Senior Brand Manager Amarula at The Heineken Company

Purpose

Drive value creation of assigned brand by developing and implementing cut through communication assets, touch point strategies and activations to excite consumers and customers.  
Implement, for the assigned brand, the short to medium term brand strategies and integrated Marketing plan in line with company, regional and global Marketing strategies. Realize the operating targets and marketing objectives by optimizing innovation, brand activation, pricing, sponsorships, brand communications and people development. Responsible for market share and profitability (Gross Profit Net) of assigned brands in line with portfolio strategy. 
 
Key Responsibilities
 
Strategy

• Support the creation and execution of the brands strategy
• Understand and use consumer and market insights to build strong brands
• Understand and utilize Demand space thinking to activate the brand in correct channel and with correct comms
• Support competitive strategy review to define implications and learning
• 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
• Support brand strategy development and execution to grow the brand within portfolio including price positioning, SKU split, brand positioning and communication within resource allocations

Planning

• Supporting the yearly development process of the plans for the brands within portfolio
• Support brand target setting, ATL/ BTL budget development, 360 degree communication plan, brand activities calendar, activation plans
• Support brand team alignment processes with key stakeholders to drive strategies to action
• Support agency briefing and management, internal approval from marketing manager, alignment with key stakeholders at the operating environment

Execution

• Plan, monitor and drive excellent execution of  brand activation plans in line with ATL / BTL budget
• Brief key internal and external suppliers to drive excellent activation and sponsorship execution
• Optimise ATL / BTL spend administration
• Manage day to day agency partnerships to deliver brand strategies and activities
• Plan, monitor and drive excellent execution of  brand activation plans in line with ATL / BTL budget
• Brief key internal and external suppliers to drive excellent activation and sponsorship execution
• Keep ATL / BTL spend for within budget and administration parameters
• Manage day to day agency partnerships to deliver brand strategies
• Manage internal stakeholder relationships including procurement, finance, TM & Sales to effectively execute on plans

Monitoring / reporting

• Tracking, analyzing and using financial information to monitor and maximize return on brand investment
• Understand and analyze insights from market, media and consumers trends
• Budget commitments, invoicing and spend

Experience

• Minimum 5 years’ relevant marketing experience, ideally across a range of categories/FMCG’s
• Understanding of the FMCG value chain.
• High ability of cross functional management and project management skills & experience.
• Experience with and demonstrable ability for strategic thinking and planning skills.
• Mastery of executing marketing plans.
• Strong commercial acumen.
• Skills in analytics
• Ability to apply already developed consumer insights in campaigns
• Demonstrated creativity and creative management, including strong demonstrated experience in leading creative work and agency partnerships.
• Superior communication skills, both written and oral.
• Passion for business/the work and a constant learner