Gale Building Products - Winston-Salem, NC
posted about 1 month ago
As a Product Marketing Manager at Liberty Hardware, you will serve as the key consumer expert and champion for product lines within the category segment. Your primary responsibility will be to lead product line design refreshes and develop and execute the annual plan for product lines. This will involve utilizing market requirements and consumer insights to establish the scope of product offerings, including price points, features, and benefits, all while aligning with the overarching brand strategy. You will also be responsible for leading the development and execution of an 18-month roadmap, employing a Stage Gate process from concept through execution. Your role will require you to identify and analyze new opportunities for profitable growth and profit improvements, acting as the subject matter expert for the product portfolio for sales, customers, and engineering. Additionally, you will support the development of the category Long Range Plan. In terms of responsibilities, you will engage in strategic planning and development by partnering with Marketing Research to perform market and trend research, determine market potential, and identify consumer insight needs or trends. You will transform these findings into actionable insights to inform positioning and marketing strategies. Your role will also involve leading category new product development, conducting data analytics, gap analyses, and competitive and consumer insights research to leverage profitable growth strategies and plans. You will proactively grow and optimize the performance of assigned products to meet department P&L goals, adjusting campaigns and activities as necessary. On the consumer and product marketing front, you will establish product requirements, manage the full product lifecycle, and develop product and packaging strategies. You will also be responsible for developing and executing the category marketing plan for the product line/brand, creating value propositions, positioning, and messaging for a group of products, and ensuring all marketing activities align with the brand equity strategy established by Category Directors. Furthermore, you will identify and execute SKU rationalization efforts to maximize inventory performance. Collaboration will be key in this role, as you will align with Sales on strategic priorities and work with various departments, including Procurement, Engineering, and Finance, to execute project plans. You will also share best practices across categories and product lines to ensure consistent processes and continuous improvement. Lastly, you will manage people by soliciting feedback from internal customers, providing coaching and training to junior staff, and ensuring a supportive work environment.