Role Overview
Working with other internal stakeholders, you will support the brand portfolio strategy and priorities to enable consumer-centric brand portfolio growth. You will develop annual plans, setting objectives and allocating resources. In addition, you will offer recommendations for integrated commercial plans, develop and execute marketing plans that deliver on revenue and profit forecasts, and share objectives. Based on your deep consumer insights and brand positioning, you will develop and implement integrated marketing communications and 360 degree campaigns.
Key Responsibilities
Brand & Marketing Strategy
- Development of annual brand plans in the country aligned with the category strategy for P&L delivery with a monthly / quarterly and annual horizon.
- Implement superior consumer and customer activation of agreed brand equity, renovation and innovation (with a quarter, half year and annual outlook).
- Implement the IMC programs, working with BU category activation team, agencies, and driving local adaptation of brand communication.
- Collaborate with the Equity & Innovation teams to develop insight led and strategically relevant communication and innovation plans that drive brand health and category growth within the cluster/market.
- Drive media planning and buying with local Media Manager and media agency.
- Ensure effective working relationships and cross functional alignment of the category marketing plans with Regional Category Team, Sales (Category Planning & KAM), Consumer Insights, Customer Supply and Logistics and Finance and agency leadership to ensure effective market brand activation.
Financial Management
- Business Key Performance Indicators: Monitor and measure business performance for the specific brand against a set of KPIs including: volume, revenue, profit, A&C (Advertisement & Consumer Spending), net contribution, and share of market.
- Manage marketing spend budgets & improve profitability (ROI) across the cluster/market.
- Provide quality input into financial forecasting for the category.
- Responsible for driving and collaborating to determine volume targets for brands and subsequent monitoring volume achievement and inventory levels.
- Manage required investment, prioritization, resources and enablers to deliver category targets.
Market Landscape and Analysis
- Track ongoing pricing activities within the marketplace relevant for the brand and provide an understanding of opportunities and risks.
- Internal reporting, staying abreast of market trends.
- Drive the analysis of market information from Sales, Consumer Insights, Category Planning and Activation etc. to contribute to discussions on trade spend activities, executions, innovation, pricing, competitors, and portfolio.
- Feedback into product development and market executions; collaborate to create, launch and track performance of product and market executions.
- Maintain a firm understanding of trade marketing and in-store execution to guide and drive strategic execution on brands and priorities.
What You Will Bring
- A desire to drive your future and accelerate your career.
- Experience in consumer behavior, preferably in the consumer goods sector in a matrix environment.
- Experience developing a seamless consumer experience.
- Experience managing business objectives beyond brand and budget.
- A balance of analytics and creativity (commercial and strategic acumen).
- Ability to lead and influence teams.
- Effective verbal and written communication skills, including executive presentation skills.
- Experience in markets with diverse economic environments is a distinct advantage.
