Sun Bum
Senior Brand Manager, Shopper & Omni-Channel Marketing
Sun Bum, Encinitas, California, us, 92023
Senior Brand Manager, Shopper & Omni-Channel Marketing
In 2010 we started making products to protect our friends and families from the sun. Since then, we’ve grown a bit, but we haven’t changed. Our Cocoa Beach office is an old Florida beach house off A1A. Our Moonlight Beach office is in the groovy little town of Encinitas, California, just a block away from the sand. And like any good beach day, everyone’s welcomed to the bonfire. We care about our people and making more meaningful connections outside. We make products the way we like them, and we hope you like them too.
Summary The Senior Brand Manager of Shopper and Omni-channel Marketing will be a key member of the Marketing team, partnering with the Executive Director of Brand Marketing, the Brand Leadership Team and the Sales leads to spearhead the strategy, development and execution of disruptive US & INTL Shopper Marketing campaigns and initiatives. They will deeply consider how to reach the consumer on their shopping journey with Shopper levers, agency partners and like-minded brand partnerships. The SBM of Shopper and Omni-channel Marketing will also be responsible for managing (2) direct reports to assist in channel strategy, in-store events, sampling and agency and e-retail media campaign support.
Responsibilities Overall, this role is responsible for developing brand-led strategies to deliver year-to-year and long-term growth both through go-to-market planning and execution with our most valued retail partners. Partnering cross-functionally across the brand and sales org, this person helps identify “the big bets” for each fiscal year and develops a marketing plan to deliver a brand-led experience and optimal conversion within each class of trade. Key metrics for success: Shopper behavior insights, ROI on campaigns, sales support effectiveness, new to brand customers.
Build and lead annual and long-term marketing plans with our most valued retailers, leveraging insights and identifying opportunities to optimize our channel-specific growth and consumer demand.
Collaborate with Sales lead and Brand Leadership Team on Annual Budget and Building Plans. Drive Shopper Marketing levers across all wholesale channels (from Mass to Specialty).
Own Joint Business Planning with retailer media partners including Roundel, Walmart Connect, CMX, KPM, and all other third-party media agencies.
Develop self-help tools (Toolkit) for all field sales teams. Toolkit to include National Merchandising, Display, Sampling and Key In-Store + Online Assets.
Closely manage direct reports as they build and execute channel-specific marketing partnerships optimized for each retailer, including (but not restricted to): sampling programs, fixture/display packages, events, sales-incentive programs and disruptive shopper-focused in-store initiatives.
Introduce new ways to reach our consumer through on-brand partnerships at retail, in-store PR Events, GWPs or in-purchase sampling, new brand-driven retail partnerships or online (like-minded brands who share our values).
Create a promo strategy by retailer (including Test & Learn pipeline) in partnership with Sales, Executive Director of Brand Marketing and the Chief Marketing Officer.
Collaborate with Executive Director of Brand Marketing and the Chief Marketing Officer to review on-brand partnerships with collaborative merch or sampling, new retail or community partners. Help vet partnerships tied to in-store, product or merchandising opportunities with Director of Brand Marketing.
Develop a performance dashboard to help the organization understand shopper marketing ROI & prove success of shopper initiatives.
This is a customer-facing role. Partner closely with Sales to drive SB strategy and retailer strategy to drive business growth. Including leading Shopper section of line review decks + ensuring we have what we need to sell in new programs.
Manage retailer media group partnerships, agencies and GTM & Tactics (Programmatic Display, Search, Video) with Digital Marketing Team.
In-Store & Online Merchandising.
Partner with Ecomm Team + paid Media function to ensure alignment in current & future planning.
Oversee National Merchandising Vision and Execution by Account (in partnership with Sales Team). Inform/guide the Merchandising template and best practices applied to ROW.
Oversee National Display Input and Execution by Account (in partnership with Sales Team). Inform/guide the Display template and best practices applied to ROW.
Partner closely with Brand Marketing Director on all merch vision, mix and need.
Develop National or Account-Specific Special Packs, Kits, Samples for driving Awareness & Loyalty.
Data & Measuring Analytics
Collaborate with Category Management and Sales on competitive landscape analysis and brand performance.
Use shopper insights and data analytics to optimize marketing strategies and ensure ROI.
Utilize both formal and informal data sources to gather consumer insights, translating them into actionable marketing strategies.
Budget Owner
Trade/Shopper Mktg Budget: Track monthly/quarterly US pillars budget, regularly communicating and reconciling spend each month. Inform Shopper Marketing investment strategy in ROW.
Total Brand Budget: assist Executive Director Brand Marketing and VP Digital as needed with larger brand budget needs and roll-up.
Facilitate a positive working relationship with our cross functional teams to ensure alignment and buy-in on all shopper-led initiatives.
Proactively brainstorm with Sales + Buying Team, and Brand Marketing Team to build annual plans and toolkit.
Brand Advocate
Act as a champion for the brand, regularly presenting brand positioning, programming and performance success stories across internal and external audiences.
Foster collaboration and partnership across larger cross-functional organization.
Direct Reports; Manage a team of 2 full-time employees and all applicable retailer media agency partners; responsible for leading cross-functional teams across Sales, Digital, ad Creative to bring campaigns to life.
Required Skills / Experience / Competencies
8+ years of experience in brand management roles at consumer-packaged good companies focusing on both brand and shopper/trade marketing.
Extensive experience in interpreting sales data, reviewing business performance, identifying growth opportunities and driving SB and retailer strategy grounded in our strategic priorities.
Deep knowledge/understanding of the retailer media landscape/ecosystem, including Roundel, Walmart Connect, CMX, KPM, and other third-party media agencies.
Experience and passion for the Personal Care industry preferred. Experience with both large and small companies is a plus.
Extensive experience with mass retail partners like WalMart and Target is strongly preferred.
Creative thinker with the ability to track trends and develop or seek out innovative ideas. A Bachelor of Science/Arts degree. An MBA or equivalent Master’s Degree is preferred.
Excellent strategic, analytical, and decision-making skills.
Demonstrates strong interpersonal skills including leadership, communication and teamwork.
Track record of working effectively with cross-functional team members – Sales, Operations and Finance.
Strong analytical acumen, with robust knowledge and track record of translating Nielsen/IRI consumption data into actionable insights and plans.
Ability to be entrepreneurial and methodical.
Results-oriented and process driven, with high expectations of self and team.
Preferred Skills / Experience / Competencies
Experience in consumer goods, preferably personal care, and OTC’s.
Experience working with Microsoft Suite, Adobe CS, Trend Forecasting tools.
In-depth knowledge of brand building, brand strategy and interpreting consumer data.
Understands how to use key business tools: Nielsen, Power BI, CRM data.
Experience in turning data into actionable insights.
Job Requirements & Compensation
Full Time
Up to 25% overnight travel
$112,000-$147,000 is the salary range for this position. It represents a portion of the overall package, and includes flexibility based on the candidate's qualifications.
Legal EEO Statement Sun Bum, Inc. is an equal opportunity employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, gender identity, gender expression, sexual orientation, national origin, veteran status, disability or any other protected characteristic.
Benefits
Medical insurance
Vision insurance
401(k)
Paid maternity leave
Paid paternity leave
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Summary The Senior Brand Manager of Shopper and Omni-channel Marketing will be a key member of the Marketing team, partnering with the Executive Director of Brand Marketing, the Brand Leadership Team and the Sales leads to spearhead the strategy, development and execution of disruptive US & INTL Shopper Marketing campaigns and initiatives. They will deeply consider how to reach the consumer on their shopping journey with Shopper levers, agency partners and like-minded brand partnerships. The SBM of Shopper and Omni-channel Marketing will also be responsible for managing (2) direct reports to assist in channel strategy, in-store events, sampling and agency and e-retail media campaign support.
Responsibilities Overall, this role is responsible for developing brand-led strategies to deliver year-to-year and long-term growth both through go-to-market planning and execution with our most valued retail partners. Partnering cross-functionally across the brand and sales org, this person helps identify “the big bets” for each fiscal year and develops a marketing plan to deliver a brand-led experience and optimal conversion within each class of trade. Key metrics for success: Shopper behavior insights, ROI on campaigns, sales support effectiveness, new to brand customers.
Build and lead annual and long-term marketing plans with our most valued retailers, leveraging insights and identifying opportunities to optimize our channel-specific growth and consumer demand.
Collaborate with Sales lead and Brand Leadership Team on Annual Budget and Building Plans. Drive Shopper Marketing levers across all wholesale channels (from Mass to Specialty).
Own Joint Business Planning with retailer media partners including Roundel, Walmart Connect, CMX, KPM, and all other third-party media agencies.
Develop self-help tools (Toolkit) for all field sales teams. Toolkit to include National Merchandising, Display, Sampling and Key In-Store + Online Assets.
Closely manage direct reports as they build and execute channel-specific marketing partnerships optimized for each retailer, including (but not restricted to): sampling programs, fixture/display packages, events, sales-incentive programs and disruptive shopper-focused in-store initiatives.
Introduce new ways to reach our consumer through on-brand partnerships at retail, in-store PR Events, GWPs or in-purchase sampling, new brand-driven retail partnerships or online (like-minded brands who share our values).
Create a promo strategy by retailer (including Test & Learn pipeline) in partnership with Sales, Executive Director of Brand Marketing and the Chief Marketing Officer.
Collaborate with Executive Director of Brand Marketing and the Chief Marketing Officer to review on-brand partnerships with collaborative merch or sampling, new retail or community partners. Help vet partnerships tied to in-store, product or merchandising opportunities with Director of Brand Marketing.
Develop a performance dashboard to help the organization understand shopper marketing ROI & prove success of shopper initiatives.
This is a customer-facing role. Partner closely with Sales to drive SB strategy and retailer strategy to drive business growth. Including leading Shopper section of line review decks + ensuring we have what we need to sell in new programs.
Manage retailer media group partnerships, agencies and GTM & Tactics (Programmatic Display, Search, Video) with Digital Marketing Team.
In-Store & Online Merchandising.
Partner with Ecomm Team + paid Media function to ensure alignment in current & future planning.
Oversee National Merchandising Vision and Execution by Account (in partnership with Sales Team). Inform/guide the Merchandising template and best practices applied to ROW.
Oversee National Display Input and Execution by Account (in partnership with Sales Team). Inform/guide the Display template and best practices applied to ROW.
Partner closely with Brand Marketing Director on all merch vision, mix and need.
Develop National or Account-Specific Special Packs, Kits, Samples for driving Awareness & Loyalty.
Data & Measuring Analytics
Collaborate with Category Management and Sales on competitive landscape analysis and brand performance.
Use shopper insights and data analytics to optimize marketing strategies and ensure ROI.
Utilize both formal and informal data sources to gather consumer insights, translating them into actionable marketing strategies.
Budget Owner
Trade/Shopper Mktg Budget: Track monthly/quarterly US pillars budget, regularly communicating and reconciling spend each month. Inform Shopper Marketing investment strategy in ROW.
Total Brand Budget: assist Executive Director Brand Marketing and VP Digital as needed with larger brand budget needs and roll-up.
Facilitate a positive working relationship with our cross functional teams to ensure alignment and buy-in on all shopper-led initiatives.
Proactively brainstorm with Sales + Buying Team, and Brand Marketing Team to build annual plans and toolkit.
Brand Advocate
Act as a champion for the brand, regularly presenting brand positioning, programming and performance success stories across internal and external audiences.
Foster collaboration and partnership across larger cross-functional organization.
Direct Reports; Manage a team of 2 full-time employees and all applicable retailer media agency partners; responsible for leading cross-functional teams across Sales, Digital, ad Creative to bring campaigns to life.
Required Skills / Experience / Competencies
8+ years of experience in brand management roles at consumer-packaged good companies focusing on both brand and shopper/trade marketing.
Extensive experience in interpreting sales data, reviewing business performance, identifying growth opportunities and driving SB and retailer strategy grounded in our strategic priorities.
Deep knowledge/understanding of the retailer media landscape/ecosystem, including Roundel, Walmart Connect, CMX, KPM, and other third-party media agencies.
Experience and passion for the Personal Care industry preferred. Experience with both large and small companies is a plus.
Extensive experience with mass retail partners like WalMart and Target is strongly preferred.
Creative thinker with the ability to track trends and develop or seek out innovative ideas. A Bachelor of Science/Arts degree. An MBA or equivalent Master’s Degree is preferred.
Excellent strategic, analytical, and decision-making skills.
Demonstrates strong interpersonal skills including leadership, communication and teamwork.
Track record of working effectively with cross-functional team members – Sales, Operations and Finance.
Strong analytical acumen, with robust knowledge and track record of translating Nielsen/IRI consumption data into actionable insights and plans.
Ability to be entrepreneurial and methodical.
Results-oriented and process driven, with high expectations of self and team.
Preferred Skills / Experience / Competencies
Experience in consumer goods, preferably personal care, and OTC’s.
Experience working with Microsoft Suite, Adobe CS, Trend Forecasting tools.
In-depth knowledge of brand building, brand strategy and interpreting consumer data.
Understands how to use key business tools: Nielsen, Power BI, CRM data.
Experience in turning data into actionable insights.
Job Requirements & Compensation
Full Time
Up to 25% overnight travel
$112,000-$147,000 is the salary range for this position. It represents a portion of the overall package, and includes flexibility based on the candidate's qualifications.
Legal EEO Statement Sun Bum, Inc. is an equal opportunity employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, gender identity, gender expression, sexual orientation, national origin, veteran status, disability or any other protected characteristic.
Benefits
Medical insurance
Vision insurance
401(k)
Paid maternity leave
Paid paternity leave
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