Global Brand Manager

Position Title: Global Marketing Manager

Reports To: General Manager

Unit: Mars Fishcare

Location: Chalfont, PA (Flexible)



Level of Role

Technical Leader

Number of Reports

3 Direct Reports

Purpose of Role

The Global Marketing Manager is responsible for the Mars Fishcare global growth strategy across multiple timeframes, from two to ten years. This associate champions the overall brand and product portfolio strategy and activation, pricing strategy, consumer and shopper research strategy and activation, and is the APIĀ brand strategic leader (BSL). They are the voice of marketing & advocate of the consumer, utilizing his/her knowledge of the overall Petcare category and Fishcare sub-category across markets, representing the marketing function as the key stakeholder in category and growth decision meetings with internal cross functional sponsors to develop and deliver the consumer and innovation plans.

This role is responsible for the translation of consumer engagement and category growth business strategies / priorities / objectives into Marketing / Brand planning utilizing the flywheel and other tools to prioritize, justify, measure and assess marketing investments. This plan ultimately enables Mars Fishcare Sales to deliver industry leading category growth insights and activation strategies in the Retailer environment.

This person is in-charge of managing the graphics resources (packaging, promotional materials) and trademark administration. As the units Marketing leader, they contribute and collaborate as a Management Team member with the General Manager, CFO, Supply and Sales leaders to deliver the units financial and people commitments.

Principal Accountabilities:

  • Deliver the units Operating Plan financial commitments.

  • Shape the content of, and gain agreement to, annual marketing plans.

  • Develop, implement, deliver and measure the results of initiatives that drive brand growth and deliver profit commitments.

  • Member of the Mars Fishcare Global Management Team, contributing to and sharing ownership of the units Performance, People and other objectives and deliverables.

  • Ensure effective brand planning and development, following Mars Marketing Best Practices, utilizing tools such as the Flywheel and the Laws of Growth, and integrating across Mars Petcare initiatives wherever possible. Responsibilities / required knowledge to include:

  • Collect and analyze customer, consumer, category and brand data as input to creation of brand strategy.

  • Demonstrate a deep understanding of how the brand compass translates into brand activity, including the brand scorecard.

  • Provide the link between brand development and customer growth, with responsibilities / required knowledge to include:

  • Deep understanding of the units OGSM, global and local brands positioning and innovation plans.

  • Deep understanding of the brand compass, flywheel, laws of growth translating them across global, market and key account levels.

  • Maintain close connection with the latest marketing and consumer engagement trends and thinking, ranging from digital marketing to 1:1 marketing, etc.

  • Work with Sales leadership to align brand strategy, positioning and key initiatives with category growth drivers, shopper based design and perfect store. This work includes providing Consumer / Category input on customer development initiativesincluding participation in innovation ideation and development.

  • Lead the creation of Brand / Category selling stories that integrate consumer, category and shopper insights and aligns with Category Growth Drivers.

  • Identify opportunities to shape the future of the Fishcare category in core and non-core markets by uncovering new and relevant consumer insights.

  • Support Sales in the development of tactical brand toolkits for annual business planning, and Key Account Managers in the creation of account specific brand and product portfolio growth plans.

  • Partner with R&D Leader to ensure an efficient and effective S&OP Step 1 process.

  • Create a pipeline of brand news, ideas, innovations and/or extensions that can sustain the growth against the OGSM framework.

  • Partner with Sales leadership in S&OP Step 2 to review category and competitive trends, news and opportunities, and/or new consumer insights, and identifying approaches to close any gaps in business performance.

  • Develop the overall pricing strategy and principles from a consumer and marketplace perspective. Support CFO and Sales Leadership with deployment to specific price cards.

  • Lead / champion continuous improvement work / process across Marketing / Graphics / and Category.

  • Provide effective oversight and direction to the development and delivery of packaging, POS, and other graphics projects and activities through direct reports and agencies.

  • Provide effective oversight and delivery (quality, timeliness, budget) of the Mars Fishcare trademarks.

  • Develop and leverage a strong peer network across Mars, drawing insights and expertise from other Mars Petcare units.

  • Responsible for People Management including:

  • Plan talent needs, recruiting, hiring and selecting talent.

  • Assess potential and co-create development plans with individual reports; provide coaching, championing to realize individual potential and fulfill development plan.

  • Develop talent and retain talent.

  • Set expectations and oversee the achievement of individual objectives, monitor performance and provide on-going feedback.

  • Coach and direct for optimal performance and development.

  • Direct priorities and provide solutions to achieve/exceed company, brand and customer objectives.

  • Responsible for team building and team management to include

  • Embrace the tone, motivation, common purpose and specific expectations for the entire team to ensure team success in the achievement of company goals.

Critical Mars Leadership Capabilities

  • Business Acumen & Functional Skills (Brand Management, Portfolio/Marketing Strategy, Consumer Marketing, Digital Marketing and Commerce, Consumer Research and Insights)

  • Strategic Agility

  • Dealing with Ambiguity

  • Organization Agility

  • Creativity and Innovation Management

  • Delivering Consistent Results

  • Creating Collaborative Relationships

  • Developing Talent and Engaging Associates

Key Supporting Competencies

  • Perspective and knowledge (of Mars and the Mars Petcare business) its mission, strategies, products, and services and the industry in which we compete, and understanding of the key business parameters and methods to achieve corporate objectives

  • Motivating Others creating compelling, consumer centric calls to action for the organization, inspiring excellence in execution.

  • Problem Solving - Clear understanding of robust approaches to problem solving, applying them to both internal and external situations in a systematic, collaborative manner.

Minimum Qualifications

  • Minimum of a BA/BS in a business related field with minimum 7 10 years of business experience in CPG industries, working in Brand Marketing, Category Management, Market/Consumer Research, Marketing Services, eCommerce or other similar function.

  • The candidate will also have strong computer and systems literacy, solid understanding of industry and consumer engagement trends including digital, and the ability to travel up to 20% of the time.

Preferred Qualifications

  • MBA or advanced degree or comparable experience a plus.

Every associate at Mars has responsibility for the achievement of quality and food safety.

As a privately-held, family-owned company, Mars Petcare US offers benefits which reflect our commitment to attracting and retaining great people. This includes excellent pay, competitive health and dental care coverage, a retirement plan, a very competitive vacation plan and unrivalled career advancement opportunities, to name just a few of our unique and generous benefits.

If you're looking for a place where you can take ownership for your work, where the pace is fast, the environment is built around the importance of open communication, and where employees are called "associates" and treated as such, then we want to hear from you.

We value a diverse work environment and encourage qualified individuals to apply, regardless of race, religion, disability, national origin, veteran status, gender and age. Mars Petcare US is an Affirmative Action and Equal Opportunity Employer.

Visit to learn more about our company and for information about all of our current openings. Please, no agencies.

In May 2016, Mars Inc in Chalfont, PA became a tobacco-free workplace.

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