The Product Line Manager – Bag (PLM) demonstrates leadership for product, defining and driving the Product Lifecycle Management Plan and Strategy. This includes market expertise and analysis, brand and price positioning, product development and launch, go-to-market strategy, sales enablement, and more.  The PLM also drives messaging, delivering customer/segment insights to inform strategic campaigns that help drive customer acquisition, growth and retention.

This position reports to the Sr. Director, Product Management & Strategic Marketing, and is responsible for meeting annual and long-term financial goals of BW Converting’s Bag product line, which includes the Hudson-Sharp brand.  This individual will keep abreast of current and future trends that may impact the long-term success of this product segment.  These trends may be product, channel, advertising, promotional, digital or customer related.  Annual and long-term success is accomplished by successfully implementing multi-generation product plans (MGPPs), influencer (channel and end users) marketing strategies and digital transformation strategies with the common goal of strengthening the value proposition of the business.

Important skills for this person are leadership, insight, and interpersonal communication. On an on-going basis this person must communicate with customers, channel partners, agents, sales managers, suppliers, strategic partners, senior management, and stakeholders across the business to determine if and how the strategic plan, marketing plan, or product initiatives should be adjusted to meet the Company’s overall financial and strategic goals for the product line. The individual will then provide cross-functional leadership within a matrix organization to ensure plan objectives are met.

Essential Functions:

• Develop, implement, and drive the execution of Product Lifecycle Management Plan

• Act as central point to collaboratively combine, prioritize, refine, add value and publish aggregated content from key subject matter experts

• Through strong cross-functional engagement, lead the implementation/execution of product line initiatives, including prioritization of product development plans (NPD/VAVE), strategic marketing (including digital) programs and channel/geographic expansion plans. 

• Design and drive go-to-market planning and execution (messaging, positioning, differentiators, benefits, collateral, tools, training, etc.)

• Define, own, and drive ambitious marketing targets and success metrics for product offering including marketing growth initiatives, feature releases and solution positioning and product launches

• Provide leadership and facilitate the cross-functional execution of our technical, commercial, and supply chain strategies, all within a matrix organization structure.

• Sales enablement – communicate the value proposition of the products to the sales team, and channel partners, and develop the sales tools that support the selling process

• Increase market share in existing markets, identify and develop new markets. Introduce product/marketing promotions and other sales programs as a means to the end of delivering top-line sales revenue objectives.

• Meet or exceed NPD vitality goals by driving product development process to develop and launch new products.

• Achieve organizational objectives of growth and profitability through effective product management (optimal product mix, price and cost targets) to deliver gross margin and return on sales goals.

• Assist in the business’s monthly forecasting processes to ensure P&L goals are being achieved.

• Maintain and enhance positive working relationships with sales management, sales agencies, key customers, channel partners and key influencers.  Gather VOC, present NPD and commercial strategies, and facilitate issue resolution as required.

• International travel required

Qualifications, Specialized Knowledge:

• Bachelor’s Degree from an accredited institution.

• Minimum of 5 years' experience in product management or product development with capital equipment. Experience in bag/pouch packaging industry is desired but not required.

• Proven track record in launching new products on the market and experience in dealing with Tier 1 direct customers.

• Comprehensive knowledge of flexible packaging market, bag/pouch market a plus, including a deep understanding of the applications of the products, channel, competitors, and regulatory issues.

• Capability to delve into technology and communicate intricate concepts in a simple and clear manner across written and verbal formats, including public speaking, product demonstrations, and content creation.

• Proven experience collaborating with technical and business teams, representing the interests of partners and customers, and devising innovative methods to gather customer feedback.

• Vibrant energy and enthusiasm that can inspire and motivate others.

• Global perspective and experience with international business, global business planning and global channel development.

• Financial competence, familiarity with planning and forecasting, and with P&L.

• Track record of delivering sustained profitable revenue growth.

• Demonstrated excellence in business strategy and development.

• Success in driving a culture of continuous improvement.

• Strong innovation and customer-centric mindset/background.

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