Marketing Manager - Brand, Wellness Products

Location:  Hybrid at Kohler, WI

Opportunity

The Marketing Manager - Brand, Wellness Products is responsible for the development and direction of the Kohler Wellness brand, and the profitable growth of its product portfolio. This leader provides vision, direction and coordination of market activities consisting of overall brand management, customer journey, strategy development, communications, digital marketing, E-Commerce, competitive analysis, product promotion and creative content development. Responsible for strategic and financial results, leads the execution of comprehensive marketing strategies that create premium, engaged consumer experiences aligned with KPIs, focusing on establishing the brand, driving awareness and customer adoption.  Managing a team of direct reports, develops a high-performing, accountable and collaborative team. An entrepreneurial, self-driven role in a fast-paced environment, this individual is passionate about vision, a creative community connector and leverages insights in activations to develop, launch and scale the brand.

More about the Wellness Products business

The newly created Wellness Products business has been charged with becoming the premier Mind & Body Wellness provider for at home and professional spa sanctuaries.  The objective of this business is to not only grow an already wellness-centric product portfolio, but also create a clearly differentiated go to market strategy with a tailored angle to captivate the target audience with unforgettable showroom and digital destinations.  Applicants must be passionate about wellness and having expertise in the ever-growing market is a plus! Given the start up nature of this business, applicants must possess a bias for action, an ability to continually assess with openness to pivoting as the market dynamic changes and must be team-oriented with a willingness to dive in and support with whatever is needed.  Prior start up experience is preferred.

Specific Responsibilities

Branding

• Serve as the brand ambassador, both internally and externally. Establish clear objectives for brand positioning, communication and a vision for short and long-term success with integrated brand commercialization plans
• Live and breathe delighting the customer in journey from end to end with expert understanding of target customers and market channels. Lead customer relationships, communications, identify partnerships, develop strategies and executions to drive trial of the brand
• Establish overall branding and guidelines
• Manage the annual budgeting process and optimize marketing mix with analytical rigor. Monitor expenditure to spend within plan parameters.
• Lead cross-functional teams internally and externally across Media, PR, Social, Content development, and Marketing to create strong, cohesive, seamless brand experience

Marketing Communications & Brand Activation

• Manage the annual marketing planning process, focusing on key product strategies, advertising and channel development initiatives, executing innovative marketing campaigns that deliver incredible brand experiences, and optimize customer conversion
• Achieve objectives for brand awareness, brand preference, website traffic, showroom traffic and projects.
• Direct all marketing communications functions including: advertising, creative content development execution and distribution, public relations and events, digital marketing, including company website, digital merchandising and promotion, mobile marketing, e-mail marketing, search marketing, social media marketing and e-commerce.

Oversee and grow Influencer program

• Manage internal and outside marketing and creative agency and partnership relationships, and ensure superior, brand-appropriate content and assets. 

Ecommerce and Digital Marketing

• Develop and lead brand website directing all e-commerce activities
• Oversee email programs, lead organic growth strategy and scale paid media efforts through ROI driven priorities
• Oversee new product launches and campaigns

Leadership

• Direct the activities of the marketing team to achieve OKRs and manages the marketing and advertising budget and product merchandising strategy
• Understand the holistic business and link to overall actions that you drive with customer teams, internal cross functional teams and external agency partner to deliver key results
• Leads the team in the planning, forecasting, and implementation of marketing programs and promotions for the channels. 
• Ability to think creatively and brainstorm new approaches, products, processes or ideas
• Wins, maintains, and expands relationships with assigned channel partners; develops, services, and grow relationships with channel partners