Newell Brands:
Newell is a leading $10B global consumer products organization with over 29,000 employees and more
than 100 beloved brands. Newell's vision is to become a consumer led, innovation powerhouse and
growth engine that is a force for good and an amazing place to work, grow and thrive! We are on a
journey to accelerate brand growth by unlocking powerful consumer insights that generate disruptive and
high incremental innovations.

Position Summary:
The Director Brand Management position is a critical leadership role in the Learning & Development
Business Segment with P&L responsibility for Graco Brand and leadership of the marketing function
including marketing strategies, annual plans, consumer insights driven innovation, brand
communications, go-to-market activation, media, brand equity, and design for omnichannel. 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:
• Assist in building the global brand strategy for the Graco brand. Be familiar and able to lead with
utilization of the brand foundational tools: brand pyramid, brand positioning, brand architecture,
product assortment, value/pricing proposition and winning aspiration compared to competition.
• Take a strong leadership role in development of the annual brand plans building out short-term
strategy, annual KPIs and measuring results delivery.
• Assist the VP Brand Management in building the long range strategic plan
• Assist the VP in driving the Graco P&L statement through strong financial management, improved
profitability targets, cost cutting (when appropriate) and complexity reduction.
• Demonstrated evidence of translating business priorities into brand objectives, strategies and
plans.
• 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.
• 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
• Develop omnichannel strategic plan identifying where to play and how to win. Design appropriate
product assortments per channel with compelling key feature/benefit claims and partner with
center marketing team to build winning assortments, SEO strategies, best in class PDPs, etc.
• 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.
• Drive impactful omnichannel brand communication understanding and defining the brand
personality, key messaging vehicles (on-line and traditional) and brand image guidelines.
• Develop effective omnichannel promotional strategies including off-shelf events, digital
promotions, key merchandising requirements, consumer price incentives, and impactful
packaging graphics/messaging.
• Familiar with performance marketing. Able to utilize the data to check for progress against goal
delivery.
• 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 Graco brands.

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
• 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.
• Key leadership traits include empathy, integrity, accountability, resilience, vision, creativity and
positivity.