VP/GM – Lifoam – Daleville, IN, USA
Org Marketing Statement
Lifoam is a leading manufacturer of custom and proprietary molded foam and protective packaging solutions. Headquartered in Hunt Valley, MD, the company designs, manufactures, and distributes value added expanded polystyrene (EPS), polyurethane, and refrigerant products used in a number of applications from seven plants in the US. The company’s products include premium temperature assurance packaging for the healthcare industry, disposable foam coolers and related products for the consumer market, cold chain packaging for the specialty food & beverage market, and custom & proprietary packaging solutions for a variety of commercial end markets. Its well-known brands include “Lifoam” promotional and imprinted disposable ice chests, “Freez Pak” reusable ice substitutes, “Propak” insulated commercial packaging, and the “EnviroCooler” line of Healthcare packaging, among others.
Since 2013, Lifoam is part of Jarden Home Brands, a subsidiary of Jarden Corporation (NYSE: JAH), a leading provider of niche consumer products, with over 25,000 employees worldwide.
Responsibilities
The General Manager of Lifoam has Profit and Loss responsibility and develops/sets strategic direction for the three key business segments: Healthcare, Retail and Commercial along with Jarden Life Sciences, a key multi-divisional initiative. This position directs development, execution and tracking of Retail, Commercial and Healthcare marketing programs to ensure delivery of Brand growth and financial goals. Leads the Healthcare and Commercial (B2B) Sales organization and partners with Retail Sales & Customer Development leadership for development and execution of appropriate trade spend strategies and pricing initiatives. Leads the development of new products and line extensions with cross-functional support into Brand portfolios. Utilizes consumer insights to present compelling customer messages that drive appropriate distribution, merchandising, and promotion activities. Identifies and secures needed consumer, category, and product research to leverage Brand equities for in-market performance (new users, increased frequency and/or purchase rate). Works within a matrixed organizational structure with R&D, Operations, Supply Chain and Finance to prioritize regular re-engineering of products and packaging for cost savings, improved quality, increased sustainability, stronger sell-thru, etc.
Essential Functions and Responsibilities:
Delivers SBU revenue and profit objectives through the direct management of the commercial and healthcare (B2B) sales and brand/product management organizations with matrixed responsibilities for new product development, operations, supply chain and finance.
Leads development of vision and growth platforms for supervised Brands/businesses. Sets long-term strategic direction and oversees near-term development and execution of marketing plans for Brands within portfolio.
Delivers Brand and marketing objectives/strategies to meet organizational objectives as evidenced by:
a. Developing, preparing, and presenting annual marketing plans; executing and measuring approved programs
b. Ensuring marketing tools to drive growth and/or manage product life cycles are leveraged
- Brand positioning and equities, market research, competitive analyses, pricing, promotion, packaging, and
placement (on and off-shelf)
c. Integrating new products/line extensions into Brand portfolios– in appropriate packaging– with sufficient
category analyses to identify appropriate retail pricing and rationale for customer distribution– via timely
delivery of required selling materials to field sales managers, brokers, and national account team– supported
by consumer/trade marketing programs to ensure trial and repeat sales
d. Developing and executing pricing strategies to enhance Brand development and improve margin delivery
e. Directing advertising agency activities including objective, creative, layout, production, placement, fee
analysis, approval, and evaluation
f. Tracking and measuring program results vs. objectives and recommending changes as needed to deliver
expectations
Supervises Brand management team for timely and affordable execution for activities such as:
a. Quantitative and/or qualitative market research design
b. Business analyses from syndicated data (e.g., IRI, Spectra)
c. Marketing program communications, collateral material and sell-in decks, product samples, customer-
specific POS and/or packaging (including margin delivery analyses)
d. SKU optimization recommendations, consumption data, competitive analyses
e. Leading the Sales and Operations Process (S&OP) for forecasting/demand planning
Demonstrates accountability for marketing plans, budget oversight, and financial analyses as evidenced by:
a. Working with Operations to identify and deliver cost savings (avoiding negative consumer, trade impact)
b. Working with Customer Development to develop and execute margin-enhancing programs for channel
penetration and retail account distribution gains
c. Working with Finance to analyze, identify trends, and leverage learnings revealed in Brand/product P&L’s
d. Managing external supplier relationships including advertising, PR, and promotions and website agencies amongst others
Contributes marketing insights and expertise to executive management team by sharing learnings from research and promotion responsiveness, recommending new products/promotions for development, recommending pricing strategies, presenting post-promotion analyses, etc.
Leads commercial and healthcare (B2B) sales organization to deliver sales objectives in support of overall organizational strategy with regular tracking and reporting of progress against goals.
Implements and executes fact-based selling to drive sales and profit growth.
Responsible for understanding the mechanics, strategies, and ROI of promotional spending to enhance organizational execution in market and incremental sales generation.
Manages and builds relationships with key customers (current and prospective), alliance partners and brokers at all levels.
Leads and executes annual planning process, including setting objectives, developing sales plan and channel/account/distribution targets. This includes setting 3-5 year strategic business plans, managing budgets, etc.
Partners with Retail Sales organization to deliver channel revenue and profit objectives.
Leads and Develops people to upgrade individual skills as well as team performance by:
a. Leading, supporting, and guiding direct reports
b. Managing risks, allocating resources, setting priorities, and coaching personnel to achieve business goals
c. Leading cross-functional teams to align priorities and resources and gain support for business strategies that will deliver business objectives
Ensures team functions in compliance with trademark/IP procedures, protections and ensures management of trademark and patent renewals; may manage licensing efforts (in or out)
Performs administrative activities necessary for management of his/her team, including provision for selection and development of employees; salary administration recommendations; employee safety, counseling, and motivation; planning, organizing, integrating, and measuring the work performed in the group
Poses no direct threat to the health or safety of himself/herself, of others, or to property. Defined as a significant risk of substantial harm that cannot be eliminated or reduced to an acceptable level by reasonable accommodation.
Requires regular attendance to perform essential element as contained herein between the assigned start and end times for work.
Performs such individual assignments as management may direct
Establishes and maintains effective work relationships within the department, the Corporation and the community; and maintains the professional competence, knowledge and skill necessary for the satisfactory performance of all assigned responsibilities.
Other duties as assigned
Qualifications
Education
Bachelor’s degree in Marketing, Brand Management, Marketing Communications or Business Administration or technical degree required.
Experience/Knowledge
Minimum fifteen years General Management, Marketing or Sales Management experience in consumer packaged goods demonstrating progressive record of results
Healthcare industry marketing and/or sales experience in a technical field preferable to support development of the thermal packaging market across multiple verticals.
Experience selling to and developing key customer relationships in both technical and wholesale markets.
Budget and P&L management, as well as product profitability and other financial analyses
Experience with syndicated data (IRI, Nielsen), category management tools, and shipment data (such as in SAP) analysis
Comprehensive knowledge of management and administrative functions such as planning, organizing, coordinating, directing, and controlling
Hands-on, decisive, multi-tasking leader comfortable in fast-paced entrepreneurial organization who is able to immediately impact profitable revenue streams
Superior negotiating, consulting, analytical and problem-solving abilities; demonstrated capability to measure effectiveness of marketing programs and take corrective action as needed to reach objectives
Exceptional interpersonal skills with the ability to build strong internal relationships across levels and departments in the organization; professional demeanor and team-player orientation
Ability to effectively direct agencies as well as interface with field sales, brokers, distributors, and customers (at multiple levels)
Creative, energetic, inspirational leader, not only of direct reports, but also through cross-functional organizational collaboration
Demonstrated success analyzing consumer and customer behaviors to segment markets and capitalize on trends to drive profitable growth for brands
Professional business acumen, emotional maturity, and diplomacy skills, as well as exceptional executive-level verbal, written and presentation skills
Excellent organization and time management skills with ability to manage and meet tight deadlines enthusiastically with keen attention to detail
Ability to utilize various personal computer programs within a LAN environment, including spreadsheet, word processing, presentation, and database software
PREFERRED EXPERIENCE/QUALIFICATIONS:
MBA
PHYSICAL REQUIREMENTS & WORK ENVIRONMENT:
Sitting at workstation approximately 85 percent of work time. Standing and walking approximately 15 percent of work time.
Must be able to travel 35 percent of work time.
Ability to work overtime or occasionally on weekends with short notice.
Typical office environment with shelves overhead and above work surfaces.
