Customer Marketing Manager

Newell Brands is a leading $8.3B consumer products company with a portfolio of iconic brands such as Graco®, Coleman®, Oster®, Rubbermaid® and Sharpie®, and 25,000 talented employees around the world. Our high-performance culture, unparalleled curiosity about the world around us, and talented people fuel our success. Our culture is enabled through our core values which guide all we do and how we win as One Newell. They are Integrity, Teamwork, Passion for Winning, Ownership & Leadership.

The Customer Marketing Manager serves as a pivotal link between the Marketing and Sales organizations, responsible for translating brand strategies into effective, customer-centric commercial plans that deliver business growth and strengthen category leadership. This role ensures the flawless execution of brand and shopper initiatives across all trade channels, enhancing visibility, conversion, and long-term customer partnerships.

The ideal candidate is a strategic thinker with deep expertise in shopper marketing, category management, and commercial strategy, capable of driving sustainable growth in a highly dynamic and competitive FMCG environment.

Responsibilities

Commercial Strategy, Channel Development, Shopper Insights & Category Growth & Shopper Insights & Category Growth

• Develop and execute the Customer Marketing Strategy aligned with brand, sales, and channel objectives.
• Partner with the Marketing and Sales leadership teams to translate brand positioning into impactful trade and customer activation plans.
• Act as the voice of the shopper and customer within the organization, ensuring that all initiatives are insight-driven and aligned with market realities.
• Design and lead tailored go-to-market strategies per channel (Modern Trade, Traditional Trade, E-commerce, Wholesale, Convenience, etc.).
• Build joint business plans with key customers, integrating brand priorities with retailer strategies to maximize category performance.
• Ensure the development of customer-specific programs that drive incremental sales, enhance brand equity, and improve in-store execution.
• Lead the analysis of shopper behavior, path-to-purchase, and in-store decision drivers.
• Utilize syndicated data and research (e.g., Nielsen, Kantar, IRI) to identify category opportunities and shape customer discussions.
• Oversee the design and flawless implementation of in-store activations, POS materials, and merchandising programs to drive shopper engagement.
• Management and control of the GTN and A&P investment budget.
• Ensure perfect execution at points of sale through the management of assigned marketing and promotional staff.
• Effective communication of the business strategy to the entire sales force.
• Maintain business excesses and obsolete inventory at a healthy level.

Team Leadership & Performance Management

• Collaborate closely with Brand Marketing, Sales, Finance, Supply Chain, and Trade Marketing Operations to ensure executional excellence.
• Lead, coach, and develop the Customer marketing team to achieve commercial excellence and build a high-performance culture.
• Define clear objectives, performance KPIs, and development plans for team members, ensuring continuous growth and engagement.
• Foster cross-functional collaboration with finance, supply chain, and marketing to align strategies and ensure execution efficiency.

Operational & Financial Management

• Manage channel´s P&L, ensuring profitability, ROI, and the efficient use of trade investments and promotional budgets.
• Oversee demand forecasts, sales planning, and inventory coordination to guarantee product availability and minimize out-of-stocks.
• Monitor key performance indicators (sales, coverage, distribution, and visibility) and prepare reports to identify trends and recommend corrective actions.
• Ensure compliance with internal policies, trade terms, and operational standards.

Strategic Planning & Growth

• Develop a 1- to 3-year channels strategic plan that defines the roadmap for sales growth, profitability, and market share expansion.
• Partner with regional and category teams to align long-term strategies and resource allocation for sustainable channel development.
• Lead the execution of annual promotional calendars, product launches, and commercial activations tailored to the distribution channels ecosystem.

Requirements

Education & Experience

• Bachelor’s degree in Business Administration, Economics, Industrial Engineering, or related field.
• Minimum 15 years of progressive experience in Sales within FMCG or consumer goods industries.
• Proven track record in developing and executing integrated commercial strategies and high-impact shopper programs.
• Strong knowledge of category management, channel strategy, and retail execution.
• Experience managing high-investment brands in competitive markets.
• Proven track record leading cross-functional teams and strategic projects.

Skills & Competencies

• Strategic and Analytical Thinking: Ability to connect insights, brand strategy, and commercial levers.
• Leadership & Influence: Strong ability to lead through influence across multiple functions and levels.

• Customer-Centric Mindset: Deep understanding of shopper and customer needs and behaviors.
• Analytical and results-oriented mindset with strong decision-making capabilities.
• Ability to manage budgets, forecasts, and P&L performance effectively.
• Innovation & Agility: Creative problem-solving and adaptability in dynamic market conditions.
• Results Orientation: Strong sense of ownership, accountability, and performance measurement.
• Excellent communication and interpersonal skills across all organizational levels.

• Collaboration: Builds trust-based relationships internally and externally to deliver shared success.
• Fluent in Spanish and English (both written and spoken).

• Proficient in MS Office and CRM tools; advanced Excel skills preferred.
• Availability to travel as required.

Newell Brands (NASDAQ: NWL) is a leading global consumer goods company with a strong portfolio of well-known brands, including Rubbermaid, Sharpie, Graco, Coleman, Rubbermaid Commercial Products, Yankee Candle, Paper Mate, FoodSaver, Dymo, EXPO, Elmer’s, Oster, NUK, Spontex and Campingaz. We are focused on delighting consumers by lighting up everyday moments.