Brand Director - Worthington Industries

Worthington Enterprises manufactures market-leading consumer products that are distributed in retail, wholesale, and industrial settings. As an industry leader in outdoor living, celebrations, tools, and consumer brand products, come join a winning team as a Brand Director. Worthington Enterprises Consumer Products group is seeking a Brand Director responsible for leading and shaping the strategic brand direction for outdoor cooking and heating appliances and accessories, with responsibility for the P&L through branding, product and marketing activities. The primary role of the Brand Director is to lead and oversee all strategy, commercialization and marketing plan activities for a recently acquired brand and portfolio of products.

Key Position Results:

• As a brand director you own the creation of the long-term brand vision and strategy for the recently acquired Halo brand and portfolio of products
• Define, plan and execute the go-to-market strategy
• Lead annual planning, forecasting and reporting
• Optimize brand identity and develop unique brand value proposition with accompanying brand guidelines and marketing messaging
• Responsible for pricing strategy while balancing consumer demand and company sales revenue objectives
• Drive consumer research and segmentation to identify insights and refine target consumer segments and messaging strategy
• Develop marketing strategy and collaborate with marketing team and agency to develop high ROAS advertising campaigns
• Responsible for the brand's P&L performance through optimized product line architectures, new product development, cost-outs and SKU rationalization activities
• Collaborate with Sales, Marketing, Innovation, Operations and Supply Chain to drive brand performance
• Manage the marketing A&P (Advertising and Promotional) budget for the portfolio of products

Key Duties & Responsibilities:

Brand Strategy & Commercialization: Develop comprehensive strategy utilizing market data, analytics, consumer and customer insights and our acquisition partner's industry expertise to drive profitable growth. Manage brand equity by monitoring consumer sentiment against targeted positioning. Collaborate with sales team to drive distribution expansion.

Brand & Marketing Planning: Work with marketing team to develop annual marketing strategy driving awareness, trial, loyalty and advocacy. Includes working with internal marketing services and agencies to execute against plans.

Product Development: Work with Halo product development team to identify and set direction for future product-development efforts, with a focus on solving consumer pain points and delivering on unmet consumer needs. Collaborate with sales and marketing on commercialization plans and assign appropriate stakeholders to be accountable for successful implementation.

Brand Operations: Ensure the development of a robust forecasting process resulting in accurate demand plans in coordination with Sales & Supply Chain. Evaluate operational processing capabilities in coordination with Operations to develop business case for capital expenditures or acquisitions to support organizational goals and objectives

Price Strategy: Develop pricing strategies by channel/customer leveraging market data by product line, maximizing profitability

Critical Skills, Knowledge & Abilities:

• Experience in outdoor cooking/heating appliances in big box hardware, mass and specialty/co-op channels (highly desired, but can be flexible based on other skills)
• Strong strategic, marketing, analytical and financial skills
• Ability to lead cross functional teams and influence the organization at all levels
• Excellent leadership and interpersonal skills; ability to delegate and promote team growth
• High level of empathy and collaboration, which will be essential to integrate Halo's original employees into Worthington's strategic, product development, marketing and sales process seamlessly, and foster a sense of inclusion and teamwork
• E-commerce experience
• Experience driving market research
• Strong communication skills

Education/Training Required:

• Bachelor's Degree from four-year College or University, minimum 10 years of related experience and/or training in brand management and marketing; or equivalent combination of education and experience.