Newell Brands

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.

Coleman®: When the Outside Calls, Coleman helps you answer.

From home to campsite and the outdoor experiences in between, Coleman is there to help you create genuine moments and lasting connections wherever life takes you. Throughout its history, Coleman has never lost sight of the most important thing – connecting friends and families with the best of the outside.

Position Summary

The Director, Global Brand Marketing position is a critical global leadership role at Newell with responsibility for the Coleman brand and direct leadership of end to end marketing including both the global marketing team as well as the regional marketing team.

The ideal candidate will bring 12+ years of brand management and innovation leadership experience combined with proven ability to drive omnichannel growth in multiple sales channels. The Director is a broad business leader effectively leading a cross-functional team and strategically influencing the global team and broader organization.

Key Responsibilities

• Owns delivering global P&L commitments
• Directly manages US P&L and responsible for delivering annual financial commitments
• Lead the cross functional brand leadership team to deliver annual brand goals
• Be the steward of the global brand positioning and work with local countries and regions to ensure the global brand positioning is consistent across the world
• Lead development of the short and long term global brand strategy; Partner with countries and regions to help them adopt the global brand strategy into their market with only slight changes to fit the nuances of the market
• Draft and execute the annual brand plan enrolling your direct reports and cross functional team to build and execute the plan
• Lead the cross functional team to monitor DSMP (Distribution, Shelving, Merchandising, Pricing) targets and ensure achievement of targets
• Own the global brand architecture; Partner with local countries and regions to help them shift fully into the approved global brand architecture
• Be the enforcer of the global brand identity guidelines in all markets; Protect the brand’s immutable core assets and core packaging architecture ensuring all markets comply with the brand identity guidelines in forms of internal and external communication
• Utilize the consumer segmentation to establish a brand consumer target, brand muse and media target
• Partner with insights to create a global consumer segmentation model that can be applied worldwide; Direct local countries and regions on the correct targets for the brand
• Own the creation and execution of a 3 year global innovation pipeline
• Lead the innovation process globally partnering with countries and regions to ensure their needs are met and appropriate innovation is launch to grow market share worldwide
• Lead the global annual brand planning process with input from the brand building marketing team; Brand building will own current year marketing plans, promotion and media
• Be responsible for timely development of all core assets needed to support a new item launch for omni channel deployment
• Approves brand pricing strategy recommendations created by Brand Finance and Revenue Growth Management
• Be an expert at consumer understanding. Partner with consumer insights to determine the appropriate consumer research needed to support business strategies and deliver winning propositions to market.

Required Experience/Qualifications

• A four-year college degree, MBA preferred.
• 12+ years of brand management experience including deep marketing, innovation and general management experience.
• Proven ability in talent management; Ability to attract and retain top talent; Prior experience leading teams and coaching for continued growth and success
• Prior experience in fashion, beauty or a trends driven business
• Industry experience in CPG and hardlines, with proven ability to be successful with both.
• Prior demonstration of behaving as a “Servant Leader” of being a brand steward, building and implementing brand architecture and driving brand value across all consumer channels.
• Classical brand builder with strong digital marketing skills (DTC, eCommerce, Retailer Media Networks)
• Deep experience gleaning consumer insights and leveraging analytics of primary and secondary research, emerging trends, POS results and competitor/category actions to drive leadership brand sales.
• Proven success leading as a servant leader, seeking the input of the team while guiding everyone to be better at what they do and how they perform.
• Prior experience with pricing strategy and able to lead the organization in setting price, promotional strategy and trade strategy. Demonstrated ability to set, direct and lead trade marketing strategy in partnership with sales and VP Brand Management.
• Experience growing brands in an eCommerce channel including launching innovation for the channel, achieving first page position and setting media strategy in partnership with a media leader or customer expert.
• Prior P&L management experience including complexity reduction, launching innovation to drive revenue and managing for margin growth
• Demonstrated success leveraging analytics to identify business growth opportunities and translating this into revenue or market share improvement. Able to teach, mentor and grow junior marketers in their ability to leverage data for decision making.