Brand Manager, CEWA at Armada Human Capital

JOB SUMMARY:

Our client Beiersdorf East Africa is looking for a Brand Manager-CEWA

JOB PURPOSE

• To assure the long term growth of Beiersdorf CEWA through the continuous development of its brands in line with the Company’s brand strategies
• To define and achieve specific net sales and market share objectives through the development of the annual marketing plan across specific brand responsibilities
   

PRIMARY RESPONSIBILITIES:

Brand & Category Strategy

• Input into category strategy development by providing relevant CEWA insights
• Planning of big bets at category level across CEWA and coordinating roll-out of the same
• Propose brand activity and measurable objectives in line with global/ regional strategies
• Category Performance Analysis (internal & external) to identify key trends and provide input into brand & category strategy
• Assortment control: Regular ABC analysis and range architecture analysis, NPD & discontinuations to ensure we always have the most relevant and efficient range.

Consumer Understanding & Insights

• Develop a thorough understanding of the CEWA consumer for the category and competitive context to generate relevant business insights that can be exploited for competitive advantage
• Contribute towards regional and global researches and identify key knowledge gaps and requirements for the category
• Understand global, regional and local consumer trends and how to exploit these for local competitive advantage

New Product Development

• Investigate launch of new products that have potential for the CEWA markets
• Develop the Launch/Relaunch business cases for all NPDs
• Product Sourcing for NPDs via the global Supply Chain network
• Work with Regulatory teams to ensure NPDs meet local regulatory requirements across CEWA
• Support Production Centre teams on any local production requirements
• Develop the local go-to-market plan for all innovations and align commercial teams on this
• Identify any CEWA specific business challenges/opportunities, ideas to address these and size the business opportunity

Marketing and Communications Strategy

Above-the-line (ATL)

• Understand the media landscape and media consumption of target market across CEWA
• Develop the category annual communication plan across CEWA
• Liaise with Creative Agency & relevant teams to ensure the appropriate adaptation of marketing and communication strategy to the local market
• Provide relevant, local creative and communication insights to Regional and Global teams for development of consumer relevant communication Adaptation of assets for roll-out across CEWA
• Where required, develop relevant local assets to support local campaigns
• Management of Local Influencer and Celebrity Campaigns
• Always On content development

Brand Performance

• Manage the development of Net Sales, Profit and Market Share in line with the Annual Marketing Plan via monthly performance analysis & reporting
• Analysis of market data (Data Orbis, Euro monitor, Kantar and Nielsen when available), identification of key issues and opportunities & provision of recommendations for appropriate corrective action
• Work with Supply/demand in order to achieve forecast accuracy targets for assigned categories

Annual Marketing Plan

• Support the development of the category annual Marketing Plan for CEWA as per PMP and ABP requirements (including Net Sales forecast, market share predictions, competitor analysis, brand investment and strategic priorities)
• Set and monitor category pricing strategy, using international price map and considering local environments to optimize sales and profitability
• Liaises with Regional/Global offices and local supply chain to ensure timely launch of product innovations in local market
• Provide launch tracking & reporting for all NPDs in the assigned category(ies)

KEY REQUIREMENTS:

• Bachelors degree in Marketing or any Business-related Course.
• Minimum 5 years' experience in an FMCG company within Marketing or Shopper & Customer Marketing
• Good strategic understanding on category development levers
• Strong organizational & analytical skills
• Strong influencing and communication skills
• Commercial acumen and P&L management
• Strong Project Management skills
• Takes responsibility, self-motivated and uses initiative
• Strong team player and willing to support others
• High level of attention to detail
• Language: Excellent verbal and written communication in English. Additional international language beneficial.
• High proficiency in MS Office applications