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Junior Brand Manager
4 months ago
Location: Bucharest
Function: Commerce
Sub Function: Commerce - Marketing - Brand Management
Type of Contract: Permanent
JOB PURPOSE
Implements the brand strategy for the assigned brand to ensure value and volume market share growth and profitability, in line with company strategy.
KEY RESPONSIBILITIES
Consumer at the center • Uses research and other sources of information to regularly monitor consumer behavior at all relevant consumer touch points, including the POP
• Generates relevant consumer insights that are applied to the brand as drivers of commercial advantage or brand building differentiation
• Makes regular market visits to stay in touch with market reality
Portfolio Management
• Ensures the brand activation proposals do not overlap with the initiatives of other brands in company’s portfolio
• Understands portfolio strategy and its implications • Monitors the trends from the category
Integrated Commercial Planning
• Ensures all those working with the brand are well informed of consumer insights and incorporate these into their strategies and plans
• Ensures all agreed brand initiatives from the trade calendar are implemented in time and in full
Brand Strategy
• Ensures the right implementation of brand identity guidelines and all aspects of brand communication (inside and outside the company)
• Ensures brand activities effectively address consumer, shopper / on-trade consumer and customer purchase drivers, working together to deliver the brand objectives as outlined in the Brand Strategy • Consistently uses the most efficient mix of Through the Line marketing activities, taking into consideration their cost/benefit
• Monitors brands performance compared to targets set and proposes corrective actions to Group Brand Manager
Breakthrough Communication
• Supervises the production of all advertising materials in line with brand guidelines, acting as main guardian of the production compliance and timelines
• Ensures absolute consistency of messaging at all Consumer Touch Points
Brand Profitability
• Keeps track of all expenses on brand budget and informs the Group Brand Manager regarding any deviation
• Monitors brand profitability and proposes/ stimulates actions for improvement Innovation & Renovation • Proposes new product or product adaptation suitable for local market and ensures innovation concepts fit and support the strategic objectives of the brand
Store Back Marketing
• Creates organizational alignment and commitment to effectively roll out the planned activities across Commercial functions (Sales, Trade Marketing)
• Measures effectiveness and ROI of communication against predefined objectives
RTM & Channel Understanding
• Recognizes the strengths and restrictions of different Route to Market options in reaching consumers
• Demonstrates an understanding of channel segmentation and the role of different channels in Brand Strategy and activation
WE ARE LOOKING FOR A COLLEAGUE WITH:
• 1-2 year brand management expusure
• passionate about brand - communication, portfolio, profitability
• curiosity, communication & collaboraiton skills, analytical & critical thinking, willigness to understand beer business & industry
In Romania, HEINEKEN has more than 1.000 employees who works in one of the 4 breweries, on the field in Sales or at the Head Quarter.
We are the company with the most diversified portfolio of beer and cider on the Romanian market and we offer our consumers quality products, extraordinary brands and unique experiences.
We are dynamic people, who put passion in everything they do.
We believe that working at HEINEKEN Romania means more than producing beer and cider: it means developing new products and bringing unique experiences into the lives of people who choose to consume the products in our portfolio.