Job purpose and key deliverables
• Maximise the potential of assigned Brand/s by developing and executing Brand strategies and consumer engagement activities which are aligned to Marketing, Brand Portfolio and Consumer Space strategies and which will drive the achievement of brand objectives
• Direct responsibility and delivery of high risk/investment Brand projects while overseeing delivery of all Brand Group projects
• Leadership position in shaping a high performance Brand team culture
PRINCIPAL ACCOUNTABILITIES:
1. Adhere to the Defined Brand Governance matrix, seeking appropriate governance and oversight in line with the Brands local portfolio positioning.
2. Development, execution, communication and evaluation of Key brand projects (strategic projects involving high investment/high risk) covering Packaging, Product, Distribution, Consumer Insight, Adult Shopper Marketing, Pricing and associated Research Methodologies
3. Support the shaping of brand plans. Assist in the development of touchpoint solutions
4. For Local Focus brands managed at an End Market level, support the definition of brand vision, strategy, positioning and marketing mix including pack and product specification and communications, in line with Consumer Group strategy.
5. Execute local marketing mix elements (promotion, price management and distribution)
6. Weekly monitoring of the implementation and results of operational Brand plan and update Brand Manager of operational barriers or issues
7. Monitor and report Brand expenditure and exceptional costs monthly to ensure it does not exceed budget defined in operational Brand plan
8. Monitor brand performance ongoing through monthly performance updates to Brand Manager, identify key challenges, provide key insights and opportunities and communicate recommendations accordingly
9. Track and monitor forecast accuracy weekly and recommend monthly demand forecast changes to Brand Manager as input into Demand Review meeting
10. Monitor external agencies to ensure day-to-day activities related to Brand programmes are performed with required quality and agreed cost & timescales as defined in operational Brand plan/SOW. Complete agency evaluations and submit to Marketing Finance
11. Initiate relevant consumer research and insight generation to support Brand strategies and programmes
12. Recommend and ensure the effective implementation of route to market strategies and the achievement of brand’s distribution coverage criteria (shared responsibility with Trade Marketing).
13. Handle communications between Brand Marketing, Trade Marketing and Operations to ensure the cycle plan is effectively executed and Brand programmes are effectively implemented in the field force.
14. Management of NPI critical path for direct projects and escalate sensitivities across all Brand group projects
15. Ensure competitive product performance in defined consumer segments, initiate corrective actions; supervise consumer product testing to ensure consistency of product treatment, quality output of studies and robust interpretation of findings
16. Ensure product quality and evolution according to metrics (e.g. consumer complaints). Investigate opportunities for product differentiation, which can support Brand positioning. Monthly monitoring of product quality scores to ensure product quality is consistent and meets expectations of consumers over time.
Essential requirements
Tertiary qualification in Marketing or Business discipline is a minimum
Desirable requirements
• Extensive knowledge (4-6 years) of the market, product, consumers and competitors; alternatively, extensive knowledge of the marketing of FMCG’s
• Experience in a TM&D role (2-3 years)
• Experience in Data Analytics around consumer and customer metrics in relation to brand performance leading to proposed execution in market
• Functional Knowledge & Skills:
‒ Consumer engagement
‒ Brand programme development
‒ Interest and awareness in product development
• Managerial & Interpersonal Skills:
‒ Developing and maintaining relationships with external Suppliers
‒ Negotiation and influencing skills
Working at BAT British American Tobacco (www.bat.com) is a market leading, global organisation with a long, established history and a bright and dynamic future. Thanks to our people we have continued to deliver growth and excee
Ad expectations in an increasingly complex and challenging marketplace.
Our aim is to become the leading tobacco company in each of our markets by providing excellent products with confidence and responsibility expected of global consumer brands.
If you have the talent and motivation to help us succeed you’ll find we are equally committed to helping you reach your full potential too.
Employing company British American Tobacco South Africa
Deadline Date 29-Mar-2016
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