Associate Brand Manager, General Snus
2013 - 2015
Originating in Sweden, snus has been around since the 16th century. General Snus was one of the first brands and is still popular in Sweden today. We were challenged with launching it here in the U.S., which required educating tobacco consumers on what snus is, how it's different from dipping tobacco (no spitting!), and its other benefits.
Brand Strategy + Planning: Developed and presented annual marketing plans and strategies, including forecasting, packaging development, direct market development, sampling, sales promotion, advertising and pricing strategies
Agency Management: Worked closely with two creative agencies to execute marketing tactics (direct mail and email campaigns, CRM, consumer promotions, website, etc.), ensuring that designs and messages met brand and regulatory guidelines
Project Management: Helped lead cross-functional teams to develop new products, new product concepts, and product improvements for consumer testing
Public Relations: Collaborated with the Communications department and three outside public relations agencies to develop and execute strategies to gain earned media
Budget Tracking + Forecasting: Managed multi-million dollar brand budget and quarterly spend forecasts
Volume Tracking + Forecasting: Maintained the volume forecast across all product SKUs
Quantitative Analysis + Reporting: Prepared month-end business, financial, and category data analyses using Nielsen and distribution data systems