Brand Manager, EA at Beiersdorf

Job Description

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At Beiersdorf, we could tell you quite a bit about our work environment, but it would probably be best for you to experience it yourself and see how it feels to make a personal contribution toward the success of such well-known brands as NIVEA, Eucerin, Labello, 8×4 and Hansaplast

ROLE PURPOSE

To assure the long-term growth of Beiersdorf Central, East and West Africa, with specific focus on East Africa, through the continuous development of its brands in line with the Company’s brand strategies. To drive the achievement of specific net sales and market share objectives through the implementation of the annual marketing plan across specific brand responsibilities.

MAIN ACCOUNTABILITIES

Annual Marketing Plan

Support the development of the annual Marketing Plan as per PMP and ABP requirements (including NS forecast, market share predictions, competitor analysis, brand investment and strategic priorities). Communicate with and influence Demands, Supply, Finance, Sales and Shopper & Customer marketing to ensure they deliver appropriate customer marketing plan. Propose brand activity and measurable objectives in line with strategies. Following detailed category and competitor reviews, develop communication and promotional strategies including both ATL and BTL plans; as well as New product development (launches) needed In order to meet the objectives. Monitor brand performance and propose appropriate changes to the plan throughout the year. Assortment control: Carry out assortment analysis, NPD performance & discontinuations to ensure we have the most relevant and efficient range at all times. Launch Management: Ensure all planned launches happen On Time & In Full, carry out proper launch tracking & undertake any required corrective action to ensure business case is met.

Consumer Understanding & Insights

Develop a thorough understanding of the local business consumer needs and competitive context. Develop relevant consumer insights that can be exploited for business gain in terms of product development and communication development.

Marketing and Communications Strategy

Above-the-line (ATL)

Understand the media landscape and media consumption of target market. Execution of agreed marketing communications activities in line with the category strategy, making use of available material and local adaptation where required. Management of Local Influencer and Celebrity campaigns.

Below-the-line (BTL)

Work closely with the local Shopper & Customer Marketing team to plan and flawlessly execute all consumer BTL initiatives as part of campaigns.

Brand Performance

Monitor and steer the development of Net Sales and IMS to achieve category growth plans via S&OP participation. Analysis of market data (Data Orbis, Kantar and Nielsen when available), identification of key issues and opportunities & provision of recommendations for appropriate corrective action.

Control of Brand Profitability & Budget

Provide input into local pricing strategy, using robust market, consumer and competitor analysis. Accurately manage the marketing investment/ budget in line with the agreed Marketing Plan and to reconcile and amend as necessary during the financial year. Liaise with direct manager for budget amendments when necessary.

Maximization of Return on Investment

Consistently seek, review and evaluate alternative marketing investment opportunities in order to maximize ROI against agreed brand objectives. This includes post campaign analysis on all marketing investments. Work with Procurement management to ensure the company is receiving best value for money.

Input into Customer Marketing Plan

Influence and agree the customer marketing activities with Sales and S&CM to achieve the agreed Customer Marketing Plan in line with promotional strategy.

Social Mission Management

Coordinate and implement Social Mission activities in Kenya in line with the Global Social Mission including identification and management of local partners and initiatives.