JOB PURPOSE
To develop, establish, execute and evaluate strategic and tactical marketing plans for the Business Unit’s portfolio with the aim of maximizing
consumer demand and ensuring the achievement of each brand’s KPIs and overall corporate objectives. To act as a liaison with Suppliers and the Sales Team and to lead a team of Brand Managers in order to achieve the set goals.
PERFORMANCE CRITERIA
The job is satisfactorily performed when:
- Effective management and coordination of all marketing, advertising and promotional staff and activities are achieved in a timely manner
- There is deployment of successful marketing campaigns from ideation to execution
- Development and implementation of marketing plans and projects for new and existing products for final approval by the supplier
- Market research and data analysis is conducted to determine market requirements for existing and future products
- Analysis of customer research, current market conditions and competitor information is done and presented to the supplier
- Marketing platforms (including social media) to achieve brand awareness objectives are developed and executed
- All marketing activities and results are monitored, reviewed and reported on
- There is agreement of the marketing budget in conjunction with the supplier and there is effective management of this budget
- Pricing strategies with the aim of maximizing margins for the Business Unit portfolio are evaluated and recommended
- Brand plan targets and quotas are achieved
- Marketing and promotion objectives are achieved and executed on time and on budget
- Marketing forecasts are timely, accurate and reliable and forecasts are achieved
- Frequency and nature of preventable incidents, accidents or breaches are in keeping with targets for days away from work cases??
- There is efficient management of Stock / Orders (planned vs. actual)
- Timeliness, accuracy and reliability of analyses and reports are met
- A satisfactory working relationship is encouraged and developed with all employees as espoused and guided by Group and Company Values
- Relationships with suppliers and key customers are fostered to ensure long-term security for the business
- Internal customers (staff) are made aware and engagement created for new product introductions and relevant marketing initiatives
KEY RESPONSIBILITIES
FUNCTIONAL:
- Develops and manages annual budgets for sales and profit for brand portfolios
- Play a leading role in the planning process of all new product launches to achieve successful new product launches.
- Develop pricing strategies, balancing firm objectives and customer satisfaction.
- Monitor customer preferences to determine focus of sales efforts
- Initiate and co-ordinate market research (Shopper & Consumer Insights)
- Analyze category trends and utilize findings to implement strategic initiatives
- Works with Advertising Agencies, media vendors and marketing service providers to implement advertising plans and media deployment
- Ensures that claims for suppliers’ share of the expenses are sent to Supplier as required and that they are settled in a timely manner
- Works with Marketing and Sales teams and Key customers to formulate designs for display units to constantly improve visual standards
- Work closely with and obtain approval from Suppliers and the Divisional Director to develop and execute detailed brand plans based on
knowledge of establishment objectives, market characteristics, and cost factors to achieve defined brand sales objectives. - Monitor distribution levels and shelf presence through regular and scheduled trade visits to ensure the team is offering efficient and effective service. Approximately 25% of the time should be spent on the trade.
- Work closely with Sales, Brand and Promotions teams in developing programs and product launches by brand, assisting with proposals and sign- off on all promotions conducted. All promotions with investments of TT$5,000 or more must be attended.
- Manage implementation of the Company’s promotional activities so as to ensure the achievement of established marketing goals and objectives.
- Monitor brand performance trends to ensure conformity with marketing forecasts and keep marketing team fully informed at all times of
objectives, progress and future plans. Be one of the main drivers of the Promotional Planning process and communicate all decisions to his/her team. - Monitor inventory levels periodically with the Division Director to encourage strategies, plans and promotions to facilitate the achievement of the Company’s marketing objectives.
PEOPLE MANAGEMENT:
- Leads the Division’s Brand Team
- Work with suppliers and advertising agencies to implement and maintain cost-efficient advertising plans and media development
- Manage the relationship with all suppliers ensuring their satisfaction with the Company’s performance at all times
- Work with Marketing and Sales teams and key customers to formulate designs for display units to constantly improve visual standards
- Direct the hiring, training, or performance evaluations of marketing, sales or promotions teams and oversee their daily activities.
- Coordinate or participate in promotional activities or trade shows, working with developers, advertisers, to market products or services.
- Challenge and motivate staff to consistently achieve extraordinary results
- Communicate with the Division Director on a regular basis on all aspects of the achievement of marketing goals and objectives
HEALTH, SAFETY & ENVIRONMENT:
- Investigate and report on incidents and/or accidents as necessary
- Review accident reports and ensure corrective actions are done
- Ensure the application of and adherence to established HSE measures and procedures to ensure the well-being of all employees and the
Company’s customers.
QUALITY ASSURANCE & CUSTOMER SERVICE:
- Adhere to the Company’s quality & customer service standards and procedures.
- Ensure the Company’s quality & customer service standards and procedures are being adhered to & reinforce compliance with direct reports.
GENERAL ACCOUNTABILITIES:
- Works with the brand team members to develop and / or co-ordinate POS and promotional materials in a timely manner
- Continually reviews brand portfolio to maintain SKU’s at their optimal profitability.
- Review and analyze the execution of promotions, report on findings and recommend appropriate adjustments and initiatives.
- Manage advertising and promotion budgets under his/her control, ensuring that supplier claims are sent to Principals regularly, with supporting documentation as per supplier agreements.
- Evaluate requests for sponsorship and assist team with implementing sponsorship activity if necessary
- Prepare a market summary for presentation to Principals on their arrival to the market
- Maintain records of local updated price lists.
- Participate in the preparation of sales budgets, forecasts and annual business plans, prepare draft budget proposals and administer approved budgets.
- Maintain F&G catalogue
- Perform other duties that may be required to enhance the operations of the Company
REPORTING RELATIONSHIPS
REPORTS TO:
Director – Consumer Division
SUPERVISES:
- Senior Brand Managers
- Brand Managers
- Junior Brand Managers
- Promotions Supervisor
TOOLS, EQUIPMENT, MACHINERY, MATERIALS, ETC.:
- MS Office
- Safety Gear (PPE) for plant/warehouse use…shoes, ear plugs and safety glasses
Laptop Computer - Cell Phone
- Email software
- Vehicle
EDUCATION AND EXPERIENCE:
- Bachelor’s Degree in Marketing or related field.
- A minimum of four (5) years marketing experience in a FMCG environment with at least two (3) years at a managerial level Or relevant combination of training and experience
COMPETENCIES REQUIRED
KEY:
- Customer Obsessed - Is dedicated to meeting the expectations and requirements of internal and external customers; gets first-hand
customer information and uses it for improvements in products and services; acts with customers in mind; establishes and maintains
effective relationships with customers and gains their trusts and respect. Committed to growth and development of our people - Team Oriented - Usually operates in a team format; talks ‘we’, ‘us’ and ‘the team’ vs ’I’; gets the whole team motivated and
enthused; creates strong morale and spirit within the team; runs participative meetings and processes; fosters open dialogue; shares
credit with the team for successes; adds people to strengthen the team; team performance does not suffer when a key person moves
on; trusts the team to perform; let’s people finish and be responsible for their work; creates a feeling of belonging in the team; Defines
success in terms of the whole team - Flexible/Change Embracing - Comfortable with and open to change and considerable variety in the workplace; challenges
constructively but then goes along with change; can support things may not totally agree with; easily makes transitions to the new and
different; open to the views of others; is optimistic and views changes as opportunities; thinks and talks beyond today – visualizes a
different and better outcome; thinks and talks about possibilities, as well as consequences; solution oriented; willing to adjust to each
situation - Results Oriented - Can be counted on to consistently produce results and even exceed goals successfully; plans and sets priorities
well; is organised and gets things done on time and in time; can produce results under a variety of conditions; is constantly and
consistently a top performer; bottom-line oriented; pushes self and others to achieve results; takes calculated risks; goes the extra mile;
can see hidden and difficult problems; solution oriented
WORK ETHIC:
- Dependability — Job requires being reliable, responsible, and dependable, and fulfilling obligations.
- Attention to Detail — Job requires being careful about detail and thorough in completing work tasks.
- Cooperation — Job requires being pleasant with others on the job and displaying a good-natured, cooperative attitude.
- Trustworthy/Integrity — Being honest and ethical. Is widely trusted; is seen as a direct, truthful individual, can present the unvarnished truth in an appropriate and helpful manner; keeps confidences; admits mistakes; doesn't misrepresent him/herself for personal gain
- Leadership — Job requires a willingness to lead, take charge, and offer opinions and direction.
- Energy/Drive/Initiative — Willingness to take on responsibilities and challenges. Makes things happen for self; doesn't wait for others to open doors.
- Entrepreneurial - Willing to take risks in the achievement of objectives in order to obtain a profit
- Persistence — Job requires persistence in the face of obstacles.
- Achievement/Effort — Job requires establishing and maintaining personally challenging achievement goals and exerting effort toward mastering tasks.
- Adaptability/Flexibility — Job requires being open to change (positive or negative) and to considerable variety in the workplace.
- Independence — Job requires developing one's own ways of doing things, guiding oneself with little or no supervision, and depending on oneself to get things done.
- Analytical Thinking — Job requires analyzing information and using logic to address work-related issues and problems.
- Innovation/Creativity — Job requires creativity and alternative thinking to develop new ideas for and answers to work-related problems.
- Easily makes connections among previously unrelated notions; tends to be seen as original and value-added in brainstorming settings
- Bias for Action - Enjoys working hard; is action oriented and full of energy for the things he/she sees as challenging; not fearful of acting with a minimum of planning; seizes more opportunities than others
- Not afraid of failure - Learns from past mistakes. Treats any mistakes or failures as chances to learn and designs feedback loops to be as immediate as possible.
- Ownership - Owns the process as well as the result. Does not shirk personal responsibility.
