About the Role:
Reports To: Head of Marketing, Beer (East Africa)
KEY DELIVERABLES:
Strategy
Lead business to realize our F22 commercial strategy
Develop and deploy world class marketing business plans that are insight driven, consumer focused and commercially viable
Work with Consumer Planning & Research for provision of up to date brand performance and consumer insights
Performance
Accountability for Market Performance, in close partnership with commercial teams
Lead or support interventions as required Manage the P&L to unlock growth
Manage advertising and promotion resources as allocated, drive effective and efficient use of Media pend and support the Shopper Marketing team to ensure BTL spend efficiency.
Build the Brand: Content and Culture
Partner with Global Brand Teams, Media and Advertising agencies for brand strategy search & spin and development of effective brand communication; brand communication planning and media spend optimization
Deliver brilliant creative content & assets with path to purchase triggers
Develop and deploy a world class digital strategy and ensure our brands secure a strong digital/online footprint
Vibrant brand world brought to life at all touchpoints, experiences, events and at POP
Multi-channel communications model which step-changes awareness and (re)recruits consumers at scale, and builds vibrant brand in culture
Drive internal passion for beer and help build beer category capability
Commercial Roadmap
Maintain a ‘launch mentality’ to ensure we are within arms reach of all relevant consumption occasions (right distribution, right SKU, right occasion)
Bring FMCG focus to create through-the-line drivers of Last 7 Days penetration growth
Engage across the organization through cross-functional collaboration & pro-active stakeholder engagement; ensure strong and supportive relationships across departments
KEY MARKETING CAPABILITIES:
Building purposeful winning brands
Compelling brand story-telling: Able to craft compelling brand and strategic narratives that energize consumers and the business
Strategy Activation: Consistently develop plans that beat volume, NSV and CAAP targets.
Connection planning: A social native and commercial realist. Adept at delivering brand content and experiences in all the moments that matter
Excellence in social media/consumer conversations- manage the development and distribution of the brand content to engage with consumers in culture
Driving Marketing Performance
Brand Performance Analysis: Has demonstrated rigorous, robust brand performance analysis, and identified issues and opportunities to drive recruitment
Commercial Acumen: Leverages understanding of category and customer profitability, and competitor landscape, to make recommendations that create value for customers and brand/category
P&L Management: Understands a brand’s P&L and levers to manage profitability
Measurement and evaluation to drive A&P productivity-Media performance management to ensure efficiencies and effectiveness via productivity tracking and use marketing catalyst to track -performance
Delivering Integrated Execution
Creative judgement: Good instinctive judgement on evaluating creative ideas and giving simple, effective feedback vs fit to brief
Multi-channel execution: create great plans and distribute content that grow salience and drive recency, impact and reach across the path to purchase
Pace and agility: Instinctive feel for what works for consumer and customer, and can guide others, to make the right marketing decisions at the right time
Flawless Execution: Consistently executes marketing programmes with excellence
Using Digital Tools- apply technology, platforms to enhance connections with consumers including use of Sprinklr for social listening, moderation, asset management and performance management
Using Insights to Sell More
Demonstrates consumer curiosity (external focus, cultural trends)
Proven grasp of data analysis, tools and techniques
Good knowledge of media & digital landscape / opportunities
Forging Powerful Partnerships
Managing productive partnerships: Manages productive relationships with internal and external partners, including C&E, agencies and influencers, to achieve cultural traction, brilliant creative outputs and ROI
Multi-channel planning and management: Works with agencies to ensure optimal media mix; delivers effective and efficient media pans that drive impact, recency and reach
KEY LEADERSHIP CAPABILITIES:
Win through Execution: Lead bold execution in a fast changing world
Act like owners by holding self and others to account for highest standards
Scan the environment constantly and adapt plans with pace
Inject a restlessness to win and unlock capacity to decide and act quickly
Demand brilliant execution to ensure we always win at the point of purchase
Shape the Future
Enable others to imagine the future and be brave to act boldly now
Set context and empower people to experiment and unlock opportunities for growth
Insist on sufficient data and insights that quickly move us to action
Inspire through Purpose
Inspire teams to take entrepreneurial risks; encourage and recognize learning
Qualifications and Experience Required:
Qualifications
A Bachelor of Commerce Marketing or business degree or equivalent
Experience
Minimum of 5 years marketing experience preferably in the FMCG environment.
Experience in the development and execution of marketing strategies.
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