Product Marketing Manager - BPG International

Blackwell HR • Wilmington, DE

1d • Hybrid

About The Position

BPG International is a global innovation company that has created and mass commercialized over 600 new products. We are passionate about impacting people’s lives in a positive way through inspirational and innovative sensory experiences. Additionally, at BPG, the consumer is our focus. We embrace the belief in Positive Living, which to us is a choice, a state of mind. Optimism, energy, passion and happiness are not just words to us, but values that are integrated into everything we do for our team and every product we touch for our customers.
The Product Marketing Manager will be responsible for planning and execution of the product and brand marketing strategy for assigned portfolio including life cycle management. This role will be responsible for generating insights, developing sound strategies, gaining cross-functional alignment, and managing daily tasks to ensure deliverables are on-time and complete. Reporting to the VP, Sales & Marketing, the Product Marketing Manager will work with the cross-functional team to develop innovative new products, deliver actionable marketing plans, and implement continuous improvements that help drive profitable growth for BPG and our retail partners. The position requires a solid understanding of the U.S. retail environment and consumer products.

Requirements

• Minimum bachelor’s degree in marketing or related field of study
• Proven background/experience in Product Management
• 5-7 years progressive marketing experience, including demonstrated success in product or brand management within the consumer-packaged goods (CPG) industry
• Creative problem solving and analytical skills
• Experience in leading and managing complex projects
• Excellent verbal and written communication skills
• Strong interpersonal skills working in a team environment
• Detail oriented and organized with ability to multi-task
• Must have demonstrated ability to work in a fast pace entrepreneurial team environment
• Proficiency with Microsoft Office suite (PowerPoint, Word, and Excel) required
• Smartsheet or other Project Management Software
• Travel may be required, including domestic trips which may include some overnight or weekends.
• Must have the ability to move freely throughout all retailer class of trade, supply partner locations and Trade Shows
• Must have the ability to lift up to 25 lbs.
• BPG’s office is located in Wilmington, DE. This position is hybrid and requires a minimum of 2 days in the office, and allows for up to 3 days per week of remote work, when not attending in-person meetings or other required onsite needs.
• Standard schedule 8:00 am to 5:00 pm, Monday through Friday. Hours may vary based on business needs.

Nice To Haves

• Experience with AI, social media, internet and web development are a major plus
• Working knowledge of the marketing dynamics within the fragranced product industry a plus
• Experience working in retailer portal systems a plus

Responsibilities

• Product Management: Drive the development, maintenance and overall management of the assigned portfolio of products to maximize sales and profit potential. Contribute insights, ideas, and recommendations to help develop multi-year roadmaps and marketing plans. Champion the implementation of our product marketing plans to produce targeted results within budget. Measure results and drive learning to continuously improve products and marketing programs.
• Develop a comprehensive understanding of the products, brands, competition, and target market for assigned portfolio.
• Translate market and consumer knowledge & insight into ideas and recommendations for new brands, new products, product improvements, and line extensions.
• Work with cross-functional teams to assess opportunities and gain management alignment including financials, feasibility, and market potential.
• Prepare marketing briefs and project goal documents including written communication, visual stimulus (e.g., pictures, collages) and gain internal alignment.
• Lead preparation of fragrance briefs and partner with the VP, Sales & Marketing to initiate projects with the fragrance house.
• Provide leadership to the multi-functional project team and partner with NPD Project Manager to champion assigned product development projects through each stage of the development process with focus on achieving critical consumer criteria, financials and timing.
• Brand Management: Drive marketing to need state, develop and implement comprehensive marketing plans and promotional programs for new and existing products.
• Develop deep understanding of competitive brands and marketing activities.
• Help develop brand strategy vision and value proposition for BPG brands and gain deep understanding of brands in assigned portfolio.
• Establish brand guidelines/style guide for BPG brands.
• Owner of romance copy, images, key messages.
• Work closely with Design team on concepts, packaging design and art review.
• Ensure application of brand guidelines across all brand touch points (product graphics, website, sell-in materials, promotional materials, etc).
• Create and manage collateral to establish and maintain product branding and persuasive communication including sales presentations, pitch pages, online content and brochures.
• Develop and implement marketing plans to drive awareness and trial for BPG brands.
• Develop online and social media advertising, promotions and marketing campaigns working with sales colleagues to execute (as applicable).
• Evaluate results of marketing programs and make recommendations that can help improve ROI and future program productivity.
• Market Knowledge/Insights: Identify, analyze and anticipate consumer and market trends and opportunities to maximize BPG’s competitive position.
• Develop a keen understanding of the Competition, Customer and Consumers for assigned consumer needs state to become the internal expert.
• Develop and maintain product war boards and fragrance maps to track BPG and competitive assortments and new launches (product formats, fragrances, packaging, pricing, shelf placement, advertising, social media, brand messaging, etc). Includes retail store visits.
• Build complete understanding of assigned brands and individual SKU performance in the market. Includes analysis of syndicated data (Nielsen), POS reports, consumer ratings, and the product P&L.
• Analyze sales trends over time and impact of competitive strategies.
• Research market, consumer and fragrance trends as well as sales and customer interactions to understand customer/consumer needs opportunities.
• Turn data into actionable insights by synthesizing data from multiple sources including trade publications, fragrance house partners, web, Nielsen and other 3rd party sources (e.g. Euromonitor). Summarize and present findings and recommendations to manager for evaluation and consideration.
• Explore new claims and technology trends in the marketplace that may be potential opportunity and share back with key decision makers.
• Evaluate fragrance trends within the Air Care segment, as well as Personal Care, Home Fragrance and Fine Fragrance markets to help identify new opportunities/gaps in our fragrance portfolio and make recommendations related to assigned brands/new opportunities.
• Proactively look for new, innovative packaging design, graphics, colors, shapes and materials that may present a new opportunity or inspiration for design.
• Active participation in cross-functional insight sharing.
• Strategic Sales Support: Work in close partnership with Sales team to coordinate launch cadence, promotional activities, product comps, gratis and training/marketing collateral.
• Partner with sales on product roadmaps/product opportunities.
• Lead the creation and preparation of presentations for Line Review meetings with key retailers.
• Develop marketing materials and programs in support of the sales organization.
• Help train the sales force on the brand and products to aid in sell-in.
• Assist the sales force in selling our brands and new products to key retailers as needed.
• Attend various tradeshows/conventions as requested.
• Financial and Operational Coordination: Partner with VP, Sales & Marketing to achieve P&L objectives. Review performance monthly to determine contributing factors. Offer solutions for detrimental sales or cost trends.
• Provide Sales/Demand Planning with insights to inform product forecasts to ensure tracking to expectations and partner with sales to offer suggestions to reverse detrimental trends.
• Work with cross-functional team to identify opportunities to reduce Cost of Goods by assessing packaging, alternate materials, new sources of material, etc.
• Continuous Improvement: Proactively recommend, as part of BPG’s ongoing process improvement, ideas or procedures that solve problems, expand our marketing capability, improve company performance and eliminate bottle necks.
• Proactively make recommendations to senior management that will increase the company’s knowledge and experience, profit growth and speed-to-market.
• Initiate Product Change Requests for continuous improvement opportunities.
• Maintain a continuous learning program for professional growth and development.

Benefits

• Comprehensive benefits package including medical, dental, and vision with generous employer subsidy. Disability and life insurance benefits are provided at no cost to the employee.
• 401(k) retirement plan with employer matching
• Accrued paid time off and paid holidays
• Hybrid work schedule – up to 3 days remote per week
• Summer Fridays – office hours end at 2:00 PM to help you enjoy more personal time
• Lunch & Learn sessions for continuous learning and cross-functional insight
• Community involvement through company-sponsored volunteer events and service days
• Collaborative and friendly work environment with team-building events throughout the year, including quarterly birthday lunches.

What This Job Offers

• Job Type: Full-time
• Career Level: Mid Level