Brand Activation Manager- Treats

Division Information

The Pet Care business unit of Spectrum Brands is based in St. Louis, Missouri with distribution, manufacturing and sales offices throughout the US and globe. Owners of dogs, cats, birds, small animals, fish and reptiles rely on our brands for exceptional value and trusted results. Our industry-leading brands include Tetra, Instant Ocean, Marineland, 8-in-1, Dingo, FURminator, Nature's Miracle, GloFish, DreamBone and SmartBones.

The Brand Activation Manager - Treats for North America (US & Canada) plays a critical role in operationalizing brand strategy by leading end to end delivery of consumer facing programs that drive engagement, conversion, and loyalty for our key treat brands including DreamBone, Good 'n' Fun, SmartBones, and Better Belly. This role is responsible for translating brand plans into effective omnichannel activation strategies across in-store, digital, experiential, and shopper marketing channels. This commercially minded marketer brings a depth of experience and strategic leadership to the activation function, shaping campaign strategy, aligning cross-functional teams, and elevating executional standards across key retail and digital environments. This role sits within the Treats team and works in close partnership with their Brand Strategy counterparts as well as cross-functionally with DCX, Media, Insights, Sales, Finance, Legal, and agencies to ensure activation plans are execution-ready and fully integrated into commercial delivery timelines. This hybrid role will work out of our Earth City, MO office.

Integrated Activation Strategy & Execution

• Lead the development and execution of 360 brand activation plans that deliver on the annual brands (TV, digital, social, influencer, PR, in-store, etc.) that align with brand strategy and drive awareness, engagement & conversion.
• Own the executional roadmap for all major brand campaigns, product launches, and seasonal "tentpole" moments to ensure market-leading visibility and cross functional operational readiness.
• Lead big idea campaign development for all Treats brands and cascade across all consumer-facing content and touchpoints, including advertising, eComm content, POS, consumer activation & PR ideas, influencers, partnerships and social, ensuring integrated deployment across channels and retailers.
• Deliver best in class campaign toolkits including strategy, guidelines and production assets designed for scalable and consistent field execution, while meeting agreed launch & retailer timelines.
• Work with DCX to deliver high performing eComm assets that align with brand strategy, brand messaging and brand guidelines while driving sales

Media Plan

• Partner with Media team to deliver comprehensive media plan to drive awareness and trial with target consumer
• Evaluate and optimize campaign performance using KPIs including ROI, media efficiency, brand health, and sales impact
• Lead the development and implementation of a monthly dashboard, partnering with Media team and internal marketing colleagues, to track activation delivery and performance against defined milestones and metrics.

Shopper & Retail Marketing

• Partner with Sales and Trade Marketing to ensure best-in-class execution at retail
• Provide creative & messaging direction to Trade for in-store activation programs including POS materials, promotions, and product displays
• Tailor brand messaging and creative for retailer-specific initiatives and programs
• Develop and execute digital and social activations in partnership with creative and media agencies
• Analyze program effectiveness and ROI and recommend optimization plans
• Lead internal alignment and secure approvals across functions to ensure executional readiness

Budget and Timeline Management

• Create and manage campaign timelines, working with internal and external partners to gain and maintain strict adherence to overall brand timeline
• Track and manage activation budgets, ensuring optimal spend efficiency and tracking
• Forecast and monitor campaign costs, providing input into marketing investment decisions

Cross-Functional Leadership

• Be the go-to expert on the category, including monitoring competitive communication and business trends, to help differentiate all Treats brands' brand positioning and communications
• Ignite passion in the marketing function and build credibility around marketing across the organization
• Act as the primary executional liaison between Brand Strategy, Sales, Trade, Finance, and Legal
• Champion brand consistency and quality across all consumer touchpoints
• Collaborate with Insights & Analytics to inform program development and measure success

• Bachelor's degree required, MBA strongly preferred
• 6+ years of packaged goods brand management experience with a record of increasing responsibility and delivering proven results
• 3+ years of marketing budget management (profit and loss responsibility a plus)
• Consumer product goods experience a plus
• Experience leveraging internal/external business performance data to inform strategic decisions
• Has led development and delivery of key account sales presentations

• Role not eligible for sponsorship

• Excellent written and oral communication skills
• Must be able to balance strategic planning ("creating the future") with tactical execution ("running the business")
• Must have ability to analyze complex data and situations and develop a range of simple solutions at a fast pace
• Must be able to utilize quantitative, qualitative and syndicated research to develop brand activation plans
• Must be an excellent presenter, with strong presence and an ability to influence key internal and external customers
• Solid understanding of traditional business software applications (MS Office, etc.)
• Must have strong ability to interact and collaborate with multiple functions throughout the organization
• Demonstrated ability to lead concurrent workstreams with disciplined tracking and follow through.

Working conditions are normal for an office environment.

The above information on this description has been designed to indicate the general nature and level of work performed by employees within this job/classification. It is not designed to contain or be interpreted as a comprehensive inventory of all duties, responsibilities, and qualifications required of employees assigned to this job.

Spectrum Brands is an Equal Employment Opportunity/Affirmative Action employer.

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