Lead development of data-driven Brand Plans(covering all brand scalers) for assigned brand(s), with Brand team.
Align and integrate with Customer & Channel Plans from Sales team.
Translate into detailed 12Q plan, including budget and initiatives.
Run execution drumbeat and deliver on 12Q plans.Lead Brand Strategy developmentvia defining brand identity and mentality and translate them into clear brand book guidelines.Drive mental availabilityfor assigned brand(s) through consistent storytelling (in line with purposeful brand propeller) over time (across categories, if relevant) and across consumer journey: With consistent reach & repeat and the right media mix (ATL/BTL, traditional vs digital/social media), tailored to brand scale (insurgent vs at-scale) and covering all relevant consumer touch points, taking corrective actions based on insights (including feedback from trade).Create relevant portfoliofor assigned brand based on data: Identifying Hero SKUs for priority channels/regions/customers (strategically managing PL); Identifying right price/pack architecture (OBPPC) based on priority consideration sets (repertoires) in priority channels; Monitor trends & consumer preferences (based on repertoires) to drive barrier-breaking renovations and innovation.Drive physical availabilityby developing Consumer Activation Plans (PoS materials, shelf-layout, activity planning) for assigned brand(s) in all relevant outlets and online (in line with channel strategy), working closely with Channel & Category Development team who lead execution: Drive perfect visibility by setting perfect-store guidelines to ensure brands/Hero SKUs are easy to find and buy; Develop penetration-building promo strategy (including budget, frequency, calendar and impact on forecast) and invest in promotions that have a positive ROPI.Build digital consumer journeysin consultation with DMI team that reach relevant audiences, leveraging own media and digital content platforms (e.g.
websites, apps, mobile).Closely monitor key marketing KPIs(including competitor pricing, promo & shelf stand-out) to mobilize real-time adaptations to brand plans.Manage brand P&L(including marketing budget) and allocate budget strategically across formats/categories.Participate in key commercial planning meetingswith sales team and other stakeholders to ensure alignment.Grow and develop excellent Brand Managers.#J-18808-Ljbffr