The main purpose of the role is to drive the brand strategy behind trade and consumer marketing initiatives to achieve Business Revenue and EBITDA Goals. In addition, the role aims at protecting, growing, and building the brand by managing demand for the brand to achieve budgeted volume, market share, and profit objectives.
About the Role
The job holder works closely with the sales and marketing teams in providing leadership in planning and implementation of brand strategy laddering up to the higher business strategy. The brand manager is responsible for overseeing the development and execution of a brand's marketing strategy.
The role involves high stakeholder engagement including the sales team to ensure full execution of field activities in line with brand strategies;
- Consumer Insight for provision of up-to-date research on brands and thorough analysis of the same for identification of opportunities and threats to the brand towards strategy development
- Advertising Agencies & media agencies/media houses for effective brand communication in line with next generation marketing principles;
- Procurement for support on delivery of brand activity related goods and services;
- Finance for cost/budget controls and brands profitability;
- Production department for monitoring product quality and availability.
- Cross functional linkages to deliver brand activities and innovations on time and in full.
- Management of the annual brand budget to deliver brand activities in line with the business growth strategy.
- Develop, implement & monitor annual strategic brand plan including proper management of allocated budget.
- Monitoring brand availability and sales and being proactive on factors affecting the brand sales and market share performance.
- Identify and recommend market research programmes aimed at enhancing brand positioning.
- Analyzing market research data including secondary research and taking corrective action for enhancement of brand strategies.
- Effective management of brand advertising and sales promotion to generate brand growth.
- Recommending, planning & co-coordinating brand PR activities likely to enhance the brand sales and image in the short or long term.
- Monitor competitor activities affecting the brand and take appropriate corrective action.
- Monitor, evaluate and recommend brand-packaging update including pack and range extensions and follow through to implementation.
- Regular and continuous monitoring of brand costs and profitability and recommend areas for improvement.
- Prepare monthly brand expenditure and variance report to control budgeted expenditure.
- Plan and implement brand media strategy.
- Market intelligence through regular trade visits and utilizing this to enhance brand activities.
- Design, procurement, and economic distribution of brand promotional materials to plan.
- Strategic thinking: The brand manager should be able to think strategically and develop a long-term vision for the brand. They should be able to analyze market trends and consumer insights to develop a marketing strategy that effectively positions the brand.
2. Communication skills: The brand manager should be an effective communicator, both verbally and in writing. They should be able to articulate the brand's messaging and value proposition to internal stakeholders and external audiences.
3. Creativity: The brand manager should possess a high degree of creativity and be able to develop innovative marketing campaigns that engage and resonate with consumers.
4. Analytical skills: The brand manager should be able to analyze data and metrics to evaluate the effectiveness of marketing campaigns and make data-driven decisions.
5. Leadership: The brand manager should be able to lead cross-functional teams and collaborate with internal stakeholders to develop and execute marketing initiatives.
6. Customer focus: The brand manager should be customer-focused and have a deep understanding of the brand's target audience. They should be able to develop marketing campaigns that speak to the needs and wants of the brand's customers.
7. Adaptability: The brand manager should be able to adapt to changes in the market and the competitive landscape. They should be able to pivot marketing strategies and tactics as needed to stay ahead of the competition.
Personality, Traits and Attributes
1. Passion and enthusiasm: The successful brand manager should have a high level of passion and enthusiasm for the brand they are managing. This can help to inspire and motivate the team to develop and execute marketing initiatives that effectively promote the brand.
2. Creativity and innovation: The incumbent should be creative and innovative, able to develop new and unique marketing campaigns that stand out from the competition.
3. Strategic thinking: The holder of the position should be able to think strategically, with a long-term vision for the brand's marketing strategy. They should be able to analyze market trends and consumer insights to develop marketing initiatives that effectively position the brand.
4. Collaborative approach: The successful brand manager should be able to work collaboratively with cross-functional teams, including internal stakeholders and external agencies, to develop and execute marketing initiatives that meet the brand's goals.
5. Resilience and adaptability: The brand manager should be able to adapt to changes in the market and the competitive landscape. They should be resilient in the face of challenges and able to pivot marketing strategies as needed to stay ahead of the competition.
6. High energy and drive: The successful brand manager should have high energy and be driven to succeed. This can help them to stay motivated and focused on achieving the brand's goals, even in the face of obstacles.
7. Attention to detail: The holder of the position is responsible for overseeing all aspects of a brand's marketing, including messaging, creative, and media planning. It’s important that they have a high level of attention to detail. This can help to ensure that all marketing initiatives are executed with consistency and accuracy.
Desired Qualifications and Experience
- A Bachelor of Commerce Marketing or business degree or equivalent.
- Relevant professional certifications.
- Minimum of 3 years marketing experience preferably in a FMCG environment.
- Brand management experience
- Experienced in the development and execution of advertising strategies.