The Brand Manager develops position recommendations, guides market research and analysis, and defines brand strategy for SME and its house of brands. Designs and implements integrated brand campaigns that boost awareness and favorability of SME as a thought leader by target audiences. This position serves as the primary liaison with internal clients providing strategic counsel and analysis on brand positioning and analytics as well as leading the transformation of brand assets and product development where appropriate.
MAJOR FUNCTIONS
Market Research
Researches marketing trends and SME’s competitive positioning in the marketplace
Develops, tracks, and analyzes brand performance metrics for SME brands
Regularly tests and refines mediums, messages, and metrics
Works with outside agencies where support and expertise is needed
Brand Strategy
Leads the development, execution, and assessment of the SME corporate brand strategy ensuring all communications, experiences and assets are cohesive and consistent with the SME Mission, Vision, and Purpose
Assesses and recommends transformation of all SME corporate brand assets as appropriate to ensure consistency in all markets and across all mediums
Works with outside agencies where support and expertise is needed
Brand Marketing
Designs and implements integrated and sustained brand marketing campaigns that boost awareness and favorability of SME as the thought leader and advocate for the manufacturing industry by its target audiences
Identifies opportunities for reputation-enhancing partnerships with enabler organizations
Develops cohesive storylines, graphic elements and other brand assets that drive membership and industry engagement; ensures they are consistently applied across all communication channels
Events
Coordinates with the business units to develop and execute holistic brand experience across SME events
Web Content Management
Develops and executes and integrated, annual Web content plan for the SME corporate web site, which serves as the primary touch point for SME audiences
Reviews and edits SME corporate Web content across the organization to ensure excellence and brand and voice consistency prior to posting live
Partners with IT Team to analyze and report on site metrics for additional opportunities and continuous improvement related to search engine optimization, audience growth and engagement
Miscellaneous
Other duties as assigned to advance the mission, vision and purpose of SME
Requirements
MINIMUM EDUCATION, SKILLS, AND EXPERIENCE REQUIREMENTS
Bachelor’s degree required; degree in Marketing or Advertising degree preferred
Minimum 5 years of brand management experience
Solid experience developing and executing successful brand marketing campaigns that drive business growth
Solid experience leading market research initiatives and analyzing findings
Exceptional storytelling and writing talents to execute holistic brand experiences across communication channels
Excellent presentation skills
Ability to foster relationships with internal clients
Multimedia experience a plus (graphics, video, photography, editing, etc.)
SME is a nonprofit association of professionals, educators and students committed to promoting and supporting the manufacturing industry. SME helps manufacturers innovate, grow and prosper by promoting manufacturing technology, developing a skilled workforce and connecting the manufacturing industry. SME supports manufacturing based on our core belief: Manufacturing is key to economic growth and prosperity.