Job Purpose

As a Brand Manager you will direct and manage the brand strategy for designated brand to meet the company defined brand and portfolio ambition. You are responsible for the development, implementation, integration and evaluation of brand and promotional plans. You also contribute heavily towards annual commercial strategy by drafting plans based on proven insights with Team

You work together closely with Marketing Manager on planning level and Brand Executive on operational level. You indirectly help brand executive to develop into a superior performing individual, who can succeed you in due time.

Also, you will support head of department on other assigned projects as delegated.

 

Marketing Competencies and Responsibilities

1. Consumer at the Centre (Level 2 – Team)

Regularly monitors both consumer and shopper behaviour and turns insight into action Ensures clear consumer rationale across all initiatives Generates strong insights that mobilise broadly Converts insight to actions that fuel brand growth Informs work with relevant consumer trends & needs/motivations Coaches team to identify and act upon Consumer Insights Interprets BGS outputs into clear actions that drive growth Translates relevant insights into viable volume and aspirational targets, and audience segments for iDDM

 

2. Portfolio Management (Level 1 – Self)

Shows an understanding of portfolio performance Shows an understanding of key drivers of the Category and Segment performance, profitability and growth Shows understanding of Portfolio strategy, how it will drive   penetration, and its further implications Shows understanding of the implications of individual Brand Roles within the Portfolio on Brand Strategy, budget allocation, Brand Strategy (How to Win), and Brand Execution (What to Do) Shows understanding of the 7 Sources of growth and shows ability to understand & implement BWP outputs

 

3. Integrated Commercial Planning (Level 2 – Team)

Leads the Integrated Commercial Planning process for their area successfully throughout the organisation Ensures plans fully join up across Brand, Trade Marketing & Sales and that all activities join up to deliver objectives Ensures Brand activities effectively address consumer, shopper and customer purchase drivers and drive penetration  Consistently uses the most efficient & effective mix of TTL marketing activities to drive reaction, considering cost, impact and ROI, and allocates budget accordingly  Takes internal and external factors likely to influence execution into consideration

 

4. Brand Strategy (Level 2 – Team)

Leads the development of the Brand Strategy Syndicates all insights and reflects in brand strategy Owns brand positioning (BIAB) and ensures it delivers competitive advantage  Ensures consistency between the brand strategy and all ongoing brand activation  Meets short-term targets while maintaining long-term Brand positioning and value and actively manages brand health  Consistently tracks Brand performance, competition and BGS, and proposes improvements to cross functional strategies and plans

 

5. Breakthrough Communication (Level 2 – Team)

Touch Point Planning

Develops campaign objectives that are clearly linked to business and brand objectives  Creates deep understanding of effectiveness of different touchpoints in delivering reaction, reach and resonance for area of responsibility and integrates into the brand plans (incl. MMM studies) Ensures team is enabled and supported to create iDDM campaigns, ensuring cross-functional support is secured  Ensures campaigns are monitored and optimised during the campaign and that reaction, ROI and delivery of objectives are measured with learnings shared and used Ensures data capture is integrated across activities

Content & Activity

Masters concepts of BIAB, Comms Strategy, Campaign Objectives and Brand or Campaign ideas Writes inspiring & effective and delivers in inspiring way Manages agencies effectively & independently including driving synergistic inter-agency working on brands Evaluates creative work & champions strong business and brand building content which deliver a strong reaction Oversees production process end to end, taking necessary key decisions as appropriate Measures reaction pre, during and post campaign and adjusts as necessary Evaluates campaign objectives & ROI and uses learnings

6. Brand Profitability (Level 1 - Self)

Measures and evaluates the effect of specific activities on top line, and return on investment Flawlessly manages the brand budget / expenses Demonstrates understanding of the drivers of Portfolio or Brand profitability right down the value chain Analyses the profitability of each SKU by channel and makes profit enhancing proposals/decisions Tracks Brand financial performance and consumer value perception. Informs/acts when necessary to adjust Uses understanding to make recommendations about frequency and depth of promotions via POPS Acts on CSP levers (eg non-working) to drive profitability