Senior Staff Specialist, MK General Marketing

Market/Company Overview

Sylvania is the dominant player in the NAFTA Automotive Aftermarket. The Sales and Marketing Team has built this advantageous position with an unrelenting focus on serving our customers. Perennial success comes from layered well-tuned omni-centric marketing plan, combined with superior products and best-in-class sales/customer service. This is truly a sales and marketing team, with all key personnel working together. Expectations are high for the position and for the team.

Position Overview
The Sr. Brand Marketing Manager plays a key role within the Hillsboro, NH-based marketing team(remote position – seeking someone in the greater New England area). The team is responsible for all aspects of marketing – from brand strategy and stewardship, paid and organic media, website/digital/ecomm, creative/messaging, new product marketing, automotive catalog data, retailer-specific in-store signage and merchandising, omni-channel excellence, research and analysis, and tradeshow planning and activation.

The Sr. Brand Marketing Manager reports to the Director of Marketing and will use their skills and broad-based marketing experience to lead, develop, and execute a wide range of consumer and brand marketing initiatives. The role requires a blend of creative strategy and rigorous quantitative analysis to translate complex data into actionable insights for leadership. The ideal candidate will have experience managing full funnel campaigns along with strong analytical skills, leveraging data to drive strategic recommendations and decisions, optimize brand performance, and measure investments.

Primary Responsibilities:

Consumer Marketing Management

• Put the consumer front and center in all we do. Must understand how our products fit into their lives, the problems we solve and truly what matters to them
• Adapt and deliver relevance to what is happening in the marketplace and competitive landscape
• Drive consistent and ownable brand positioning. Ensure integration of all marketing mix elements, driving cohesive and impactful messaging and trademark consistency across all communications
• Brand standards to protect, integrate, and distinguish us in consumers’ hearts and minds, driving persuasion, conversion, and household penetration
• Collaborating with the Director, develop solid briefs and lead team & agency initiatives, and overall day-to-day agency lead, from briefing to implementation and ensure integration and alignment with all key stakeholders to develop
• world-class programs that build equity, drive penetration, and deliver business results
• Measure success through ongoing tracking against established objectives and adjust in real time as needed. Conduct post-launch analyses for all key initiatives and share with all relevant cross-functional partners
• Research industry trends and opportunities to close gaps in business objectives and drive business forward

Media Planning

• Full understanding across multiple platforms – digital, search, social, CTV, radio/podcasts, etc.
• Collaborate with the Director to develop brief and budget parameters based on learning from prior analysis, reporting, and optimization. Oversee day-to-day management of media agency in executing established plans, driving ongoing optimization, seeking out, and executing relevant added-value partnership deals, and taking managed risks
• Ability to analyze and optimize media throughout campaigns to ensure KPIs are met or exceeded. This will include collaboration with digital organic lead to generate YOY measurable KPIs to deliver growth from media investment
• Collaborate with internal and external partners to ensure all campaign launches include all line-item set-up, tagging, and trafficking activities with an elevated level of attention to detail to ensure reporting and measurement accuracy. Experience with Marketing Mix Modeling a plus.

Paid Digital/Website/Social Marketing

• Collaborate upfront with the marketing team to drive content, creative, and communication integration across all consumer marketing initiatives (digital, ecomm, social marketing partners)

Sales Marketing Management

• Provide an overview of marketing initiatives and why they matter to our vendor partners, related sell-in decks(line reviews, JBPs)

Position Requirements:

• Bachelor’s degree in marketing or a related field required; MBA or related master’s degree preferred.
• Must be a resourceful, technically savvy, and detail-oriented team player who has had success in collaborating with cross-functional teams/projects
• Open to travel up to 25%
• 8+ years minimum hands-on experience with the following criteria:
  • Brand marketing/brand management experience with CPG and retailer experience (5 years)
  • Modern marketing capabilities, including digital/social/search, connected commerce, AI, and personalization
  • Experience managing and optimizing traditional social media and digital advertising campaigns, along with agency day-to-day management
  • Advanced Excel and PowerPoint skills
  • Experience with Circana and other data tools(HH study, Brand Tracking)
  • Segmentation, consumer research(quantitative and qualitative), budgetary skills
  • Experience with A/B testing and multivariate experiments
  • Self-motivated, team-first approach, fosters innovative ideas, accountable, excellent communication and leadership skills, strong decision-making skills, collaborative, dependable, strong integrity, curious, data-driven
  • Ability to multitask in a fast-paced environment, prioritize, effectively manage your time, and meet timelines