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.

Requirements

• Minimum 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 is an added advantage.
• Good analytical and financial skills for share analyses and business case development.
• Able to critique creatives and have an eye for perfection.
• Strong ownership mentality.
• Strong project management skills.