About the role:

Protect, grow and build brands by managing demand for the brands to achieve budgeted volume, market share and profit objective by developing and effectively implementing marketing activities.

• Develop, implement & monitor Marketing Business Plans.
• Monitor commercial brand scores and take proactive action on factors affecting the brand performance.
• Identify and recommend market research programme aimed at enhancing brand positioning.
• Analyzing market research data and taking corrective action to enhance the brand strategy
• Effectively manage all brand resources to generate growth.
• Develop and implement the brand communication strategy to build the brand equity scores and sustain consistent growth
• Monitor competitor activities and take appropriate corrective action
• Develop and implement brand renovation and extension strategy in line with changing consumer needs.
• Monitor brand profitability and take corrective action to deliver brand performance as per set targets.
• Monitor and report on brand expenditure and stay within set budgets.
• Plan and implement brand media strategy.
• Market intelligence through regular trade visits and utilizing this to enhance brand activities.
• Design, procure and distribute brand promotional materials

Role Responsibilities:

STRATEGY, PERFORMANCE MANAGEMENT AND BRAND BUILDING

• Work closely with the Marketing Manager to develop and implement annual Marketing Business Plans
• Collaborate with the sales team to ensure that field activities are in line with brand strategies.
• Work with Consumer Planning & Research for provision of up-to-date brand performance and consumer insights.
• Build a close working relationship with support departments (Group procurement for prompt availability of quality materials and at budgeted cost; Finance for cost/budget controls and brands profitability; Supply for monitoring product quality and availability and PR agencies to drive accurate and positive brand's narrative)

Financial responsibility

• Own the delivery of the annual brand P&L targets, drive both top line and bottom-line growth. Manage Total Advertising and Promotion resources (both ATL and BTL) as allocated to the brands, drive effective and efficient use of ATL spend and support and monitor the Shopper Marketing team to ensure BTL spend efficiency. To build brand equity and increase operating economic profit. the company invests heavily in A&P, Media buying, sponsorships and events.

Key Marketing Capabilities

Building purposeful winning brands

• Compelling brand storytelling: Able to craft compelling brand and strategic narratives that energise consumers and the business
• Strategy Activation: Consistently develop plans that beat volume, NSV and CAAP targets.
• Connection planning: A social native and commercial realist. Adept at delivering brand content and experiences in all the moments that matter

Driving Marketing Performance

• Brand Performance Analysis: demonstrates rigorous, robust brand performance analysis, and identified issues and opportunities to drive recruitment
• Commercial Acumen: Leverages understanding of category and customer profitability, and competitor landscape, to make recommendations that create value for customers and brand/category
• P&L Management: Understands a brand’s P&L and levers to manage profitability

Delivering Integrated Execution

• Creative judgement: Good instinctive judgement on evaluating creative ideas and giving simple, effective feedback vs fit to brief
• Multi-channel execution: Work with C&E, digital, and commercial teams to create great plans, and distribute content, that drives recency, impact and reach across the path to purchase
• Pace and agility: Instinctive feel for what works for consumer and customer, and can guide others, to make the right marketing decisions at the right time
• Flawless Execution: Consistently executes marketing programmes with excellence

Using Insights to Sell More

• Demonstrates consumer curiosity (external focus, cultural trends)
• Proven grasp of data analysis, tools and techniques
• Good knowledge of media & digital landscape / opportunities

Forging Powerful Partnerships

• Managing productive partnerships: Manages productive relationships with internal and external partners, incl C&E, agencies and influencers, to achieve cultural traction, brilliant creative outputs and ROI
• Multi-channel planning and management: Works with agencies to ensure optimal mix of traditional and digital media; delivers balanced media pans that drive impact, recency and reach

Experience / skills required:

Qualifications

• A Bachelor of Commerce Marketing or business degree or equivalent

Experience

• Minimum of 3-5 years marketing experience preferably in the FMCG environment.
• Experience in the development and execution of marketing strategies.

Summary of potential candidate

• A well-rounded marketer who balances creative and commercial instinct.
• Is a highly effective and autonomous operator who can forge great relationships across a matrix organisation (commercial, customer marketing, supply, finance, CP&R, C&E)
• Has the passion to become a marketing expert, helping key internal and external stakeholders navigate the complexities of the ever-evolving alcohol and non-alcoholic category
• Has the drive and impact to ensure the business maintains disproportionate focus on our portfolio and brilliantly executes our commercial and marketing strategies