Description
As a Category Growth and Consumer Understanding Lead at 3M, you will lead category growth and consumer understanding within the country/region, with accountability for key performance indicators such as organic sales growth, standard gross margin, and market share.
Portfolio You will adapt the area portfolio strategy and marketing plan for specific regions or countries, analyzing the portfolio, market, and competitors to develop plans and storytelling that drive category growth. You will also oversee the end-to-end process from new product introduction to successful product availability.
Responsibilities include:
- Adapting the area portfolio strategy and marketing plan for specific regions or countries
- Analyzing the portfolio, market, and competitors to develop plans and storytelling that drive category growth
- Communication and alignment with country all functions for portfolio strategy/programs
- Portfolio Management/LCM including RA/Packaging/Product availability/Support PACE
- Understanding consumer behavior and identifying unmet needs to influence area/global portfolio teams in product innovation
- Launching new products in the country/region with a comprehensive marketing plan
- Leading approved local NPI projects
- Developing and implementing price strategies to optimize margins and counteract inflation or changes in costs
- Collaborating with APL to implement price guidance
- Owning overall sales growth targets for campaigns within the country or region
- Deciding on campaign launch timing (go or not go) based on channel readiness
- Implementing campaign strategy locally by defining business objectives, hero/promotion product at the SKU level, ensuring adequate product inventory, and influencing Country Consumer Experience (CCX) on Media choices
- Partnering with Country Consumer Experience (CCX) to validate campaign elements (message, assets)
- Examining syndicated data to identify key growth opportunities and leading projects aimed at gaining or recovering market share
- Managing and tracking local activation budgets
Qualifications:
- Bachelor's degree in Marketing, Business Administration, Communications, or a related field
- At least 5 years of experience in marketing, brand management, or category development
- Strong understanding of marketing principles, consumer behavior, and campaign management
- Proficiency in Microsoft Office Suite and marketing analytics tools
- Excellent written and verbal communication skills
- Strong project management and organizational abilities
- Ability to analyze data and translate insights into actionable recommendations
- Strong English language skills and the ability to communicate clearly and professionally with diverse stakeholders