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Senior Brand Manager EA
4 months ago
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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