Primary objective of this position:
To lead profitable growth to the product category(s) via all applicable brands and in all markets. This involves strategic planning, lifecycle management, product development, sales and marketing support and ensuring the financial performance of the category.
Key responsibilities:
Strategic Planning:
1. Market Assessment: Establish and drive the strategic direction of the category through understanding the competitive landscape, customer preferences and emerging trends.
2. Alignment with Company Goals: Create, monitor & deliver the global product category plan in line with the business goals and market’s needs, ensuring effective collaboration with key stakeholders at all levels of the business.
3. Risk Management: Actively monitor external factors which pose potential risks to the strategy of the category, developing contingency plans to mitigate risks.
4. Vision & Roadmap: Champion the long-term vision of the category, effectively planning the key milestones, launches, range refreshes and initiatives to enhance the growth and vitality of the category.
Multi-Brand Portfolio Lifecycle Management:
1. Portfolio Analysis: Continual review of category performance in terms of sales, margin, share and volume through quarterly category reviews.
2. Product Lifecycle Management: Drive the evolution of the category to ensure underperforming products are discontinued or repositioned through Business Simplification and new products are in development to maintain vitality.
3. Multi-Brand/Multi-site Management: Lead the category by utilising the full scope of brands and production sites at your disposal within the group. Develop, evolve and follow multi-site processes to ensure seamless management of your category.
4. Global Consistency: Maintain brand integrity whilst meeting local market needs through effective variant management and supporting the various brand guidelines.
5. Competitive Benchmarking: Regular analysis on competitors’ products, pricing strategies and market positioning to identify opportunities and threats.
6. Trend Monitoring: Utilise market data, technological updates, case studies etc to inform of changes in trends and to convert those insights into deliverable actions.
Product Development:
1. Consumer Insights: Conduct or commission in-depth research to understand consumer behaviour, preferences and frustrations.
2. Ideation & Innovation: Collaborate with design and engineering teams to evolve insights and ideas into viable concepts, leveraging both Milestone & Stage gate processes.
3. Product Specification: Define the key features, functionalities and specifications of a product ensuring they meet consumer needs whilst being feasible from a production and cost perspective.
4. Development Oversight: Work seamlessly with other departments to develop products from concepts to launch ensuring schedule, budget and costs are respected.
Sales & Marketing Support:
1. Go-to-Market Strategy: Co-ordinate the go to market plan for both NPD and existing products, effectively communicating through the market and channel plans. Define target audiences, positioning, messaging and pricing strategies to ensure effective global launches.
2. Launch Execution: Work closely with the markets to ensure the success of new product launches. Deliver training documents, media library & promotional material to ensure all stakeholders have the best platform for launch.
3. Monitor: Post-Launch, continually gather feedback from the markets in terms of the effectiveness of the launch. Analyse feedback, identifying risks and opportunities and deliver appropriate actions.
Financial Performance:
1. Pricing Strategy: Develop and implement pricing strategies that reflect the value proposition of the products, taking into account market conditions, competition and cost structures. Pricing strategies may vary across regions to align with local market conditions.
2. P&L Responsibility: Fully accountable for the Profit & Loss (P&L) of the product category, regularly monitoring financial performance against targets and making adjustments to improve profitability.
3. Cost Management: Work closely with supply chain and production teams to manage costs, ensuring that products are produced cost-effectively while maintaining quality.
Stakeholder Collaboration:
1. Marketing Integration: Facilitate and support the seamless integration with the other marketing functions across both the local teams and wider global team.
2. Cross-Functional Team Leadership: Lead and contribute to cross-functional teams, ensuring alignment across departments such as R&D, sales, operations, and finance.
3. Global Coordination: Coordinate efforts across global markets, ensuring that regional teams are aligned with the global strategy while allowing for necessary local adaptations.
4. Internal Communication: Regular communication with senior management and other stakeholders to provide updates on product performance, market trends, and strategic initiatives, ensuring ongoing support and alignment.
5. Budget Management: Support the creation, monitoring and delivery of the global sales and marketing budgets.
Comply with the Health & Safety responsibilities as defined in the company Health & Safety policy and ensure that any specific responsibilities are adequately delegated in their absence.
… and any other reasonable duties required to assist in supporting the achievement of Company objectives.
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