Brand Manager, GCBM, ROA at Mondelez International

Working with other internal stakeholders, you will support the brand portfolio strategy and priorities to enable consumer-centric brand portfolio growth. You will develop annual plans, setting objectives and allocating resources. In addition, you will offer recommendations for integrated commercial plans, develop and execute marketing plans that deliver on revenue and profit forecasts, and share objectives. Based on your deep consumer insights and brand positioning, you will develop and implement integrated marketing communications and 360 degree campaigns.

What you will bring

A desire to drive your future and accelerate your career and the following experience and knowledge:

• Consumer behavior, preferably in the consumer goods sector in matrix environment
• Developing a seamless consumer experience
• Managing business objectives beyond brand and budget
• Analytics and creativity—a balance of commercial and strategic acumen
• Leading and influencing teams
• Communicating effectively, verbally and in writing, and executive presentation skills
• Markets with diverse economic environments a distinct advantage

Purpose                    

The core purpose of Category Brand Manager, Gum Candy Beverages and Meals (GCBM) for the Rest of Africa (ROA) is to lead the execution of category activation marketing strategy/plan within the market.

The Category Brand Manager works closely with the Innovation and Brand Equity teams as well as the Sales & Trade Marketing teams to deliver plans through superior consumer and customer activation in order to execute the growth agenda for their designated categories.

The role plays an important part in driving the growth ambition of the GCBM portfolio by delivering world class marketing plans and activation within the region.

Key Responsibilities

In line with the job purpose, key accountabilities will entail the following:

• Development of annual brand plans in the country aligned with the category strategy for P&L delivery with a monthly / quarterly and annual horizon.
• Implement superior consumer and customer activation of agreed brand equity, renovation and innovation (with a quarter, half year and annual outlook)
• Implement the Integrated Marketing Campaign (IMC) programs, working with BU category activation team, agencies, and driving local adaptation of brand communication
• Collaborate with the Equity & Innovation teams to develop insight led and strategically relevant communication and innovation plans that drive brand health and category growth within the cluster/market
• Drive media planning and buying with local Media Manager and media agency
• Ensure effective working relationships and cross functional alignment of the category marketing plans with Regional Category Team, Sales (Category Planning & KAM), Consumer Insights, Customer Supply and Logistics and Finance and agency leadership to ensure effective market brand activation in accordance with brand plans, activation strategy, schedule and calendar
• Financial Management:
  • Business Key Performance Indicators: Monitor and measure business performance for the specific brand against a set of KPIs including: volume, revenue, profit, A&C (Advertisement & Consumer Spending), net contribution, and share of market
  • Manage marketing spend budgets & improve profitability (ROI) across the cluster/market
  • Provide quality input into financial forecasting for the category:
  • Under the guidance of the Marketing Lead, the Category Brand Manager is responsible for driving and collaborating to determine the volume targets for their brand/s and subsequent monitoring volume achievement and inventory levels for the brands
  • Manage required investment, prioritization, resources and enablers to deliver category targets
  • Market landscape dissecting and understanding:
    • Drive the analysis of market information from Sales, Consumer Insights, Category Planning and Activation etc.  to contribute to the discussion on trade spend activities, have action orientated discussions and strategically evaluate executions, innovation, pricing, competitors, portfolio etc.
    • Internal reporting, staying abreast of market trends
    • Track ongoing pricing activities within the market place relevant for the brand and provide an understanding of opportunities and risks existing in the local market
  • Feedback into product development and market executions; collaborate to create, launch and track performance of product and market executions
  • Firm understanding of trade marketing and in-store execution to ultimately guide and drive strategic execution on brands and priorities
  • Typically works with a timeframe for less than 12 months

External & Internal Key Interfaces

• Internal:  Customer Planning & Activations, Category Finance, Sales, Equity & Innovation and Insights.
• External:  Creative, digital, media, PR and activation agencies

Knowledge & Skills

Education, Knowledge, Skills and Experience Required

To succeed in this role, it is expected that the ideal candidate will have:

• Relevant tertiary degree or diploma – Marketing or related.
• Minimum 5 years’ experience, having worked in a similar environment / role with at least 30 months’ experience as a Brand Manager.
• FMCG experience advantageous.
• Rest of Africa experience advantageous
• Knowledge and experience:  Consumer, Shopper and Trade Insights / Marketing Planning and Budget Management.
• Demonstrated experience in applying strategic insights and translating strategies into execution plans.
• Demonstrated experience in managing a 360-marketing campaign from ideation to execution.
• Proven ability to manage / lead and collaborate with cross functional teams.
• Strong digital background advantageous
• Ability to demonstrate a clear understanding of the core principles of marketing, project management and sales.
• Ability to manage projects without significant management support.
• Ability to build strategic and collaborative working relationships across the business.
• Basic financial acumen is necessary.
• Ability to frame and present new ideas to gain buy in and resource.
• Strong level of computer competency, i.e. PowerPoint, Outlook, Word, Excel.
• Be willing to face a new challenge every-day.
• Be willing to travel into Africa to meet with suppliers, customers and consumers
• Functions independently and expectation is that successful individual will liaise cross functionally to conduct and collect all relevant market and consumer data to feed into the development of a local brand plan
• Successful individual will be required to work under ambiguity in certain instances, building hypothesis about the categories/brands, to ultimately lead to action orientated discussions

Leadership & Functional Competencies

• Problem solving and dealing with ambiguity.
• Commercial & Financial Acumen.
• Creativity, growth mind-set with demonstrated ability in being nibble and agile.
• Consumer Centric, with a digital first mindset.
• Brand, Activation and Innovation excellence.