Brand Executive at British American Tobacco

Job description

Purpose Statement

To maximise brand potential through developing and recommending brand strategies to the Brand Manager and managing the implementation of these required activities to achieve the desired objectives.

Key Deliverables

• The development and management of research methodologies in consultation with SP&I, the development and management of packaging and product initiatives and all elements relating to the brands Consumer Engagement platform in accordance with the budget, timing and overall Company objectives.
• The jobholder is a member of the brand group within the Marketing Department, which is responsible for the management of the brands owned or licensed by the Company. This includes the packaging, product, communications, price and image positioning.
• The Brand Executive is also responsible for the identification of new opportunities and the initiation, development and deployment of new brands within existing brand families.
• The Brand Executive is also responsible for assisting in developing initiatives that will positively enhance brand health and determining brand coverage in line with consumer off take.
• PRODUCT AND PACKAGING DEVELOPMENT
• Prepares development briefs in consultation with Product Development for all product and packaging initiatives.
• Prepares project initiation briefs in accordance with prescribed internal methodologies and keeps contact with Product and Quality Assurance Managers.
• Continuously monitors product and packaging quality and makes necessary recommendations.
• COMMUNICATION
• Supports the Brand Manager in the communication of Brand strategies and programmes.
• Supports Agency of Record and cross functional departments in the development of all required brand activities within the marketing mix.
• RESEARCH
• Assists in the initiation of ad hoc research projects and is responsible for preparing briefs in accordance with prescribed research methodologies.
• Analyses research results and can utilise the interpretation to the benefit of the brand / assigned project.
• STRATEGIC DEVELOPMENT
• Recommends and develops trade, supply chain, merchandising, and consumer engagement strategies according to the market evolution and marketing intelligence information.
• PERSONAL EXCELLENCE, GROWTH AND DEVELOPMENT
• Understands, accepts and can articulate the company vision and values.
• Seeks opportunities for growth and development.
• Leads by setting a personal example of excellence.
• Demands discipline of self and others to raise standards and deliver stretch results.
• Demonstrates high awareness of own impact on others.
• MANAGEMENT OF AGENCIES
• Prepares briefs, co-ordinates resource, provides input within the creative process, and assists in Agency of Record evaluation.
• Manages critical path and project priorities with Agency of Record.
• RESOURCE MANAGEMENT
• Manages project budgets in accordance with accepted company guidelines and procedures and prepares monthly budget reports.
• Assist Brand Manager in the development of a management trainee to develop intellectual capital within the organisation as well as effectively manage own development planning requirements.
• Is proficient in own time management and project prioritisation.
• ADMINISTRATION AND REPORTING
• Prepares project plans as well as project and budget tracking reports.
• Prepares Monthly Consumer Marketing Reports and Brand Status Reports for both local and global audiences (including brand, competitors, market shares etc.).
• Constantly monitors brand performance in all trade channels, engages with account managers in brand related developments.
• PLANNING
• Assists the Brand Manager in developing and completing plans (Strategic and Operational Brand Plan, Annual Performance Review, Budget Plan, Research plans, Cycle Plans, and Activity Plans) for the brand concerned.
• Develops and manages cycle related activities with an emphasis on adherence to cycle planning principles and timings for effective implementation of agreed activities.
• DEVELOPMENT OF WORKING RELATIONSHIPS
• Maintains effective working relationships with but not limited to Trade Marketing, CRM, Product Development, Operations, CORA, Legal Counsel and International Brand Group.
• Facilitates the exchange of brand information cross-functionally to promote commitment and implementation of agreed brand strategies.
• Builds effective networks to get things done.
• Seeks full understanding of customers’ needs.
• Shares key information / ideas and learning’s across and within teams.
• Displays fairness, exhibits trust and gains respect through own behaviours and actions.
• Develops effective peer working relationships.
• INNOVATION
• Management of initiatives relating to driving brand and company innovations through all functional and responsibility areas to improve process, practices and methods resulting in reduced complexity, speed to market and enhanced consumer benefit.

Rquirements: 

• Tertiary qualification in Marketing or Business discipline is preferred.
• Preference will be given to candidates with a minimum requirement of: 36 months (3 years) experience in Trade Marketing.
• Thorough knowledge of the roles of Trade marketing function.
• Marketing knowledge: comprehensive knowledge and understanding of managing all.
• Elements of the marketing mix – BTL, price, promotion, planograms, product (range), space management, research methodologies and consumer segmentation.
• Good understanding of IT systems and applications. (ppt, word,excel,etc)
• Has a good commercial understanding regarding general marketing practices and insights into varied consumer environment.
• Has a good understanding of current market tobacco legislation and international marketing standards (IMS).
• Excellent communication and interpersonal skills.
• Excellent planning and organizational skills.
• Budget management.
• Confident and fluent in public speaking (fluent in English both oral and written).
• Ability to make things happen.
• Be self-motivated and have the ability to work independently.
• Be able to display an all round joyful sociability with a wide range of people.
• Computer literacy.
• Strong analytical skills as well as strategic thinking abilities.