JOB SUMMARY
To lead the development, implementation and evaluation of consumer and trade promotions aimed at achieving agreed financial and strategic objectives.
To work with trade partners, sales controllers and external agencies to ensure accurate sell-out data reporting and insightful analysis for business decisions
To influence overall marketing and sales strategy via relevant input based on deep knowledge of consumers, shoppers and customers
PRIMARY RESPONSIBILITIES
Marketing Programs
Create comprehensive marketing and promotions strategy for the D2C (direct to channel) channels through collaboration with Channel Leaders and other team members.
Define the strategic focus, needs, tactics, and investment necessary to ensure effective campaigns, delivering sales targets, and customer loyalty.
Develop and ensure proper, cost-effective execution, and project management of tactical marketing programs, grassroots initiatives, trade, and events, promotions and related collateral that contribute to building brand awareness and support channel goals. Develop respective project timelines and manage deliverables against marketing calendar(s)
Analysis
Track, analyze, and report Direct to Channel marketing results on a timely basis to include success of Price discounts, gift with purchase promotions, discount voucher promotions and other types of outreach and awareness initiatives to identify correlations between campaign goals and return on investment (ROI); interpret analysis and make recommendations to management.
Develop and maintain benchmarks that will determine program success as a result of ongoing analysis; utilize benchmarks to develop tactical programs and forecast results
Brand Positioning
Ensure brand equity is maintained and in accordance with the company’s standards; ensure all programming communicates a consistent image that is compatible with the brand positioning strategy
Communication
Coordinate and communicate promotional and marketing program plans to D2C team, in alignment with key D2C channel specific campaign dates, and overall D2C Marketing plans.
Develop and maintain a solid database of external contacts that can provide timely and cost effective marketing, collateral, and program development
Financial Responsibilities
Own the P&L responsibilities for marketing, promotions and traffic generating programs.
Partner with the development of the annual budgets; insure maximum cost efficiencies and balanced spending are consistently achieved; track and insure accurate budget forecasting.
Responsible for overseeing channel sampling budgets and promotional goals while predicting and monitoring redemption rates to ensure controlled spending. Make recommendations to optimize sampling budgets and results
Additional operational responsibilities
Should Work alongside brands team to incorporate brand related promotions
Responsible for campaign development ( developing creative themes around promotions )
Responsible for Campaign communications- (should ensure that sales teams and retailers are aware of the campaign, communicate campaign details.
Responsible for post management activities of all promotions ( Cost review is carried out against the original campaign budgets and estimate the return on the campaign in terms of increased sales or product awareness
Responsible for working with external agencies for the actualization of all promotions
Responsible for developing promotional tools relevant to tailored activities
KNOWLEDGE, SKILLS AND EXPERIENCE REQUIRED
Business/Marketing-related Bachelors’ Degree from a reputable University
Minimum of 3 to 5 years’ experience within a similar role
Highly analytical-minded who enjoys working with numbers
Well organized with good attention to detail
Great team player
Able to work autonomously
Ability to work cross-functionally
Good communication and Presentation skills
Commercial-minded and strong focus on efficiency
Assertive & firm in managing Agencies but able to build effective & healthy working relationships
Good IT literacy and competency in using online data management and reporting portals is a distinct advantage)
Relevant market /category knowledge
