Long term growth of Beiersdorf EA & CWA through the continuous development of the brand portfolio in line with the overall company strategy and roadmap. Key focus countries are: Kenya, Angola, Ivory Coast and Tanzania. With minimal support for the other countries in EA and CWA. Define and achieve specific net sales and market share objectives through the development and execution of the annual marketing plan.
Principle Accountabilities Market Understanding and Development Identify market challenges, opportunities, and right focus in terms of Consumer Marketing Objectives Input into the brand portfolio development and partner with the CEWA category brand managers Develop a strong local pipeline to deliver on Business Objectives Build in depth understanding of local consumers, shoppers, and competitors to input into Consumer marketing strategy
Consumer Understanding & Insights
Develop relevant consumer insights that can be exploited for business gain Be the local point of contact for partner research agencies, coordinate the quarterly presentations to the commercial team and use insights gathered from these studies to develop or strengthen brand plans
Annual Marketing Plan
Contribute towards development of the annual Consumer Marketing Plan Detail the local 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 or support the Consumer Marketing Plan
Communication Deployment
Work with the Category Brand Managers and Integrated Media Manager to deliver an integrated communication approach (media plan) Provide local insights for use in communication development Co-create 360 launch activation campaigns and ensure smooth implementation and tracking of the same
Input into Customer Marketing Plan
Ensure Sales team are fully briefed on the annual brand plans and objectives Regular and accurate updates on brand plans to S&CM & sales teams at S&OP meetings Influence and agree the customer marketing activities with Sales and S&CM to achieve the agreed Customer Marketing Plan Support the design and production of VAP’s/bundle packs
Management of Brand Profitability and Budget
Responsible for accurately managing marketing investment/ budget in line with the agreed Marketing Plan and to reconcile and amend as necessary during the financial year to achieve Margin2 Forecast Set and monitor local pricing strategy using CEWA price map and considering the local context Responsible for maximisation of return on investment against agreed brand objectives by reviewing and evaluating alternative marketing investment opportunities.
Brand Management & Performance
Manage the development of Net Sales, Profit and Market Share in line with the Annual Marketing Plan Evaluate Brand performance, gather relevant market data (Euromonitor, Kantar, Nielsen, Offtake where available) to identify key issues, propose activities to rectify poor performance, and spot opportunities / gaps in the market. Co-ordinate and liaise with Demand /Supply and Customer Services (if needed) to ensure the timely and continuous supply of product to the marketplace via effective input in monthly S&OP. Responsible for deployment of the local Marketing plan OTIF (On Time, In Full) and within budget Responsible for deploying the approved Local Pipeline & launches in line with the launch business case Develop and implement 360 support plans for NPDs Ensure proper launch tracking & reporting for NPDs and deploy relevant corrective actions if needed Input into pricing and promotions – give recommendations to Customer team Input into claims development and regulatory approvals Manage cross category projects where applicable Responsible for development of monthly commercial brand updates Responsible for management of local agency partners Assortment control: Regular ABC analysis and range architecture analysis, NPD & discontinuations to ensure we always have the most relevant and efficient range.
Marketing and Communications Strategy
Above-the-line (ATL)
Understand the media landscape and media consumption of target market Responsible for development of annual Media Briefs Evaluate & propose Marketing mix and evaluate media channels
Below the line (BTL)
Manage all consumer BTL initiatives
Ensure clear briefing and role-assignment to Sales and S&CM for all activities
Social Mission Management
Coordinate and implement Social Mission initiatives in East Africa and Central West Africa in line with the Global Social Mission including identification and management of local partners and initiatives
Consumer Insights Management
Manage the CIM portal to identify any consumer complaints, identify any trends and conclusively close on these whilst engaging the relevant partners (Quality, R&D etc.)
Project Management
Responsible for project managing NPD/ Launch/Relaunch process within the business and with relevant cross functional teams for OTIF delivery Influence S&CM and Sales Team to ensure plans are effectively executed in trade on time.
Personal Specification
Education
University degree (Honours); Master’s degree an added advantage Experience Min 6 years brand management experience in FMCG industry in Marketing, S&CM experience would be an added advantage Cross category working experience Hands on experience in digital marketing Skills & Abilities Marketing skills including ATL and BTL development, research briefing & analysis, market analysis, consumer insight development, measurement and tracking of initiatives, claims, product & packaging development, concept development Excellent communication skills to manage diverse relationships both locally and internationally. Ability to identify patterns in data and develop action plans in response. Strong Project management skills Good team player and willing to collaborate & support others Strong presentation and communication skills, good influencing skills. Strong bias for action. Able to lead internally and externally. Strong stakeholder management skills. Good analytical and financial skills High Business acumen, P&L management, and budget management Strong Ownership mentality Attention to detail Takes responsibility and self-motivated Good understanding on strategic category development levers Results driven
