Group Head of Brand, Marketing & Communication

Group Head of Brand, Marketing and Communication

Role Purpose

Build and sustain strong brands that can guarantee volume, revenue and market share growth for the group, supported by effective marketing campaigns and communication plans.

Key Responsibilities

People and Culture

• Drive a culture of integrity, customer/consumer first and speed of execution within the marketing team and supporting agencies.
• Lead, inspire, guide and motivate the marketing team to achieve excellence and be high performing in their roles.
• Lead and manage agency(ies) interactions and relationships.

Brand Development and Management

• Own and manage the overall group’s corporate brand image focused on our positioning as “Your Nutrition Partner”.
• Develop, sustain and keep updated brand templates (which should include brand identity, brand role, brand personas, brand identifiers, brand muscles, brand attributes, brand assets, brand positioning, target audience, brand vision and mission).
• Develop and sustain brand rules and brand guidelines for all brands in the group, ensuring consistent brand identity and reputation across all channels and customer/consumer touchpoints.
• Lead the creation and execution of major brand campaigns aligned with the group’s commercial objectives and current market trends.

New Product Development and Innovation

• Develop and implement NPD framework for the group with policy, S&OP, Gates, ROI.
• Lead ideation, research, trials and testing into NPDs.
• Develop NPD pipeline for the group and oversee deployment of the same.

Marketing

• Develop, implement, and evaluate a group annual marketing plan that includes brand execution plans across all channels of distribution and customer touchpoints, ATL and BTL, social media, print and digital.
• Own and manage the overall group marketing media spend and marketing budgets and ensure ROI on all marketing activities.
• Drive volume and revenue for the group through well-curated marketing promotions and advertising campaigns.
• Develop, implement and sustain a trade marketing and customer marketing plan for the group.

Market Intelligence & Competitive Analysis

• Carry out brand health tracking studies to inform campaign activities to ensure continuous brand health.
• Monitor and track brand market shares and brand love scores and put in place corrective actions.
• Carry out customer and consumer studies before campaign and product launches.
• Support the sales team with carrying out retail audit studies.
• Monitor market trends and competitor activities and deploy effective response plans.

Communication

• Develop and implement effective communication strategies to engage both internal and external audiences.
• Oversee media relations and manage crisis communications when necessary.
• Organize and execute events, press releases, and public announcements to promote both the company and its brands.
• Work together with the Customer Experience Manager to ensure that communication to customers and consumers is aligned to the company and brand guidelines.
• Ensure group staff are kept well informed and engaged through internal comms.

Qualifications

• At least 15+ years’ experience in brand, marketing and communications, of which at least 7+ years must have been spent as a brand manager with demonstrable passion and track record of building, nurturing and growing brands (FMCG brand management experience a must).
• Proven track record in leading, developing and executing successful marketing campaigns (solid examples/portfolio required).
• Creative thinker, with an open mind.
• Project management thinking and experience.
• High level of understanding and leveraging data and insights to make informed decisions.
• Demonstrable understanding of new age marketing techniques, specifically social media marketing and use of AI.
• Demonstrable experience in managing and directing agencies to deliver on issued briefs.