Brand Manager - Consumer Durables

Main Purpose of the Role :

Manages the local product portfolio including identifying innovation & renovation needs, managing cluster LCM/BFS projects through IMF, driving price and mix opportunities to ensure profitable and sustainable growth, leading commercialization in market & maintaining alignment with brand and category strategy.

Scope : South Asia (Cluster)

Business Type : B2B

Direct Reports : None

Reports To : Head Marketing

Role Accountabilities :

Portfolio Management & Optimization :

- Manages the P&L for assigned product categories to maximize profitable growth

- Defines pricing plan based on Regional pricing strategy, sets prices for all markets in the Cluster and manages price increases for assigned product categories; Approves pricing discounts / deals and monitors value equation competitiveness and adjusts appropriately to deliver sales and profit targets

- Feeds Central & Regional Brand Marketing with local market needs to ensure the development & delivery of a competitive SKU portfolio by market segment & channel

- Partners with Central & Regional Brand Marketing to complete portfolio mapping and execute SKU optimization strategies in line with Brand Foundation Tools

- Partners with Regional & Central Brand Marketing to adapt Category & Brand Foundations, product claims & sales tools from Explode Growth Markets and manage local legal approval (where appropriate) for assigned product categories

- Partners with Customer Marketing to align Reasons To Believe (RTB- s) for product solutions with Commercial Programs

- Supports Regional Regulatory team with market specific information for assigned product categories

Innovation / Renovation / BFS / Product Changes :

- Partners with Regional & Central Brand Marketing to adopt innovation projects from Explode Growth markets

- Partners with Regional & Central Brand Marketing to manage single Cluster renovation / LCM / BFS projects from kick-off to execution for assigned product categories

- Where the Cluster is the lead market for an innovation/renovation/BFS/LCM project, partners with Regional & Central Brand Teams throughout the IMF process for assigned product categories

- Partners with Country Marketing, Sales Team & Supply Chain, develop ongoing product forecasts & launch volumes for new products for assigned product categories

Commercialization :

- Partners with Country, Customer & Channel Marketing team members to lead the development & execution of detailed product commercialization plans for innovation, renovation, BFS & LCM projects for the Cluster

- Partner with Sales Capability / Effectiveness & the Regional Brand Team to build capability of sales organization in assigned product categories to improve sales closure rates

- Partners with Channel Marketing & Sales team to define channel marketing plan per market, including launch plans for innovation, renovation & product changes

Standard Work :

- Provides marketing support to the Sales Organization including tender support, promotional requests, datasheet requirements, price increase support, out of stock communications

- Manages product data & maintain accuracy in the PIM system for locally sourced products within assigned product categories; lead the creation of new codes in SAP system for local SKUs and the extensions of new codes in SAP system

- Partners with Central Digital Operations team to adapt & execute digital sales tools, websites, SEO/SEM etc.

- Leverages marketing content available in the Digital Asset Management System (DAM) where possible; where unique content is created, ensure it is uploaded & maintained in the DAM System

- Leads the translation and activation of the Brand Identity Guidelines for the Cluster

- Monitors performance of marketing programs (ROI) and adjusts accordingly

- Manages assigned marketing budget within CFI- s

- Actively visits customers and channel partners to capture insights and check and adjust marketing programs

- Acts as a member of the Brand Management Community of Practice to share & learn best practices

Education & Experience :

Essential :

- Bachelor Degree, in business-related discipline

- 7-10 years of experience in marketing / brand management roles with a demonstrated track record of achievement and growth in leadership behavior

- P&L management

- Resolving complex problems and translating to business opportunities

- Product & technology development and working with R&D, Manufacturing & Product Supply

- Managing & successfully influencing complex stakeholder relationships

Preferred :

- Masters / MBA with concentration in Marketing

- Experience in a B2B environment

Commercial / Functional Skills :

- Strong business & organizational acumen - understanding of market dynamics, P&L management & commercial mindset etc.

- Product & portfolio management including managing projects through gate processes

- Strong understanding of brand foundational tools

- Strong analytics skills

- Able to make tough, informed decisions quickly to keep performance on track

- Able to navigate and perform in ambiguous circumstances

- Demonstrated contagious positive energy to influence, inspire & drive results

- English language proficiency