Title:  Senior Brand Manager - Beer

1. Purpose of the job

Drive value creation of assigned brands within the Beer category by developing and implementing cut through communication assets, touch point strategies and activations to excite consumers and customers.

Implement for the assigned brands, the short to medium term brand strategies and the Integrated Commercial Plan in line with the regional and global marketing strategies. Realize the operating targets and marketing objectives for the key African and International export markets as applicable by optimizing innovation, brand activation, pricing, sponsorships and brand communications. Responsible for brand power, market share and profitability (Gross Profit Net) of assigned brands in line with portfolio strategy.

2. Key Responsibilities

1. Strategy

• Support the creation and execution of the Beer Category strategy
• Understand and use consumer and market insights to build strong brands within the key focus markets
• Understand and utilize Demand Space thinking to activate the brand in correct channels and with the relevant communication strategy
• Support competitive strategy review to define implications and learnings
• Ensuring using best practice and commercial acumen, profitable and sustainable growth of the brand
• Delivering against commercial targets derived from the business goals
• Support brand strategy development and execution to grow the brand within portfolio including price positioning, SKU split, brand positioning and communication within resource allocations
• Monthly engagement with global and regional stakeholders to ensure alignment and consistency of strategy

2. Planning

• Supporting the yearly development process of the plans for the beer brands within portfolio
• Manage brand target setting, ATL/ BTL budget development, 360-degree communication plan, brand activities calendar, activation plans
• Support brand team alignment processes with central Trade Marketing to drive strategies to execution
• Lead agency management and briefing, internal approval from Marketing Manager, alignment with key stakeholders in the operating environment

3. Execution

• Working closely with central Trade Marketing, to plan, monitor and drive excellent execution of brand activation plans in line with ATL / BTL budget
• Brief key internal and external suppliers to drive excellent activation and sponsorship execution
• Monitor monthly ATL / BTL spend across key markets aligned to annual phasing plan
• Manage day-to-day agency partnerships to deliver brand strategies and activities
• Manage internal stakeholder relationships including procurement, finance, RMG, TM & Sales to effectively execute on plans

4. Monitoring / reporting

• Tracking, analyzing and using financial information to monitor and maximize return on brand investment and campaign effectiveness
• Understand and analyze insights from markets, media and consumers trends
• Manage central brand development budget phasing, invoicing and spend

5. People

• Lead personal development and career development