Brand Manager

Job Purpose:

Develops and executes all brand plans and below the line activities to achieve the set objectives along with coordinating all brand related matters and facilitates internal operations to ensure brand focus.

Accountabilities:

1. Brand plan: Analyzes the annual brand plan received from PI and develops a proposal of below the line plans including activity calendar, number/ location of displays by outlet, point of sale material, cooler planograms,, brand consumer activations/ sampling, new product packages, launching new SKU’s, target focus channels/ outlets, and trade incentive programs to obtain approval on the brand plan.

2. Promotions: Designs, proposes, and oversees the execution of the brand’s promotions and trade programs in light of the feasibility of the brand’s economics / spending budgets, obtains the necessary approvals on fact sheets/ documents, issues updates on the annual promotional calendar as needed to ensure a synchronized implementation.

3. Plan Execution: Receives designs, master-visuals, planograms, and marketing materials, coordinates with Pepsi regarding any possible design changes, places orders for the needed POS material, arranges with merchandizing teams and marketing workshop regarding installation guidelines, and monitors all activities related to the brand to ensure proper execution.

4. Target Setting: Develops the targets/ forecasts by channel/ region/ month based on the promotions/ activities, obtains the required approvals, and communicates the same to the concerned sales teams to ensure full alignment on monthly targets of volume, share, distribution, visibility, and promotions.

5. Sales Monitoring: Continuously analyzes sales information of the brand, conducts market visits, prepares reports, and provides insights about execution, store visibility, promotions to evaluate activities and highlight opportunities.

6. Innovation: Suggests innovations in the brand’s activities, designs, and package configuration, makes proposals to the Marketing Director to consider sharing with PI.

7. Reporting: Analyzes market reports/ consumer insight information obtained from PI and issues a monthly report in close conjunction with finance covering the brand’s performance including volumes, share, revenues, margin contribution, Cost of Goods Sold, and nets while highlighting key indicators/ observations/ trends to support decision-making.

8. Communication: As the main contact person for the brand, receives PI’s correspondences/ plans, shares, clarifies, and elaborates the plans to the sales managers to ensure their commitment to brand agenda.

9. Inventory: Reviews inventory reports, monitors stock levels and highlights to the supply chain team any foreseeable issues to ascertain the availability of all SKUs of the brand to the sales team.

10. Quality: Receives any customer complaints related to brand quality from the respective sales personnel, follows up internally with the quality department and coordinates with the sales executives to ensure issues are resolved and the appropriate customer compensation is made when needed to protect brand equity.

Measures:

 Brand Volume & volume growth

 Brand Value & value growth

 Brand Market share and share growth

 Quality of tactical plans and executions

 Success rate in innovations and new launches

 Brand Nets, total revenue and profitability

 Brand availability and visibility

 Targets planning & Forecast accuracy

 Success rate of communication and marketing activities

Knowledge, skills and abilities (KSA's):

- Graduate degree in preferably the field of marketing

- Minimum (3) years of experience in FMCG Brand Marketing with exposure in Marketing

- Experience in sales and trade marketing is preferred but not mandatory

- Good skills in English language both spoken and written

- Good communication, social and presentation skills

- Very good PC skills in MS office and oracle applications specially excel and power-point

- Advanced MS Excel and Power-point skills are a definite plus