VP, Marketing - Brand & Portfolio Management

  • Shelton, CT 06484, USA
  • Full-time

Company Description

BIC® products are known and appreciated all over the world for their quality, their affordability and ease of use. The ballpoint pen, the pocket lighter, the one-piece shaver are all part of the daily lives of millions of consumers. These products make BIC® one of the best known international brands, present in 3.2 million retail outlets, in more than 160 countries.

As we explore the tremendous opportunities ahead, we have a need for dedicated and dynamic employees to help build our team. With a strong commitment to encouraging future and current team members to “Unlock the Best You!” the BIC People Promise reinforces the principle that people are at the heart of its business success. BIC is committed to its team members and to the promise of helping them unlock their full potential.

Job Description

The primary mission of the Group Insights & Innovation VP Marketing - Brand & Portfolio Management - is to transform our organization from a manufacturing to a branding company:

▪        Define and cultivate a brand strategy, including marketing governance and guidelines, to support brand position as well as commercial execution of revenue targets

▪        Define product portfolio strategy and deliver short term product innovation roadmap (i.e., product briefs)

▪        Develop a category strategy, including identification of opportunities to grow (i.e., new sub-categories, customer segments, geographies)


BRAND VISION - Be a champion of brand positioning, story and equity

  • Ensure that the brand is consumer centric, relevant and top of mind in its mission and positioning in a dynamic competitive landscape
  • Partner with cross-functional teams to clarify and elevate brand visual identity and brand tone across all consumer touch points
  • Articulate current and future brand pillars, product architecture and philosophies and content buckets / areas of focus and differentiation
  • Continually evaluate the health of the global brand through performance tracking, regional feedback, sales, social listening, etc. and put plans in place to address challenges and opportunities


BRAND STRATEGY - Be a key driver of 3-year Brand Strategy and help pivot the organization to be more insights, data and analytics focused

  • In partnership with senior leadership, drive the creation and execution of the Brand’s 3-year Strategy, gaining alignment with key BIC stakeholders and setting up KPIs to consistently track progress
  • Build and execute comprehensive insights programs to support brand strategy and product planning 


PRODUCT STRATEGY & GROWTH ENABLER - Architect the global 3-year innovation strategy and execution in partnership with senior leadership and cross-functional teams

  • Step-change the brand’s approach to product innovation from ideation to market, taking risks and challenging the status quo to drive disruptive product breakthroughs
  • Lead cross-functional teams to ensure innovation sufficiency determining white space opportunities by category and better innovation solutions based on findings from consumer insights, data and analytics, social listening and external best practices
  • Solidify our hero product strategy by sub-category in key large and fast growing brand-building channels and help to create the addition of ground-breaking hero products in additional categories
  • Leverage target consumer understanding to tailor innovation to relevant consumer segments
  • Drive strategic pricing recommendations, COG analysis and ensure SKU management across the global product portfolio 


BRAND ENHANCEMENT - Drive global Consumer Engagement, Education and PR strategies to maximize consumer connection to the Brand

  • Partner with cross-functional teams to define the consumer journey and create winning consumer messaging strategies across all touch points to drive relevance and love for the brand
  • Set the strategic vision of content creation and consumer targeting laddering back to brand strategy that includes multi-media and platform specific content with clear creative deliverables, timelines and budgets
  • Own and lead the ideation, identification and execution of global partnerships and global online community engagement
  • Lead 360 concept brief development for platform and story activation for global campaigns and programs ensuring a holistic approach addressing the needs of all functions and regions
  • Build strategies and programs consistent with consumer strategies to educate staff and advisors around the world on our brand and our products 


GO-TO-MARKET EXECUTION - Serve as the key Global partner to Regional teams around the world to ensure they have the tools to win in their markets

  • Synthesize and articulate the needs of the regions in a compelling way for the senior leadership team
  • Continually develop and strengthen brand guidelines across all areas of go-to-market planning to set regions up for success
    Ensure commercial execution of Brand / Marketing strategy is enhancing brand positioning in all channels of distribution and communications around the world
  • Understand the pain points of the regions. Build and align goals across all levels of the matrix to ensure reduction of redundancies, spend and increase efficiencies globally
  • Enhance sharing of best practices globally and encourage optimization of existing initiatives
  • Participate in key market and customer visits to communicate global brand strategies and to understand local dynamics and needs 


CAPABILITIES - Nurture a future oriented Talent strategy that drives internal engagement and external attraction

  • Partner closely with Human Resources to evaluate Talent Management and Talent Attraction strategy
  • Identify key skills and experiences to up skill and educate Global Marketing teams to continue to outpace competition and establish Brands as best-in-class leaders
  • Serves as enterprise-wide leader who champions change and aligns teams on the brand vision 


  • MBA preferred; Bachelors degree in Business Administration, Marketing, or other related field
  • 12+ years progressive marketing experience
  • 5+ years leading and developing teams, preferably global
  • Demonstrated mastery of global strategic marketing plans for products and full portfolios.
  • Ability to envision the future and anticipate trends
  • Strong global team leadership skills - coaching and team development
  • Action-oriented
  • Data-driven decision-making skills
  • Strong knowledge of insights & analytics
  • Trend-hunting mindset
  • Clear and strong communication skills
  • Proficient level of financial acumen
  • Innovative and Digital champion

Additional Information

Apply Today! There's never been a better time to join BIC! We're a dynamic company with a strong vision. You will find a wealth of possibilities in a challenging and rewarding work environment. As an organization, we have a passion for taking care of our people, and our benefits reflect this.

BIC Corporation is an Equal Opportunity/Affirmative Action employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, national origin, disability, sexual orientation, gender identity, protected Veteran status, age, or any other characteristic protected by law.

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