SUMMARY OF THE POSITION

As Brand Manager, this position must establish himself/herself as a highly skilled communicator with the business acumen to collaborate with and influence various cross functional stakeholders.

He/She will be expected to deliver impactful & effective programs across large activations and campaigns, which drive brand advocacy amongst the target consumer. This experiential programming will include event creation, sponsorship activation (e.g. ICC) along with management of brand ambassadors & other strategic partners.

The position extends to key account programming as he/she will be will instrumental in supporting the sales team in providing campaign programs which deliver against volume/market share objectives. He/ She will be responsible for delivering an integrated approach with constituent teams such as media, digital, sales and trade marketing (amongst others).

ROLE AND RESPONSIBILITIES :

- Responsible for developing overall brand positioning & growth strategy

- Continuous assessment and reporting of the market and competitive set

- Execute on trade ambassador program e.g. bartenders, chefs, etc.

- Responsible for the effective and efficient management of assigned brand budgets, including budget allocations and monitoring budget utilization

- Analyze syndicated data from research agencies to draw meaningful consumer insights

- Partner with Trade Marketing to devise strategic trade programs and other trade related activities (including but not limited to visibility, samplings, consumer promos, local events)

- Work with procurement to ensure timely delivery of POS

- Responsible for achieving brand objectives, key performance indicators, and targets by implementing strategies and tactics aligned to the annual operating plan (AOP)

- Monitor market share performance of brands across a cluster and devise area specific plans for execution

- Development and implementation of consumer and trade strategies

- Develop customer marketing program, identify key consumer groups at target accounts

- Develop programs against groups (community) - in partnership with sales

Drive brand partnerships / programming & content:

- Ensure digital content around the brand is aligned to campaign objectives/work with digital team to create content, outcomes, etc.

- Coordinating with external agencies (advertising, research etc.) to develop relevant brand initiatives aligned to the overall brand positioning

Events & Key Accounts Programming:

- Develop strategies for activation programs to ensure that the events & sponsorships are aligned to the commercial and marketing brand plans

- Work cross-functionally with Marketing, Finance, Supply, Legal and Field teams to bring our partnerships to life

- Partnering with sales, TM and portfolio teams to execute KA and on-premise programming including art installations, events, performances

- Analyze primary, secondary sales data to evaluate promotion effectiveness

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