Product Manager

Overview

SUMMARY OF POSITION

The Product Manager (PM) position within the company is responsible for leading the profitable growth and direction of a product category (or multiple categories).  The role involves the management of the full product portfolio and helps to define and implement successful sales and distribution strategies.  The Product Manager works closely with the Sr. Product Manager/Director, as well as Sales, Innovation, and Manufacturing to optimize efficiency and deliver profitable growth.  In some cases, the role includes worldwide brand ownership and responsibility for planning, investment and execution of communication strategies and brand guidelines.

The product marketing manager exhibits a deep understanding of markets and buyers in order to devise and lead a category’s go-to-market strategy. He or she must work cross-functionally, unifying and motivating peers from different teams (e.g. product management, R&D, marketing communications, market development, insights and innovation, and sales). The product marketing manager must have an expert understanding of the product’s buying audiences and their needs and often acts as a subject matter expert (SME) who transfers knowledge about markets, buyers and product across marketing and sales functions.

Responsibilities

ESSENTIAL DUTIES AND RESPONSIBILITIES include the following. Other duties may be assigned.

P&L - P&L ownership for the category, including identifying key issues and managing tactics for long term top line and bottom-line growth.

 

Sales Growth – Collaborates with the Sales team and Marketing Communications support functions to ensure that new items and product plans are communicated effectively and executed at the customer level to drive the sales and profits of the category according to the company plan

 

Brand Ownership (where applicable) – Set the vision and priorities for holistic brand plans on a worldwide basis.  Develop brand guidelines and enforce across packaging, communications, and presentations.  Work with communications team to prioritize investment and execute key marketing campaigns. 

 

New Products – Define the market opportunity for a product; perform segmentation and targeting exercises that identify the segments with the highest propensity to buy. Develop portfolio strategy and product roadmaps.

In partnership with Insights and Innovation team, conduct market and customer research to gather data and insight about target personas, buyer needs and the purchasing decision process for the product, including key buyer roles. Leads product development through well-defined market requirements. Write and socialize the following product-level documents: marketing plan, sales enablement plan, launch plan, solution guides. Develop product positioning, value propositions and messaging that resonate with the buying audience and produce the source messaging blueprint. Assist in product naming and brand strategy by providing market, competitive and customer context. Manage launch planning and orchestrate execution of the commercial release of a product. Participate in product development efforts and manage cross-functional NPI/NPD projects relative to product line extensions, quality enhancement and cost reduction initiatives.  Work with the Innovation team to help identify needs, prioritize projects and inform key parameters on Track 1 innovation efforts. 

 

Category Management – Manage the product life cycle of the full category portfolio to maximize growth while balancing manufacturing efficiency, profitability and inventory optimization.  Exercise regular process to review portfolio and discontinue items that do not meet category goals.  Develop annual category plans which include current situation analysis, vision and strategy and specific category plans.  Conduct business analysis to manage, improve and recommend the product assortment for the company.

 

Merchandising - Integrate merchandising as part of a full plan to achieve category goals. 

 

Packaging – Oversee the development and implementation of all category packaging.  Works with Packaging Engineering, Graphics Designers and Regulatory to evaluate the quality of packaging form and messaging, as well as ensuring regulatory compliance. 

 

Item/Category Management – Works with the marketing operations team to oversee the new item setup process to obtain new quotes, vet cost accuracy, and manage timelines to meet ship dates.  Provide market pricing guidance and work with pricing manager to set internal net pricing. Collaborate with marketing peers and resources to produce relevant content for target buyers. Collaborate with