Senior Manager of Brand Marketing

The Senior Manager of Marketing will be responsible for the direction and control of brand marketing strategy for of an individual brand within the Brunswick Boat Group. The role requires a deep knowledge and engagement with the target customer and close partnership with category management, sales and product development. Accountable for brand positioning, marketing priorities, managing brand investment in marketing and measuring and delivering ROI.

Responsibilities:

Building the Brand -

• Oversee brand positioning and development to ensure differentiation, including establishing brand essence, guidelines, foundational assets and channel engagement strategy that aligns with positioning. 
• Align with overall business goals and ensure every consumer touch point is in line with the business objectives and generating a return for the brand. 
• Develop and implement strategic marketing plans and forecasts to achieve company goals and objectives for products and services. 
• Drive brand building for the brands to establish leadership positions and position brands to meet the changing needs of consumers. 
• Accelerate the business’s understanding of the consumer and integrate consumer insights into business strategy. 
• Oversee the development and execution of product launch plans, dealer marketing, sales promotions and product lifecycle marketing across the product portfolio. 
• Nurture the consumer relationship with the brand, as evidenced by lead management strategy and engagement across brand channels, across the range of consumer touch points with related goals and measurement on an annual basis. 
• Working in partnership with a shared business unit team, oversee the development and nurture a social presence for the brand through Facebook, blogs, other social media outlets and partnerships.

Executing and Controlling the Brand -

• Lead execution of the brands through a shared business unit team that will work collaboratively to support in the areas of product launch marketing, dealer and sales marketing support, sponsorships, events and communications. 
• Drive brand digital transformation in partnership with division digital marketing department to deliver on contemporary brand experiences that are measurable and garner consumer insights depth. 
• Work cross functionally with category management, sales and product development to ensure 360-degree execution of the commercialization plan. 
• Ensure effective control of marketing results and take action to guarantee that achievement of marketing objectives falls within designated budgets. 
• Lead annual brand strategy and measurable promotional plan, guiding execution through the shared business unit team, with the support of creative and digital services. 
• Prepare marketing activity reports and present to senior management. 
• Establish and maintain consistent brand image throughout product portfolio, consumer and channel media, promotional materials and events. 
• Represent company at industry events to promote products and brand. 
• Generate and manage promotional and advertising messaging worldwide, ensuring that consumers are driven to the brand and that dealers are provided the appropriate level of support to facilitate consumer traffic and sales. 
• Work with sales teams and channel marketing, either specifically or in groups, to create local and regional marketing campaigns focused on generating prospects and sales for our brand, including creating awareness for the brand in new or open markets. 

Executing and Controlling the Brand (continued) -

• Constantly seek out, gather, measure and benchmark dealer and consumer feedback on brand position, product and ways in which the brand can best engage each group in brand building. 
• Guide the business unit shared team to assist channel stakeholders with educational and training resources relevant to brand position and brand building for internal sales and dealer sales teams, including brochures, sell sheets, mailers, newsletters, etc. 
• Prepare for and handle public issue resolution among all stakeholders regarding feedback or changes in product or other brand concerns. 
• In partnership with the shared business unit team, coordinate and plan trade show presence, dealer meetings, forums, and consumer events. 
• Coordinate cross-functional (sales, service, production, design and engineering) communications, to ensure a consistent message is sent related to the brand. 
• Work with the product planning team to build and deliver on the product transition plan, including promotion of old models in retail and stock pipeline and developing marketing content and communication process for new models to ensure successful product launches. 
• Monitor online activity, including all sites referencing boating and fishing, in a manner that allows the company to understand how consumers and dealers view the product and guide stakeholder points of view to enhance our brand position where possible.

Additional Duties:

• Achieve individual performance measurements including process improvement. 
• Comply with all Brunswick Corporation policies and processes. 
• Travel to dealers, boat shows, dealer meetings, sales meetings, consumer and press events.
• Understand legal and ethical implications and seek advice from legal department when creating contracts, service agreements, and confidentiality agreements and when determining general practices related to communications and marketing materials to ensure all actions meet legal standards