Purpose of the position

 

As a Brand Manager, you are responsible for the development, implementation, integration, and evaluation of brand and promotional plans. You also contribute heavily towards the annual commercial strategy by drafting plans based on proven insights with Team. You work together closely with the Marketing Manager on the planning level and Brand Executive on an operational level. You indirectly help the brand executives to develop into a superior performing individual, who can succeed you in due time. Also, you will support the head of the department on other assigned projects as delegated.

 

Marketing Competencies and Responsibilities

 

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

Regularly monitor both consumer and shopper behavior and turns insight into action Ensure clear consumer rationale across all initiatives Generate strong insights that mobilize broadly Convert insight to actions that fuel brand growth Inform work with relevant consumer trends & needs/motivations Coach team to identify and act upon Consumer Insights Interpret BGS outputs into clear actions that drive growth Translate relevant insights into viable volume and aspirational targets, and audience segments for IDDM

 

2. Portfolio Management (Level 1 – Self)

Show an understanding of portfolio performance Show an understanding of key drivers of the Category and Segment performance, profitability, and growth Show understanding of Portfolio strategy, how it will drive penetration, and its further implications Show 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) Show understanding of the 7 Sources of growth and shows the ability to understand & implement BWP outputs

 

3. Integrated Commercial Planning (Level 2 – Team)

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

 

4. Brand Strategy (Level 2 – Team)

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

 

5. Breakthrough Communication (Level 2 – Team)

TouchPoint Planning

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

 

Content & Activity

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

 

6. Brand Profitability (Level 1 - Self)

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

 

7. Innovation and Renovation (Level 1 – Self)

Demonstrate awareness of the beer, alcohol, and beverage category context and the implications for innovation Understand ‘Sources of Growth’, ‘Taste Landscape’ and can articulate key macro consumer trends Can differentiate between creative ideas and ideas that can improve business results Understand how innovation contributes to portfolio and brand strategies and individual brand’s positioning Is familiar with the different steps in the Innovation/renovation process and with deliverables per function Understand how to write a concept

 

8. Store Back Marketing (Level 2 – Team)

Create organizational alignment and commitment to effectively roll out the planned activities across Commercial functions (Sales, Trade Marketing) Ensure the most relevant levers of MWB 7-9 to delivery objectives are fully integrated into all TTL activities Consistently monitor and evaluate results, ROI, impact on profitability, & builds awareness of key success factors Set clear guidelines for how brands should be represented in bar/store & champion across activities Ensure executions are in line with Responsible Mkt Code Create a contingency plan for each major initiative

 

9. RTM & Channel Understanding (Level 1 - Self)

Actively meet Distributors, Wholesalers, and Retailers to better understand their purchase drivers and barriers Recognize the strengths and restrictions of different Route to Market options in reaching consumers Understand and can articulate the category strategy Demonstrate an understanding of channel segmentation and the role of different channels in Brand Strategy and activation Demonstrate an understanding of shopper and on-trade consumer drivers Demonstrate an understanding of the value chain in different channels and with different RTMs

 

Job Requirements

 

Graduate in Marketing and minimum 5 years relevant experience in Marketing (preferably FMCGs), with the last role on Brand Management level Knowledge and skills in Brand Management Skills in brand positioning and consumer segmentation Product / SKU launch experience Ability to analyze and apply market research results into brand strategy and plans Negotiation skills and experience in managing marketing budgets People management experience