About the position
The Front-End Innovation (FEI) Marketing Manager / Sr. Manager will play a key role within the business FEI team. Working collaboratively with their multi-functional POD partners, this individual will help to translate consumer insights into compelling concepts and product propositions that will fuel the sector's long-term growth via Expanding and/or Transforming the market. They will be responsible for defining and validating a holistic proposition, from inception of the core idea (including benefits, claims, branding) to the business model recommendation. They will own identifying the critical questions/assumptions that will guide the team's iterative learning process and work to evolve ideas as needed as they move through the early-stage development, ensuring focus remains on the core job to be done. The FEI Marketing Manager / Sr. Manager is also responsible for ensuring that the holistic idea delivers the size and scale required by the Segment Business Model and builds the desired brand equity. They will be responsible for delivery of a viable Business Model. They will also be responsible for leading the development of the future pipeline.
Responsibilities
- Working with Consumer Shopper Insights to distill actionable insights from a holistic landscape assessment to serve as the foundation for ideation for the team.
- Leading the development of the core opportunities/problem statements and subsequent jobs to be done.
- Identifying the critical questions that need to be answered to ensure sufficient consumer desire and problem/opportunity understanding is gained to enable the project to progress to the next phase.
- Leading the competitive assessment process.
- Developing holistic propositions for consumer validation (including ideas, assortment / variants, claims, reason-to-believe, pricing, naming, and branding) and partnering with Insights and Design to optimize propositions based on learnings as needed.
- Working with the POD leader to engage Commercial counterparts to understand and incorporate the necessary Channel Value Creation scope elements that will maximize sell-in and distribution in support of the Business Model.
- Partnering with Design to ensure top communication priorities are delivered via pack design.
- Confirming sufficient trial potential to deliver the Business Model in partnership with CMI.
- Confirming the product-concept fit and delivery of a breakthrough benefit in partnership with Products Research.
- Partnering with Legal to deliver trademark and IP assessments as well as ensure the potential for compelling claims and demos, with a clear support plan in partnership with R&D and Legal.
- Developing lead business recommendations and working with Finance to ensure the viable Business Model assumptions/inputs are clear, valid and in-line with Segment needs at each phase of the FeI process.
- Influencing key stakeholders with effective communication skills and storytelling.
Requirements
- Manager: 5+ years of experience in Brand Management with 3+ years in innovation in CPG.
- Senior Manager: 8+ years of experience in Brand Management with 3+ years in innovation in CPG.
- Experience translating insights into the development of winning holistic propositions for multiple regions and/or retail channels.
- Experience with business model development and strong financial fluency.
- Ability to operate both at the 'big idea' level and in the 'weeds' of building stimulus.
- Proven track record of working successfully cross-functionally across R&D, Insights, Design and Finance.
- Effective communication skills and comfort presenting ideas to senior leadership and cross-functional stakeholders.
- Experience with navigating ambiguity and adapting plans as new information emerges.
- Experience working in a fast-paced entrepreneurial environment, with proven experience with rapid, hypothesis-based iterative learning and testing.
- A natural connector who can seek out internal and 3rd party expertise to bring in subject matter expertise to solve key project challenges.
- Has an entrepreneurial, curious, and solutions-oriented mindset.
