Job Description
-Devises annual & 3-years Brand Plan & Budget to evolve assigned brand positioning and target consumer segments.
-Drives key brand initiatives/campaigns that effectively reach and connect with target consumers.
-Develops clear and compelling claims that reinforce positioning and strengthen brand proposition vs Competition (direct or indirect).
-Provides new thinking around brand value proposal, unlocking whitespace or “new to portfolio / category” innovation
-Leads and participates in pricing audits to evaluate opportunities to extract maximum value from the market
-Works collaboratively with Innovation Team to develop and create a brand category & extension strategy, with a special focus on breakthrough innovation, new categories, and new market spaces. -Includes innovation in business model or strategic partnership. -Explains the innovation strategy to internal and key external partners
-Drives commercializating activities on innovation projects to drive in-market success. -Partners with Innovation & Strategy team to manage pipeline of innovation, bringing both a customer and consumer perspective to the development process.
-Partner with Shopper & Customer Marketing teams to devise effective customer and shopper-centric strategies and activations
-Develop and implement integrated marketing and communication plans for the category, ensuring consistency and synergy across all brands.
-Oversee the execution of marketing campaigns, including advertising, promotions, public relations, and digital marketing efforts.
-Evaluate the effectiveness of marketing campaigns and make data-driven adjustments to optimize performance.
-Track and analyze P&L statements for individual brands and the overall category, identifying areas for cost optimization and revenue grow
-Manage the overall budget for the category, ensuring efficient resource allocation and maximizing profitability
-Contribute to the budgeting process for both consumer and trade funding
-Drives consumer research and U&A reports periodicly in collaboration with the insight team
-Measures and evaluates communication / claims performance and then optimizes to improve effectiveness, stay on trend, ensure value proposal offering and remain differentiated from competitors
-Identifies gaps in marketplace and new category understanding and champions research and analysis to build value-based concepts to fill the gaps
-Develops deep category knowledge across current and near neighbor categories and brands
-Sets clear priorities to achieve overall brand and business objectives -Measures, Tracks and optimize KPIs accordingly -Prepares period reports for internal and external stakeholders
-Leads cross functional team by example, while setting clear brand objectives and priorities
-Manages & owns the entire brand assets including brand book, packaging, social media, POSM and etc.
