Brand Manager - Sports Wearable
The Brand Manager will develop and manage the brand for a new family of sports wearable products and how it is communicated through all consumer touch-points. You will work on the roll out to market including communications strategy, packaging, campaign planning and execution, brand asset development, and channel marketing. The role is very hands-on and requires someone with the desire to roll up their sleeves to launch and build a new brand with significant growth potential. Our geographical target will start with USA, so some travel should be anticipated.
The go-to-market strategy may include team and player endorsements, influencer marketing and PR, social media and digital marketing, which will be used to support the unique benefits that the product delivers to a number of different consumer groups, from professional sports teams, to amateur athletes.
Our Client is a very entrepreneurial company, which means that working fast, exploring new ideas, being solution orientated, and making things happen are key to their culture. By the time you arrive, they will be nearing product launch, so you will have to quickly pick up the challenge so that it is ready for launch.
KEY AREAS OF RESPONSIBILITIES:
Manage Brand Identity and Strategy
Manage an integrated brand position, defining how we communicate our brand message and product stories internally, to channel partners, to the press, to consumers. From website copy to event stands to brand videos, ensure a consistent tone of voice and visual identity is always delivered.
Campaigns & Creative Development
Create marketing campaigns from concept development through to strategy and execution.
Lead agencies or internal design partners to come up with best in class creative executions.; manage process from brief to final asset delivery. Deliver the content required to feed our marketing platforms - primary owned in the short term but extending to earned and paid.
Communications Strategy & Execution
Lead integrated communication planning process. Brief and manage agencies on programs such as public relations and blogger / influencer outreach.
Own our presence at key events such as CES and other industry conferences, partnering with Channel Marketing Manager on planning and execution. Development of show presence including stand design, visuals, marketing collateral, and presentations.
Creation and Management of Marketing Calendar
Co-ordination of all Marketing activity, ensuring key business stakeholders are kept up to date on marketing activity and performance. Develop calendar of activity aligned to business cycles, product launches and sales seasonality.
Manage product positioning and develop clear comms strategy for current and future products, underneath our clients sports wearable brand architecture. Manage product comms across all touchpoints such as brand website, sell in presentations, or channel communications.
Identify and apply consumer insights to assist brand growth, product development, and inform marketing strategies. Shape the definition of our target audience and their associated needs and motivations. Ensure our comms consistently target them. Look for opportunities to expand our brand where we can outperform our competitors - using marketing to communicate our strong propositions as more compelling than anything currently available.
Measure all marketing activity is objectively against commercial KPIs - focusing on activity which can tangibly be linked to sales performance. Share performance with key business stakeholders and recommend strategy change as required.
· Budget tracking and management
· Able to work in a very fast (faster than FMCG) environment
· Adaptability - ability to deal with uncertainty and change
· Work cross-departmentally
Self-starter, ability to work in entrepreneurial environment
You are a dynamic, highly motivated brand manager with 5-8 years of marketing experience. You will have managed a consumer brand in the past for a consumer electronics or sporting product, ideally with a hardware product and companion app.
Practical in approach and a great team player, you are comfortable focusing on owned and earned channels as well as marketing activity through channel partners, knowing that more integrated campaigns will follow sales success. You have a proven track record of executing brand communications using an entrepreneurial approach to maximise return, and thrive on rolling up your sleeves and getting involved. If you are currently working for a large organisation, it is essential that you can demonstrate how you will be able to adapt to a small company where processes will develop in line with our growth. You’re a hands-on marketer, able to work in a very fast environment and hungry to help a young company develop into a great brand.
SKILLS AND EXPERIENCE:
- Brand and marketing communication experience in B2C
- FMCG, consumer electronics or sporting product background, having built brand(s)
- Interpreting marketing data and developing plans accordingly, extremely organized
- Campaign planning - PR, social, influencer, digital
- Managing marketing budgets
- Content creation (eg. social, web)
- Developing new product communications and bringing them to market, including packaging, product naming, claim generation (etc.)
- Managing 3rd party agencies
- Planning and executing trade shows
- Strong personal communication skills; ability to communicate well, writing presentations and formulating compelling selling stories
- Able to work independently (self-starter) and in a team
- Should have a demonstrable knowledge of smart and wearable technology
- A personal interest in technology, sports and running is ideal
- You will neeedto be educated to degree level, with a marketing qualification