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Junior Brand Manager

We Go Places! How about you?
Location: Kingston
Function: Commerce
Sub-Function: Commerce - Marketing - Brand Management
Type of Contract: Permanent

JOB CONTEXT
Responsible within an OpCo for Brand Marketing


JOB PURPOSE:
Develop and implement the long-term integrated Marketing plan in line with regional and global Marketing strategies to create top line growth for the Operating Company, expressed in terms of
1. Market Share growth (single biggest);
2. Profitability;
3. Brand equity.


RESPONSIBILITIES:

3 Year Plan
Contribute to overall business strategy by creating and embedding a robust brand strategy that is consumer-centric. A Consumer- Inspired Brand Strategy that will be enhanced by our innovations to ensure delivery of our business objectives in support of 3 year plan for the OpCo and Region. Ensure alignment between Brand, Trade Marketing and Channel strategies.

 

Portfolio Planning

Assist with creating and embedding a robust portfolio strategy. Track and evaluate brand performance as well as implement Portfolio strategy. Define clear commercial and strategic roles of brands in the portfolio. Identify innovation opportunities across the portfolio. Safeguard the intended Brand Equity of portfolio and brands. Implement BWP processes.

 

Category management

Consistently look beyond the Brand to the category context. Create a consumer based category definition and segmentation. Distill and quantify key category opportunities. Turn category opportunities into an effective category activation platforms which can be executed at Point of Purchase. Effectively communicate the category vision internally and externally. Align Brand growth ambition with customer growth strategy.

 

Route to market & channel understanding

Develop most effective route to market, channel and customer strategies as basis for defined Portfolio and Brand Strategies. Ensure all brand building activities are aligned with route to market and channel drivers. Effectively cooperate with Sales and Trade Marketing to deliver one (consumer, shopper and customer) commercial proposition. Jointly develop Portfolio promotions leveraging multiple ATL & BTL channels.

 

Brand strategy

Develop compelling Brand Strategy so to implement the brand ambition. Having a clear, consistent and effective direction for brand activation. Identify the desired changes in consumer behavior that are needed for the Brand to achieve ambition. Build a Marketing Mix strategy to make them happen. Communicate the Brand Strategy internally and externally. Act as the guardian of Brand Equity in all internal and external communication and activation. Track and evaluate Brand performance against clear targets and objectives. Turn Category, Consumer and Market Insight into an effective Brand Strategy. Ensure a consistent, relevant and strong Brand Equity across time

 

Brand profitability

Develop the pricing strategy for a Brand in line with Brand Positioning. Manage the marketing mix towards optimal profitability. Develop and interpret business cases for Brand investment. Track and analyze financial performance of Brands and individual activities against a set of objectives. Manage the Brand and activity budget for value creation based on the Consumer Spend Productivity matrix as per the Brand Framework. Manage and report on overall brand P&L as % of Revenue. 

 

Consumer at the centre
Embed focus on consumer at the center and consistently develop and drive Consumer- Inspired Brand Strategy and plans into strategies and activation. Translate Brand growth objectives into consumer behavior change objectives (Jobs to be Done) and Brand issues to overcome. Drive the application of the Consumer Insight Framework in generating consumer-centric marketing initiatives (communication, activation, innovation). Understand that segments turn consumer intelligence into Consumer Insights. Identify the strategic relevance & implications of Consumer Insights.  Identify the external consumer measures that impact marketing initiatives and turn these into external KPI. Communicate effectively and inspiringly key Consumer Insights internally and externally

 

Brand planning & activation
Mobilize the organization and external suppliers (agencies) behind Brand plans. Lead the Brand planning process. Turn Consumer Insights into winning consumer plans. Turn strategic (business and equity) objectives into effective (rolling) 12 - 18 month activation plans. Align plans with Trade Marketing, Sales & Distribution and other relevant functions. Allocate budget in line with strategy and objectives. Evaluate plans to ensure ongoing learning and improvement. Plan and analyzing ROI of activation. Translate key drivers of the plan into KPI’s.

 

Communication
Strong brand equity and dynamic consumer recruitment. As well as develop effective through-the-line Brand content which can travel across touch points.

 

Media

Ability to connect branded content effectively to the most relevant consumer touch points. Collaborate to deliver engaging multi-media platforms that drive affinity for the brand.

 

Innovation

Identify strategically relevant business opportunities and harness consumer, shopper and customer insights to create and implement value creating Brand, product, packaging and beer systems innovations.

 

Management reporting

Insight in the financial and operational results for the own responsibility area in order to facilitate optimal decision

 

 

KNOWLEDGE & EXPERIENCE:

Bachelor’s Degree in /Marketing or similar field of study
MBA in Marketing, International Marketing and/or Business Management or similar field of study would be an asset
More than 3-5 years commercial and/or marketing experience
Experience with Finance or Commercial
Project management experience; if available

At HEINEKEN, we brew great beers and we build great brands. We are committed to surprising and exciting our consumers and employees everywhere. We have a proud history and heritage in brewing and in our communities. With operations in over 70 markets globally, we are the world's most international brewer.
https://careers.theheinekencompany.com


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