Posted on :
14 Feb, 2014
14 Feb, 2014
Lead the development of marketing strategies & plans within strategic pillars, i.e. recruitment, retention, frequency, for Fuze Tea and one bottled water brand to maximise long-term volume & profit flow and increase the long-term value of the portfolio.
Responsible for Brand P&L, accountable for delivering UC, GP, DME and Brand Contribution goals, leading the day to day execution of brand plans recommending and implementing corrective/adjustment actions up/downside to optimize effectiveness and ensure achievement of targets.
Lead cross functional teams against agreed initiatives with core team members including customer and commercial leadership, finance, franchise leadership, integrated marketing communications, knowledge and insights, and innovation and commercialization.
Nurture an effective working relationship with all SABU functions and the Bottler(s).
Strategic Thinking/Planning (20%) – Develop a 3-year business plan for the brand. Ensure maintenance of brand equity in all initiatives; Develop and communicate the Annual Business Plan in line with the ABP Process; Communicate and drive Strategy across the System; Challenge all aspects of the marketing mix in terms of understanding and awareness of consumer & customer trends and their impact on brand strategy and plans; Manage the brand as a business in terms of drivers, opportunities and return; Identify issues, trends and opportunities; initiate, assess and interpret data; Use financial insight to make principle based strategic recommendations which benefit the BU and the System; Align strategy (with all key stakeholders, including bottlers) across the BU to ensure value for the system; Guardian of the integrity of the portfolio/brand/trademark;.
Deliver results (55%) – Strong ability to manage 3-4 multi-dimensional projects simultaneously, cross functionally, delivering work of a high quality, on time, in full.
Establish and drive brand volume, share, and profit objectives; Anticipate situations and develop approaches that maximise the business opportunities; Lead the Integration of all marketing efforts in partnership with the Integrated Mar Comms team (media, advertising, promotions, experiential, marketing assets, brand pr and digital), the Customer and Commercial Leadership Team, the Franchise Team, the Public Affairs and Communication Team, Technical and Innovation and Commercialization Teams to deliver a consistent overall brand plan, Define marketing DME requirements and Return on Investment metrics and proper allocation across the Marketing mix elements; Ensure all brand strategies and plans are consistent with SABU deliverables and business objectives; Actively observe and ensure adherence to quality standards across all brand initiatives across the System; Ensure advertising executions meet agreed success criteria across the System; Provide support to countries/territories/clusters (where applicable) in planning & implementation; apply all agreed KO Marketing Process and Procedures; tactical plans are developed and monitored for delivery against strategy; marketing plans implemented, monitored and evaluated in line with Brand Plan; Tracks and analyses brand performance and initiatives.
System Alignment (25%) – Build Bottler commitment to the annual marketing plan covering consumer and operational marketing objectives; Develop with the Bottler, through franchise teams, an effective implementation plan for all marketing activities; Implement appropriate tracking procedures to ensure proper execution of these activities; Monitor plan execution in consistency with TCCC standards; Ensure seamless consumer marketing information flow within the system (from/to Bottler and within TCCC departments).
ORGANIZATION IMPACT/ INFLUENCE
Low to Medium Level Strategic / Operational Interaction with:
Marketing Director, Head of marketing – Sparkling, Strategic Marketing Manager – Colas, Senior Brand Managers – all Sparkling, Franchise Managers / Director, Franchise OMM, BU Brand Team and IMC Team, Innovation and Commercialisation, PAC, Customer and Commercial Leadership Team, Finance, Strategy and Business Planning, Bottler senior managers, supplier/ agency management, account management and channel marketing team,
Global and Group and other BU’s
Nature and Purpose of the Interaction: Develop and align brand marketing and business strategies and plans to deliver sustainable system profit growth.
RELATED JOB REQUIREMENTS/ QUALIFICATIONS
Develop Brand Growth Strategy through market, human and cultural insights, aligned to the Company vision.
Translate Brand Growth Strategy, Brand Vision and Architecture into Brand Strategy and Brand Plans.
Develop, communicate, implement, monitor and review brand plans, in line with business strategic direction.
Support System Channel and Customer Experiences (Occasion Brand Pack Price Channel Customer) through integration across all business initiatives.
Determine direction and provide strategic leadership for Brands on, but not limited to, investment and ROI, pricing, communication, connection platforms, activation, product, pack, cold drink equipment, occasions and missions, brand experiences.
Manage the commercialization process for innovation opportunities for the brand.
Maintain brand essentials, i.e. brand equity, brand architecture by driving consumer understanding and insights, including system alignment on Brand Standards
Determine Financial Impact across the System P+L
Refer to Competency Directory and Provide between 3 – 7 of the highest priority competencies
Building Value Based Relationships, strong collaboration
Building Sustainable Organisational Capabilities
Leveraging And Respecting Others
Problem Analysis / Problem Solving / Scenario Planning
Strategic Decision Making
Work In Teams
Manage Project Management Process including EPM and CIF
Business issues (full spectrum) – brand level
People issues (as leader of cross functional teams)
Manage time & prioritise effectively in a dynamic, deadline-driven environment
Brand management is critical, project management skills, interpersonal skills, diverse thinker, and excellent communicator, ability to manage deadlines, complexity, as well as detail and execution.
Key Reference: DNA V3.0; TCCC Policies and Guidelines; TCCC Way of Managing People.