SUMMARY:
Plans, develops, and directs the outbound marketing efforts for Consumer Lawn & Garden and Farm & Ranch Products. Develops and communicates product strategies and innovative marketing programs that drive product demand. Coordinates Marketing activities with: Communications Manager/Coordinator in production, advertising, promotion, and package development; Research and Development, Market Research, Purchasing, Manufacturing, Distribution, Regulatory and Finance.
Primary Responsibilities/Activities:
- Develops and implements strategic marketing plans (3 5 years) for consumer products and/or customers through analysis of product positioning, packaging, pricing strategies and sales volumes.
- Implements and manages pricing programs and structures for the company's consumer products that meet margin goals set by management.
- Conceptualizes and enforces the visual identity of the company's consumer products. Preserves consistency while ensuring that all branded materials express the most effective and recognizable company message.
- Plans and coordinates and leads new product development and launches including regulatory, packaging, volume forecasting, manufacturing, production and development of marketing communications.
- Monitors industry and market trends and requirements for current and future products by initiating market research supported by on-going visits to customers and non-customers. Responsible for collection and analysis of competitive programs and pricing
- Participates on the New Products Committee and performs necessary tasks to assist with the acquisition and development of new products/product lines for addition to the consumer products line.
- Conceptualizes and assists Marketing Communications in the development and implementation of Consumer Products promotional programs and advertising campaign concepts, collateral and advertising materials.
- Develops and implements product and program training materials for consumer products sales personnel, including outside distributors representatives.
- Develops an in-depth understanding of customer and market dynamics and requirements to better analyze current market conditions, competitor information, and customer research.
- Responsible for preparation of and adherence to annual Marketing budget for assigned product line(s).
- Understand and adhere to all company guidelines and protocols.
- All other duties as assigned.
Qualifications:
- Education/Experience: Bachelors in Science and/or business management related degree; 5 years working in consumer packaged goods setting. Agriculture, agronomy, or lawn and garden industry experience preferred; ability to translate complex technical capabilities into compelling consumer benefits, experience in launch and lifecycle management including line extensions. Must be results oriented and creative; posses strong interpersonal, communications, time management, negotiation and analytical skills; and have entrepreneurial leanings.
- Travel required in this position: 10-25%