Senior Director - Brand Management, Graco

The Senior Director, Global Brand Management is a critical leadership role at Newell Brands, with global responsibility for the largest brand at Newell -- the Graco® brand. This leader will oversee end-to-end marketing across global and regional teams and will shape the strategies, capabilities and execution required to deliver sustainable growth.  With strong performance, this role will lead to a VP role within Newell. 

The ideal candidate is an enterprise-minded brand builder with deep experience in brand management, innovation and omnichannel growth. Understanding how to operate in a significantly regulated category across geographies is key.  This leader will set a clear global vision, mobilize cross-functional teams and influence the broader organization to strengthen the brand and deliver business results.

Key Responsibilities

• Deliver global growth and financial performance. Own global P&L commitments; directly manage the U.S. P&L; and deliver annual revenue, margin and market-share goals.

• Set and activate the global brand strategy. Lead the short- and long-term strategy, annual brand plan and cross-functional brand leadership team. Partner with countries and regions to translate the global strategy for local market needs while maintaining strategic consistency.  Current brand landscape is heavily concentrated in NA, with expansion underway in LATAM and APAC. 

• Steward the brand. Own global positioning, brand architecture and identity standards. Protect the brand’s immutable core assets and packaging architecture across internal and external communications.

• Advance commercial execution. Lead the cross-functional team in monitoring distribution, shelving, merchandising and pricing targets; approve pricing strategy recommendations developed with Brand Finance and Revenue Growth Management.

• Deepen consumer understanding. Use consumer segmentation to define the brand consumer target, brand muse and media target. Partner with Consumer Insights to create a globally applicable segmentation model and identify the research needed to develop winning propositions.

• Build the innovation pipeline. Own the creation and execution of a three-year global innovation pipeline. Lead the global innovation process, incorporate regional needs and ensure launches are designed to grow market share.

• Drive integrated brand planning. Lead the annual global planning process with the brand-building marketing team, aligning current-year marketing, promotion and media plans.

• Enable omnichannel launches. Ensure the timely development of core launch assets for omnichannel deployment, including digital commerce and retailer media.

• Lead and inspire talent. Enroll, coach and develop direct reports and cross-functional partners to execute the plan, strengthen marketing capability and deliver shared goals.

• Lead social commerce, registry growth and AI adoption. Drive growth through creator partnerships, shoppable content and registry platforms. Use AI-enabled social listening to identify emerging parent needs and translate insights into innovation and marketing opportunities.

• Optimize the global portfolio across regulatory environments. Partner with R&D, Quality, Regulatory and Legal to address market-specific requirements, maximize common product platforms and reduce complexity to support profitable global growth.

Required Experience & Qualifications

• Bachelor’s degree required; MBA preferred.

• 14+ years of progressive brand management experience spanning marketing, innovation and general management.  Preferred candidate would have Senior Director experience. 

• Demonstrated success leading global brands and building brand architecture, positioning and value across consumer channels.

• Strong P&L management experience, including revenue growth, margin expansion, portfolio or complexity reduction and innovation launches.

• Proven ability to attract, retain, coach and develop high-performing teams through an inclusive, servant-leader approach.

• Experience in consumer packaged goods and hardlines; highly researched durable regulated product experience preferred. 

• Classical brand-building foundation paired with strong digital marketing capabilities, including direct-to-consumer, eCommerce and retailer media networks.

• Deep expertise in consumer insights and analytics, including primary and secondary research, emerging trends, point-of-sale performance and competitive or category dynamics.

• Demonstrated ability to translate analytics into measurable revenue or market-share growth and to build data-driven decision-making capability in others.

• Experience setting pricing, promotion, trade and go-to-market strategies in partnership with Sales, Finance, Revenue Growth Management and senior brand leadership.

• Track record of growing brands through eCommerce, including channel-specific innovation, search visibility and media strategy.

• Exceptional cross-functional leadership, communication and influence skills across internal  global, regional and local stakeholders as well as external partners (suppliers, agencies, etc).

• Demonstrated experience driving social commerce and registry growth, and applying AI-enabled tools to social listening, consumer insights and marketing effectiveness.

• Experience managing brands in regulated product categories, incorporating market-specific compliance requirements into innovation, portfolio and geographic expansion decisions.