Brand Manager - North America

Summary

Himalaya Wellness (North America) is seeking a Brand Manager to plan, develop and implement brand and marketing strategies for its Supplements portfolio across all retail and e-tail channels. Reporting to the Director of Marketing, you will join a dynamic, fast-paced environment and develop and execute the complete brand strategy, marketing plans and must-win product launches to achieve growth, volume, share and revenue goals. Responsibilities will include brand analyses, consumer insight identification, digital marketing and social media planning, new product and existing line management, brand planning and agency management.

In this role, you will join a talent rich organization with high expectations for strategic thinking and on-point execution. We are looking for a candidate who can be highly flexible and work with ambiguity in a dynamic, changing environment. The role requires wearing many hats and the ability to work collaboratively as well as roll up their sleeves to execute. We seek to hire and support individuals, who ask questions and seek out ways to improve strategies and tactics involving our brands, sales, operations, innovation and other go-to market activities.

You will work in strong collaboration with Innovation, E-tail, Customer Marketing, Sales, and Category Management to deliver on corporate objectives and lead Himalaya’s brand during a fast growth time and be a catalyst for the future direction of the business.

Duties & Responsibilities

• Develop and ensure consistency of brand communication, consumer benefit language and a creative strategy across all retail and e-tail channels, working in collaboration with Creative Services, Agency, Customer Marketing and Ecommerce Marketing. Maintain excellence in digital creative execution and digital asset management.
• Manage brand experience in e-tail channels, primarily collaborating with the E-commerce Marketing Manager on the Amazon platform.
• Track and report on the supplement business, both shipments and consumer syndicated data.
• Work with leadership and sales on portfolio optimization and refinement, including projects as packaging changes and reformulations of existing products.
• Manage supplements on our Shopify website and help build direct-to-consumer strategy to drive increased revenue.
• Work with Innovation, Sales, Category Management and Creative Services to build new item selling materials for retailer sell-ins.
• Manage the omnichannel media strategy for supplements with an emphasis on digital media and explore new opportunities to drive consumer awareness. Manage agency resources to execute omnichannel marketing plans and deliver on objectives. Ensure that they are delivering on requirements outlined in briefs and effectively delivering on all account management responsibilities (i.e. program & financial management).
• Execute social strategy and produce content for supplements across owned channels. Monitor owned channels with some community management.
• Write creative briefs that clearly articulate communication objectives and success criteria to inform and direct agency work and creative development.
• Lead the development and execution of all brand and customer marketing activities across retail and e-tail channels for supplement portfolio.
• Assist in managing the marketing budget, forecast spending and adjust plans, programs and activities as necessary to deliver on profit and volume targets.
• Monitor competitive activity and develop plans and contingencies to protect marketplace position and mitigate threats.
• Support the development of short and long-term business and brand plans by identifying business objectives, strategies, key initiatives, and performance measurements leveraging syndicated data, competitive landscape, market trends and consumer insights to support brand growth targets.
• Build and develop relationships with cross-functional teams to exchange feedback on product/service issues, identify and/or solve problems, assess needs, and/or achieve business results.
• Translate syndicated data and consumer/social listening into actionable consumer insights to identify opportunities and selling stories.
• Track and report on marketing KPIs, including digital marketing and influencer/partnership marketing.
• Work with Innovation on product positioning, pricing and new product strategies. Lead new supplement packaging development and refinement to best convey product position.

Competencies

• Working knowledge of syndicated data required (i.e. SPINS, Nielsen, IRI).
• Experience developing situation assessments and insight driven marketing plans.
• Food, Drug and Mass channel experience is a must. Experience with customer marketing strongly preferred.
• Experience leading brand activation in both retail and e-tail, specifically Amazon. The ability to be channel agnostic and deliver results across both bricks and mortar and e-tail customers is required.
• Ability to problem solve and work with ambiguity. Ability to navigate and add value to business situations and organizational challenges with no existing process or solution.
• Ability to manage projects, develop timelines, articulate critical paths and deliver outcomes on time.
• Proficiency in MS Office programs such as Outlook, Word, Excel PowerPoint required.
• Proven ability to leverage digital marketing to drive business growth.
• P&L knowledge.
• Strong attention to detail over speed.
• Ability to maintain excellence and be highly effective working with a remote team and having only periodic in-person contact with leadership.
• Excellent organizational skills, ability to prioritize multiple priorities and strong attention to detail.
• Demonstrable experience with ecommerce (Amazon and Shopify), social media (paid and organic), SEO/SEM, PPC and email marketing required. Experience leveraging digital/ social media to grow brands.
• CPG marketing experience required.
• Self-motivated and a bias for action.
• Experience developing consumer facing communication strategies.
• A passion for consumer marketing balanced with a customer mindset.
• Experience directing agency partners and/or agency experience.
• Excellent grasp of social media and website metrics and best practices online marketing concepts, strategy and best practice.

Required Qualifications

• Bachelor’s degree required.
• 3-4 years brand management experience within a CPG company.

Preferred Qualifications

• Knowledge of and personal involvement with natural products and a healthy lifestyle

Compensation And Benefits

• Competitive base salary and bonus, commensurate with experience
• Company benefits including medical, dental, vision, life, disability & 401(k)