Product Manager

PRODUCT MANAGER

The Blueprint (Role Profile)
Product Managers manage a category &/or product line(s) and apply an understanding of the market, category, and end user to build category leadership.  They lead innovation and product portfolio management and provide input into category strategies and priorities.  They work collaboratively with cross-functional partners to develop and commercialize new product pipelines, deliver revenue, and gross margin targets. 

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The Build (Responsibilities)

• ·       Manages the day-to-day operations of a category &/or product lines.

• ·       Assigns employees clear projects and tasks, and coaches and develops their skills. 

• ·       Tracks external data and trends, including macroeconomic data, market and category trends, competitive information, customer insights and suggests conclusions and recommendations.
• ·       Measures market data, including share/POS, distribution, competitive activity, and pricing, and uses data to make recommendations.
• ·       Proposes category &/or product line long-term vision, strategies and 3–5-year financial targets.
• ·       Assesses category &/or product line performance and provides input into annual plan to deliver brand and business objectives.
• ·       Makes product branding and naming recommendations in line with brand architecture and visual identity.
• ·       Collaborates with Graphics to ensure product, pack and marketing assets support brand communication priorities and style guide.
• ·       Analyzes category, end user and competitive activity to identify trends and future sources of growth. 
• ·       Assesses product portfolio choices to determine product classes to enter, exit, or maintain.
• ·       Proposes inputs to new product pipeline, validated with appropriate user insights and testing
• ·       Analyzes post-launch success metrics and recommends changes to strategies and plans.
• ·       Participates in price strategy discussions.  Understands the principle of extracting maximum value via pricing and recommends promotional guardrails for category &/or product line.
• ·       Proposes distribution/penetration goals for new product launches.  Monitors results vs targets and recommends adjustments to ensure success.
• ·       Provides input into new product pipeline that reflect channel and customer strategies and priorities.
• ·       Prepares, and may present, user and category insights for customer and internal sales meetings.  Develops selling materials and samples for internal sales meetings.
• ·       Provides input into annual base and stretch revenue and gross margin targets for category &/or product lines.
• ·       Delivers category &/or product line revenue and gross margin targets.  Takes action to address financial risks and opportunities, including optimizing pricing/programming and managing mix.
• ·       Monitors gross margin vs targets and takes action to close identified gaps, including resolving product cost issues.