The Brand Manager is responsible for developing strategies and marketing programs to educate, build awareness and generate demand for existing and new products and services. The position is accountable for strong partnerships with key stakeholders, proactive participation in ideation and problem solving and utilization of relevant data and analytics. A high level of initiative, attention to accuracy and detail, as well as the ability to multi-task and work in a high-paced environment are required. The position requires exceptional communication skills to craft messages that resonate with members.
The Brand Manager must effectively carry out the essential duties of this position in a manner that consistently demonstrates the core values of the organization in a positive manner.
1) Strategy & Brand Development- 35%
a. Own and lead the development of consumer marketing strategies, initiatives and execution for existing and new products and services.
b. Develop and implement comprehensive and diversified strategic marketing programs to provide optimum brand recognition and produce increased returns.
c. Execute the credit union and marketing strategic business initiatives.
d. Implement the annual marketing plan for assigned products and services
e. Write, edit and proofread communications.
f. Generate key messages and differentiators for existing and new products and services.
g. Ongoing review of marketing strategies to evaluate if programs should continue, be adjusted or discontinued.
h. Prioritize consumer segments and targets with appropriate engaging messaging.
i. Drive brand objectives and increase aided awareness among defined members.
j. Maintain brand identity and integrity across all marketing programs and/or promotions.
k. Execute and ensure regulatory compliance.
l. Work with direct reports on leading and overseeing communication strategies and tactics that support existing and new products and services.
2) Partner Relationships- 25%
a. Provide strategic expertise that adds value to partners.
b. Meet with business partners to provide status updates on projects, and proactively provide recommendations and solicit feedback to ensure strategic and tactical support for programs.
c. Work cross-functionally to develop and execute marketing plans with division leaders that support business goals.
d. Involvement in and understanding of division business initiatives, annual plans and key performance indicators.
e. Forecast workload volume to ensure availability to meet demands, and establish priority guidelines and negotiate timelines with partners.
f. Work collaboratively across the Marketing division.
g. Work with direct reports to ensure strong partner relationships and identify areas of opportunity.
3) Operations- 25%
a. Analyze marketing activity against sales and overall marketing goals to ensure success and growth for the company and products and services.
b. Conduct competitive analysis and analyze market trends.
c. Ensure creative execution and alignment.
d. Manage assigned budget ensuring objectives are achieved within budgetary limits.
e. Support and grow returns.
f. Consistent performance in planning, execution and effectiveness of marketing programs.
g. Focus on project management and quality and process improvements using and accessing outside tools and resources.
4) Leadership Expectations- 15%
a. Work with HROD and senior management to select and retain highly engaged employees.
b. Interpret and communicate organizational purpose, critical measures, strategies and progress as it relates to the department and individual team member goals and success. Cascade information. Provide open and transparent communication with team members and departments across the organization.
c. Responsible for developing a staff of highly engaged employees as measured by employee engagement surveys.
d. Provide broad based recognition by recognizing positive behaviors, achievements, and results exhibited by team members and staff at all levels of the organization in a consistent and professional manner.
e. Review and communicate performance standards and expectations of team members as often as necessary to ensure accountability and effective execution.
f. Actively role model behaviors necessary to achieve goals.
g. Possess a commitment to the excellence of others through actions that support the growth and development that optimizes the talent of individual team members.
h. Provide timely, ongoing and consistent direction, performance coaching and honest feedback through dialogs, mid- year snapshots, year-end appraisals and informal in-the-moment coaching.
i. Maintain accurate, timely and transparent information regarding employee performance. Examples include, updating time and attendance information as required, dialogs, performance journals, and documented disciplinary actions and action plans as necessary.
j. Utilize progressive discipline practices to address sub-standard performance in a timely manner and carry out with dignity and respect.
k. Invite and accept feedback and provide upward feedback.
l. Responsible for own continual individual self-development and improvement of UWCU’s Leadership Success Criteria.
- Bachelor’s degree in communication, journalism or marketing.
- 8 to 9+ years in product and service marketing or advertising.
- Minimum of 3 years supervisory experience. May be obtained concurrently with required experience above.
- Experience with brand and marketing consumer products direct to the consumer segmentation and tactical experience executing.
- Knowledge of traditional advertising, media mix and driving to objectives.
- Ability to identify competition and target audience in the execution of strategic marketing initiatives.
- Versatile, persuasive verbal and written communication style.
- Self-starter with outstanding written and verbal communication skills, strong business judgment, and high level of creativity and flexibility.
- Organized, deadline-driven and able to respond to constant changing priorities.
- Ability to think creatively and innovatively.
- Experience with business case development and project plan development and execution.
- Experience with project management software, such as Workfront.
- Skilled in use of Microsoft Office Suite including Excel.