Marketing Manager, Innovation - Caress

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Caress:
Marketing Manager, Innovation & Brand Equity

About the job

Caress introduced the first beauty bar made with bath oil in the 1960s, building a heritage of silky skin benefits and immersive, fragrance-forward experiences. For decades, the brand has expanded across bar soap and body wash with sensorial formulas that transform routine into renewal. Business Highlights:
In the latest 52 weeks, Caress generated approximately $95 million in retail sales in tracked channels. Caress is part of the Elida Beauty portfolio Operations

The Marketing Manager, Innovation & Brand Equity is responsible for developing the brand positioning, brand architecture, and a robust innovation roadmap. From idea to in-market execution, this role combines strategy, creativity, data-driven insights, teamwork, influence, and flawless implementation. A great candidate will champion collaboration and communication, be a strategic decision maker, and hit key milestones to unlock the value of this adored brand.

To bring the brand to life in market through innovation and messaging, you will strategically partner with the Brand Marketing team, Sales, and external consultants/agencies. In addition, you will work closely with R&D, Operations, Sales, and Finance.

• Develop 3-year innovation roadmap and execution across the portfolio and in line with company growth aspirations, consumer and category needs, and financial health. Innovation includes packaging renovations, incremental SKUs, and potential new sub-categories.
• Lead short term innovation initiatives through stage gate process from concept to business case validation through launch including financial commitments (P&L cogs, pricing, margins, volume).
• Manage the end-to-end innovation process (strategy, pipeline, concepts, consumer validation, development, claims, artwork, financials (market sizing, margin analysis), and sell-in story / retail materials).
• Lead brand architecture across the Caress brand, categories, and sub-categories inclusive of portfolio prioritization, brand hierarchy, brand visuals, packaging, and messaging hierarchy.
• Lead brand strategy with the consumer at the center. Identify target consumer, solidify brand positioning, and develop messaging framework and content strategy (in-market messaging executed by go-to-market teams).
• Lead external partnerships. Identify best partner(s) to maximize brand and business goals, including research partners, creative, developers, etc.
• Partner with and influence critical collaborators for aligned approach to brand strategy, architecture, innovation pipeline, and financials.
• Monitor personal care categories and trends to improve innovation pipeline. Develop and execute market research needed to support decision making on branding, messaging, innovation, and pricing in collaboration with the insights team.
• Champion key strategic projects (i.e. UPC transitions, artwork/copy updates, pricing, claims) as deemed essential to the business.
• Deliver products that consumers and customers love, all while creating a culture of empowerment, teamwork, and results.

• 5-8+ years of experience in Personal Care or Beauty Care (body care, facial care) in the food, drug, mass channel.
• Innovation experience with understanding of overall Personal Care / Beauty Care channel/competitive landscapes is a must.
• Brand equity / positioning work with a preference for someone that’s done it on a multi-category brand.
• Successfully developed and implemented brand architecture project(s), inclusive of packaging design.
• Lead development and implementation of comprehensive brand strategy (consumer target, positioning, communication strategy) with successful in-market results.
• Experience developing a learning / market research plan and the wide array of tools to conduct research in a meaningful and efficient way.
• Beauty / personal care product development experience, successfully…