Product Manager – New Products

Posted Date 2 weeks ago(6/3/2021 6:01 AM)
Job ID
Branch #/ Location: Location : Location
Master Halco


Master Halco, North America’s leading manufacturer/distributor of fencing and perimeter security products is seeking an experienced Product Manager - New Products. The Product Manager is to develop new product lines to bring growth oriented, viable, and profitable products to market for the fencing industry and adjacent categories.


The purpose of this position is to identity new products and product adjacencies for the fencing category that will grow sales and profits incrementally. Work cross functionally with others, following the NPD process, to bring new products to market. This process includes evaluating the profitability and potential of new and existing product ideas from a varied number of sources, i.e. customers, branch sales associates, managers, or other areas. 

Create product road maps for categories that expand opportunities for higher growth, profitability, and return on investment.


For the right candidate, especially someone who has fencing knowledge and experience, it is preferred the candidate reside in the Dallas area, but not required.

If the selected candidate does not live in Dallas, then additional travel (up to 50%) will be required.


This is a very exciting time to join our company. We are continuing to grow (70 locations), introducing new products, making technological investments, and implementing innovative marketing strategies.  We are also focused on our people -- our most important resource.  At Master Halco, we believe in transparency, open communication, and rewarding success with a path to fully develop your potential while building a career.



New Product Development

  • Maintains a “bank” of new product opportunities that will support company growth. Identifies the value of each opportunity, both financial and strategic value. New product opportunities will be prioritized with Sales and Operations Leadership based on criteria and strategic value.
  • Maintains relationship with fencing industry adjacency suppliers, to encourage new product opportunities and ideation development.
  • Captures the voice of the customer (Internal & External), which can be end user and/or contractor to support new product initiatives. Identifies their key criteria –needs and wants.
  • Defines the product features and benefits (and hierarchy of importance), product positioning (include target price, profit margin and cost), requirements and “specifications”.  Engages engineers if needed to finalize the technical specifications.
  • Understands competitive products for the new product, analyzes information, and develops SWOT summary and summarizes how we win in the playing field.
  • Leads the development of marketing launch materials, print and digital, sales promotion strategy, special incentives such as Spiffs, as well as other tools and specialized programs.
  • Brings new products to market – from ideation to new product creation to launch supporting the sales initiative.  Includes leading the phase out of impacted items from the new products.


Project Management


  • When assigned, leads a cross functional team in bring new products to market following the NPD process.
  • Responsible for the quality aspects of the NPD process, ensuring that all Stage Gates and Activities are addressed or accounted for.
  • Leads the development and provides the easy “button” tools to the branches - easy to engage with new product opportunities, easy to use sales tools, easy to set up pricing, easy to activate at the branch, etc.



  • Create and execute new product training with sales team. 

Training should include:

  • Product Positioning.
  • Provide profiles of potential customers to target.
  • Hands on training regarding usage and installation.
  • Value proposition – both to contractors and contractors to end users.
  • Product Features and Benefits.
  • Product and or customer segment specific programs.
  • Sales Tools – for our sales team and our customers customer.


  • Engages with the sales team and purchasing on collaboration of new product ideas.
  • Researches the new product opportunities to determine the size (sales), scope, probability and effort/resourced required.
  • Executes the product launch with the field sales team.
  • Provides technical support and product expertise to the sales team for all new product launches.
  • Provides project status updates on a regular basis.
  • Overnight and or air travel for trade shows, supplier meetings, voice of customer engagements.
  • Represent company at trade association meetings to promote new products


5 Key Competencies


  1. Strategic Skills: Determines growth opportunities and threats through comprehensive analysis of current and future trends; comprehends the big picture.
  2. Resourcefulness/Initiative: Passionately finds ways over, around, or through barriers to success; achieves results despite lack of resources; goes beyond the call of duty; shows bias for action; a results-oriented “doer”.
  3. Organization Planning: Creates and executes a new product line plan with key focus areas and priorities
  4. End User & Customer Focus: Monitors customer satisfaction with end users; works in conjunction with customers/contractor creating new products that have value to them. Value can be incremental sales and profits for them, reduced time to install, ease of use, safety conscious, etc. Brings value to the customers which they serve.
  5. Change Leadership: Actively intervenes to create and energize positive change; leads by example.



Essential Qualifications

  • New product development experience, from concept to launch.
  • Excellent presentation / training skills before both small and large groups.
  • Strong research (quantitative and qualitative) and analytical skills.
  • Driven and results oriented; KPIs, and new product expansion to meet corporate targets.
  • Ability to work with all levels of personnel within the organization.
  • Proficient in Office - Word, PowerPoint, Excel.
  • Creative problem solver with hands on engagement and solid business acumen.
  • Strong project management skills/experience.
  • Strong interpersonal skills including the ability to effectively motivate and support the creative as well as analytical aspects of project management.
  • Effective strategic thinking and tactical execution.
  • Strong organizational skills.
  • Ability to manage problems into solutions.
  • Strong communications skills.
  • Creative as well as critical thinking.
  • Soft skills include organization, strong communication skills, leadership, time management, and multi-tasking.


Required Education and Experience

  • Bachelor’s degree in Marketing or a related discipline.
  • Prior experience developing innovative new products and improving existing products.
  • Technical product work and expertise.
  • Related industry experience preferred.


Work Environment

Office setting and field travel.


Physical Demands

This job requires the ability to sit, climb, stand, and lift and/or move. Must be able to travel as needed.


Position Type and Expected Hours of Work

This is a full-time position. Days of work are Monday through Friday. This position at times requires long hours.



Travel from Dallas with the possibility of overnight is approximately 25% to 30%.

Travel for residency outside of Dallas with overnight stay could be up to 50%.


Reasonable Accommodations Statement

To accomplish this job successfully, an individual must be able to perform, with or without reasonable accommodation, each essential function satisfactorily. Reasonable accommodations may be made to help enable qualified individuals with disabilities to perform the essential functions.

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