Job Description

Hasbro (NASDAQ: HAS) is a global play and entertainment company committed to Creating the World\'s Best Play and Entertainment Experiences. From toys, games and consumer products to television, movies, digital gaming, live action, music, and virtual reality experiences, Hasbro connects to global audiences by bringing to life great innovations, stories, and brands across established and inventive platforms. We\xe2\x80\x99re looking for people who want to explore, experiment, and innovate to come up with the best ideas. Our culture of community, passion, integrity, creativity, and inclusion has inspired our diverse team of highly skilled, highly creative, and highly committed individuals for 90+ years and we believe the best is yet to come. We are looking for \xe2\x80\x9cSenior Brand Manager\xe2\x80\x9d for the regional marketing team. The Regional Senior Brand Manager role is an important position in driving a regional and centrally directed approach to the marketing and management of our Brands. They will ensure we maximise our brands across the region by creating a compelling vision for their brands including all aspects of the blueprint strategy and will manage deployment, range selection and key communication pillars to best represent the voice of the consumer.
The Senior Brand Manager will:
Franchise Strategy and Activation

• Develop the 1-5 year regional full franchise plans to amplify blueprint 2.0 and ensure they ladder into Global Brand Strategy but are grounded in regional insights
• Recommend the Strategic Brand Objectives & Financial growth targets in partnership with the franchise director
• Partner with and advise local markets on brand plans to ensure they incorporate and activate all aspects of the brand blueprint; leveraging across franchise marketing, broadcast, digital and consumer products (licensed as well as T&G)
• Influence and provide guidance to global brand teams on strategic development of the full franchise brand plan, coms strategy and marketing assets, based on consumer and shopper insights, ensuring regional needs are met
• Deliver Franchise go-to market plan that includes Franchise Priorities, communication pillars and one voice activation KPI\xe2\x80\x99s
• Identify, drive and scale regional marketing activations to maximise impact and efficiencies across markets aligned to our corporate activation calendar
• Foster the strategic marketing relationships with all content partners (TV, SVOD, VOD, AVOD etc.), forward planning marketing strategies and campaigns, ensuring the team executes content marketing plans according to the agreed calendar
• Support the Marketing Director in building the partnership with third parties such as Agencies, Licensees, Licensors and Media Networks
• Support the regional franchise vision across the Global Brand Teams, Hasbro Consumer Products, Digital Licensing, Hasbro Studios and Entertainment to ensure buy-in and support
• Collaborate and work closely with analytics, research, digital, social, YouTube, teams to support in developing marketing plans across the market, using data and research to set priorities, support plans and devise clear strategies
• Support Broadcast and Content relationships, understand content performance to support broader Franchise growth and KPI tracking.
• Leverage consumer and shopper insights to advise the global brand teams on the creative assets needed to meet the brand objectives and help brief/develop any regional asset needs which are not globally sourced.
• Provide robust, insight-driven marketing plans that maximise the effectiveness of 360 degree marketing activities targeting both the consumer and shopper
• Work with Regional Communication manager and global brand teams to determine strategic role of PR within each brand so plans are fully integrated
• Partner with Regional Assistant Brand Manager, Licensed Consumer Products, Hasbro Studios, and Digital teams to recommend complete one-voice plans

Portfolio Management

• Align with the consumer product leads regionally (Toy & Game as well as Licensed consumer products) to fully integrate the product priorities into Franchise plans.
• Support the regional consumer products teams with consumer insights to help shape future product strategies and development.
• Analyse and evaluate brand metrics, consumer behaviours, industry and retail trends to identify opportunities for brand and category development. Recommend key research/data gaps that will help to advance brand growth across the region

Performance Optimisation

• Drive the Analyse and evaluate of brand metrics, media performance and portfolio performance to inform the short to mid-term strategy as well as drive optimization for the category.
• Drive Competitive market analysis to understand brand position and competitive growth areas in line with applicable antitrust rules.
• Drive post campaign analysis to aid continued growth opportunities to be integrated into future planning
• Support the Identification and amplification of best planning and execution from country Marketing teams and continue to provide recommendations on process improvements across all aspects of the business

Disney:

• Ensure we maximise the Licensed business across the region and are a partner of choice through fostering strong relationships, driving joint business planning and providing recommendations that maximise our go to market activation plans aligned with our licensed partners.
• Coordinate with local teams on Licensor Financial submissions, whilst providing guidance and growth targets to aid in market inputs
• Participate in bi-annual Licensor Business Reviews in partnership with Global team; and supporting inputs from local markets
• Align product priorities and range offering, inclusive of activation and media, to our licensed partner\xe2\x80\x99s strategic priorities

What You\xe2\x80\x99ll Bring

• University degree in relevant field
• Min 5 years of experience in marketing
• Fluent in English both written and spoken
• Strong analytical problem solving, communication and negotiation skills
• Ability to work closely and effectively with teams in a matrix environment; including manage and collaborate with vendors and agencies to achieve agreed upon goals
• Strategic and creative thinker
• Ability to work independently
• Sophisticated analytical/Excel/PC skills
• Proven track record of building successful ABM campaigns

Hasbro is committed to equality of opportunity in all aspects of employment. We are committed to making all employment decisions without regard to race, color, religion, sex, sexual orientation, gender identity or expression, national origin, age, marital status, or any other legally protected status.