Senior Brand Manager

6 months ago

Johannesburg, South Africa Danone Full time

About the job
To be responsible for a key brand for Danone South Africa. The measure of success will be the ability to manage this brand end-to-end, with mínimal support from the Marketing Manager, whilst meeting targets and ensuring innovation pipeline that is launched OTIF and is accretive to the business.

**Planning and Strategy**
- Fully owns and is accountable for the brand’s performance and contribution to Danone South Africa’s results
- Has complete ownership of the brand, planning and implementation required to achieve the targets and intentions of the brand
- Fully own the below activities, with Marketing Manager alignment:

- ATL strategy - Creative and Media
- BTL strategy - in-store activity to drive awareness / visibility / conversion
- Innovation, extensions and renovation
- Understand all levers on P&L to drive profitability of the brands and portfolio
- Understand all data sets (sales in; sales out; consumer know-how; trends and growth platforms) to derive clear insights and “so what” action-oriented recommendations
- Use consumer understanding and brand knowledge to uncover a powerful tension which the brand can take a stand on and therefore answer a consumer need for
- Be able to understand and process new information
- Provide solutions that have been critically thought-through
- Own and drive annual Brand Plan development and excellent execution, thereof
- Be an advocate of the brand and own key brand activities and initiatives with Trade Marketing
- Full ownership of budget management and tracking thereof to avoid over-spend

**Innovation, Renovation and Product Launches**
- Within identified growth spaces, ensure brand and portfolio answers specific consumer needs, insights, tensions, pain points, using digital and traditional insight tools
- Creates new products, packaging and experiences leveraging the power of semiotics that strengthen and grow brand equity and experience
- Lead innovation project with cross-functional teams (R&I; Trade Marketing and Finance) to develop clear, sizeable and consumer-oriented business cases
- Be able to craft research (Qual. And Quant.) briefs that articulate the problem to solve and the required outcome, with clear understanding of both research processes
- Manage Innovation P&L with Finance to shape the most desirable and business accretive P&L
- Understand the Industrial processes and production process related to the innovation to understand opportunities / constraints on product development
- Be an advocate of the innovation and own the trade story with Trade Marketing in the successful implementation of innovation launches and Marketing support

**Unlocks Creative and Media opportunities**
- Lead and own the relationship between Creative and Media agency
- Create the right conditions for partners collaboration and uses great storytelling techniques to transform a factual brief into an inspiring story
- Able to provide clear and inspiring briefs to both Creative and Media agency partners to unlock great creative and media solutions to amplify
- Able to provide clear direction and feedback to Creative agencies on reverts, that builds encouragement and allows for forward movement
- Able to critically assess if creative executions are right for Brand and portfolio, and whether the creative will effectively contribute to the critical KPIs needed for growth
- Have Media know-how and able to co-create strong Media plans with S&I and Media Agency
- Be able to critically evaluate overall Media Plans and KPIs presented by Media Agency

**Digital Know-How**
- Understands the digital journey a consumer could follow and builds a strong digital media plan across priorities channels
- Be able to critically evaluate Digital Plans presented by Media Agency

**Consumer, Shopper & Trade insight**
- Take responsibility to personally listen and connect with consumers
- Know the difference between the consumer and shopper of the brand and portfolio
- Convert data from different sources to unlock insights for growth
- Takes the critical insights for growth and articulate the key tasks the brand must do to unlock them
- Be familiar with different trade channels and actively take part in trade visits
- Be on the pulse of competitor activity

**Marketing Budget**
- Manage weekly and monthly marketing-related expenses
- Manage budget - both actuals and YTG phasing of the brands
- Attend the monthly meeting to give feedback on the budget tracker

**Nielsen Data**
- Understand monthly market trends by total SA; customer and region
- Understand pricing interactions between brands and categories
- Be able to understand raw data and derive insights from the data

**Key behaviours**
- Ability to manage complexity and multiple tasks at once
- Be able to both analytical and draw insights from the data into measurable outcomes
- Focused on both what and how (leadership behaviours)
- Collaborative
- Respectful
- Proactive
- Hungry for growth and learning
- Able to adapt

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