Brand Manager, Scentsicles
2 days ago
Cranford
The Brand Manager, Scentsicles plays a critical role in driving the fast progression of a dynamic and differentiated brand. Reporting to the SVP/GM, and collaborating closely with cross-functional colleagues, the brand manager will lead with an ownership mentality, leveraging insights and blending creativity with financial acumen to achieve meaningful, profitable growth. Working from an established strong foundation, this role will take the brand to the next level with strategic focus on increasing the omni-channel customer and consumer base, managing a seasonal (but year-round) product portfolio and delivering high-impact marketing support programs. The ideal candidate will bring at least 3 years of brand management and innovation leadership experience combined with proven ability to drive omnichannel growth in multiple sales channels. This can be a remote role, but there's a preference for a Hybrid approach with the ideal candidate being based near Cranford, NJ, or alternatively, Atlanta, GA. Key Responsibilities: • Collaborating with the GM and cross-functional teams, develop and drive the 3-5 year vision and annual brand plan with an emphasis on strategic and profitable growth., • Support brand value creation and delivery of annual P&L goals, • Manage Stage Gate process for seasonal innovation, product improvement and line extensions, • Build annual marketing plan, managing to budget with external agencies and vendors, • Working with the GM, oversee PR, brand communication and advertising programs, • Partner with sales on business planning and prepare presentations for key customers, • Leverages analytics, consumer insights and category data to drive NPD, sales and margin growth, and improve consumer engagement, • Track metrics and calculate ROI of marketing investments to continuously optimize tactics, • Partner with eCommerce teams to invest in retailer media, direct-to-consumer support, affiliate marketing and advertising programs that drive growth and market share, • Partner with sales on retail promotion programs – planning, execution and ROI analysis, • Track key competitors to ensure brand and product positioning are meaningfully differentiated, • Support sales to unlock new distribution (selling decks, sell sheets, samples, etc.), • Conduct in-market store checks for each season, • Manage product portfolio and lifecycles to ensure health and profitability of offering, • Get close to the consumer – understand the target consumer, collect consumer insights, oversee consumer research and analytics – lead the brand with a consumer-first mindset, • Coordinate creation and delivery of creative assets with support from marketing team, • Manage price list details with support from sales ops and marketing, • Coordinate product portfolio details, including specs, display layouts and artwork in collaboration with marketing, creative and operations team members, • Ensure product regulatory requirements are met with support from marketing team members, operations, legal and external vendors, • With support from marketing team members and ecommerce team, ensure end-to-end consumer experience is delivering engagement and sales results, including emails, unboxing experience, consumer support, and more, • Collaborate with marketing on email, social media and influencer programs, • Provide regular reporting to leadership as requested, • Collaborate with parent company, National Tree, teams to drive collective growth through joint sales, marketing and NPD efforts Qualifications/Key Competencies and Attitudes: • 4-year college degree required; MBA and/or marketing focus preferred, • 5+ years experience in marketing, with at least 3 in brand management, • Consumer products experience and/or experience with emerging, fast-growth brand(s) preferred, • Strong experience in consumer insights, primary and secondary sources, trend analysis, competitor and category research and data analytics as inputs to brand strategy., • Prior use of POS data from internal/customer portals as well as external sources (eg Nielsen, IRI) and discipline of taking timely and strategic action on data insights, • Experience in seasonal and display-driven businesses preferred, • Demonstrated leadership abilities, comfort with giving and receiving feedback and a natural open-mindedness, curiosity and a passion for ongoing learning and self-growth, • Results-driven with strong organizational, time management/prioritization, critical thinking and problem-solving skills, • Collaborative style with effective communication and the ability to balance teamwork with independent accountability, • Ability to build and manage strong relationships cross-functionally, with leadership and external stakeholders, • Proficiency in Microsoft office and various tools, including Canva, digital asset management systems (eg Brandfolder), and exposure/some experience with project management (eg SmartSheet or Microsoft Project), ERP and reporting systems (eg Netsuite, PowerBI), • Experience with AI for marketing purposes a bonus, • Energy and enthusiasm for the role, brand and products, • Inclination toward small-medium, fast-growth businesses with a scrappy mentality preferred Scentsicles Created in 2005 and sold in mass market retail since 2009, the ScentSicles brand enjoys an unrivaled position as the pioneer of scented ornaments designed to make Christmas trees smell fresh cut. Scentsicles has grown from a unique Christmas idea to a global seasonal brand, and is now a subsidiary of the National Tree Company, the leading US wholesaler of artificial Christmas tree, wreaths, garland, and seasonal décor. The iconic ScentSicles scented ornaments feature proprietary product forms that simply work better than competitive fragrance formats. Scentsicles is sold across multiple retail channels with major retailers such as Walmart, Target, Lowes, Home Depot, Michaels, and many more. The brand enjoys high repeat rates, a 96% consumer satisfaction rating, a 4.5+ star rating and high sell-thru rates at retail that lead to long-standing customer relationships and year-on-year growth. But the brand is just scratching the surface of its opportunity. Over 70m US households are interested in scenting their Christmas trees – even with the success of the Scentsicles brand, it’s still only getting to a fraction of those households. With the support of National Tree Company, Scentsicles is poised for explosive growth, not only at Christmas, but other seasons as well. Scentsicles is a fun brand that brings joy to millions of families, and the team culture is a reflection of that spirit. We focus on executing with excellence, achieving our vision for growth and most importantly, helping our people reach their full potential -- and we enjoy doing it! You’ll find a flexible work environment, transparency, collaboration – and the opportunity to make a big impact with a growing brand. Benefits include medical, dental, vision, 401K with match, flexible work arrangements, summer hours, employee discounts and more.