•Reporting to the VP, North America Marketing this position is responsible for leading, managing and executing commercial marketing strategies across the assigned portfolio with the aim of driving and achieving annual business plan targets in market share, net sales and profitability.
•This role is responsible for designing effective commercial strategies and impactful, marketing programs and promotions across the assigned portfolio. Works closely with internal cross functional teams such as, Global Marketing, Customer Marketing, Sales, Media Planning, and Global Knowledge and Insights team; as well as external agencies to ensure strategic connection and consistency with brand equity and positioning.
Major Duties:
Marketing Strategy
Develops comprehensive National Marketing strategies and insights that will drive the achievement of annual business plans. Analyzes consumer research, own & competitive marketplace dynamics, consumption data, media trends, trade and channel levers, and profitability to create strategic marketing support plans establishing strategic direction in the following areas:
brand portfolio mix
pricing
distribution
in-store and direct to consumer promotional plans
advertising and media includes traditional media, digital, social media, search and out-of-home and influencer content development
Track effectiveness and ROI of media and digital marketing campaigns
Identifies growth opportunities, develops market entry criteria and sizing for new products and opportunities.
Work cross-functionally to coordinate the many processes necessary to develop, implement, and execute an effective strategies across all phases of digital marketing (paid, social, earned media.
Inputs into the Customer Marketing teams to customize national marketing plans
Accountable for the development of National marketing programs, and responsible for managing team to achieve flawless execution. Includes:
Managing and supervising direct reports for the on-time delivery and execution of marketing initiatives.
Evaluating and approving plan recommendations from external (Media, Advertising, Promotional, Digital and Social Media agencies) and internal (Public Relations, Global Knowledge and Insights, Media planning) cross-functional teams.
Working with global marketing, external agencies and US Sales leads to ensure strategic connection between global brand strategy and commercial execution
Evaluating marketing strategies and programs to ensure compliance with brand equity guidelines, company policies and procedures
Leading US Commercial Team meetings with Finance, Demand Planning and Sales to present and review key marketing initiatives and recommendations.
Analyzing in-market performance, media results, and promotional results vs. established KPIs and goals, applying learnings and providing recommendations for ongoing strategy and plan optimization to increase sales
Develop recommendations for contingency planning for go to market strategies.
Portfolio Management
Translate portfolio management into strategy and execution for in-store presentation across 35,000 doors.
Key resource lead for on-going marketing insight needs of the US Sales teams in the areas of Joint Business Planning, Customer Sell-In Meetings and Joint partnerships
Build strong working relationships with key cross-functional partners, including Media Planning, Global Knowledge and Insights Team, Public Relations, Sales Program Management, Finance, Demand planning and Operation and External agencies (Media, Social Media, Promotions, etc).Primary interactions:
Global Marketing:
Global Knowledge and Insights
Global Media Planning
US and Canadian Customer Marketing
US Sales
Public Relations
Finance
Demand Planning
Operations
Digital, Media and Advertising Agencies
Manage team of one to two marketing professionals
Provide leadership and direction to the team to enable US market success for Revlon
Knowledge & Skills Required:
Bachelor's Degree required, MBA preferred
A minimum of 5-7 years consumer brand marketing experience, with an understanding of the key retail marketing levers.
In-depth knowledge of Retail and/or Cosmetics, Personal Care industries
Strong knowledge of digital and social media landscape and channels, including influencer networks.
Strong knowledge of SEM, SEO, SMM
Experience translating macro market trends into retail solutions
Experience analyzing and developing strategies using all elements of marketing mix (360° Marketing)
Understand cost structures and P&L implications of building programs.
Demonstrated leadership capability
Strong organization skills with a proactive attitude and ability to troubleshoot.
Strong interpersonal skills and ability to work with a wide range of cross-functional teams.
Ability to interact with all levels of managementStrong communication skills to persuade others, articulate a point of view, and set direction.Strategic and visionary thinking.
Excellent time management skills including the ability to manage multiple priorities to meet established timelines.
Strong computer skills including all MS Office applications.
Strong knowledge of the personal care category or consumer packaged goods industry preferredSuperior knowledge of the business at all levels: product/portfolios, competition, trade, advertising, promotion, finance, market research, human resources, and elements of a marketing mix.
Strong knowledge of digital and social media landscape and channels, including influencer networks.
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