Senior Brand Manager

Job Overview: 

The Senior Brand Manager is responsible for adapting a brand strategy for the company's target market; maintain brand integrity across all company marketing initiatives and communications and manage a portfolio of assigned products. 

 

 

Duties and Responsibilities: 

 

Strategic Planning & Coordination: 

• Define visibility standards, planograms, and point-of-sale (POS) materials in coordination with the supplier. 

• Assist the sales manager in setting targets by brand, channel, and region. 

• Support the sales manager in establishing must-stock lists by channel. 

• Contribute to the brand’s SKU planning and rationalization to maximize overall brand potential. 

• Set annual promotion plans and budgets in alignment with the KFF marketing plan formats. 

• Collaborate with the sales manager and suppliers to set competitive pricing that maximizes brand profitability and reflects trade margins of the category. 

Sales & Promotion Management: 

• Plan and place orders based on forecasts with the Sales & Unit Manager. 

• Identify untapped potential distribution channels in collaboration with sales managers. 

• Present and negotiate annual budgets and promotions with suppliers. 

• Execute promotion plans, liaise with agencies, and coordinate cross-functionally to ensure proper execution. 

• Measure the outcomes of Below the Line (BTL) and Above the Line (ATL) campaigns and report results to suppliers. 

• Develop concept sell briefs and competitive argumentation for sales teams and promoters. 

• Create and submit monthly promotion calendars to the sales manager. 

Research & Analysis: 

• Contribute to research that ensures proper understanding of shopper and consumer behavior. 

• Analyze sales performance against forecasts and collaborate with the sales manager on marketing actions. 

• Assist the team with dormant stock management through corrective marketing actions. 

• Scrutinize retail audits to identify opportunities and take appropriate action with the sales manager. 

• Monitor competitive actions, share insights with the team, and respond to emerging threats. 

Budget & Spend Management: 

• Audit Advertising & Promotion (A&P) spending alignment with the approved budget and take corrective action when necessary. 

• Monitor the share of ATL spending compared to main competitors and take appropriate action. 

Visibility & Field Execution: 

• Audit field execution of visibility standards and ensure alignment with set guidelines. 

• Develop visibility and MSL (Minimum Shelf Life) guideline booklets to be submitted to the sales manager. 

• Follow up on the field execution of visibility standards with the sales manager. 

Collaboration & Compliance: 

• Work with other functions to develop and implement strategies that drive sales, margin, inventory optimization, and client service. 

• Ensure attentiveness to health and safety regulations where applicable. 

 

• Between 5 and 8 years of experience in a related field  

• Bachelor’s Degree in business administration or any related field  

Physical Demands: 

• Normal air-conditioned space  

• Frequent mobility across different locations  

• Spending long hours standing and moving  

• Spending long hours in front of a computer screen 

 

Behavioral Skills: 

• Customer Focus  

• Communication with Impact and Respect  

• Adaptability  

• Self-Development  

• Teamwork  

• Results Oriented 

• Creativity  

• Management and Talent Development 

• Problem Solving and Decision Making 

• Networking and Relationship Building