21 days old

Senior Manager of Product Brand Management

Los Angeles, CA 90006
We are creating a new functional capability within the Brand Team and the Marketing & Growth Organization to support BU Marketing and Product team members of all levels (AVPs, Directors, VPs, and SVPs) as well as the BU P&L leaders. The new function, named Product Brand Management, will ensure that multi-year strategic decisions regarding portfolio deployment, value propositions, messaging, product naming and strategic products that will be supported with marketing are executed in alignment with the agreed to strategies that were previously developed with the BU leadership team.


The Senior Manager of Product Brand Management role is a key member of the Product Brand Management team. The Senior Manager which is a subject matter expert in marketing strategy and category management, will be assigned to a specific BU partner team (Mass, Small Business, Enterprise, Corporate & Channels) and will work hand-in-hand with its assigned BU team in the day-to-day implementation of turning long-range marketing strategy decisions into short term successful marketing tactics.


The Senior Manager, who is trained in classic brand marketing like is found in storied consumer packaged goods firms like P&G, Nestle, Unilever, or even consumer technology companies like Apple, Amazon, etc. will bring that needed skill-set to bear and bridge the current divide that exists between important, market-shaping strategies and the day-to-day tactical execution of those strategies.


The Senior Manager works hand-in-hand with Brand Strategy, Brand Design, Naming, Marketing Insights and Analytics, Integrated Marketing Strategy, Product Development, Planning, Sponsorships, agency partners, and relevant strategy teams to fully understand strategic recommendations and their potential business implications while also representing the BU team in strategic discussions. Examples of strategic initiatives include: - Clearly, cohesively and consistency execute product marketing, feature marketing, naming and branding across all customer touchpoints (inclusive of the product experiences like apps, digital, event activations, care, etc.) along a defined portfolio strategy / brand architecture. Turn value propositions into robust Messaging Frameworks that show marketers and communicators how to articulate brand/product/service value propositions for the needs of different customer and stakeholder audiences. The Senior Manager needs to understand the implications along the entire Marketing value chain (tech dev, product dev, distribution, finance, HR, merchandising, care, etc.) to implement such marketing strategies. This will ensure adherence and compliance with business-building decisions, save time and financial resources and drive business performance via consistent execution of our marketing and product plans.


To ensure implementation of brand architectures and long-term brand portfolio strategy decisions the Senior Manager must be able to explain to BU working teams the impacts (positive and negative) of deviating from the agreed-to strategy.


The Senior Manager needs to become a reliable member and trusted partner of the assigned BU team and manage and grow relationships across all levels that organization. The Senior Manager must regularly participate in various types of BU meetings, including regularly scheduled working team meetings, planning sessions, business case discussions and others with working team members and when requested with senior leaders. The role requires significant diplomacy and tact as well as a thorough understanding of both marketing and the operational challenges of making changes to current customer-facing messages and processes.


The Senior Manager will report to the Director of Product Brand Management assigned to the same BU, each two-person team will develop deep knowledge of the business in which they are embedded.


Required Experience and Expertise

The ideal candidate is an accomplished Marketer that has a breadth of marketing experience (from strategic planning to go-to-market execution, from brand/product management to marketing communications), as well as relevant expertise in the strategic work involved in brand building (demonstrated through a proven track record of managing the implementation of marketing tactics for world-class brands).



Additional keys to success include:


+ Strategic understanding of the relationship between brands, the wide range of marketing communications and other customer touch points

+ Ability to assimilate business unit strategy and objectives & develop brand programs that support business goals

+ Excellent verbal and written communication skills and a proven ability to influence at multiple levels of the organization

+ Ability to speak-up and share a defined and well-articulated point-of-view, even if its unpopular

+ Ability to operate effectively within a matrix environment, where influencing and relationship-building skills are essential

+ Ability to work with partners and external agencies to do work that not only delivers but pushes the thinking

+ Ability to shape and harness qualitative and quantitative research to drive good decision-making

+ Fluency in corporate objectives, business objectives, and product and technology strategies

+ Ability to build strong collaborative relationships with a diverse range of partners

+ Ability to effectively communicate complex concepts and research outputs

+ Ability to thrive in a fast-paced environment on multiple projects in an enterprising atmosphere that requires resourcefulness, flexibility, tenacity and patience

+ Strong interpersonal, negotiation, and conflict-management skills

+ Acumen at working in a consultative or advisory capacity at all levels of top-tier organizations

+ Ability to problem-solve for multiple audiences Consumers, Business, Government, Community, Employees, etc.

+ Requires significant experience within sophisticated management and operational systems common in larger companies

+ Proficiency turning volumes of complex information, data, and insights into concise and compelling PowerPoint decks and/or prose that helps leaders understand the situation, the problem(s) to solve, the options for resolution, and the operational implications of a decision.


Strategic Leadership and Business Acumen

The Senior Manager will need to have or quickly develop a keen understanding of AT&T's business strategies, models and strategic offerings AND be able to contribute valuable customer insights, competitive intelligence and branding solutions to the discourse. She/he will do this by:


Working with the Director in defining information needs, conducting fact-finding and data analysis that supports/enables strategic problem-solving and sound decision-making


Making use of existing customer and competitor data/research or developing new insights to quickly gain a deep understanding of customer wants and needs, the competitive environment, and white-spaces


Articulating how we can deliver capabilities (not just what but how) and the levers that impact the metrics that matter (e.g. NPS, Satisfaction, Loyalty, etc.)


Exceptional Collaboration and Influencing Skills

The Senior Manager will work closely with the leaders of the assigned BU and their teams, strategists and marketers, and numerous peers in Marketing, Operations, Sales, etc. to define, deliver and execute the brand strategy. She/he will do this in many cases via virtual teams in a highly-matrixed environment. She/he will succeed by:


+ Establishing Teflon credibility via deep subject-matter-at-hand expertise, a mastery of the topics-at-hand and Marketing Strategy proficiency

+ Assembling well-organized, structured, data-supported and clearly articulated points-of-view in the face of skepticism, disbelief and/or opposition

+ Being an exceptionally strong listener and understanding how to ask open-ended questions that quickly get to the heart-of-the-matter

+ Investing their time and energy in building strong working relationships with numerous people at all levels of the organization

+ Being and exceptional communicator; whether writing or presenting

+ Demonstrating a high level of tenacity, diligence, patience and the ability to adapt to different styles & ways of working


Other Required Personal Characteristics


+ A high degree of drive, energy and intellectual ability

+ Intellectual curiosity, ability to quickly grasp complex concepts and business models, understand current and future products/technologies (and their roadmaps), and changing market dynamics

+ A natural collaborator. An individual with the intellectual agility and organizational savvy to solve complex issues and find win-win solutions in a demanding environment

+ A clear passion for the categories within which we operate and a willingness to fully-immerse themselves in the details
We expect employees to be honest, trustworthy, and operate with integrity. Discrimination and all unlawful harassment (including sexual harassment) in employment is not tolerated. We encourage success based on our individual merits and abilities without regard to race, color, religion, national origin, gender, sexual orientation, gender identity, age, disability, marital status, citizenship status, military status, protected veteran status or employment status.

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Posted: 2022-05-01 Expires: 2022-05-31

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Senior Manager of Product Brand Management

AT&T
Los Angeles, CA 90006

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