Job Description

PURPOSE OF THE JOB: The Marketing Manager is responsible for ensuring that all the Beverage Business Group product portfolio is the consumer’s “first choice of its own category”. They need to understand the local consumer, take full ownership of the business strategy and values, and develop the marketing plan in the right direction. They set short and medium term objectives to achieve a desirable and relevant brand image, increase product understanding and trust, which will grow different brands value, the consumer base. 1. STRATEGIC DIRECTION AND RIGHTNESS OF BRAND PRIORITIES: • Ensures that the overall country business plan addresses the challenges to win new consumers and confirm existing ones. Develop and take full ownership of the Marketing part of the annual business plan • Generates consumer insights with the CMO, Brand Managers and the Corporate Marketing team to win new consumers, shape ATL & BTL strategies, steers the right brand, product and packaging portfolio decisions and shapes marketing and trade investments • Builds, establishes, grows the Beverage Brand House through quality content creation and commercialization; the invention, introduction and operation of own media channels, products and services as well as intensified media relations to optimize content distribution in TV, web, radio, print and mobile • Leads an efficient & targeted sampling program to drive trial across all relevant consumption occasions and to increase product understanding and trust with consumers • Leads an effective and efficient brand manager program to build a loyal consumer base among target audiences, to increase awareness and desire for the brands, and to foster a positive product and brand perception all across the country • Builds and leads a strong event program that builds on the country-specific events and scene and helps build a relevant and appealing local face of all the beverage brands while staying in line with the corporate brand strategy and delivering against the Beverage Business Group brands objectives and priorities • Ensures the right balance between brand activities for the specific market circumstances. 2. MARKETING INNOVATION: • Acts as an entrepreneur in everything Beverage Business Group does, ensuring product portfolio seizes all relevant opportunities to strengthen the brand and business. • Leads the creation and execution of appealing and consumer relevant events. • Manages and collaborates with the Brand Managers to build an advertising plan in line with corporate marketing strategy that addresses country specific issues and opportunities with the right messages that drive TOM awareness & brand image • Generates innovative digital media initiatives to expand reach and engage the young consumer, particularly through social media 3. PREMIUM APPEAL AND EXECUTIONAL EXCELLENCE: • Ensures that every consumer experience with Beverage Business brands is a positive one • Thinks and acts digital / social in all we do to increase consumer engagement with the Beverage Business Group brands, start and maintain consumer dialogue particularly in social media • Fosters a strong influencer network in entertainment to drive Beverage Business Group brands image & visibility with credible drinking scenes • Increases placements in scene and mainstream press to drive TOM awareness, brand image and word-of-mouth 4. ORGANIZATIONAL CAPABILITIES AND ENABLING STRUCTURE: • Builds the annual objectives for the Beverage Business Group marketing team and conducts on-going, mid-year and end of year performance evaluations • Fosters collaboration between commerce, corporate marketing and digital marketing to drive a 360 degree approach with relevant initiatives in order increase impact and efficiency, while putting a specific emphasis on transmitting digital know-how across the entire organization • Ultimately responsible for sourcing, hiring and training the marketing team 5. KEY RESULTS AND DELIVERABLES • Delivers the marketing business plan with the goal to achieve the country business plan • Increases Beverage Business group portfolio key consumer indicators -- TOM awareness; spontaneous awareness, past 4 week/12 month consumption, image indicators, consideration and salience • Expands user base and household penetration; increases consumption & builds the heavy user base • Builds share leadership & sustainable business growth • Has strong agent and client relationships • Has a strong, transparent, trusty partnership and cooperation with management