Create, develop, and oversee the implementation of brand strategy to support the overall marketing strategy.
3-year brand growth strategy
3-year innovation pipeline
Annual digital plan
Quarterly shopper plans
Category Specific goals:
Grow HC penetration leveraging opportunities in the various sub-brands and channel & innovating into spaces that drive accelerated category growth.
Activate brand purpose: Caring for our everyday Sheros.
Deliver brand targets for NNS & GM%, M&C plans, NPD programs and brand equity / brand health measures (awareness, trial, attribute rating.)
Invest to drive CY performance through Activations & OTIF innovation plans supported by brand building.
Review NNS by sub brand monthly and drive gap fill conversations with channel
Drive NPD/ emerging category performance in primary channels.
Review quarterly consumer panel and drive actions to accelerate penetration. (Geographies, channels, SKUs or sub-brands).
Ownership and leadership of FY 24 sales plan and profitability by sub-brand.
Deliver overall budgeted profitability by growing and sustaining brand performance.
Review price tree and category price movement monthly
Drive margin enhancing initiatives
Lead NPD process for Kenya ensuring that its requirements are managed by various functions and delivered according to targets.
FY 24 Category refresh and expansion by Q3.
Scope:
New bottle for ASL
Refreshed logo, graphics & claims
Doy Pack for DWL penetration
Concentrated Surface cleaner
Veggie Wash – drive category captaincy
Ensure category pricing supports brand positioning and is relevant to the competitive arena.
28.5% – 32% in FY 24.
Lead the selection of the appropriate Trade Channels
Ensure development and execution of trade standards in line with brand positioning and growth strategy
Explore and exploit new opportunities for the brand portfolio Identify market, category and consumer insights and deliver agreed marketing research plans
Selection of right insight tools to support penetration drive
Coordinate sessions and reviews
Lead projects/action plans arising from same.
Monitor, control, and report brand performance through internal & external brand health indicators such as NNS, GM, MC & key consumer KPIs providing solutions to shortfalls.
Buz Reviews, monthly scorecards, Buz Opps Reviews, Risks and Opps, Business Planning Steps
Execute brand M&C plan within guidelines & budget, creating and modifying as necessary to meet objectives.
follow SOPs for investment based on
briefs
Sign-off
Procurement
Monitoring
Evaluations
Proactively lead the Business Planning process.
Drive inputs, thorough discuss and flow through for proper action closure.
Apply via :
s.wd3.myworkdayjobs.com
