Brand Manager Derma - CEWA at Beiersdorf

Job Purpose

• Long term growth of Eucerin in CEWA (Nigeria/Kenya) Region through the continuous development of the brand portfolio in line with the overall company strategy and roadmap. Define and achieve specific net sales and market share objectives through the input/development and execution of the annual marketing plan.

Principal Accountabilities
Market Understanding and Development

• Identify market challenges and opportunities, defining the right strategic focus to achieve Consumer Marketing Objectives.
• Provide insights and input into brand portfolio development, collaborating closely with Regional and Global Marketing Teams to ensure alignment and synergy.
• Develop a strong local pipeline to deliver on agreed Business Objectives.
• Build an in-depth understanding of local consumers and shoppers, generating actionable insights that shape and refine the Consumer Market Strategy.

Communication development

• Lead the development of exceptional communication assets for key innovations in the Consumer Marketing Space.
• Co-create TTL activation campaigns and ensure smooth implementation.
• Execute campaigns to perfection with constant evaluation and optimization of the creative and media plan for the best possible implementation.
• Ensure delivery of an integrated communication approach (media plan) to develop and deliver consistent brand messaging across all channels.
• Build plans with a strong digital focus. Digital plans need to be built with a Precision Marketing approach.
• Take the lead on various strategic digital initiatives in line with our digital transformation journey for the marketing function.

Brand Management

• Input into Consumer Annual Marketing Plan.
• Responsible for deployment of plan OTIF (On Time, In Full), within budget.
• Responsible for developing the approved Local Pipeline & manage new product development & successful deployment.
• Input into pricing and promotions - give recommendations to Customer team.
• Manage and lead the artwork development process and deliver on time.
• Input into claims development, and responsible for legal approval.
• Manage cross category projects where applicable.
• Responsible for New Product Development, forecast development, & input into overall brand forecast review and completion.
• Responsible for demand forecast meeting to review annual volumes which feed into Sales & Operations Process.
• Evaluate & propose Marketing mix and evaluate media channels.
• Input into communications strategy.
• Responsible for communication development on approved brief, including management of agencies & assist in getting approvals from key stakeholders.
• Evaluate Brand performance, gather and interpret data & propose activities to rectify poor performance, and spot opportunities / gaps in the market.

Market Understanding

• Demonstrate Consumer understanding and develop relevant insights, concepts & Product innovations/renovations relevant for the CEWA market.
• Responsible for keeping abreast of developments in market and in trade.

Budgeting/Financial Management

• Responsible for accurately managing allocated budgets throughout the year.
• Responsible for accurate recons, and media PO tracking.
• Responsible for maximisation of return on investment by tracking Above the Line campaigns with scan track and PLEs feedback into the business. Implement agreed course correction plans if necessary.
• Develop business cases, ensure buy in from the full team, and responsible for getting approval thereof.

Your Profile

Requirements

• Min. 5 years’ brand management experience in FMCG industry.
• Passion for Dermocosmetics
• Positive, passionate and creative mindset

Skills:

• Ability to identify patterns in data and develop action plans in response.
• Business proficiency in English.
• Marketing skills including ATL BTL development, research briefing & analysis, market analysis, consumer insight development, measurement and tracking of initiatives.
• Broad set of commercial skills with a working understanding of all business functions and key business processes.
• Excellent communication skills to manage diverse relationships, both locally and internationally.
• Ability to work autonomously and as a team member.
• Strong presentation and communication skills, good influencing skills. Strong bias for action. Able to lead internally and externally. Strong stakeholder management skills.
• Digital marketing management including campaign development & optimization, Content Marketing, Social Media Marketing & Performance Marketing. Experience in Precision Marketing an added advantage.
• Good analytical and financial skills for share analyses and business case development.
• Able to critique creatives and an eye for perfection.
• Strong ownership mentality.
• Strong project management skills.