Senior Director of Brand Strategy - Turf

Job Title

Senior Director of Brand Strategy - Turf

Position Overview

Position Overview: 

The Director of Brand Strategy is responsible for developing, leading, and executing the brand and marketing strategy for each of Shaw Turfs’ market facing brands (SST, SG, SWG’s).  Additionally, this position is responsible for managing and cultivating the Shaw Turf BU’s product portfolio, marketing campaigns and selling tools, sales support systems, and driving the Shaw Turf IBP (ES&OP) process.  This position will work market back turning “market insights” into “value” through providing strategic direction to the Brand Management and Marketing teams.  Brand strategy will also gain insights from Sales, R&D, Innovation and Technical Development to drive priorities for the Turf BU. This role is a key member of the Turf Leadership Team (TLT). 

Key Responsibilities:  

• Strategic Leadership: Provide leadership in developing and implementing a comprehensive brand and portfolio strategy for Shaw Sports Turf, Shawgrass and Southwest Greens, ensuring alignment with Shaw Turf objectives. Define the brand's direction, identity, and guidelines, and ensure they are consistently applied across all marketing efforts.  

• Market Insight & Analysis: Oversee regular market research and competitive analysis to inform strategic decisions. Utilize insights to refine brand strategies, marketing initiatives, and opportunities for growth and differentiation.  

• Customer Segmentation & Targeting: Guide the team in defining and targeting specific customer groups based on shared characteristics. Ensure alignment with brand strategy, product development initiatives, and marketing to meet customer needs effectively.  

• Product Lifecycle Management: Champion the lifecycle management of products from launch through end-of-life. Drive product innovation and ensure alignment with market trends and customer demands.  

• Marketing Direction: Provide strategic alignment and direction to the brand marketing leaders to develop and implement brand promotion strategies through traditional media channels and direct marketing initiatives. Enhance brand presence through event marketing, strategic partnerships, social media, and category-specific initiatives.  

• Sales Support & Collaboration: Collaborate with the Sales team to ensure they have the necessary support and tools, including directing the creation of impactful sales presentations and marketing collateral.  

• Pricing Strategy: Establish and maintain profitable and competitive pricing strategies that support brand objectives.  

• Performance Optimization: Monitor and analyze brand and category performance metrics. Implement corrective actions when necessary to achieve business goals and ensure sustained brand growth.  

• Franchise Strategy and Business Development: Accountable for Southwest Greens strategic alignment. (territory model, partner dynamics, compensation logic) 

• National Partnerships and Sponsorships: (MLB, NFL, CFP): Ownership