Job Purpose:
- Ensure alignment of brands programmes with business objectives and consumer segment requirements.
- Coordinate the development and implementation of Brand programmes for respective brands in the Area in line with marketing strategy.
Key Deliverables:
This role requires creating localised innovation plans for the end market.
Lead for launch of aspirational brand segment in 2014 in Pakistan and Afghanistan with estimated projected volumes and marketing budget.
Area lead for brand which for 2014 would entail providing strategic input towards brand re-launch in BATB and continuing to provide guidance and input to CTC.
Innovations management for the portfolio Significant local adaptation of brand communication strategy and developments of market specific campaigns.
Identify keys wins, shortfalls and learning from brand programmes and activities in the past year Contribute in detailing End Market portfolio strategy to win across key consumer segments with the strategic brands to achieve segment objectives Gather and manage ideas / insights from agencies.
Cascade prioritised brand programme list from the Region to the end market and oversee localisation of brand programmes at End Market level.
Ensure proper execution of brand programmes in Pakistan.
Coordinate development and execution of an operational brand plan to meet brand’s objectives and consumer segments requirements by identifying lead markets and overseeing:
For each brand programme,
Selection of venues and communication channels,
Localisation of GDB / RDB toolkits in Pakistan.
Selection of offers in terms of benefits (e.g.: gifts) and mechanisms (e.g.: instant win)
Scheduling of brand programmes.
Propose changes to brand strategy
Ensure appropriate involvement of agencies during the planning processes.
Propose goals and KPIs for brand programmes / activities Ensure proper management of budget for brand programmes (excluding brand research).
Ensure brand objectives are achieved by: Volume & Market Share Monitoring brand support expenditure Monitoring product related costs.
Ensure competitive product performance in defined consumer segments , initiate corrective actions; supervise consumer product testing to ensure strong competitive position.
Ensure product quality and evolution according to metrics by Investigating opportunities for product differentiation, which can support brand positioning.
Ensuring that consumer’s expectations are built into the product plans.
Ensure and assist line managers in ensuring that Brand Managers are well trained and motivated to successfully plan and execute brand programs that are in line with portfolio definition and achieve business goals for priority consumer segments.
Develop the competencies of the Brand team to be able to take on future challenges arising out of competition, regulatory environment and the new way of working.
Essential requirements
- MBA in Marketing and relavant experience ideally, not less than 5 years in the FMCG category (some Trade experience preferred).
- Functional Knowledge & Skills Consumer engagement
- Brand positioning, Product development, Brand programme development MR&I knowledge and Finance knowledge.
- Managerial & Interpersonal Skills Motivating, coaching and developing people
- Developing and maintaining relationships with external suppliers
- Effective communication and presentation
- Negotiation and influencing Project management
- Ensure alignment of brands programmes with business objectives and consumer segment requirements.
- Coordinate the development and implementation of Brand programmes for respective brands in the Area in line with marketing strategy.
Key Deliverables:
This role requires creating localised innovation plans for the end market.
Lead for launch of aspirational brand segment in 2014 in Pakistan and Afghanistan with estimated projected volumes and marketing budget.
Area lead for brand which for 2014 would entail providing strategic input towards brand re-launch in BATB and continuing to provide guidance and input to CTC.
Innovations management for the portfolio Significant local adaptation of brand communication strategy and developments of market specific campaigns.
Identify keys wins, shortfalls and learning from brand programmes and activities in the past year Contribute in detailing End Market portfolio strategy to win across key consumer segments with the strategic brands to achieve segment objectives Gather and manage ideas / insights from agencies.
Cascade prioritised brand programme list from the Region to the end market and oversee localisation of brand programmes at End Market level.
Ensure proper execution of brand programmes in Pakistan.
Coordinate development and execution of an operational brand plan to meet brand’s objectives and consumer segments requirements by identifying lead markets and overseeing:
For each brand programme,
Selection of venues and communication channels,
Localisation of GDB / RDB toolkits in Pakistan.
Selection of offers in terms of benefits (e.g.: gifts) and mechanisms (e.g.: instant win)
Scheduling of brand programmes.
Propose changes to brand strategy
Ensure appropriate involvement of agencies during the planning processes.
Propose goals and KPIs for brand programmes / activities Ensure proper management of budget for brand programmes (excluding brand research).
Ensure brand objectives are achieved by: Volume & Market Share Monitoring brand support expenditure Monitoring product related costs.
Ensure competitive product performance in defined consumer segments , initiate corrective actions; supervise consumer product testing to ensure strong competitive position.
Ensure product quality and evolution according to metrics by Investigating opportunities for product differentiation, which can support brand positioning.
Ensuring that consumer’s expectations are built into the product plans.
Ensure and assist line managers in ensuring that Brand Managers are well trained and motivated to successfully plan and execute brand programs that are in line with portfolio definition and achieve business goals for priority consumer segments.
Develop the competencies of the Brand team to be able to take on future challenges arising out of competition, regulatory environment and the new way of working.
Essential requirements
- MBA in Marketing and relavant experience ideally, not less than 5 years in the FMCG category (some Trade experience preferred).
- Functional Knowledge & Skills Consumer engagement
- Brand positioning, Product development, Brand programme development MR&I knowledge and Finance knowledge.
- Managerial & Interpersonal Skills Motivating, coaching and developing people
- Developing and maintaining relationships with external suppliers
- Effective communication and presentation
- Negotiation and influencing Project management
