Cluster Manager - Brand Manager - FMCG

Integrated analytics and market/consumers Insights:

- Data gathering and analysis, development and prioritization (by understanding the drivers)

- Brand health tracking methods and tools.

- In depth market and consumer understanding.

- Effectively briefing agencies.

- Effectively turning consumer/shopper data and field observation into insights.

- Effectively seeking and aligning the commercial team in the analysis of data to influence consumers and shoppers along the Integrated Journey.

- Leverage internal data (business and category performances), and external (consumer, trade. and shopper understanding), to guide short, medium and long B2C performances vs. targets.

Strategic Planning: Category, Portfolio and Brand Strategy:

- Act as guardian of brand equity in all internal & external communication and activation.

- Ensure a consistent, relevant and strong brand equity across touch points and time

- Effectively communicating the brand strategy internally and externally

- Contribute to the development of the annual and long-term category, portfolio and brand strategies

- Track and evaluate the portfolio performance against clear targets and objectives

- Incorporate category opportunities in the portfolio strategy.

- Drive the Marketing strategy planning, execution and tracking process.

In Market Execution:

- Deliver the Annual Marketing plan and contribute to the Trade activation plan as measured through the leading indicators (Mental availability) and lagging indicators (Physical availability).

- Link brand objectives to communication objectives (online and offline).

- Work with Media, Communication, Digital, and Activation Agencies to execute the Brand plans.

- Work with Monitoring & Media agencies to get optimal media exposure.

- Work with cross functional teams and external partners to deliver the right execution and targets results.

- Work with Sales and Distributors partners to activate and animate the brands across different channels (including POSM ordering, dispatching, activation, tracking and reporting).

- Contribute to developing by-channel the in-store game plan.

- Centralize the competitive information, analyze the marketplace and feedback for tactic and strategic actions and brand planning.

- Manage material production & the media planning process.

- Measure effectiveness and ROI of in-store communication against predefined objectives.

- Ensure absolute consistency of messaging at all consumer and shopper touch points.

- Monitor the execution through appropriate processes, commissioning tracking studies where appropriate.

- Ensure all brand activities within remit are on time, on budget, on strategy and on target.

Financial Acumen:

- Portfolio and Brand Profitability

- Manage the portfolio and SKU mix to maximize sustainable profitability

- Track and analyze financial performance (Vol, NS, CM, M&, Ebit) of portfolios/SKUs/brands, innovations, and individual activities against set objectives.

- Budget allocation and tracking.

- Know how to assess portfolio variances and identifies driving forces.

- Measure effectiveness and ROI of communications against predefined objectives.

- Target spend efficiently & effectively, maximizing return on investment (ROI).

- Consistently monitor and evaluates results of all initiatives and their effect on profitability.

- Create a contingency plan for each major initiative.

- Post-evaluate the effectiveness and efficiency (ROI) of executions using analytical tools.

- Continuously monitor and evaluates the plan and intervenes to keep it on track if required

Innovation and Project management:

- Work with cross functional teams and make proposals for projects documents.

- Prepare & coordinate all required inputs for different projects gates.

- Prepare launch and execute plans in coordination with the key Stakeholders

- Track, analyze report and propose mitigation actions (when necessary), for sustainable results of new launches. A&P management

- Put together Yearly A&P plan.

- Track & Monitor A&P spend to ensure ''actual is in line with forecast''.

- Drive Return of A&P investment on all promotional activities.

Main KPA's:

:- Marketing Plan Execution Excellence On Time and In Full

- Financial targets

- Market Share increase

- Category Penetration increase

- Marketing investment management (planning, tracking, reporting.), optimization leading to cost saving

- Brand Funnel improve (TOMA, Consideration, Repurchase