Vice President Brand Management

The Vice President Brand Management is responsible for ensuring that Bow Wow Lab’s https://www.bowwowlabs.com (BWL) products, services, and product lines resonate with current or potential customers. In addition, they monitor marketing trends as well as keep an eye on competitive companies in the marketplace so that BWL can stay ahead of the competition.

You will lead the development of innovative strategies and go-to-market plans for both new launches and core businesses to drive brand growth.

Key responsibilities include developing innovation ideas through trend, competitive and category analyses, writing product copy and concepts, coordinating key product launch information, and executing marketing campaigns including in-store retail marketing initiatives.

This role is an opportunity for a proactive, self-motivated individual to use both creative and analytical skills to drive the BWL product pipeline and lead campaign executions from concept to launch.

You will coordinate with the Digital and Educational Marketing Teams.This role works with the marketing (including agency) and cross functional teams to manage the innovation process as well as create and execute strategic marketing activities including advertising and promotional initiatives, business analysis, and annual marketing plans for each brand and product. This role will provide the team with business recommendations and ideas that are grounded in consumer insights and financial data in order to contribute to the current and future growth of the brands.

·Developing custom marketing and advertising strategies

·Creating designs and layouts for media outlets

·Writing pitches, blog posts and articles

·Making decisions about the cost of branding and analyzing trends in customer spending

·Building relationships with influencers, journalists, and media outlets

·Overseeing social media accounts to assure brand consistency.

Product Strategy and Category Management

Responsible for leading the evolution of our brand strategy, brand awareness, and marketing positioning. You will work across all levels and departments of our organization to find what makes us unique and communicate it to others.

Oversight of assigned brands and products to ensure that they are represented clearly, consistently, and effectively so that ultimately the brand’s revenue and profitability is improved.

Identify product and brand opportunities, grow selection by managing the launch of new products through product development and manufacturing, performing competitive analysis, development of marketing strategies including Go-to-Market plans and brand creation in a rapidly growing pet safety and health CPG focused industry.

Create vision for product packaging and work with creative on package development. Oversee artwork process including reviewing and approving artwork

Create and brief integrated consumer campaigns for new launches and key core products including messaging, hero assets, in-store activations, digital executions, educational materials and more.

Work closely with agency partners to execute breakthrough consumer communications across all touchpoints.

Drive the development and execution of brand strategy and brand foundational work.

Stay current on market trends and competitive activity.

Establish and maintain brand budgets.

Own the development and messaging of the brand narrative.

Collaborate with other departments on creating marketing materials and turning leads into paying customers to increase sales from marketing projects.

Oversee social media accounts and ensure brand consistency and awareness.

Create and maintain documentation that describes the company’s offerings.Own the phase-in-phase-out strategy to maintain product portfolio health.

Maintain product portfolio brand books.

Building brand awareness, including positioning.

Analyzing our brand positioning and consumer insights.Link to our vision and mission.

Analyze company goals and research the BWL target audience to come up with detailed marketing plans and schedules for campaigns.

Partner with Social Media Manager to manage content calendar and help develop content that aligns marketing initiatives and communication strategies.

Collaborate with cross functional teams and third-party agencies to create and execute promotions, artwork/packaging, and advertising programs.

Research and Insights

Deep data analysis for sales and marketplace data, monitoring market trends, generating forecasts, maintaining prices, and providing demand signal to the S&OP process.

Compile channel customer, consumer, creative and product trends in pet space safety and wellness categories.

Analyze category and competitive performance on an ongoing basis.

Lead the evaluation and prioritization of new products.Establish the business case for deploying company assets to new product launch ideas.

Research, segment, and understand BWL’s prospective consumer base.

Become the subject matter expert on marketing communication best practices, constantly research new approaches, and improve current marketing strategies.

Analyze owned brand and competitive data on an ongoing basis and identify opportunities for growth and cost efficiencies.

New product Launch (NPL) Management

Lead marketing innovation development process from ideation to launch including owning work streams with cross functional teams.

Partner with creative team to design and implement artwork/packaging for new products.

Budgets

Own marketing budget and assist with management of Brand P&L’s.

Create marketing budgets for ad campaigns and other promotional efforts. Analyze the results of each campaign.Measure, track and analyze marketing project effectiveness to determine the return on marketing investment.

Qualifications

• BS degree in Marketing or relevant field preferred

• 5+ years of previous brand management or marketing experience, preferably within the pet care and/or consumer packaged goods space, including new product launches.

• Experience managing a brand across multiple markets.

• Omnichannel brand management experience preferred.

• Experience in the pet industry a plus.

• Microsoft Office (Word, Excel, PowerPoint, Internet Explorer) and Google Suite familiarity required.