Brand Manager, Home Fragrance (US)

Job ID: 15250 

Alternate Locations:  

Newell Brands is a leading consumer products company with a portfolio of iconic brands like Graco®, Coleman®, Oster®, Rubbermaid®, Sharpie® and Yankee Candle® - and 24,000 talented teammates around the world. Our culture is built on values in action: Integrity, Teamwork, Passion for Winning, Ownership, and Leadership. We work together to win, grow, and make a real impact—supported by a high-performing, inclusive, and collaborative environment where you can be your best, every day. 

Newell is a leading $8B global consumer products organization with over 24,000 employees and more than 60 beloved brands. In 2024, we installed a new global brand management operating model whereby the business is organized by global brands creating a consumer and brand first approach to winning in the marketplace.

Home Fragrance

The Home Fragrance Brands include the legacy brand Yankee Candle, plus WoodWick and Chesapeake Bay. Home Fragrance is a growth priority segment for Newell brands.  All brands operate in both traditional food and mass retail markets as well as in Owned Channel stores which makes this a unique segment within the Newell brands portfolio.

Position Summary:

The Brand Manager, US position on Home Fragrance will focus on business results delivery in year and building for the next year within the United States. There will be a strong focus on base business management, optimizing in year plans to deliver financial metrics and supporting new products launching in year.

• Partner closely with global brand marketing team
• Work across the business units with all key functions – Sales, Manufacturing, Sourcing, Distribution, Customer Service, IT, Finance, HR, Legal – as well as centralized support teams to drive profitable sales for the Home Fragrance brands.
• Conduct analysis regularly to understand why business lines are delivering or under delivering and providing recommendations to improve growth
• Understand the consumer target and consumer journey. Deliver effective and persuasive communication at key moments of truth to drive purchase intent and appeal
• Leverage eComm and DTC data to improve omnichannel performance
• Manage the business with an eye towards speed and focus on increasing profitability

The ideal candidate will bring at least 3 years of brand management and innovation leadership experience combined with proven ability to drive omnichannel growth in multiple sales channels. 

 
Key Responsibilities:

• Supports the brand building leadership team to deliver the US P&L goals
• Helps build annual brand marketing and business plan
• Helps deliver revenue and profit targets by delivery key initiatives on time and in full
• Manage local allocated A&P budget
• Supports activation of local advertising campaigns adapted from global creative assets
• Supports PR and brand communication plans
• Partners with sales and customer planning to prepare presentations for key customers and ensure readiness for joint business planning
• Leverages analytics on share of shelf to inform innovation pipeline and build future portfolio that drives trade up, grows margin and increases share of shelf; Improve in market assortment
• Identifies top selling eCommerce items and partners with digital marketing team to create plans that invest in retailer media and affiliate marketing to grow market share
• Calculates the ROI of events, advertising and projects; Leverages data and an ROI mindset to select projects
• Analyzes promotional events and promotional plan; Partners with sales to recommend enhancements to the promotional plan
• Studies key competitors to identify the competition’s price and promotion strategy
• Support customer teams to unlock new distribution (selling decks, sell sheets, samples, etc.)
• Conduct in-market store checks quarterly
• Leads monthly SKU Heath Check process to ensure deletions occur and manages new SKU creation to stay within target
• Participates in media mix modeling process; Applies insights to improve business performance
• Understands consumer target and ensures everything serves the consumer target
• Deliver monthly brand forecast

Required Experience/Qualifications:

• A four-year college degree, MBA preferred.
• 3+ years of brand management experience
• Experience diagnosing business performance using tools like ACNielsen, IRI, NPD or other systems measuring POS and shipment data
• Prior experience in CPG (Consumer Products) or a Durables organization
• Exposure to consumer insights and leveraging analytics of primary and secondary research, emerging trends, POS results and competitor/category actions to drive leadership brand sales.
• Demonstrated ability to deliver results

Newell is a leading $8B global consumer products organization with over 24,000 employees and more than 60 beloved brands. In 2024, we installed a new global brand management operating model whereby the business is organized by global brands creating a consumer and brand first approach to winning in the marketplace.

Home Fragrance

The Home Fragrance Brands include the legacy brand Yankee Candle, plus WoodWick and Chesapeake Bay.  Home Fragrance is a growth priority segment for Newell brands.  All brands operate in both traditional food and mass retail markets as well as in Owned Channel stores which makes this a unique segment within the Newell brands portfolio.

Position Summary:

The Brand Manager, US position on Home Fragrance will focus on business results delivery in year and building for the next year within the United States. There will be a strong focus on base business management, optimizing in year plans to deliver financial metrics and supporting new products launching in year.

• Partner closely with global brand marketing team
• Work across the business units with all key functions – Sales, Manufacturing, Sourcing, Distribution, Customer Service, IT, Finance, HR, Legal – as well as centralized support teams to drive profitable sales for the Home Fragrance brands.
• Conduct analysis regularly to understand why business lines are delivering or under delivering and providing recommendations to improve growth
• Understand the consumer target and consumer journey. Deliver effective and persuasive communication at key moments of truth to drive purchase intent and appeal
• Leverage eComm and DTC data to improve omnichannel performance
• Manage the business with an eye towards speed and focus on increasing profitability

The ideal candidate will bring at least 3 years of brand management and innovation leadership experience combined with proven ability to drive omnichannel growth in multiple sales channels. 

 
Key Responsibilities:

• Supports the brand building leadership team to deliver the US P&L goals
• Helps build annual brand marketing and business plan
• Helps deliver revenue and profit targets by delivery key initiatives on time and in full
• Manage local allocated A&P budget
• Supports activation of local advertising campaigns adapted from global creative assets
• Supports PR and brand communication plans
• Partners with sales and customer planning to prepare presentations for key customers and ensure readiness for joint business planning
• Leverages analytics on share of shelf to inform innovation pipeline and build future portfolio that drives trade up, grows margin and increases share of shelf; Improve in market assortment
• Identifies top selling eCommerce items and partners with digital marketing team to create plans that invest in retailer media and affiliate marketing to grow market share
• Calculates the ROI of events, advertising and projects; Leverages data and an ROI mindset to select projects
• Analyzes promotional events and promotional plan; Partners with sales to recommend enhancements to the promotional plan
• Studies key competitors to identify the competition’s price and promotion strategy
• Support customer teams to unlock new distribution (selling decks, sell sheets, samples, etc.)
• Conduct in-market store checks quarterly
• Leads monthly SKU Heath Check process to ensure deletions occur and manages new SKU creation to stay within target
• Participates in media mix modeling process; Applies insights to improve business performance
• Understands consumer target and ensures everything serves the consumer target
• Deliver monthly brand forecast

Required Experience/Qualifications:

• A four-year college degree, MBA preferred.
• 3+ years of brand management experience
• Experience diagnosing business performance using tools like ACNielsen, IRI, NPD or other systems measuring POS and shipment data
• Prior experience in CPG (Consumer Products) or a Durables organization
• Exposure to consumer insights and leveraging analytics of primary and secondary research, emerging trends, POS results and competitor/category actions to drive leadership brand sales.
• Demonstrated ability to deliver results

The Connecticut base pay range for this position is from $123,000 to $169,200. Salary will be based on prior experience related to the skills required for this position.

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. Newell Brands and its subsidiaries are Equal Opportunity Employers and comply with applicable employment laws. EOE/M/F/Vet/Disabled are encouraged to apply.