Reports To
Marketing ManagerContext/Scope:KBL’s businesses produce and sell a range of local beer and spirit brands including Tusker, Senator Keg and Guinness (beer) and Kane Extra Gold; Richot and V&A (spirits). KBL’s association with Diageo makes it also the leading premium spirits company in East Africa, and its great brands include Johnnie Walker Scotch Whisky, Smirnoff vodka, Baileys and Gilbeys gin.
Scope
The job holder works closely with Relevant Marketing manager for planning and implementation of brand GAME plans; with sales team to ensure that field activities are in line with brand strategies; Consumer Planning & Research for provision of up to date research on brands; Global Brand support offices for brand strategy search &spin; Advertising Agencies for effective brand communication; Media agency/Media houses for proper brand communication; Group procurement for prompt availability of quality materials and at budgeted cost; Finance for cost/budget controls and brands profitability; Production department for monitoring product quality and availability and PR agencies for enhancing brands image.
Financial
Regional Tusker: NSV
Leadership Responsibilities
The job holder is expected to coach and motivate Brand Executives to perform and deliver business goals.
Purpose Of Role
Protect, grow and build the brand by managing demand for the brands to achieve budgeted volume, market share and profit objectives. To develop and effectively implement marketing activities for the brands.
TOP 3-5
Accountabilities
Develop, implement & monitor annual strategic brand plan including economic management of allocated budget.
Monitoring brand availability and sales and being proactive on factors affecting the brand sales and market share performance.
Identify and recommend market research programme aimed at enhancing rand positioning & analyzing market research data including secondary research and taking corrective action for enhancement of brand strategies.
Effective management of brand advertising and sales promotion to generate brand growth & Recommending, planning & co-coordinating brand PR activities likely to enhance the brand sales and image in the short or long term.
Monitor competitor activities affecting the brand and take appropriate corrective action & monitor, evaluate and recommend brand-packaging update including pack and range extensions and follow through to implementation in liaison with Marketing Manager.
Regular and continuous monitoring of brand costs and profitability and recommend areas for improvement. & prepare monthly brand expenditure and variance report to control budgeted expenditure.
Market intelligence through regular trade visits and utilizing this to enhance brand activities & design, procurement and economic distribution of brand promotional materials to plan & interaction with Regional Brand (where applicable) liaisons to give updates on implementation of Brand strategic plans.
Qualifications
Qualifications and Experience Required:
A Bachelor of Commerce Marketing or business degree or equivalent
Experience
Minimum of 5 years marketing experience preferably in a FMCG environment.
Marketing management experience
Experienced in the development and execution of advertising strategies.
Brand Manager
