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Senior Brand Manager EA

4 months ago


Angola, United States Panafricanmail Full time

Job Description

Long term growth of Beiersdorf EA & CWA through the continuous development of the brand portfolio in line with the overall company strategy and roadmap.

Key focus countries are: Kenya, Angola, Ivory Coast and Tanzania. With minimal support for the other countries in EA and CWA.

Define and achieve specific net sales and market share objectives through the development and execution of the annual marketing plan.

Principle Accountabilities:

Market Understanding and Development

Identify market challenges, opportunities, and right focus in terms of Consumer Marketing Objectives

Input into the brand portfolio development and partner with the CEWA category brand managers

Develop a strong local pipeline to deliver on Business Objectives

Build in depth understanding of local consumers, shoppers, and competitors to input into Consumer marketing strategy

Consumer Understanding & Insights

Develop relevant consumer insights that can be exploited for business gain

Be the local point of contact for partner research agencies, coordinate the quarterly presentations to the commercial team and use insights gathered from these studies to develop or strengthen brand plans

Annual Marketing Plan

Contribute towards development of the annual Consumer Marketing Plan

Detail the local annual Marketing Plan as per PMP and ABP requirements (including NS forecast, market share predictions, competitor analysis, brand investment and strategic priorities

Communicate with and influence Demands, Supply, Finance, Sales and Shopper & Customer marketing to ensure they deliver appropriate customer marketing plan or support the Consumer Marketing Plan

Communication Deployment

Work with the Category Brand Managers and Integrated Media Manager to deliver an integrated communication approach (media plan)

Provide local insights for use in communication development

Co-create 360 launch activation campaigns and ensure smooth implementation and tracking of the same

Input into Customer Marketing Plan

Ensure Sales team are fully briefed on the annual brand plans and objectives

Regular and accurate updates on brand plans to S&CM & sales teams at S&OP meetings

Influence and agree the customer marketing activities with Sales and S&CM to achieve the agreed Customer Marketing Plan

Support the design and production of VAP’s/bundle packs

Management of Brand Profitability and Budget

Responsible for accurately managing marketing investment/ budget in line with the agreed Marketing

Plan and to reconcile and amend as necessary during the financial year to achieve Margin2 Forecast

Set and monitor local pricing strategy using CEWA price map and considering the local context

Responsible for maximisation of return on investment against agreed brand objectives by reviewing and evaluating alternative marketing investment opportunities.

Brand Management & Performance

Manage the development of Net Sales, Profit and Market Share in line with the Annual Marketing Plan

Evaluate Brand performance, gather relevant market data (Euromonitor, Kantar, Nielsen, Offtake where available) to identify key issues, propose activities to rectify poor performance, and spot opportunities / gaps in the market.

Co-ordinate and liaise with Demand /Supply and Customer Services (if needed) to ensure the timely and continuous supply of product to the marketplace via effective input in monthly S&OP.

Responsible for deployment of the local Marketing plan OTIF (On Time, In Full) and within budget

Responsible for deploying the approved Local Pipeline & launches in line with the launch business case

Develop and implement 360 support plans for NPDs

Ensure proper launch tracking & reporting for NPDs and deploy relevant corrective actions if needed

Input into pricing and promotions – give recommendations to Customer team

Input into claims development and regulatory approvals

Manage cross category projects where applicable

Responsible for development of monthly commercial brand updates

Responsible for management of local agency partners

Assortment control: Regular ABC analysis and range architecture analysis, NPD & discontinuations to ensure we always have the most relevant and efficient range.

Marketing and Communications Strategy

Above-the-line (ATL)

Understand the media landscape and media consumption of target market

Responsible for development of annual Media Briefs

Evaluate & propose Marketing mix and evaluate media channels

Below the line (BTL)

Manage all consumer BTL initiatives

Ensure clear briefing and role-assignment to Sales and S&CM for all activities

Social Mission Management

Coordinate and implement Social Mission initiatives in East Africa and Central West Africa in line with the Global Social Mission including identification and management of local partners and initiatives

Consumer Insights Management

Manage the CIM portal to identify any consumer complaints, identify any trends and conclusively close on these whilst engaging the relevant partners (Quality, R&D etc.)

Project Management

Responsible for project managing NPD/ Launch/Relaunch process within the business and with relevant cross functional teams for OTIF delivery

Influence S&CM and Sales Team to ensure plans are effectively executed in trade on time.

Personal Specification

Education

University degree (Honours); Master’s degree an added advantage

Experience

Min 6 years brand management experience in FMCG industry in Marketing, S&CM experience would be an added advantage

Cross category working experience

Hands on experience in digital marketing

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