Job description
Responsible at a Franchise level to recommend, design and set-up best in class brand experience assets programs and and experiences such as sampling, music, sports or other events, as part of a wider assets strategy. Responsible for supervising the programs’ execution at Franchise Operation level, being the key counterpart of the cross functional system team, working with the agencies to provide an “activation toolkit” ready to be executed locally, being sure all synergies and cost efficiencies are in place.
He/She is the owner of the art and science of marketing activation, integrates the BTL within core creative ideas, provides activation guidelines to the markets, produces quantitative evidences and scientific structured approach to brand experience by setting KBI’s and metrics, and by post evaluating the activities, and proactively shares best practices across the portfolio.
He/she will be flexibly capable to manage several type of brand experiences such as sampling, music or sports event, etc, on different brands of the portfolio, being at the same time a subject matter expert for one or more of the above.
The Key responsibilities are:
To implement and actively manage the Franchise asset strategy aligned to the objectives of the entire Franchise System
Set-up and design the brand experience programs by brands with the “activation toolkit” produced together with the agency, that will include concept, look and feel of the experience (visuals and graphics, key steps of the consumer experience) key message, mechanics, ideal location or approaches, executional guidelines for the system and key metrics, delivering a comprehensive plug and play program.
Brief and manage the agencies, ensuring quality of deliverables and DMI efficiency in close collaboration wth BU.
Support the execution of the brand experience in the regions, by supervising and ensuring guidelines are respected, managing the collaboration with the counterparts in the system Operations.
Provides scientific guidance in setting up brand experience with proper KBI’s, post evaluation and tracking of the effectiveness of all the activities.
Constantly evaluate and optimize Assets using the Marketing Assets Framework from acquisition to execution within IMC programs across all Brands, driving Equity Measures and Share (where applicable)Ongoing identification and management of Brand CCSA Marketing Assets to leverage across identified BrandsRationalization of all Assets utilizing Marketing Asset Framework
Quantitative approach to influence the ideal structure and set up of optimized programs (behind which programs or experience to invest) and DMI allocation on a longer term basis.
Best practices sharing.
Core team member of BU common assets projects and collaboration with key counterparts in other geographies.
ASSET STRATEGY
Develop optimal mix of strategies to maximize efficiencies of assets spend across the portfolio in Franchise.
Step-change Marketing Asset Performance across Brand Portfolio Performance through Best-in-class Experiential Execution and maximization of rights and entitlements as per contractual agreements whilst driving key Brand association scores across disciplines and Equity Measures
MARKETING ASSET AND BRAND EXPERIENCE IMPLEMENTATION
Oversee execution of assets for all brands. Synergize opportunities amidst portfolios to optimize presence in all channels of communication.
Develop a leverage strategy that seeks to drive the Franchise business and asset objectives.
Integration and Localization of Global Marketing Assets / Assets based in markets outside South Africa
Ensure Kick-Off Meeting held on each asset to ensure alignment of stakeholder and Brand objectives and past year A.A.R learnings applied
Program plans with actions and deliverables documented and disseminated across the system for each Asset
Regular review / Update meetings with stakeholders
Manage activation of Franchise events through agency partners and ensure delivered on time, in budget and with bottler engagement and integration
Initiate and manage all Asset contract negotiations and finalization of agreements
Monitor contractual rights and ensure obligations are met across all Assets.
Continuously analyze the competitive environment and apply the learnings on a quarterly, and annual basis so that activities are aligned to the dynamics of the Franchise
Monitor the local and international environment in the primary focus areas to identify new opportunities for the Franchise.
Develop an asset communications plan, driving specific messages, which takes into account the key messages that will be communicated around all sponsorship properties, the mediums that will be used and how these will be used (plan must also take into account the role of PR and Media Liaison)
Identify opportunities across the Marketing Assets discipline to maximize DME productivity
Ensure the effective deployment of brand assets budgets behind IMC activities. Ensure marketing DME (Direct Marketing Expenses) is invested as per approved plans with proper allocation across the marketing mix elements across the region.
Participate[NUZ1] and where required lead the Marketing Factory process to further elevate quality, drive efficiency and increase time to market for all SA assets / Experiential platform / projects.
Partner with Procurement function supporting all productivity initiatives in media and non-media
[NUZ1]
