Brand Manager - Oral Care at GlaxoSmithKline Plc (GSK)

Job Purpose Statement

• Accountable for accelerated share, sales and profit growth for assigned brand portfolios over 3/1 plan.
• Develop growth strategy of the EA CH business for assigned brands through adaptation and adoption of global category and brand strategies.  
• Partner with Category & Area marketing teams to deliver winning marketing and innovation plans for respective markets based on actionable commercial, competitor and consumer insight to drive brand share and equity ahead of competition
• Accountable for brand performance tracking for assigned portfolios across markets and recommend remedial action
• Partner with Area Marketing manager and other functional stakeholders (e.g. Finance, Regulatory and GMS) to ensure co-delivery of Winning Formula and commercial goals
• Share best practice across the cluster and with the area team
• Ensure compliance with global category guidelines and local regulatory requirements

Essential Job Responsibilities:

• Preparing and managing Business Plan, Annual A&P Budget and Communication / Media Plan with P&L responsibility.
• Develop winning Annual Brand Plans (ABPs) in the context of the consumer, expert, trade and competitive set. Output clear local activation calendars to be deployed to attain growth priorities in sales and shares.
• Determining and managing product launches and relaunches, monitoring the brands’ sales performance and market share through the whole year.
• Execute in-market new product launches brilliantly leveraging Area launch models with local adaptation where needed.
• Executing consumer and market researches for in depth consumer understanding; analyzing and evaluating the results and transforming the outcomes into strategies &actions.
• Implementing action plan by tracking brand performance and monitoring market dynamics and competitor activities by reviewing and analyzing IMS, Nielsen Retail Audit, SOV data and Monthly Sales Reviews.
• Leading creative, media,PR and digital agencies through marketing strategies.
• Planning and managing consumer campaigns, promotions and organizing indoor & outdoor activities to increase the market share.
• Developing and updating all digital executions such as website, social media,etc.
• Completing financial forecasts in collaboration with other departments including but not limited to finance, regulatory, demand management & sales.
• Supporting Supply Chain for sales projections and forecast collaboration with the sales team.
• Developing and maintaining effective working relationships with Trade and Shopper Marketing to support the trade activities marketingwise.
• Training, challenging and driving the sales force in the execution of plans via sales force engagement materials and communication updates.
• Working closely with the medical detailing manager and giving support for building relationships with external experts, key stakeholders and developing a plan to communicate and collaborate appropriately.

Competencies:

• Strategic Thinking:  Role will directly develop strategic application of BGP coming from category/area and identify local input for fine tuning for application for local market
• Communication Evaluation & Development: Role will use GSK and leading industry practices to evaluate fit-for-use communication approaches, and where required guide development of “glo-cal” Integrated Marketing programs
• Financial Planning & P&L approach: role will optimize investments and profitability of brands recommend best financial approach across A&P investment, pricing strategies to help deliver the P&L for the category
• Measuring & Tracking: Role will directly identify appropriate projects for measuring and also key criteria for tracking execution of the same as well as delivery against business goals
• Leadership: role will directly interact with General Manager, multiple Category Team stakeholders, Area marketing and sales teams to inspire confidence in strategy and drive aligned delivery
• Ability to Influence: collaborate across shopper / insights / brand / category / expert / regulatory / GMS teams to rollout solutions irrespective of point of origin.
• Lead through adversity: role will require high level of resilience and flexible thinking to respond to the challenging external environment. In addition, ability to deliver results fast in a changing internal environment where new ways of working need to be established and resistance may be met

Problem Solving & Innovation

• High degree of judgment and analysis will be required in the role, for example: Trading off purist/data-led approaches versus being pragmatic to overcome specific in-country issues
• Driving responsiveness of plans based on competitive dynamics as well as P&L requirements

Interaction

• The role will interact with a very wide cross-section across seniority and functions in GSK CH (LOC LTs, Area-market teams) across Marketing, Sales, GMS, Regulatory, Legal, Finance
• In addition, the roles will be ambassadors for GSK with external agency leadership and teams.

Impact

• The role will actively contribute to the performance of the LOC Marketing Team.
• The role needs to span frequent interactions with Country Commercial leaders, Area Marketing Managers with periodic connections with Category Teams.
• The role holder must influence and motivate LOC activation, expert, regulatory, shopper & channel sales teams to activate plans with excellence.

Qualifications:  

• University degree
• Formal training in Sales and Marketing