Brand Manager (AFC Division)

Reports to: Marketing Manager

A. GENERAL JOB SCOPE

The goal of this role is to reach target volume, market share and financial goals for the assigned brand. This role includes creating, putting into action, and assessing marketing strategies and action plans. This person will act as the leader and single contact point for their brand within the country.

B. MAIN RESPONSIBILITIES

Integration of Brand Equity

• Use relevant local market and consumer information for their brands as it aligns with the Brand Equity Strategy

• Participate in the Integrated Marketing Communication (IMC) process for their brand to help develop the IMC plan.

Strategic Planning Process

• Understand how Category strategies connect to their brand.

• Work with other teams to get all market and consumer data needed for their brands to help build a local brand plan. This includes studying market and consumer needs, looking at competitors, understanding the trade environment and pricing, exploring manufacturing possibilities, and analyzing the local economy.

Annual Plan Development

• Collect and study data for their brands (from multiple teams) for the Marketing Manager to update and review.

• Suggest plans and programs for their brands to meet the local plan's goals, such as market share and volume growth.

Product and Packaging Quality Initiatives

• Join project teams for any Product and Packaging Quality Standards (PPQS) changes related to their brand and make sure all required marketing information is submitted.

• Help the Marketing Manager make sure the product quality meets PPQS expectations, using consumer insights, research and development, and quality feedback.

Pricing Strategy Implementation

• Analyze the brand's competition and marketplace, and suggest pricing options for the Marketing Manager to consider.

• Keep track of pricing activities in the marketplace for their brands and share insights on opportunities and risks with the Marketing Manager.

Price Change Management

• Provide insights into the brand's market position and work with the Sales Company to suggest price changes. These scenarios are discussed with the Marketing Manager and then presented to the Category Director for approval as part of the Price Change Recommendation Deck.

• The local Sales team then implements the price change with clients.

Integrated Marketing Communication

• Help create an IMC Planning Brief for their brands and submit it to the Marketing Manager for approval from the Associate Category Director.

• Track the progress of all communication efforts for their brands.

• Ensure a Creative Brief is made for their brands (based on the IMC Planning Brief) with the Marketing Manager, for approval by the Associate Category Director.

• Review creative options for their brand from the Agency and suggest changes, to be discussed and approved.

• Lead the implementation of the approved communication plan for their brand, including creative productions, working with other teams, and evaluating campaign results.

Media Planning

• Participate in media planning for their brands as part of the IMC process.

• Help create the Media Flowchart for their brands, led by the Media team and submitted to the Marketing Manager for approval from the Associate Category Director.

• Discuss with the Marketing Manager the risks and effects of Media Shifts (changes in time, channel, or brand) on achieving strategic goals.

• Provide input to the Marketing Manager for the year-end Media Agency evaluation.

Trade Spend Management

• Take part in discussions with Sales to align Trade Spend for their brand.

• Analyze market data from the Sales Company, Consumer Insights, and Sales Controllers to help develop Trade Promotional Guidelines for approval by the Category Director.

• Lead the creation of Trade Promotional Plans, reviewed by the Marketing Manager with input from the Senior Brand Manager. The Sales Company carries out the approved Trade Promotional Plans.

Business Key Performance Indicators

• Track and measure business performance for their brand against KPIs approved by the Associate Director, including:

o Volume, revenue, available profit, Advertising & Consumer Spending (A&C), net contribution, market share.

o Make sure marketing overheads stay within budget.

o Day-to-day spending stays within budget.

• Talk with Sales to discuss challenges and improvements, and make suggestions to the Marketing Manager. The Senior Brand Manager makes adjustments as reviewed by the Marketing Manager and approved by the Category Director.

Ideas to Market (I2M)

• Implement growth plans in the local market for their brand, including trade materials, sales communication, launch plans, communication, and POS execution.

• Be part of cross-functional teams managed by the Project Change Manager for relevant projects from the I2M process.

• Provide marketing input for preparing the Project Development Request (PDR) and Launch Request (LR) for local or refreshed innovation projects for their brands.

• The Marketing Manager reviews all refreshed innovation projects for their brand, and the Category Director and Innovation Director review and approve or reject them.

Sales and Operations Planning (S&OP)

• Propose volume targets for their brand as part of their local brand plan, which goes into the annual demand forecast.

• Monitor volume and inventory levels for their brands and talk to the Sales Company monthly to discuss volume changes and suggest adjustments to the Marketing Manager.

People Leadership and Development

• Guide Assistant Brand Managers & Designers (as needed).

• Provide leadership, motivation and team development, including key people management like Managing and Appraising Performance (MAP), training, and development plans, working with the Marketing Manager and local HR.

• Maintain good relationships with third-party suppliers like media, TV, outdoor, press, advertising, and packaging agencies.

Protocols

• Any changes to strategic documents must follow the correct protocol and approval process.

• This description covers the main roles and responsibilities, but there may be other duties that are part of the Senior Brand Manager role and daily work.