Job description
MAIN JOB PURPOSE
The Category Marketing Manager manages the brands portfolio within the category; delivering its full P&L and Market Shares for the given country through value creation approach and in line with overall business strategy. The role is responsible for the health and performance of Category/Brand in an Operational Company and provides brand and customer priorities rooted in local insight.
Job Summary
Manage and grow Brand through brand-driven activation, renovation of current core portfolio and brilliant implementation of NPD platforms
Achieve brand share and profitable NPS/profit growth targets through translation of brand & marketing plans into market-implementation and customer plans (with potential for tailor-made activities)
Champion the consumer needs and brand passion within the overall business
Champion competitive behaviour and mindset throughout the business and translate it into targeted marketing activities to grow brand share
Deliver market- and customer-knowledge driven input into innovation platform projects and brand planning to ensure requirements of categories will be met in the future
Lead market implementation of those platforms and develop world-class activation mix
Development of a share-growth-oriented marketing & category plan that seizes opportunities in product renovation, pricing strategy, competitor activities, customer/channel (e.g. convenience format, discounter) specific needs
Represent consumer (insights), brand strategy and product quality requirements on the cross-functional team
Translate marketing & category plan into a business framework and optimise commercial opportunities (identify threats). Feed into monthly and annual planning processes.
Develop and implement 12-18 month portfolio roadmap including product range & quality, brand build, value delivery for consumers, pricing & affordability, range extension.
Pro-actively feed market, category and customer requirements into platform innovation projects
Champion optimal launch of innovation platform
Work with communication team to ensure single minded communication message is created in line with the brand building communication plan, consistent with category needs.
Monitor and review effectiveness of innovation and renovation programme to inform future plans. Ensure continued focus on and support of innovation platforms once launched.
Management of marketing budgets within agreed targets and align with customer advertising activities.
Key Requirements
10 years’ classic brand management experience in an FMCG environment.
Category Planning skills
Brand Launch/Brand relaunch plan management
Sales experience will be an advantage
A member of CIM
