Director of Brand Management
Responsible for leading the development and implementation of integrated marketing strategies across marcom channels in partnership with external agency partners and internal functional experts.
KEY RESPONSIBILITIES (other duties as assigned):
• Plans brand research and leverages consumer insights from internal and external sources to ensure the direction of the brand is based on consumer/category trends and brand health. Develops communication strategies and architecture for consumer segments prioritizing message points and specific marketing programs.
• Monitors and reports insights about trends that impact brand-positioning performance: industry, market, competitor, and customer. Lead the design and development of marketing strategies which leverage the connection between our company, our products, and evolving consumer needs to drive profitable company growth in a dynamic and increasingly competitive environment.
• Manages cross-functional integrated marketing launch team for new products, working with domain experts across product marketing and channel marketing, retail, digital, PR, media planning and creative. This includes: development of holistic marketing plan and assocaited KPIs, ensuring proposed tactics and creative direction align with key goals and objectives.
• Development, oversight and management of brand marketing communications plans and activities including paid, earned and owned media. Lead the development of an integrated marcomm plan that connects all marcomm channels including brand, retail, digital, social and PR in an integrated way and ties back to merchandising and sales objectives.
• Ensure delivery of strategic creative briefs that logically tie to impactful customer insights and lead to best-in-class creative work/advertising. Develops and implements content marketing programs across social, branded enterinment and other emerging channels to drive traffic, acquire leads and engage consumers.
• Establish and execute upon the La-Z-Boy brand platform and associated strategy. Define the La-Z-Boy brand for customers, dealers and associates including value proposition, customer experience, tone of voice, brand promise and consistency across all channels.Direct, develop, create and measure impact of brand marketing.
• Work closely with product marketing team, creative, insights & analytics and retail to create messaging and campaigns across our brand, product lineup and programs that seamlessly work in concert to inspire and educate consumers around La-Z-Boy products and services.
• Oversee team budget by ensuring accurate monthly/quarterly guidance and connect marketing actions/investments to brand leading outcomes/KPI’s to drive continuous improvement and align reporting with overall corporate performance.
SCOPE & IMPACT:
The Director of Brand Management is responsible for positioning and activating La-Z-Boy brand and products for the best possible revenue potential over the short and long term Responsible for tens of millions of dollars of marketing spend and work of multiple agency partners that has a significant bearing on overall company financial performance.
• Bachelor’s Degree in Business, Marketing, or related field, with 8-10 years of relevant experience, or equivalent.
• 5+ years of supervisory/leadership experience
• Up to 15% travel
• Master’s Degree
SUPERVISORY RESPONSIBILITIES: 4 Direct Reports
PHYSICAL DEMANDS/WORK ENVIRONMENT:
Operates in a professional office environment, not substantially exposed to adverse environmental conditions.
Lead the Team
Impact and Influence
Coach and Develop
OTHER DUTIES: Please note this job description is not designed to cover or contain a comprehensive listing of activities, duties or responsibilities that are required of the incumbent for this job. Duties, responsibilities and activities may change at any time with or without notice.
An Equal Opportunity Employer
La-Z-Boy Incorporated and its subsidiaries are equal opportunity employers that support and subscribe to a policy of nondiscrimination in all aspects of employment. La-Z-Boy will not discriminate on the basis of race, color, national origin, religion, age, sex, pregnancy, sexual orientation, gender identity or expression, disability, genetic information, protected veteran status, or any other reason prohibited by applicable laws.