Marketing Manager Accessible Ciders & Fabs at The Heineken Company

Strategy 

• Leading the creation of consumer-driven brand / marketing strategies in line with business strategy 
• Consumer and market insights, contribute to portfolio processes and brand architecture 
• Competitive strategy review to define implications and learning 
• Drive brand price point index, packaging, product, brand positioning, brand communications, sponsorships, consumer promotions and resources requirement to support overall brand marketing strategy 
• Ensuring through the use of best practice and commercial acumen, profitable and sustainable growth of the brand. Delivering against commercial targets derived from the business goals 
• Sparring and supporting other functional managers in strategy development 
• Long-term strategy and operation policies in sales and trade marketing 

Planning 

• Leading the yearly development process of the plans for the assigned brands 
• Target setting, ATL/ BTL budget development, 360 degree communication plan, brand activities calendar, activation plans 
• Championing the communication and alignment processes with key stakeholders to take strategies to action plan 
• Agency briefing and management, internal approval from marketing manager, alignment with key stakeholders at the operating environment 

Execution 

• Ensure excellent execution of the brand plans 
• Directing and coaching the brand manager  / trainee 
• Delivering brand activation programs as planned 
• Setting KPIs for brand managers and brand programs 
• Keeping ATL / BTL spending for within budget and administration parameters 
• Progress innovation/renovation projects through internal and global gate system 
• Directing and managing agency partnerships to deliver brand strategies 
• Briefing, managing  and evaluating agency partnerships to deliver brand strategies 
• Challenging and supporting cross functions in execution of activation plans 
• Lead Channel promotions and customer management programs 
• Iconic brand identity execution through implementation of key brand assets on both ATL/BTL elements and ensuring VI is brought to life through visibility elements/initiatives across all channels   

Monitoring / reporting 

• Using measurement to drive brand performance 
• Track, evaluate and use qualitative and quantitative research to define opportunities and issues for the portfolio and individual brands 
• Regularly review with other functions on key performance indicators for learning and improvement opportunities  
• Tracking, analyzing and using financial information to maximize return on brand investment 
• Using P&L, ABC costing, GP net by brands and by SKUs to review and drive brand strategies 
• Coaching and challenging team to evaluate ROI of key brand programs 
• Getting insights from market, media and consumers trends 

People 

• Leading the brand team and managing people development 
• People coaching, performance management, personal development, career development and professional coaching 

The successful candidate must have the following qualifications, skills and experience: 

• A relevant and recognized Honours or post-graduate qualification in Commercial/Marketing  
• Minimum 7 years’ relevant marketing experience, ideally across a range of categories/FMCG’s Thorough understanding of the FMCG value chain.  
• Superior leadership skills – including team leadership, thought leadership, problem solving, collaboration.  
• Mastery in cross functional management and project management skills & experience.  
• Mastery of strategic thinking and planning skills.  
• Mastery of developing and executing strategic plans and marketing plans.  
• Superior commercial acumen.  
• Superior background/skills in analytics and data driven business planning.  
• Superior background in consumer insight and consumer insight driven business planning.  
• Demonstrated creativity and creative management, including strong demonstrated experience in leading creative work and agency partnerships