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Brand Portfolio Manager 

EOE StatementWe are an equal employment opportunity employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, gender, national origin, disability status, protected veteran status or any other characteristic protected by law.
Req Number SAL-17-00032  
Position Brand Portfolio Manager  
Division Miller Electric Mfg. Co., an ITW Company  
Location Appleton, WI  
Dept 160 

Assigned Shift First Shift 

Full-Time/Part-Time Full-Time  
Exempt/Non-Exempt Exempt  


The Brand Portfolio Manager-ITW WELDING will work along with other business leaders and teams within the welding platform (Commercial and Industrial) across all welding products (Filler Metals, Welders, Safety, Consumables) to build demand, market share, sales, and profitability grounded in and through the building, rebuilding and stewardship of the major ITW brands (Miller®, Hobart®, Bernard® and Tregaskiss®, its value chain targets, related messaging around product, and market understanding. He/she will lead brand portfolio management, integrated marketing planning, and process management. The selected candidate, managing a brand with national and global presence, will work across cross-functional teams to recommend the overall positioning, messaging, and key strategies for the brand portfolio. This is to drive short and long term Value (distribution) and Loyalty (end users) which enhances success for actual value of the brand asset for the organization as well as the P&L results under our brand banners.

This role reports directly to the Vice President of Marketing-ITW Welding North America at the Miller Electric offices in Appleton, Wisconsin. This person will provide a forward looking perspective while supporting the North American marketing strategies based on market conditions, competitive intelligence, and channel dynamics at various points within our Value Chain.


In your role as a Brand Portfolio Manager at ITW Welding North America, you will be part of our success by delivering on the following responsibilities:

Market Insights:

  • Being “Fact-Based”: Translates business and brand needs into a prioritized customer research list to help set a research budget around needs for the brand while leveraging already in use models and processes.
  • Works closely with Corporate Marketing Research Leader and Vice President of ITW Welding NA to leverage insights gathered from key research tools (Brand Asset Valuator®, etc.) as to recommend marketing metrics to track, such as brand strength and stature, program performance in varying areas (traditional and digital messaging), and key brand and quality measures.

Brand Strategy:

  • Accountable for designing and recommending, along with the Vice President of Marketing and key leaders within the Marketing and Business groups, the brands long-term integrated strategy and messaging, as well as 1-3 year targets related to measuring success of those plans.

  • Identifying, building and executing powerful ideas that build sustainable Differentiation, Relevance, and Esteem and motivation for the ITW Welding brands.

  • Execution of the integrated brand plans for Hobart across all product lines and delivering with excellence.

  • Sets the national and global brand positioning across the several product category areas (Filler Metals, Welders, Safety, Consumables)

  • Analyzes brand portfolio and positioning and recommends any regional adaptation.

  • Leads developing the business case(s) for proper migrations of brands, when applicable, including brand re-launch spending and marketing and trade programming through recommendations to key stakeholders, business units, and associated GTM teams, as well as to Marketing.
  • Works directly with key stakeholders/business managers/teams in Equipment, Filler Metals, Safety, and other welding products along with segment Marketing Directors/Managers, Marketing Coordinators, and agency partners (creative and research) to develop and exact execution of the brand structure, proposition, message, and messaging to effectively redefine the brand from a more inclusive method.

  • Leads workshops and process relating to brand strategy, consistency, consolidation and migrations.

  • Works in tandem, not in isolation, with other marketing professionals embedded in the divisions in both platforms to make sure that positions are complimentary as well as leveraging the right aspects of brand messaging and values without affecting their brands equities in a negative fashion.

Integrated Marketing Planning:

  • Recommends marketing objectives and strategies, understanding and meaningfully addressing our distributor and end user bulls-eye target, and budgets for the upcoming year

  • Prepares consumer, category, and brand information to support channel marketing and sales in customer-specific category management and sales presentations

  • Works with Finance and Research Insights to estimate ROI for brand initiatives. Builds finding into strategies and plans in Long Range Planning and Annual Planning.

Position Requirements


As well as a hunger to learn and succeed in Brand Marketing to be considered for this position you must be able to meet the following desired skills and experience:

  • Four-year college degree, MBA preferred.

  • 7-10+ years of experience in a similar role within Multinational companies, preferably in the B2B arena, yet with the experience of employing more classic, strategic marketing disciplines of a B2C background through “Stewardship and Discipline”.

  • Those with experience in running/managing a business with P/L responsibility in tandem with the marketing responsibility are strongly preferred.

  • Demonstrated strength

  • Use of data and insights wherever possible to craft and develop, and execute a strategic marketing plan for a brand across different product categories. Proven ability to work with limited insights at times and not paralyzed by lack of insights or an abundance of insights; decisive action around the best facts available.

  • Has exposure to global business practices and a solid understanding and practice of “80/20” ITW Toolbox tools and techniques.

  • Proven ability to develop and execute value-added marketing programming in-market.

  • Demonstrated ease of ability to move from strategic action to tactical execution within short timeframes: i.e. moving from the high-level thought process to knowing what and how to get things done on the ground with exceptional execution within a given timeframe.

  • Has successfully launched new products or meaningful adjacencies from concept stage through commercialization and in-market success either inside our business or from outside our businesses.

  • Strong strategic agility - comfort in white space; ability to connect disparate pieces of information and insights to establish a path. Shows ability to perform in a solution-based manner even when surrounded by ambiguity and competing interests and stakeholder demands.

  • Ability to translate VOC insights into meaningful brand and business opportunities and messaging; has the ability to take the analytical disciplines they have to convert that into meaningful, well-thought out creative solutions that fit within budget parameters.

  • Base business management experience; strong track record and overall business acumen

  • Project Management - able to lead cross-functional teams and deliver results through others; attention to detail.

  • Influencing - ability to sell a vision across various decentralized teams and product categories and up through management. This is critical to this role and demands excellent inter-personal communication skills within varied groups and with varied thought processes. This person has demonstrated ability to get the “80” of our multiple, key stakeholders on the same page for the right, fact-based reasons.

  • Proficiency in Budget Planning, both short and long term, and Budget Management.

  • Proficiency in Microsoft Office applications (Word, Excel and PowerPoint).

  • Willingness to travel-30-40%


This position is currently not accepting applications.

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