Brand Manager, EA at Beiersdorf

ROLE PURPOSE

• To assure the long-term growth of Beiersdorf Central, East and West Africa, with specific focus on East Africa, through the continuous development of its brands in line with the Company’s brand strategies.
• To drive the achievement of specific net sales and market share objectives through the implementation of the annual marketing plan across specific brand responsibilities.

MAIN ACCOUNTABILITIES
Annual Marketing Plan

• Support the development of the annual Marketing Plan as per PMP and ABP requirements (including NS forecast, market share predictions, competitor analysis, brand investment and strategic priorities).
• Communicate with and influence Demands, Supply, Finance, Sales and Shopper & Customer marketing to ensure they deliver appropriate customer marketing plan.
• Propose brand activity and measurable objectives in line with strategies.
• Following detailed category and competitor reviews, develop communication and promotional strategies including both ATL and BTL plans; as well as New product development (launches) needed In order to meet the objectives.
• Monitor brand performance and propose appropriate changes to the plan throughout the year.
• Assortment control: Carry out assortment analysis, NPD performance & discontinuations to ensure we have the most relevant and efficient range at all times.
• Launch Management: Ensure all planned launches happen On Time & In Full, carry out proper launch tracking & undertake any required corrective action to ensure business case is met.

Consumer Understanding & Insights

• Develop a thorough understanding of the local business consumer needs and competitive context.
• Develop relevant consumer insights that can be exploited for business gain in terms of product development and communication development.

Marketing and Communications Strategy

Above-the-line (ATL)

• Understand the media landscape and media consumption of target market.
• Execution of agreed marketing communications activities in line with the category strategy, making use of available material and local adaptation where required.
• Management of Local Influencer and Celebrity campaigns.

Below-the-line (BTL)

• Work closely with the local Shopper & Customer Marketing team to plan and flawlessly execute all consumer BTL initiatives as part of 360 campaigns.

Brand Performance

• Monitor and steer the development of Net Sales and IMS to achieve category growth plans via S&OP participation.
• Analysis of market data (Data Orbis, Kantar and Nielsen when available), identification of key issues and opportunities & provision of recommendations for appropriate corrective action.

Control of Brand Profitability & Budget

• Provide input into local pricing strategy, using robust market, consumer and competitor analysis.
• Accurately manage the marketing investment/ budget in line with the agreed Marketing Plan and to reconcile and amend as necessary during the financial year.
• Liaise with direct manager for budget amendments when necessary.

Maximization of Return on Investment

• Consistently seek, review and evaluate alternative marketing investment opportunities in order to maximize ROI against agreed brand objectives. This includes post campaign analysis on all marketing investments.
• Work with Procurement management to ensure the company is receiving best value for money.

Input into Customer Marketing Plan

• Influence and agree the customer marketing activities with Sales and S&CM to achieve the agreed Customer Marketing Plan in line with promotional strategy.

Social Mission Management

• Coordinate and implement Social Mission activities in Kenya in line with the Global Social Mission including identification and management of local partners and initiatives.