Manager, Product Marketing, OPI

Wella Professionals•Calabasas, CA

25d•$99,000 - $125,000•Hybrid

About The Position

Together, WE enable individuals to look, feel, and be their true selves. Wella Company is one of the world’s leading beauty companies, comprised of a family of iconic brands such as Wella, Clairol, OPI, Nioxin and ghd. With 6,000 employees globally, presence in over 100 countries, Wella Company and its brands enable consumers to look, feel, and be their true selves. As innovators in the hair and nail industry, Wella Company empowers its people to delight consumers, inspire beauty professionals, engage communities, and deliver sustainable growth to its stakeholders. For additional information about the Wella Company please visit www.wellacompany.com . THE ROLE OPI is the #1 professional nail brand globally with portfolio of products that serve both professionals and consumer’s needs. It is the most recognized brand with the broadest global footprint. It has the strongest equity owning key attributes of professional expertise as well as color authority. It commands a leading position in the strategic channels it is present. OPI’s purpose is to transform the world through the power of color. With a strong salon heritage, OPI is present in 100,000 salons, used by over 500,000 nail professionals and loved by millions of women around the world. At OPI, we have the ambition to double the business over the next 5 years through both portfolio expansion as well as accelerating distribution internationally. The Professional Product Marketing Manager will be responsible for helping lead the Global product innovation and professional business for the OPI brand. They will need to excel in identifying and implementing new product trends and services that will drive incremental net revenue and excitement for the category. This upstream product development role will focus on developing long-term new product innovation and base business activation strategies and plans to win with nail technicians first & delight their end consumers clients, driving strong distribution and consumption in the global markets.The incumbent will play a critical role in partnering with the Global markets to enable a robust masterplan, and with the Global Trade Marketing, R&D, Creative, Digital & Social Teams, PR/Influencer Marketing, Education and Sales organizations in the markets to create product innovation and launch plans that grow the brand. The role requires strong teamwork with cross functional partners such as Research & Development, Digital, Creative, Trade Marketing, Finance, Supply Chain teams as well as collaboration with local markets. The successful applicant will thrive in a fast-paced environment where accountability and ambition are paired with a desire to achieve results collaboratively.

Requirements

3-5 years’ experience in brand management or product marketing.
A bachelor's degree is required (Business Administration, Marketing or similar discipline)
Proven leadership skills.
Strong Strategic thinking with proven analytical skills.
Problem-solving oriented.
Strong presentation and communication skills.
Strong organizational skills, operation discipline and ability to work in autonomy, under general direction, and deliver output requirements timely.
Must be a self-starter, needs to be able to act with agility. Nail market is constantly evolving & changing. Will need to be able to stay focused on key priorities but also adapt quickly to a changing landscape
Highly collaborative – strong ability to work well with other cross-functional partners and across global markets – with a strong sense of ownership and accountability.
Passion for beauty, relentless creative thinking and brand building and ability to quickly develop category and product expertise.
Excellent PC skills especially MS Office (Outlook, Word, Excel, PowerPoint).

Nice To Haves

Experience in beauty industry is strongly preferred.
MBA is preferred.

Responsibilities

Reporting to Director, Product Marketing, you will help lead a cross functional team to drive the business through new product and base business innovation, increasing brand awareness and breaking down barriers to disrupt the nail market.
Always be on the forefront of new trends and professional product services and translate these to strategy and plan to fuel new product innovation or drive base business commercialization.
Help lead new product innovation, including overall project strategy, multi-functional team leadership, project management to meet critical gates, delivering to markets with strong concept sell, category growth story and point of difference, and owning the overall project P&L, initiative tracking and key learnings.
Owning the business: understand the sales trends, customer trends, and stay up-to-date on industry trends to make strategic choices and actions to drive the business.
Manage Marketing project budgets within corporate processes and procedures.
Track business results, analyze and derive insights from consumer and sales data, and provide actionable strategies and brand plans.
Driving brand vision and demand creation model to enable the team and markets to deliver with excellence on GTM plans. The vision and strategies must be in-line with brand equity and visual identity.
Leading and collaborating with high performing cross functional team to deliver key brand initiatives that are fit to win in the market for both nail technicians and end consumers.
Lead development of integrated marketing strategies for all product and commercial initiatives, including role in portfolio, communication priorities, creative concept, assets across touchpoints to enable and market engagement to drive execution.
Undertake continuous analysis of competitive environment
Work with Global key markets to create IMP master plan and make sure OPI has solid market activation plans by working with Global Trade Marketing
Additional tasks, duties and responsibilities as assigned by management.
Develop holistic toolboxes to drive demand creation including communication visuals, sell-in materials, launch promotions, store, salon and digital advertising, e-comm content & collateral to win online and offline.
Lead creative briefing in collaboration with the digital & influencer marketing, education and trade marketing teams for product innovations and commercial initiatives.
Own initiatives P&L to deliver on COG, net revenue and gross margin targets.
Manage initiative budget and optimize A&CP spend to maximize ROI for initiatives.