Product Manager, Performance Footwear

Purpose:

Identify, develop, and implement product opportunities in line with SBU strategy, for the profitable growth of the Performance category.  Effectively manage the product creation process from Design creation to initial productions, including product briefs, line confirmation, and market adoption.  

Key Accountabilities:

Market Strategy

• Participate / develop business plans
• Define marketing strategies that are consistent with target consumer and overall marketing strategy
• Determine category / product segmentation that optimizes both resource and sales opportunities, and supports distribution channel needs
• Ensure correct brand positioning of product line consistent with brand DNA
• Lead / execute merchandising plans and strategies that support seasonal stories and key initiatives
• Lead the briefing and implementation of all relevant seasonal and strategic concepts, including distribution by channel, product, and color introductions / merchandised assortments
• Work with regional hubs, GTM team, and key markets to ensure specific segmentation and local execution planning and support
• Define and optimize market introduction timelines and approaches for different channels of distribution
• Integrate and drive all appropriate functions in the Go-to-Market process

Product Strategy

• Ensure category approach is integrated with those of other product categories
• Coordinate with other product members to co-develop concept-led stories that include both Lifestyle and Performance product for strategic brand and key account growth initiatives
• Coordinate with apparel product team to plan and execute footwear and apparel collections for strategic brand and key account growth initiatives
• Coordinate with assets and brand communications team to plan, execute and deliver collaborative statement product for strategic brand and key account growth initiatives

• Effectively disseminate and distribute product / product strategy to others, such as Hubs, Markets, and Sales
• Assist / create product presentations for team, executives, Brand Summit, and key milestone meetings
• Develop compelling, marketable category concepts, stories, and/or global vision that balance analysis with aesthetic
• Ensure realization and execution, within budget, against the targeted Go-In-Margin, revenue, quality / pricing, and timelines to meet market requirements
• Lead, manage, and include all appropriate functions in the range planning process, inclusive of model selection, silhouette offer, color, and flow plan, etc
• Execute the product line / category life cycle from concept determination through sales and distribution
• Manage the life cycle of all products within the category
• Develop initiatives that drive growth in line with Corporate and Business Unit strategies
• Ensure a balanced, effective product assortment that meets or exceeds revenue and margin targets

Industry, Market, and Consumer Acumen

• Interpret and understand consumer dynamics, predict shifts, and react to trends
• Benchmark competitor product / strategy, and analyze sales trends to enable fact-based decision-making
• Analyze and summarize research data
• Leverage your and others' consumer and competitive insights, market research, and market / industry trends to influence category concepts and products
• Translate market and research analysis to tangible product concepts
• Provide insight and analysis of consumer and marketing trends, competition, retail landscape, and cultural drivers affecting business dynamics
• Perform pricing and competitive analysis by customer channel and recommend strategies to improve market position and quality / value, and/or reduce costs

Technical Communication

• Create, and visually and verbally communicate product briefs

Manage Business (Processes and Projects)

• Communicate updates, status quo of relevant projects, and business results to relevant team / project members, business partners, and others in a timely and appropriate manner
• Lead departmental and/or cross-function, special seasonal project teams
• Lead team to produce high-quality work and display professionalism while under pressure

Financial Aptitude

• Ensure business units achieve targeted financial results, revenue, and margin
• Ensure profitability of all strategy inline products through the feasibility and economic viability of concepts and designs
• Analyze and prepare global category business performance reports

Knowledge Skills and Abilities: