Brand Manager – Beers

Key Responsibilities

Consumer at the Centre 

• Consistently drive competitive advantage by being close to and inspired by the consumer.
• Understands how insight differs from data & information. Turn data and insights into action to win with consumers.
• Show a good understanding of BGS and key brand health metrics.
• Understands shopper missions and path to purchase.

 

Brand Strategy 

• Demonstrates an understanding of all elements of Brand Strategy, how they interrelate and how they contribute to reaching strategic objectives.
• Understands how brand strategy impacts the marketing mix and activity choices across the Must Win Battles.
• Actively contribute to the development of the Brand Strategy.
• Continually tracks brand performance, competition, BGS outputs and other sets up any other required monitoring.
• Support and where possible, present Brand Strategy, reviews and plans to both internal and external stakeholders.
• Breakthrough communication development, implementation & touchpoint planning
• Show a good understanding of media landscape, the role and effectiveness of differing touchpoints for achieving different objectives.
• Develop content and activities that deliver Brand Objectives and are aligned to BiaB.
• Fully understands and uses MWB 3 principles and EFE.
• Work with CMI and Media to identify volume and aspirational targets and the related media targets.
• Develop clear campaign objectives aligned to business and brand objectives, monitor and measure against them, optimizing during the campaign where possible.
• Assess the strength of creative and media proposals to effectively deliver the campaign objectives, engage consumer in the content and maximize the ‘reaction’.
• Support the creation of an iDDM campaign working cross-functionally across all relevant functions in the business, and proactively manages brand collection and use of data.
• Measure the impact on the brand of the Marketing Mix and ensure future plans are ‘effective first’ and learnings are integrated.
• Inspire agencies to create brand and business building communication and activities that deliver against objectives and resonate with consumers.
• Effectively and proactively manage agencies (briefing, challenging, feedback, reward).
• Support, and where possible manage all client-side elements of the production process end to end.

Integrated commercial planning 

• Demonstrates a full understanding Integrated Commercial Planning process.
• Demonstrates an understanding of key consumer and commercial levers that impact brand performance.
• Demonstrates an understanding of the role of different marketing activities in affecting consumer and shopper behavior.
• Turn strategic insights into plans that win across Consumer, Shopper and Customer.
• Allocate budget in line with strategy and objectives.
• Support in uniting Brand and Commercial Strategies into winning annual plans that effectively coordinate all brand activities to drive penetration, build Brand Power and deliver business results.
• Support the Annual Brand Planning process and mobilize cross functionally to ensure integrated plan across all Must Win Battles.
• Evaluate plans to ensure ongoing learning and improvement.

 

Brand Profitability 

• Measures and evaluates the effect of specific activities on top line, and return on investment.
• Demonstrates an understanding of the Brand’s SKU mix and profitability.
• Measure reaction and ROI on all activities and apply learning to all future activity.
• Maximize Commercial Spend Productivity by aligning investment to brand role, minimizing nonworking spend and maximizing return on all activities.
• Flawlessly manages the brand budget / expenses with minimal accruals and delays in closing off PO’s.

 

Innovation/renovations 

• Understands ‘Sources of Growth’, ‘Taste Landscape’ and can articulate key macro consumer trends.
• Can differentiate between creative ideas and ideas that can improve business results.
• Understands how innovation contributes to portfolio and brand strategies and individual brand’s positioning.
• Is familiar with the different steps in the Innovation / renovation process and with deliverables per function.
• Understands how to write a concept.
• Effectively launch a product or packaging innovation / renovation, by leading cross-functional projects, ensuring effective decision making at each gate and securing cross-functional organizational alignment behind priorities and plans.

 

Store back marketing 

• Actively visits stores and bars across different channels and in different geographies on a regular basis, while observing safety protocols.
• Grounds all work in shopper insight.
• Collaborate with Sales and Trade Marketing, to ensure world class execution of all brand activities, grounded in shopper insight, across the path to purchase (on time, on budget, on strategy).
• Understand the most effective tactics across the path to purchase by channel to achieve different objectives.
• Leads and delivers BTL / TTL activities OTIF, and on budget.
• Monitors and evaluates effectiveness and ROI.
• Generate companywide commitment and excitement about key initiatives.
• Ensure the brand is activated in line with brand guidelines and the Responsible
  Marketing Code in store/bar.

 

RTC & Channel understanding 

• Actively meets Distributors, Wholesalers and Retailers to better understand their purchase drivers and barriers.
• Recognizes the strengths and restrictions of different Route to Consumer options in reaching consumers.
• Understands and can articulate the category strategy.
• Demonstrates an understanding of channel segmentation and the role of different channels in Brand Strategy and activation.
• Demonstrates an understanding of shopper and on-trade consumer drivers.
• Demonstrates an understanding of the value chain in different channels and with different RTMs.
• Ensure customer, channel and RTM strategies are reflected in all brand activations and innovation plans.

 

Budget building & tracking

• Build a full year budget (ABTL) for the brands and ensure appropriate tracking of spend.
• Understand impact of RoFo financialization to timely shift in budget requirements.
• Align budgets with regional stakeholders.
• Align budgets with BRF while always looking to optimize spend.

 

Stakeholder management

• Manages multiple stakeholders for the Brand Strategy, both regionally as well as globally.
• Can influence without authority across senior stakeholders.
• Understands global and regional activities, interests, and roles of different stakeholders.

 

 

Method of Application
Interested and qualified? Go to Kenya Wine Agencies Limited (KWAL) on careers.theheinekencompany.com to apply