Trade Marketing Manager - Emerging Africa at Brown-Forman

Job description
Scope

This position will take a leadership role in the development and execution of brand strategies, providing the marketing tools to support in market teams to achieve short and long term business goals and grow BF brand equity. The Trade Marketing Manager will support the Regional Managers in providing marketing activities and toolkits that address the various regions’ consumer and trade needs. Key countries to focus on include, but are not limited to Kenya, Tanzania, Ghana, Nigeria and Ivory Coast.

Key Functions

Brand Planning:

• Work with the Marketing Manager to understand the overall Emerging Africa marketing strategy and translate this into market specific brand plans.
• Bring brand plans to life by developing marketing toolkits that are locally relevant
• Recruit and manage third party agencies
• Write briefs for all marketing activities with clearly stated objectives
• Ensure marketing initiatives are implemented consistently and within brand guidelines and to a high standard
• Engage BF digital team and ensure social media platforms are meeting objectives
• Oversee the development and delivery of local point of sale material

Trade Marketing Planning and Implementation:

• Engage key account managers and local commercial partners to ensure key account plans are implemented in relevant markets.
• Ensure excellence in execution at point of purchase
• Explore travel retail opportunities
• Work with Regional Managers to create and implement second tier city strategies

Manage and develop in market resources:

• Work with Regional Managers to ensure FMM marketing skill sets are developed.
• Ensure Field Marketing Managers understand and adhere to BF’s compliance guidelines

Brand Education:

• Ensure regional teams have the relevant training material and knowledge to conduct regular in market brand trainings.

Develop and nurture relationships with importers and distribution partners

• Conduct regular trade visits in order to develop and strengthen relationships with various trading partners.
• Required to travel at least 10 days per month.

Gather and distribute market and consumer insights

• Frequently engage FMM’s to understand consumers and customer needs
• Determine consumer research needs and use insights to shape brand and activity plans.
• Provide insights on current market and consumer trends using available resources e.g. social media. Engage BF digital team in this regard