Location: Onsite - Kohler, WI
Opportunity
The Marketing Manager, Brand IMP KOHLER Kitchen & Bath North America is responsible for developing and leading category-specific integrated marketing plans that align brand strategy, business priorities, product launches, channel initiatives, and demand generation investments into a single cohesive annual marketing roadmap.
This role serves as the quarterback of the marketing ecosystem, ensuring alignment across Category Management, Brand Strategy, Demand Marketing, Media, Creative, Digital Commerce, Retail, Trade, PR, Consumer Insights, and Product teams. This leader will translate business objectives into integrated marketing plans and lead execution of major campaigns, brand-level category demand generation initiatives, and product launch programs aligning strategies, timing and creative messaging in accordance with Kohler Co., market share, profitability and revenue goals ensuring a cohesive brand strategy across all touch points.
The position owns category-level annual planning, marketing prioritization, campaign governance, and performance monitoring to ensure marketing investments drive both brand growth and business results.
Primary Objectives
- Drive brands’ business under guidance of Sr Brand Managers / Marketing Directors to increase share of market in competitive landscape with a consumer centric approach.
- Generate business & competitive analysis, and driving strategic assessment, category positioning and storytelling for internal and external stake holders.
- Lead strategic planning & cross-functional leadership that transitions business goals & product road maps into 52-week integrated marketing plans for visibility and alignment
- Own and uncover deep consumer insights and data-driven marketing, contributing to best-in-class business & creative briefs.
- Drive brand growth by developing innovative strategies and go-to-market plans for both new launches and core businesses with executional excellence.
- Contribute to the growth and profitability of the business by leading development and managing the execution of marketing strategies and advertising campaigns as assigned across paid, owned & earned tactics.
Specific Responsibilities
- Annual Integrated Marketing Planning: Lead development of annual integrated marketing plans for assigned category portfolios. Prioritize launches, campaigns, and investment opportunities based on business impact while maintaining visibility of all marketing initiatives through a consolidated annual planning process. Ensure marketing priorities support both brand-building and demand-generation objectives.
- Brand/Category Positioning & Storytelling: Prepare annual marketing presentations that outline the brand's strategy and clearly articulated Point-of-Parity & Point-of-Difference opportunities. Deliver engaging and informative presentations to TOP clients, fostering a deeper understanding of the brand's direction and offerings. Evaluates competitor promotions and programs for each product group. Apprise business teams of competitor activities and changes in the marketplace.
- Go-To-Market Strategy: Work collaboratively with Product, Category, Channel & Strategy teams to build strong go-to-market strategies to support key new product launches & drive core business. Provides inputs on new product launch forecasts. Meets with cross-functional consumer facing stakeholders & external customers to determine future marketing needs and actions. Ensure timely adjustments to changing markets and competitive conditions based on acquired field knowledge.
- Brand Execution Planning: Evaluates and assigns product launch priorities based on greatest opportunities to hit financial target, ROI and Brand metrics. Develops core marketing assets to be leveraged across all channels rooted in consumer insights and research. Develop recommendation for marketing mix strategies to build integrated, engaging consumer brand experiences. Leverage best practice Performance Marketing results in Campaign development and execution.
- Collaborative Media Planning: Partner with Media Team to align the right content for the right platforms to support new launches. Monitor performance to identify opportunities for improvement & in-campaign optimization.
- Executional Excellence: Lead Product Launches & Campaigns by delivering clear, concise direction via business/creative briefs to creative & studio organization in the development of best-in-class content in a timely manner focusing on KPIs, Consumer needs and Budgets. Develops Content for Consumer Events (Live and Virtual) for assigned categories and themes. Develops and communicates Omni Channel key visual asset packages (messaging/imagery) to provide consistency and streamlined workflow.
- Training: Consults on the development of communication tools to aid product training for Kohler and Distributor Sales associates.
- Budget Management: Manages assigned Campaign Budget(s) to achieve financial objectives and provides support and detailed input into the KBNA Communications budget for assigned product category.
- Reporting: Monitors the success, impact, and contributions of all programs, communicating successes, failures, and next steps to management on a timely basis.
- Situational Leadership: Lead a highly collaborative cross functional team that simultaneously drives accountability and quality across internal and external stakeholders. Build trust and gains alignment between Communications, KBNA Category Strategy and Channel Marketing organizations.
