Product Marketing Manager


AndisCompany, a family held business founded in 1922, is a leading manufacturer of handheld tools to trim, cut, curl, straighten and dry hair. The company's products are purchased in more than 90 countries by barbers and salon professionals, consumers, hotels, motels, resorts, small animal groomers and large animal groomers and shearers.

Position Details

Product Marketing Manager
Southeast Wisconsin
Sturtevant, WI

The Product Marketing Manager will drive the product development process to deliver solutions through a robust life cycle plan, focused on specific consumer segments. This role is responsible for new product development planning, business and competitive analysis, understanding consumer insights, product line rationalization and cross functional team leadership. Delivers product through a stage gate process and provides go-to-market direction and materials in partnership with Global Sales and Marketing teams.

  • Upholds Andis Core Values of Excellence, Integrity, and Respect in all work-related activities.
  • Develops and executes the product line strategy and roadmaps for a specific consumer segment, with close attention to current capabilities, future technology advances, and competitive gaps and pressures. 
  • Assists in developing the Marketing department’s strategic plan, which addresses critical issues in the support of product marketing, sales support and communications related to advancing the brand awareness and building brand equity. 
  • Manages Andis product lines life cycle for consumer segments, from strategic planning to tactical activities, building a long-term product roadmap for each channel.Specifies market requirements for current and future products by conducting market research supported by on-going visits to customers and non-customers. 
  • Develops comprehensive go-to-market plan for new products, working closely with Sales and product development teams to ensure success of product once launched. Coordinates field & prototype test programs and gathers feedback to direct engineering on product refinements and adjustments prior to launch. 
  • Responsible for the P&L for each of the product categories. Works closely with sourcing team to ensure product partners are delivering components or finished goods in line with marketing expectations. This extends from increasing the profitability of existing products to developing new products for the company. Monitors the line for under-performing products and makes recommendations for product changes to bring the product in line with company expectations for profitability. 
  • Communicates product related news to the organization and sales force including new product announcements and updates or information related to the discontinuation of skus or categories. 
  • Collaborates with the Sales and Marketing Communication teams to developing visual aids and training programs to help increase customer confidence and knowledge in the use of our products. Oversees the development of sales collateral materials, partners with engineering to create product feature/benefit copy, message hierarchy and technical information for Use & Care manuals, packaging, catalogs and web site specifications. Ensures product and engineering drawings are available for use during the development of marketing launch materials. 
  • Oversees the product development process for specific consumer segments. Contributes to the Up-Front NPD process that vets and tracks all new ideas prior to development. Manages the documentation that drives the product development, product modification and product obsoleting activities. Responsible for detailing the critical features and characteristics required and developing the financial Proforma for product development justification.
  • Provides direction for product graphic requirements and ensures all new graphics are complete within required timeframe. 
  • Keeps abreast of all trends in the industry participating in conferences and events that support and can provide guidance to our marketing efforts. 
  • Up to 25% travel may be required both in the US and Internationally in support of trade events, customer meetings, and research requirements
  • Four (4) year college degree required with a concentration in marketing, business, engineering, project management or an equivalent combination of education, training and expertise. 
  • 5+ years industry experience in marketing, product marketing or related field is preferred 
  • Candidate should have experience with and an understanding of the go-to-market process and product development and lifecycle management process 
  • Must possess strong project management skills and ability to successfully manage multiple projects, timelines & priorities 
  • Strong communication skills – written and verbal 
  • Proficient with Microsoft Word, Excel, PowerPoint and Adobe Acrobat

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