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Brand Manager

Jacksonville, Florida
29 Jul 2022

The Brand Manager is responsible for the development, implementation, and successful execution of brand strategy for parts of our client's specific brand area portfolio.

Emerging Opportunities - Key resource for innovation opportunities of new products brought into the organization

The role is primarily responsible for achieving the strategic and financial goals for their brand portfolio.

The brand portfolio is critical to the organization's long-term success and focuses on developing and growing new brand lines and extension and penetrating new categories in emerging markets. The Brand Manager is responsible for guiding marketing strategies, identifying priority markets, and determining and articulating the brands' value propositions and positioning. The Brand Manager will be responsible for developing and ensuring that all brand consumer communications reflect the brand positioning and support the Company's business and marketing objectives. The role will also work collaboratively to identify annual pricing and distribution plans and define relevant and innovative approaches to connect with adult consumers. The Brand Manager will identify forward-looking strategic opportunities for the brands and develop frameworks and processes that enable achievement of growth objectives.

Key Responsibilities

Leads all brand-level activities and strategic initiatives including but not limited to: strategic brand planning, brand ideation, financial analysis, market research, adult consumer research, KPI development, product development, packaging/quality initiatives, pricing analysis, distribution planning, advertising and one-to-one planning, and retail/shopper marketing.

Initiates and guides the execution of brand projects from briefing to delivery/communication to Field Sales relating to vending, racking, point-of-sale signage, trade/adult consumer premiums, event materials, other sales/marketing collateral.

Develops and distributes strategic brand documents including but not limited to annual plans, P&L statements, Quarterly Brand Assessments, and brand standards.

Aligns with Finance to facilitate timely financials, P&L analysis, specialized reports, financial transparency, and budgetary requests and revisions.

Provides guidance to Marketing Operations to support agency/vendor operations, project management, marketing materials inventory management, budget administration, production forecasting, manufacturing alignment, event/experiential operations and management, tradeshow planning, and marketing technology optimization.

Collaborates with Creative and Digital Strategy to ensure brand consistency and effective and timely execution of marketing initiatives through strategic briefing, project prioritization, and strategic decision-making.

Partners with Business Analytics to drive regular reports on market trends, competitive analysis, brand performance, social/digital insights, KPI achievement, and sales/production forecasting.

Provides Sales and Trade Marketing with proper strategic support for distribution initiatives and aligns on scheduled meetings and communications with the sales force to convey brand strategies and accept sales feedback.

Directs all brand initiatives and communications at the corporate level and act as a primary information source for the broader organization in relation to their brand portfolio.

Principles Accountabilities

Overarching themes of the role that support the organization's Strategic Goals:

Marketing & Brand Leadership - Lead our transition to a brand-based Consumer Packaged Goods organization through strong internal communication and alignment and an external mindset focused on best practices and being one step ahead of the competition.

Human Resources Excellence - Support the advancement of our corporate culture through personal and professional growth and encourage adherence to our company's guiding principles through our everyday actions.

Partner Satisfaction - Collaborate with internal departments to ensure that our products and trade programs always come forward from a position of partnership and that we share the value that we offer with our external stakeholders.

Business Optimization - Support our business' push towards optimization by encouraging greater levels of in-depth analysis, transparency into our results, and smart information-based decision-making.

Diversification - Directly impact the diversification of our business by delivering results related to key business initiatives and acting as a catalyst to innovative thinking and actions that help to diversify our offerings.

Innovative Systems & Technology - Be at the forefront of using digital tools that help us to better collaborate and to share information more effectively with the organization, and leverage consumer technologies to measure program results and drive strategic decision-making.

Demonstrated Behaviors

Underlying performance characteristics supporting our organization's Guiding Principles:


Collaboration - Our primary goal will always be to drive the organization towards working together on common strategies for our brands. We will strive to break down silos and bring people together under a clear understanding of the purpose of our work.

Action Orientation - We will commit to taking action to solve problems and provide solutions. We will act as initiators for problem-solving and decision-making around the brands in real time and help to instill this action-oriented mentality in others.

Relationships - Relationship building, both internal and external, is a core component of Brand Strategy's everyday work. We will strive to bring internal stakeholders together under a common purpose and factor the needs and satisfaction of our trade partners and our adult consumers into our decision-making.

Continuous Improvement - We will build continuous improvement principles into our daily workflows as we constantly analyze our products and processes and understand new ways forward. We will look externally to understand best practices, both from within and outside of our industry, and challenge the status quo in all our activities.

Dynamic Growth - We will stay highly focused on increasing the value of our Company and our brands to all stakeholders. We will constantly seek out profitable and ethical routes to growth, and always be willing to explore new market opportunities.


Qualifications & Related Experience

BS or BA degree in Business, Marketing, or related field. MBA preferred but not required.

3-5 years of related CPG sales or marketing experience with a strong understanding of general branding concepts including strategy, consumer segmentation, value proposition and positioning, portfolio optimization, market research, pricing, and marketing communications and tactics

Experience with product and/or brand diversification a plus.

General awareness and knowledge of nicotine and tobacco product value chain and understanding of regulatory restrictions affecting the industry. Prior industry experience is a plus but not required.

High level of understanding of brand-level P&Ls and financial reports.

Proven strategic planning and creative concepting skills. Demonstrated critical-thinking, analytical and problem-solving capabilities.

Established capabilities in leading cross-functional teams. Experience in formulating, executing, and analyzing omnichannel consumer marketing campaigns.

Exceptional time management and organizational skills. Ability to handle multiple projects effectively. Proficiency with MS Office software (Excel, PowerPoint & Word).

High-level written and verbal communication skills. Strong presentation and public speaking capabilities.

Enthusiastic, goal-driven attitude with the ability to follow up and follow through proactively.

Excellent interpersonal skills. Ability to build relationships and work well with all levels of employees, including senior management.

Relocation assistance provided for the right candidate.

Working Relationships & Requirements

Internal: Assistant Brand Managers, Director Brand Strategy - Adjacencies, VP Consumer Marketing, SVP Sales & Marketing, Director Creative Strategy and staff, Director Digital Strategy and staff, VP Marketing Operations and staff, Director Trade Marketing and staff, VP Business Analytics and staff, VP Field Sales and sales representatives, Legal team, and other leaders within the corporate and sales organization.

External: Various agency contacts, trade customers, event teams and adult consumers.

Other Requirements: Overnight travel is a requirement of the position. This job description is not intended to be all inclusive. Employee may perform other related duties as assigned in order to meet the on-going needs of the organization.

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  • Job Reference: 671168281-2
  • Date Posted: 29 July 2022
  • Recruiter: ICX Group
  • Location: Jacksonville, Florida
  • Salary: On Application