Brand Manager

• Working in: Commerce
• Doing: Marketing – Brand Management
• Contract: Permanent

Key Responsibilities

• Initiate and manage the annual brand planning process that includes data analysis, and coordination with the wider commercial function to achieve the brand objectives in accordance with the overall brand strategy.
• Execute brand initiatives in line with the brand role framework and brand positioning.
• Participate in brand marketing audit reviews and Brand Health scores (BGS), draw insights, and implement actions/learnings that will enhance market share drive and volume growth
• Monitor and report competitors’ activities to identify issues and opportunities.
• Collaborate with the CMI team to recommend, initiate, and manage brand market research requirements.
• Determine the innovation funnel in line with innovation managers and manage new projects and new product developments to deliver the Brand’s objectives.
• Participate in market visits to the regions to discover new sources of growth for the brand and understand how all HBSC brands are performing in trade in comparison to the competition.
• Report periodically, brand performance under market share and volume as well as report on all activities undertaken by the brand and competitive brands.
• Regular review of the Brand’s profitability and making recommendations to mitigate deviation from estimated annual profit.
• Analysis of trade margins of competing brands to make appropriate proposals
• Contributes to the development of the communications strategy for the brand in collaboration with creative and digital agencies.
• Write inspiring and effective Storytelling Briefs integrating audience understanding.
• Prepare annual media brief and provide strategic guidance on the advertising media budget, recommending changes in line with the brands’ communication objectives.
• Ensure the ABTL budget is utilized in line with approved plans.
• Timely development and execution of advertising materials/creative proposals working with relevant stakeholders at each stage.
• Review and access campaign performance through media monitoring agency reports.
• Constantly monitors changes in the media and communication landscape and evaluate competitors’ strategies and activities.
• Identify and propose the appropriate brand ambassadors and influencers for the brands.
• Ensure brand ambassadors and influencers deliver on set objectives both on ground and on digital in collaboration with the talent managers.
• Develop and track experiential plans and ensure world-class execution on time, on budget, on strategy, and on target to consistently achieve the desired impact.
• In collaboration with the brands Trade marketing manager, contribute to the development of brand channel activation plans in line with brand objectives.
• In collaboration with the brands Trade marketing manager and regional Sales teams to develop promotional campaigns to increase consumer uptake to drive revenue growth
• Collaborate with the trade marketing team to ensure the effective deployment of the appropriate brand assets in the right channels to drive brand equity.
• Manage sponsorship assets to ensure maximum Return on Investment (ROI) and impact.
• Ensure brand sponsorship platforms are fully exploited to enhance selected brand health indicators.
• Lead the Brand’s planning process successfully throughout the organization.
• Ensure Brand activities effectively address consumer, shopper/on-trade consumer, and customer purchase drivers.
• In collaboration with the trade marketing managers, consistently use the most efficient mix of through-the-line marketing activities, considering their costs and benefits.
• Ensure all Brand activities work together to deliver the Brand objectives as outlined in the Brand Strategy.
• Efficiently allocate budgets, taking internal and external factors likely to influence execution into consideration.
• Manage brand budget to ensure budget control and optimization of spend.
• Allocate resources to create a clear balance between short-term profit and long-term growth objectives.
• Constantly monitor the impact of pricing strategy on Brand value and competitiveness and recommend changes.
• Check all bills from Agencies and suppliers against approved budgets and schedules and verify them for payment.
• Work with relevant agencies to ensure both internal and regulatory approvals are secured for Brand Campaigns, Promotions, and other brand activities.
• Organize periodic meetings with agencies to ensure flawless execution of brand activities and initiatives.
• Liaise with the Sourcing Department to ensure the optimization of cost and value to the brand.