The Blueprint (Role Profile)
As an experienced marketer, the Senior Product Manager manages larger categories &/or product lines. Primary responsibilities include building revenue and profitability through increased distribution/penetration and user demand. They have a deep understanding of the market, category and end user. Senior Product Managers lead innovation, product portfolio management and pricing management and define strategies and priorities. They work collaboratively with cross-functional partners to develop and commercialize new product pipelines and deliver P&L targets. Senior Product Managers lead a team of employees and are responsible for coaching and developing their skills.
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The Build (Responsibilities)
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-Manages the ‘day-to-day’ operations of a category &/or product lines.
-Draws conclusions from external data and trends, including macroeconomic data, market and category trends, competitive information, customer insights, as well as formal and informal research.
-Links research findings to other insights and data to recommend conclusions and inform strategies and plans.
-Recommends category &/or product line long-term vision, strategies and 3-5 year financial targets.
-Proposes annual plans to deliver brand and business objectives for category &/or product lines.
-Proposes category &/or product line innovation strategy, including role of sustaining and breakthrough innovation, new categories, and new market spaces.
-Provides input into global product portfolio plan, including categories to enter, exit and maintain, based on insights, analytics and trends.
-Defines go-to-market launch plan and programming for new products.
-Works with Channel Management to incorporate category &/or product line priorities into annual channel and customer plans.
-Recommends distribution/penetration goals for annual plans and new product launches. Monitors results vs targets and makes recommendations for plan adjustments.
-Collaborates with Brand Activation to develop activation plans to support category &/or product line priorities.
-Measures ROI for marketing initiatives and recommends implications for strategies and plans.
-Provides input into annual base and stretch revenue, gross margin, and OI targets for category &/or product lines.
-Recommends SKU’s to be eliminated through SKU rationalization process.
The Toolbox (Qualifications)
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-Four-year college/university degree; MBA preferred.
-7+ years of marketing and/or general management experience with consumer goods, durable, or professional products companies.
-Has worked on a business that is global with direct responsibility for a global project. Demonstrates an understanding of differences between countries and cultures.
-Prior work experience that showcases a progressive increase in size and scope of responsibility.
-Proven capability to manage the lifecycle of a complex product portfolio.
-Demonstrated success extract maximum value through setting and managing price.
-Experience reducing costs, driving productivity, and leading simplification initiatives.
-Successfully launched new products from concept through commercialization and in-market success.
