Brand Manager at Twining

Job Description

• The Brand Manager will develop, implement and take responsibility for delivering the short and long-term strategy and plans for an Ovaltine category and owns the category P&L.

Key Responsibilities

• Develop and refine the brand positioning and purpose using different tools and sources of data
• Translate the brand positioning to guide and drive all brand activation
• Measure brand equity via different sources of data
• Develop and execute the brand portfolio strategy: based on brand purpose, consumer & customer insight, brand conversion strategy and positioning.
• Define the brand vision as part of 5 year planning, looking at where to play and how to win situation analysis across product, pack, pricing, connections, innovation and shopper
• Work closely with commercial teams to conduct a strategic review of pricing and promotion, determining price elasticity, positioning and perceived value and determining hypothesis for exploration/ testing.
• Continuously monitor of brand and competitors performance using different sources of data
• Develop diagnostics and actions plans with commercial team, define KPIs (including ROI) and measurement plan for each activity and recommend ways forward
• Develop connections briefs and select the activities that best deliver the conversion strategy and tasks to the budget and lead the implementation of the plan.
• Develop the shopper and customer strategy and execution, in partnership with the commercial team.
• Identify opportunities to leverage synergies between shopper markets, customer promotions and other in-store or near-store shopper activities and connections plans.
• Build effective day-to-day working relationships with agencies, to ensure performance delivery of communications plans.
• Develop the brand's innovation strategy, identifying a clear line of sight from the brand's portfolio strategy and conversion using fact based analysis
• Create compelling and actionable insights to unlock growth, facilitate the insight generation process within the team, articulate and prioritise insights against business and projects needs
• Shows deep understanding of consumers/shoppers behaviours and attitudes and market dynamics, influence and inspire others to think consumer first and adopt insightful behaviours as part of their everyday activities, driving insight to actions and solutions
• Understands ad hoc and continuous data sources and methods and utilises consumer insights into the development of new ideas and products, in line with market trends.

Skills, Knowledge And Expertise

• A minimum of 5 years experience in consumer marketing in a FMCG Business
• Experience in developing activation campaigns, bringing new products to market and have a broad consumer research knowledge.
• Experienced in understanding consumers and shoppers across retail customers and channels.
• Experienced in budget management
• Understanding and experience of managing agencies to deliver results following right standards, processes and procedures for controls.
• High levels of curiosity always seeking to find solutions and creatively resolve problems
• A high level of collaboration and able to communicate with people at all levels
• Strong analytical & commercial rigour, can look across diverse and broad-ranging data sets and extract key patterns and themes