Key accountabilities
Brand plans:
- Manage the creation of appropriate consumer communication strategies, creating above-the-line advertising
- Implement above and below the line brand plans including PR, events and sponsorship
- Create and manage the activation of NPD
- Manage the brand budget
- Adjust brand plans in the light of new category understanding, competitor activity or changes in business group strategy
- Work with Business Group Operations Manager to ensure no conflict exists across portfolio activity; marketing plans are implemented down to individual channel level; and maximum synergy is achieved between customer and brand objectives
Media:
- Own the communication channel planning process
- Brief all media requirements to media manager / agency
- Development of media brief / media plan
Consumer understanding:
- Champion on a continuous basis consumer understanding to secure a truly consumer-led vision and strategy, understand broad consumer trends and also specific consumer issues with the brand
- Assimilate and interpret the brand health check and other quantitative data
- Understand and use appropriately a broad range of ad hoc research tools
Delivery:
- Overall management resource required to implement NPD
- Milestones and timing
- Best practice activation
- Interface with other departments (supply chain, technical etc); and synergy with other company activities
- Legal / regulatory implications of activity.
- Fit with corporate priorities (Vitality etc)
Targets:
- NPS growth targets
- Brand market share
- Brand health
- NPD launch targets
Direct reports
Team of brand managers
Key interfaces
Internal: Business group ops; board sponsor; customer marketing managers; CMID
External: Advertising agency; design agency; BTL agency; Initiative Media; PR agency;
Knowledge, skills & experience
- 8+ years marketing experience, including:
- Minimum 6+ years proven results in brand management positions.
- Communication experience
- NPD development, i.e. product/range development, packaging structure and design
- Marketing strategy development
- Brand equity management
- Brand innovation / communication
- Consumer & market Insight
- Proven experience of developing brand mixes and of developing and implementing effective integrated brand plans
- Ideally, experience in European / Global categories
- Proven project and budget management experience will also be key for this role.
Key differentiators
- Someone who believes the size of a budget is not as important as a business challenge
- A practical and pragmatic approach
- Someone who is a marketing specialist but with some general management skills
- A risk taker! Someone who is comfortable acting on incomplete information
Package
Dependant on experience and size of brand and role:
- Package of circa £73K + (inclusive of car or car allowance, final salary pension and private healthcare)
- Potential annual bonus of up to 40% of annual salary, dependant on business and individual performance
- Share options scheme
