Senior Brand Manager (m/f)

Function:
Marketing
Role:
Any
Employment Type:
Permanent
Hours:
Full Time
Region:
Europe
Area:
Germany
Salary:
Competitive
Posted:
14-Oct-18
Recruiter:
Bacardi-Martini Ltd
Job Ref:
1445

About the role

As a Country Marketing Manager you will be accountable for delivering Brand performance targets in your Country, and driving value creation for our Company. You will serve as an extension of the Global Brand team, leading all consumer facing Brand management activities in the Country. You will be responsible for planning, in alignment with your local Customer Marketing & Sales teams, and the execution of all consumer programs and assets to drive effective, local activation on your brand.

- You will input to the situation assessment of your Brand in the Country, contributing to defining the "Jobs to be Done" each year as part of the annual Integrated Activity Planning (IAP) process

- You will extend the IAP into a robust Country brand plan, coordinating with your local Customer Marketing team to deliver maximum impact in-market and deliver annual Brand financial and commercial targets

- You will manage an A&P budget for your brand as assigned to you by the Brand Director

- You will lead the in-market delivery of all consumer-facing Brand activities and partner with Customer Marketing on all trade-facing activities, as defined in the IAP, ensuring executional excellence

- You will work with Insights to ensure we measure and evaluate the performance of all Brand activities in your Country to optimise A&P spend

This role may require some travelling in order to connect with your wider team as well as domestic travelling to meet with customers and third parties.

Key accountabilities and responsibilities

Consumer, shopper and customer understanding

- Partner with your Consumer Insights Manager to build deep understanding of the target consumer and shopper for your Brand in your Country in order to tailor local execution of Brand activities effectively

- Actively consult on the situation assessment for the Brand in your Country, partnering with Consumer Insights Manager to develop local consumer, shopper and customer learnings on triggers and barriers to Brand growth

Brand strategy and activity planning

- Provide Country Brand input into the definition of "Jobs To Be Done" in the Integrated Activity Plan (IAP), under the overall co-ordination of the Customer Marketing team at Country level

- Provide guidance to Brand Director on effective deployment of Brand A&P by activity & channel in-market

- Work closely with Brand team and local Customer Marketing team to extend the IAP into a Country brand plan, with responsibility for adapting consumer-facing assets and programs when required to do so by the Brand Director

Integrated brand communication

- Leads in-market execution and implementation of all consumer-facing elements of the Country brand plan and provides brand input to Customer Marketing on all shopper-facing activity on the brand

- Leads localization of brand communications plan, including local planning & buying of media with agency partner

- Works with Brand Director and Creative Excellence to ensure that all brand content programmes and partnerships developed, are activated and commercialized effectively in-market, including execution of PR, digital and experiential programmes and partnering with Customer Marketing on advocacy programmes as required

- Ensure that all brand assets developed in the Country adhere to Global Brand guidelines and local social responsibility policies and regulations and always follow the Bacardi Marketing Way best practice

Business performance management

- Accountable for delivery of Brand performance targets in Country (revenue, profitability, share, equity) as agreed with Brand Director in your Country brand plan

- Work with Insights to ensure measurement & evaluation (M&E) plan in place on all brand activities in your Country

- Rigorously manage brand A&P budget, as assigned to you by your Brand Director, in order to minimize costs and optimize returns on investment

- Actively monitor Brand KPIs and provide guidance on corrective action to achieve agreed objectives

Creating a winning team

- Actively support effective matrix working across Brand, Function and Country

- Developing talent & capability

- Participate in functional capability development as required by Brand team

Measures of success

- Achieve Brand financial and commercial targets in Country (revenue, profitability, share)

- Drive improved Brand health in Country (e.g. awareness, penetration, engagement)

- Deliver on measures of social currency for your Brand in Country (e.g. social media buzz)

- Ensure adherence to global brand visual identity at all times

- Ensure measurement & evaluation plan in place on over 80% of Brand activity in Country

Critical experiences for success

To be successful in this role you will have/be:

- Brand management experience in progressive roles, leading different Marketing projects

- Experience multiple specialty areas: digital, innovation, promotions, events, media, etc.

- Verbal/written skills at all levels in an organization; ability to generate meaningful presentations

- Degree and/or professional Marketing qualifications

- Fluent command in English and in the Country spoken language

The following experiences are preferred:

- Drinks and Luxury Category experience is an advantage

- Experience in additional functions beyond the ones listed above

Additional skills:

- Ability to work under pressure and to deal with ambiguity

- Comprehension of competitive market for brand and Category and how to use available data to develop initiatives to grow the brand

- Remains abreast of legal regulations in the industry for the Country

Our ways of working

Our family legacy has positively influenced our ways of working and has shaped the values to which our employees aspire. We're caring, like a family, and not only internally, but also in the wider communities in which we operate. This is demonstrated by our commitment to both act responsibly and promote the choice to drink responsibly. We trust one another, and through that trust are able to forge strong teams and networks that empower our matrix organization structure. We're passionate, reflecting our Latin heritage, and this means that we commit more than just time to our work: we commit energy, heart and soul. We are dedicated to being a role model in our industry, and we approach everything we do with Integrity First. Together, our values help us create what we're most proud of: our True Heart and Winning Spirit - both in our home markets and across the world.

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