Marketing Communications Brand Manager
With over 80 years as an industrial technology leader, Kennametal Inc.
delivers productivity to customers through materials science, tooling and wear-resistant solutions.
Customers across aerospace, earthworks, energy, general engineering and transportation turn to Kennametal to help them manufacture with precision and efficiency.
Every day approximately 9,000 employees are helping customers in more than 60 countries stay competitive.
Kennametal generated nearly $1.
9 billion in revenues in fiscal 2020.
Learn more at www.
kennametal.
com.
Follow @Kennametal:
Twitter, Instagram, Facebook, LinkedIn and YouTube.
Marketing Communications Brand Manager
Job Summary
The Marketing Communications Brand Manager is responsible for developing the Kennametal / WIDIA brands, promoting brand growth and expansion, and implementing plans to increase market share by continually enhancing the brand image and positioning; increasing brand awareness, and providing support through advertisements, media, point-of-sale, partnerships, and relationship marketing.
Key Job Responsibilities
- Develop and execute communication and market strategy through:
- Direct Marketing:
product launches, brochures, elevator pitch, catalogs, product packaging - Promotion:
trade shows, ad, press releases, sales and product promotions, influencers and sponsorships, awards. - Build, drive and manage annual marketing calendar that outlines key marketing campaigns and programs that will be executed throughout the fiscal year.
- Responsible for planning, developing, implementing, and measuring the success of a comprehensive integrated marketing communications program.
Drive the development of web content that enhances the company's image and positions within the marketplace. - Oversee the development and maintenance of the brand strategies while driving growth objectives.
- Gather and analyze data to identify Brand insights related to awareness, engagement, NPS, relevancy to target customer need, and translate into business initiatives and actionable tasks to improve business results.
Identify specific and measurable KPIs for evaluating success. - Responsible for assessing the business environment, competitors, customers, market trends, and implications to the business and making recommendations.
- Provide strategic input and direction for the brand, developing style guides, templates, and other positioning communication materials.
- In collaboration with Product Management, responsible for managing Kennametal new product commercialization creation; including, concept development, feasibility validation, product and packaging creation, project execution, distribution goals, financial impacts, customer sell-in and tracking first 12-months of in-market performance.
- Responsible for planning and executing customer promotions to drive Kennametal brand awareness and generate demand.
- Organize, execute, and coordinate live or virtual events, including tradeshows, customer and partners events, industry events, training seminars and other corporate events
- Plan and execute for brand partnerships (sponsorships, activations, sweepstakes, etc.
), building the strategy in line with strategic marketing goals and brand reach. - Foster all established brand/influencer relationships and constantly seek out new partners/influencers that align with the Kennametal brand vision and target demographic.
- Project manager on innovation initiatives with Sales, Operations, Pricing, Regional Marcom, and Product Management.
- Supports Kennametal Brand Sales on key meetings & presentations for customer and/or partner sell-in process by creating critical sales materials and procurement of product samples.
- Advise internal and external stakeholders on issues relevant to the Kennametal brand.
- Manage trademark portfolio as assigned, in collaboration with Legal / IP requirements.
Preferred Areas of Education, Certifications, and Skills:
Education and
Experience:
Bachelor's degree in Marketing, Business, Communications, or related field.
MBA preferred.
5-8 years of experience in brand management, brand marketing, or marketing communications
Experience in B2B communication is strongly desired
Proven ability to work cross-functionally
Experience planning and executing integrated marketing and communications plans
Experience managing a brand across multiple markets
Project management experience, with a solid understanding of project management principles and techniques
Functional/Technical Knowledge, Skills and Abilities Required:
Exceptional verbal and written communication skills
Creative thinker and problem solver
Ability to work well collaboratively, cross-functionally, and in a team environment
Strategic thinker able to identify long-term opportunities and trends
Effectively conduct market research and analyze results effectively
Prioritize and influence stakeholders
Competencies
Act Strategically
Creating an Inclusive Environment
Composing and Writing Text
Customer Focus
Display Confidence and Composure
Display Technical Expertise
Driving for Results
Driving Innovation
Interacting with People at Different Levels
Lead, Mobilize and Empower
Leveraging Opportunities
Managing Risk
Safety Focus
Setting Objectives
Total Span of Control and Authority
Role reports to Director Strategic Marketing
Travel, Physical Requirements, Working Conditions and Equipment
Travel Required- Global; % of Time.
Estimated Salary: $20 to $28 per hour based on qualifications.
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