Marketing Brand Manager

Function:
Marketing
Role:
Other Marketing Role
Employment Type:
Permanent
Hours:
Full Time
Region:
Americas
Area:
Any
Salary:
Competitive
Posted:
07-Apr-19
Recruiter:
Bacardi-Martini Ltd
Job Ref:
1931

About the role

As Bombay Brand Manager, you will be accountable for delivering performance targets on brand activities in the country, driving value creation for our company. You will contribute to the planning, design and execution of consumer and customer programs for Bombay, you will drive effective activation of these across targeted cities selected for investment

- You will contribute to the situation assessment for your Brand, and help define the brand's Growth Drivers each year as part of the annual integrated activity planning process

- You will help develop an integrated activity plan (IAP) for your Brand including advertising & promotions

- You will support the design and execution of selected brand assets for consumer & customer programmes

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

- You will ensure all brand activities you manage are measured and evaluated as define in the IAP plan.

- You will build best in class customer marketing and commercial capabilities at a Cluster level that will enable us to win in the marketplace

Key accountabilities and responsibilities

- Business performance management

- Accountable for delivery brands performance targets in the country (revenue, profitability, share, equity)

- Business performance management

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

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

- Shares accountability for the Country Category P&L

- Ensures measurement and evaluation plan in place on over 80% of brand activities on their Category in the country in order to identify, codify and rollout successful Category growth drivers

Drive results & excellence in execution

- Deliver on key Cluster financial targets (NSV, NSV per case, gross profit, gross profit per case, profitability, ROI and value share) versus budget.

- Apply the Category Growth framework that embeds an occasion based approach which informs the "Where to Play" strategy and the "How to Win" execution through the IAP process.

- Implement Channel Strategies that through the Integrated Activity Planning (IAP) process are converted into winning value propositions.

Integrated brand communication

- Leads the execution of global brand assets, as assigned by Region

- Ensures alignment & activation in the country of global brand assets, including digital/content programs

- Ensures that brand assets adhere to global brand guidelines and local social responsibility policies and regulations.

- Owns relationship with creative / PR / BTL agencies to ensure brand assets are appropriately tailored to support Countries as they activate their brand plans

- Provides brand input and partners closely with Region Customer Marketing

- Manages directly the execution of brand campaigns

Creating a winning team

- Actively support effective matrix working Nationwide

Measures of success

- Achieve brand financial and commercial targets in the country (revenue, profitability, share)

- Drive Brand Health growth on Bombay within the Category (e.g. awareness, engagement)

- Excellence in Execution OTIF (On Time in Full) against IAP

- Ensure consistent adherence to global brand visual identity

- Ensure measurement & evaluation plan in place on over 80% of brand activities in their Category in the country

Critical experiences for success

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

- Experienced in brand management (Digital, experiential marketing, events)

- Experience in Customer Marketing (e.g. Purchaser/Shopper Marketing, Category Management Sales and Channel Strategy)

- Experience in roles related to understanding customer and channel dynamics

- Proficiency in English language skills

The following experiences are preferred:

- Sales / Marketing experience

- Experience in the Spirits and/or overall beverage Industry is a distinct advantage

- Local & English language(s) knowledge

FUNCTIONAL EXCELLENCE

- Ethical Practice : Advanced

- Insights for Action : Master (MAKE THINGS HAPPENS & WALK THE TALK)

- Strategy and Brand : Advanced

- Commercial Activation : Advanced

- Brand Ideas and Connections : Advanced

- Agency Partnership : Master

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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