidate will manage upstream marketing activities that build a best-in-class consumer driven product portfolio as well as downstream marketing activities that build awareness, engagement and conversion of the portfolio at all retail points of sale, online or in-store.

    Duties and Responsibilities

    Upstream Marketing:
    • Partner closely with R&D and Hort Marketing on new product launches defining the vision for a product, align stakeholders around the vision for the product and support all teams in the timely execution of this shared vision
    • Manage each products life cycle from cradle to grave interacting as the conduit between Sales, Finance, Production, and Supply Chain; proven ability to develop and execute ABCD portfolio analysis
    • Develop clear product messaging of features, benefits, and unique selling proposition for new and existing products
    • Conduct annual portfolio analysis of each products stage in life cycle, cost structure, potential value-added product improvements and recommend appropriate cost reductions or margin enhancements
    • Partner with Business Unit team to build out annual and long-range marketing strategy plans that meet business unit and sales objectives
    • Partner with Product Marketing, Procurement and outside consultants to build and modify packaging structure and graphics of new and existing products, as well as develop in-store merchandising strategy, driven from keen consumer purchase insights
    Downstream Marketing
    • Own the brand strategy: through deep dive consumer insights, ensure brand value proposition is clearly communicated across marketing and sales materials
    • Partner with agency partners to build breakthrough, compelling advertising creative that drives awareness, consideration and purchase intent
    • Partner with outside agencies to develop best-in-class seasonal marketing activation plans that drive awareness, engagement and consumer pull through purchase
    • Collaborate with distributor teams to prepare customer specific and targeted pitch presentations for annual L&G retailer line review season
    • Digital & Traditional Advertising:
      • Development of all Social Media, paid and organic advertising, SEO/SEM, website updates and maintenance, A+ Content for all retailer sites
      • Development of lead nurture mapping, programs and direct marketing efforts to support
      • In-depth exploration of traditional media with keen eye on ROI
    • Develop targeted Promotions that drive incremental purchase while maintaining ultimate brand value
    • Trade Show strategy and management - research all relevant trade and consumer facing shows and build a trade show strategy and tactical plan to support
    • Public Relations strategy and execution - create the sampling program strategy and execution plan, ensuring recipients are qualified, interested leads. Develop a Ratings and Reviews operating plan to manage all ratings and reviews, vetting comments and ensuring responses are timely.
    • Responsible to the overall marketing budget, tracking and ensuring all expenses fall within pre-approved budget targets
    • KPI management - develop clear KPI scorecard that identifies key metrics that drive awareness, consideration and purchase; consistently monitor all marketing activation tactics and pivot where necessary to meet KPI goals
    • Develop new brand trademarks, where applicable, and work with outside counsel to submit, maintain and exit relevant brand trademarks
    • Outside partner collaboration and management- successful candidate will work with different agencies, distribution partners and consultants to drive successful implementation of marketing activation plans
    Position Requirements

    Essential Qualifications
    • Leader
      • Strong team-building skills and ability to draw on internal and external resources for success.
    • Relationship builder
      • Excellent interpersonal and communication skills and team player facilitating cross-functional collaboration.
      • Ability to influence internal stakeholders to action
      • Ability to collaborate with key customers or external partners
    • Strong Business Acumen
      • Basic understanding of Business P&L
      • Strategic and creative thinking
      • Results Driven
      • Analytical Mindset
    • Innovator
      • Able to synthesize information, identify opportunities and communicate to partners.
      • Works at a conceptual level
    Education and Experience
    • Bachelors in Marketing mandatory; Masters preferred
    • At least 5 years' experience in the lawn and garden industry in consumer marketing
    Shift
    First

    Full-Time/Part-Time
    Full-Time

    Exempt/Non-Exempt
    Exempt

    Location
    Corporate

    EOE Statement
    We are an equal employment opportunity employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, national origin, disability status, protected veteran status or any other characteristic protected by law.

    EVerify Notice

    This position is currently accepting applications.
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