Brand Manager

Job Overview

This position is responsible for managing the brand and marketing strategy and ongoing management of the portfolio of product brands. Scope includes responsibility for developing the global corporate brands, including brand development, brand statements, brand positioning, new brands and potential brand acquisitions. The position supports the broader business unit to realize stated market share targets and annual sales and gross profit budgets on a country-by-country basis by working in close coordination with the Henry Schein Brand Product Management, Product Content and Commercial Teams.

This role is also responsible for sub-brand strategy, packaging standards/guidelines, and defining competitive benchmark brands to provide guidance on pricing and promotion activities.

• Brand Statements and Positioning: Define detailed positioning of any existing or new brand to ensure clear understanding of brand value proposition, positioning relative to benchmark competitive brands, packaging and design elements. In collaboration with the business unit leadership, own and defend these brands to ensure a consistent global brand with a clear value proposition to both customers and internal sales/marketing/merchandising team members.
• Product Marketing: Develop product positioning and support product launch strategy based on forecast metrics.
• Marketing Strategy: Define and develop annual marketing strategy that supports business goals, collaborating closely with Product Management and Commercial Marketing teams. Brief Marketing Services team on individual campaign objectives, maintain KPIs and leverage for program improvement. Manage and track annual marketing budget.
• SKU Portfolio Management: Define and manage in-market portfolio strategy – including discontinuation of low-performing SKUs, identification of gaps/opportunities, and pack/format optimization to meet channel and consumer needs.
• Brand Trademarks: Develop appropriate and impactful sub-brands and manage trademark process in association with Henry Schein legal teams. Ensure naming conventions have universal appeal.
• Packaging: Manage brand packaging strategy and design elements. Support the development of clear guidelines for downstream designers to follow.
• Sales Training: Support the development of training materials.
• KOL and Customer Relationships: Build relationships across key customer segments to ensure marketing programs have the right impact. Work closely with Education team to deliver customer education programs aligned with marketing strategy.
• Leadership: Lead cross-functional meetings with clear and actionable objectives. Influence peers and hold accountable for deadlines and support of projects.

• Knowledge of the healthcare or dental market preferred.
• Advanced brand management skills with demonstrated ability to create, launch and manage successful global product brands.
• Understand, interpret and act on financial information and data that contributes to business results and profitability.
• Strong research skills with ability to develop, implement and interrupt voice of customer research on brand and product insights.
• Content development, business process planning and marketplace assessment.
• Creativity, conceptualizing, project management and collaboration skills in a matrix environment.
• Ability to plan and manage successful projects; understand available resources, develop timeline, budget, assign tasks and areas of responsibility.
• Excellent planning and organizational skills and techniques.
• Ability to lead virtual teams.
• Excellent independent decision making, analysis and problem solving skills.
• Outstanding verbal and written communication skills.
• Excellent presentation and public speaking skills.
• Excellent interpersonal skills.
• Excellent conflict resolution skills and ability to deliver difficult messages.
• Ability to build partnerships at all levels within the company.
• Good negotiating skills.
• Resolve complex issues in effective ways.
• Project management, consultative skills and ability to manage a budget.
• Specialist in multiple technical and/or business skills.
• Ability to cultivate and develop lasting internal and…