BRAND - CATEGORY MANAGER

JOB SUMMARY:

The Brand Manager is responsible in developing sound marketing strategies for the assigned brand/s and/or categories with the goal of achieving the following results:

Achieve annual sales targetsMarket share improvement leading to market dominance and leadershipEffective/efficient utilization of marketing resourcesDUTIES AND RESPONSIBILITIES:

Target Achievement:

Develop sales forecasts for the category and ensure that category contributes in achieving the company’s overall sales objectivesAnalyzes, evaluates and interpret available internal sales data, industry, market, economic demographics and other relevant data from external sources and utilizes these as basis for the formulation and development of the marketing strategies and programs.Regularly analyzes brand performance in order to identify, understand, and address gaps in brand/category performance.Conduct market/store audits to check if initiatives are being implemented and to gain insights to address brand performance

Portfolio Management:

Assess category historical sales, present inventory composition, and market demand situation to create and implement action plans to optimize portfolio performanceDevelop exit strategies for unsuccessful products and manage slow-moving inventoryHandle new product development from idea generation, idea screening, concept development and testing, market strategy formulation, feasibility analysis, product design, test marketing, market entry, up to the launch and monitoringLiaise with sales, trade marketing and sales in determining competitive pricing, distribution plan, and promotional activities to optimize portfolio performance

Marketing Plan Design, Management, Implementation and evaluation:

Work with the Marketing Manager in crafting the marketing and brand strategies to reach the organization’s objectivesLead in translating the strategies into marketing tactics for the brands/category handledAnalyze market research statistics and incorporate insights into the brand marketing plan to drive awareness, increase sales, and create loyalty to the brandWork with Marketing and Sales teams to develop a general trade marketing plan which will aid in gaining better sell-in to account, display share, and sell-through in the storesDevelop briefs and work collaboratively with creative support team to determine category positioning and to come up with marketing communications plan covering all channels – above-the-line, below-the-line, and digital. Programs crafted should ensure customer satisfaction.Direct all teams in implementing marketing plan and handles development, creation, and management of detailed budget, timeline, and workload for the projectsManage all internal parties, external agencies, and processes to ensure timely delivery of desired outputAssess delivery and performance of each marketing campaignevaluate and consolidate results of campaigns to be used as reference for future marketing programs

Brand Messaging Delivery and Consistency:

Help in strengthening brand identity, awareness, and consistency. Be the “Brand Champion.”Implement brand-building tactics and come up with new ideas to increase brand awareness in the categoryEnsure consistent brand messaging across all channels, may it be above-the-line, below-the-line, and digital. Sign off all marketing materials that will be released for the category.

QUALIFICATIONS:

Educational Background: 

Graduate of Marketing or other related courses

Work Experience:

With at least 3 years of experience in management in FMCG Company.Must have experience in developing, planning and executing brand plans

Technical Skills:

Experienced in the development and creation of ATL, BTL and Digital ActivationsHas steered successful marketing programsAdept in Market Research, Promotions and Business Development    

Generic Competencies:

Detail-oriented and with good problem-solving skillsStrong planning and organizing skillsExcellent verbal and written communication skillsCommanding presentation skillsCan be counted on to deliver commitments        Must be proficient in Excel and PowerPoint, competent in the use of Photoshop or other editing software is an advantage.

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