Overview
As a leading global animal health company, Elanco delivers innovative products and services to improve the health of pets and farm animals around the world because we believe making animals’ lives better, makes life better. Since 1954, we have provided solutions that support veterinarians, farmers and pet owners to advance our vision of Food and Companionship Enriching Life. Elanco’s promise to employees: Together, we foster an inclusive culture where everyone can make a difference, encouraging ownership, growth and well-being.
Pet Health Senior Brand Manager, Advantage Family & K9 Advantix
Do you love animals and are looking to grow your marketing career? Grow your career internally at Elanco, our best talent comes from within!
Role overview
This role is responsible for managing a portfolio of over the counter parasiticide brands including Advantage and K9 Advantix. The Senior Brand Manager works in close partnership with the Executive Director of OTC Brand Marketing to develop and execute the brand strategy and marketing plans. This includes 5 year brand strategy, lifecycle management, ownership of brand projects, marketing communications development, and the day-to-day business activity for the brand. The Senior Brand Manager will lead efforts on Advantage while managing a Brand Manager responsible for K9 Advantix and Assistant Brand Manager supporting the entire portfolio.
Responsibilities
Strategy:
- Leverage research and insights as the foundation for brand strategy
- Assist with the development and implementation of a portfolio strategy
- Engage with senior leaders across the company to develop multi-year brand strategies
- Communicate the brand vision, strategy positioning and architecture to key internal and external stakeholders
- Leads articulation of brand positioning, product architecture and price position in US
Develop & Execute Brand Plans:
- Lead development and execution of annual brand plans to meet sales and profit goals
- Partner with internal marketing experts (ie digital, media, customer marketing) and agency partners to create marketing plans that build brands consumers love
- Develop and execute consumer marketing campaigns with appropriate marketing mix, and optimize in-market campaigns in partnership with advertising agencies
- Coordinate and execute programs and projects to meet marketing objectives
- Partner with Business Unit, Technical Marketing, Regulatory and Customer Services to achieve brand objectives
P&L/Business Management:
- Actively monitor business fundamentals including competitive and category drivers
- Utilize key performance indicators to make ongoing recommendations and optimizations
- Creative and resourceful at maximizing limited marketing budgets to defend and maintain brand performance and optimize spend
- Ensure compliance with industry and internal organizational regulatory requirements
- Leverage insights and analytics to inform commercial planning forecasts for products, in partnership with Demand Planning
Customer Centricity:
- Develop a deep understanding of the consumer and customer needs that turn into insights, strategy and marketing plans
- Draw from existing data and insights to identify opportunities to maintain brand relevance and demand
- Partner with Retail Sales & Customer Marketing to develop customer specific marketing plans that grow share at top customers
- Maintain field support to sales teams, meeting customers and gathering feedback to improve brand performance
Innovation:
- Manage lifecycle projects in partnership with R&D & Business Development teams to create a multi-year innovation pipeline linked to the brand strategy
- Work closely with stakeholders throughout the organization (R&D, Manufacturing, Sales etc.) to ensure effective buy-in of new items
Develop and maintain business relationships with key opinion leaders and strategic accounts:
Build positive relationships with relevant external bodies, key influencers and opinion leaders within the industry and profession, addressing meetings and attending conferences, including manning trade stands and general customer liaison at all levels
Basic Qualification
- Bachelor’s degree with Marketing/business focus, MBA preferred
- 7+ years of experience in Brand Marketing
- 2+ years of experience in managing multi-channel media plans with a focus on digital
- 2+ years people management experience
- Qualified candidates must legally be authorized to be employed in the United States. Elanco Animal health does not anticipate providing sponsorship for employment visa status (e.g., H-1B or TN status) for this employment position.
Additional Skills/ Preferences
- Brand management in consumer packaged goods or Pet Health preferred
- Retail marketing and eCommerce experience preferred
- Thrives in fast paced environment in build mode
- Articulates a compelling vision of success and maintains relentless focus to realize results
- Strong analytical skills with attention to detail, commitment to excellence, and drive to achieve positive results
- A results driven team player able to work in and with a proactive team with a high degree of customer focus
- Collaborates across the enterprise, effectively prioritizes, and removes barriers that hinder performance
- Strong ability to balance needs of consumer, customer/retailer, operations, and finance
- Able to make data-driven decisions that balance long-term and short-term objectives to drive future growth
- Demonstrated experience in working effectively with teams and various functional areas
- Mastery of and compliance with project approval requirements, Elanco policies and procedures
Reporting relationships
- Reports to: Executive Director, US Pet Health OTC Marketing
- Direct reports: 2
Location & Travel Expectations
- Hybrid schedule (relocation assistance offered)
- Approx 20% Travel
Elanco is an EEO/Affirmative Action Employer and does not discriminate on the basis of age, race, color, religion, gender, sexual orientation, gender identity, gender expression, national origin, protected veteran status, disability or any other legally protected status
