Channel Marketing Manager

Newell Brands   •  

Atlanta, GA

8 - 10 years

Posted 233 days ago

This job is no longer available.


The role of this job is to commercialize sales and marketing programs within assignedchannels ofdistribution and to identifychannel-specific business-building opportunities; work cross functionally to deliver sales and profit results through commercialization of the overarching brand/tradestrategies to the customer primarily in the Club Channel.

Specific Responsibilities:

Specific responsibilities will include but are not limited to:

Market, Shopper, and Channel / End-User Insights

  • Compiles market, shopper / end-user, and channel knowledge gaps and creates a summary for the business to review.
  • Manages timelines and deliverables for all line/catalog reviews.
  • Reviews  profiles of competitors and channel customers
  • Responsible for competitive and marketplace intelligence and share with the organization, ultimately constructing a competitive profile and comp shop analysis.

 Customer Strategy

  • Provide insight to channel/regional strategy for specific channels / customers.
  • Manages execution of customer strategy for out year planning
  • Contributes and executes priorities set by VP, Director and/or Senior Manager.
  • Recommends and tracks success metrics.
  • Executes strategy as appropriate.

 Customer Planning and Execution

  • Responsible for  annual channel management planning process relative to area of responsibility.
    • Helps align planning process with Newell Rubbermaid and customer planning through the line/catalog review process.
    • Understands business, brand, and customer priorities and uses the planning process to find common ground.
    • Recommends priorities and drives synergies across customers and brands within area of responsibility.
  • Participate in weekly update meetings with sales partners to drive effective planning and updates
  • Manage channel  situation assessment, including analysis of primary and secondary data across market, shopper, and the channel / region.
  • Implements defined initial category management recommendations to optimize performance of shelf set or catalog space, such as optimal SKU assortment, merchandising and shelf/ catalog layout based on the DSMP.
  • Assists in annual plan development and calendar of activities. 
    • Helps recommend a calendar of activities and rationale within scope of responsibility.
    • Helps develop program financial and non-financial success metrics based on previous performance.  Measures progress and recommends improvements.
    • Assists in preparation of financial analysis to ensure plans meet GBU financial requirements
    • Utilizes appropriate POS measurements to aid in the decision making process and analysis
  • Assists in executing the plan including promotional programs, such as in-store merchandising signage or displays, retailer feature ads, catalog layouts, events (trade shows), and channel-specific marketing support materials.  Ensures consistency with brand guidelines and point of sale.
  • Manages the  line/catalog review preparation process, collaborating with Sales and Brand / Product Management.  Works with Sales to drive pre-sell activity with customer, manage/drive expectations, and establish mutual goals for the meeting.
  • Provide input for the Ops deck and customer inputs.
  • Work with sales to identify IGKM opportunities. Partner with Activation on IGKM opportunity and inputs.

 Pricing and Trade Fund Guidance

  • Provides updates  on channel / regional perspective and needs for pricing to Channel Director.
    • Collects and analyzes account pricing and distribution for NWL and competitive brands.
    • Collects retailer margin and pricing expectations
  • Collects and analyzes channel / regional promotional pricing and pricing activity in line with programming requirements and cost-to-serve, to ensure they are within Brand pricing guardrails.  Highlights any inconsistencies to management.
  • Tracks, analyzes, and reports potential impact of pricing exceptions on channel / region.
  • Tracks and analyzes NWL brand and competitive price within area of responsibility. Recommends potential pricing actions.
  • Responsbile for managing  trade funds or customer program spending to provided channelbudget.
    • Analyzes the effectiveness of trade spend within area of responsibility. 

 Brand Stewardship and Merchandising Innovation

  • Supports the analysis of new product launch and merchandising initiatives. 
    • Recommends potential launch activation approaches.
    • Manages timelines associated with implementation.
    • Manages overall new product distribution files.
  • Reviews and assists with forecast.

 Financial Management

  • Manages Customer  Monthly and out months/quarter Call, aligned with sales including the monthly billing meeting
  • Manage customer risks and growth accelerators. 
  • Prepares product mix recommendations.
    • For the retail partner/at the customer level,
    • For the business profitability
  • Collects and summarizes business risks and opportunities. 
  • Engages in S&OP process to provide input, working with Sales to
    • Improve forecast accuracy.
    • Recommend ideas to reduce finished goods inventory and E&O, and identify unproductive SKU’s.
    • Execute and monitor exits and changeovers.


  • Bachelor's degree (emphasis in business/marketing or related field), MBA or other advanced degree highly preferred
  • 7-10 years of experience working with a leading CPG company (TradeMarketing, Brand Activation, Sales or related position)
  • Fluent in English (verbal  and written)
  • Experience in leading cross-functional teams
  • Ability to think creatively, generate options, build consensus, and execute.
  • Comfort dealing with ambiguity and a fast-paced entrepreneurial environment.
  • Experience participating in organizations through change and embracing new ways of working while delivering outstanding business results.  Experience in merger situations desirable.
  • Aptitude for both strategic thinking and detail-oriented operational management.
  • Up to 20% travel may be require

Ideal Candidate Profile:

  • Experience
    • Club experience a plus  
    • Experience with a CPG or durable company, ideally in channel management, brand management, insights or sales.
    • Developing a multi-year plan or approach and executing at least three-five years of the plan.
    • Leading a team of people to achieve results.
    • Collaborating with partners and other organizations to achieve results.