Position Purpose
The Assistant Brand Manager is primarily responsible for the execution of Brand Marketing strategies and programs for the assigned brand and GBAs that will:
- Develop and grow brand equity and market share
- Deliver category business objectives through the creation of demand at Point-of-Purchase
This position reports to the Brand Manager (or Head of Marketing).
Expectations
Business Objective Delivery
- Financial Targets - Delivery of the Budget and Target metrics of the assigned brand and GBA (e.g. Net Sales, Gross Margins, and Operating Profit).
- Market Share Targets – Conduct analysis and recommend actions to deliver market share targets for individual brand
Brand & Consumer Interface
- Brand Operating Plan (BOP) – Lead development of sub brand BOPs and provide input to the category BOP. Execute strategies and tactics based on approved resources.
- Brand Equity – Deliver Brand Equity targets in line with the BOP in association with the brand team
- Media Strategy, Planning and Execution – Execution of Brand media strategies with the Media Agency.
- Consumer Promotions – Execute Consumer Promotion programs for each brand to achieve sales and equity KPIs.
- Communication Material Development - Develop and manage local communication materials to support advertising (ATL and BTL) campaigns with creative agencies. Provide category and/or brand inputs for regional led campaigns.
- Advertising & Consumer Promotion Budget - Manage the Advertising and Consumer Promotion Budget for assigned brands.
- Consumer Response - Review monthly consumer feedback data and take appropriate actions in a timely fashion.
Product/Perceived Value
- Product Development - Provide market-specific consumer insights as inputs to the Sector and/or country innovation plan. Provide management oversight for the launch of product innovations
- SKU Portfolio Management - Develop recommendations for SKU line-up to address the local competitive environment, and work with the Sector Team to achieve optimum mix. Manage the number of SKUs to achieve SKU proliferation targets.
- Pricing Execution - Execute price increase/decrease plans based on the pricing strategy and BOP.
- Packaging Development - Communicate local packaging requirements in terms of language, government regulations and labelling laws to the Sector Team. Lead the local execution of regional packaging and country led products.
- Quality - Communicate any quality issues to the P&TD and Sector Teams on a timely basis.
