Senior Product Manager

Senior Product Manager Location US-OH-Avon ID Category Professionals Position Type S- Salary Overview SUMMARY OF POSITION The Senior Product Manager (SPM) position within the company is responsible for leading the profitable growth and direction of a product category or multiple categories comprising a strategic business unit. The role involves the strategic planning and ongoing management of the full product portfolio and helps to define and implement successful sales growth and distribution strategies to win market share. The role includes direct management or oversight of worldwide brand strategy, including responsibility for planning, investment and execution of communication strategies and brand guidelines. The individual in this role identifies and manages projects with a great deal of autonomy and must work cross-functionally, unifying and motivating peers across teams (e.g., R&D, sourcing, marketing communications, market development, insights & innovation, and sales). The SPM must have an expert understanding of the products' buying audiences and their needs and often acts as a subject matter expert (SME) who transfers knowledge about markets, buyers and product across marketing and sales functions. Responsibilities ESSENTIAL DUTIES AND RESPONSIBILITIES include the following. Other duties may be assigned. Profit and Loss- Profit and loss ownership for the category, including identifying key issues and managing tactics for long term top line and bottom-line growth. Must possess financial acumen for in-depth analysis and identification of value drivers. Sales Growth- Leverage end user insights to create the vision for the category, across the existing portfolio as well as driving innovation. Define concrete tactics and execution plans by channel/end user. Guide decision making for the customer line review process with demonstrated rationale for optimal brand/assortment. Brand Ownership (where applicable)- This role may include direct or supervisory responsibility for the development and management of one or more corporate brands. The responsibility includes setting the vision and priorities for holistic brand plans on a worldwide basis, and developing brand guidelines to be enforced across packaging, communications, and presentations. The brand owner will work with the communications team to prioritize investment and execute key marketing campaigns. New Products- Define the market opportunity for a product; perform segmentation and targeting exercises that identify the segments with the highest propensity to buy. Develop portfolio strategy and product roadmaps. In partnership with Insights and Innovation team, conduct market and customer research to gather data and insight about target personas, buyer needs and the purchasing decision process for the product, including key buyer roles. Manage cross-functional new product development (NPD) projects relative to product line extensions, quality enhancement, and cost reduction initiatives, while balancing considerations of sustainability. Category Management- Manage the product life cycle of the full category portfolio to maximize growth while balancing manufacturing efficiency, profitability, and inventory optimization. Exercise regular process to review portfolio and discontinue items that do not meet category goals, including oversight of exit process and inventory disposition. Develop annual category plans which include current situation analysis, vision and strategy and specific category plans. Conduct business analysis to manage, improve, and recommend the product assortment for the company. Monitor and report on the category performance in the market and communicate the results of related sales and marketing effor