Brand Manager - Esprit & Vawter at The Heineken Company

About the Job

Key Responsibilities:

• Drive implementation of the brand plan across the key consumer touch points, channels and regions
• Deliver brand campaigns according to best practice on process and timing.
• Develops and implements brand “promo in a box” tools for use by regions in our decentralized model.
• Tracks usage of tools and effectiveness of tools by region and channel and optimizes where required.
• Develop an understanding of the key market dynamics by performing regular site visits.
• Ensures business value through driving implementation of ongoing corrective action across key channels and functions for the brand(s) on a daily and weekly basis.
• Evaluate monthly performance trackers with prioritized and aligned corrective actions in place.
• Delivers campaigns OTIF and within financial and procurement governance.
• Tracks campaign status daily and weekly to ensure OTIF and that campaign compliance is delivered against benchmarked targets.
• Manages brand funds and updates CRM on a weekly basis to ensure that funds accurately reflect cash flow timings and actual costs.
• Updates and maintains brand assets on brand and trade 360 for use by regions and agencies.
• Co- develops and maintains a full brand catalogue of items that are relevant to the brand and its positioning and ensures that procurement delivers items according to the right material specifications.
• Illicit feedback from regions on the effectiveness and usability of the items.
• Ensures equitable distribution of annual generic merchandising to all regions.
• Ensures that the tools ordered deliver the right balance of equity/ consumer desire and short-term consumer reward for purchase
• Designs TTL campaigns (with support from creative and execution agency partners) and understands which touch points to use where for maximum equity and commercial impact.
• Collaborates on designing and updating brand ITEGs to ensure that the brand leverages touch points relevant to the brand positioning.
• Ensure that ITEGS are reviewed and updated annually and that the ITEGS effectiveness is regularly tested and evaluated across channels.
• Creates and manages the brand digital strategy.
• Develops digital campaigns and programs with bold, consumer centric, thumb stopping content and experiences that are amplified through digital and social channels to create engagement (with or without support from agency creative partners, depending on size of brand).
• Foster organic engagement via digital platforms.
• Briefs and/ or creates digital assets (depending on size of brand).
• Plans, owns and runs digital implementation (with or without agency partners).
• Tracks consumer sentiment live, and course corrects where required.
• Feeds real time insights gained into strategic partners and insights teams.
• Ensures that relevant traditional and digital channels are prioritized, and that creativity & market targeting are optimized.
• Follow Newco’s policies and procedures and identify opportunities for continuous improvement

Experience :

• Minimum 5-7 years relevant marketing experience on brand execution, ideally across a range of categories/FMCG’s.
• Excellent communication skills (both written and oral) and sound presentation skills.
• Experience of agency procedures and the successful management thereof.
• Experience in budgetary control and cost control management.
• Excellent project management skills & experience.
• Sound understanding of the difference between qualitative and quantitative research and when to use which appropriate research method.
• Exceptional knowledge of digital marketing
• Be present at all activations and events.
• Solid understanding and contribution to demand forecasting accuracy.
• Knowledge of SAP CRM as a planning and management tool for brand activity will be advantageous.
• Thorough understanding of brand theatre and the role of memorable brand and drives execution thereof (including in store theatre).