Senior Brand Manager - Derma, CEWA at Beiersdorf

Main Accountabilities
Strategic Responsibilities:

• Implement Eucerin consumer marketing strategy in the Central, East, West Africa (CEWA) region.
• Ensure global marketing strategy is implemented, following local consumer & market needs.
• Drive double digit brand growth through superior innovations, communication and in market activities.
• Bring digital consumer marketing to new heights.

Product Marketing Plan:

• Setup yearly PMP strategy for CEWA region in alignment with Medical Management, S&CM, Sales, eCommerce, and all regional and global stakeholders.
• Ensure excellence in PMP execution throughout the year.

In-Market Execution:

• Responsible for activation and local best in class execution across CEWA markets.
• Utilize Global and Regional materials as well as global NPD pipeline or regional product focus strategy to execute perfectly on ground.

In Depth Market & Consumer Knowledge:

• Develop market knowledge in terms of trends, competitors, assortments, segments and derive concrete action plans for Eucerin.
• Strengthen consumer orientation in the team and closeness to the field. Ensure that relevant market research is conducted to understand and answer brand challenges, market environment and consumer behaviors.

Brand Development:

• Drive brand demand and sellout, improve profitability and maximize market shares through monthly performance analysis, brand sales forecasting, and identification of business risks and opportunities, leading to recommendations for future strategy.
• Identify risks and opportunities and push actions if needed.
• Validate promotional objectives/plans along with S&CM and Sales and follow up on implementation.

Brand Profitability:

• Steer product assortment, ATL and BTL budget. Influence sales through strategic guidance on pricing, promotions and sales mix to achieve net margin objectives.
• Control marketing investment in line with the agreed plan/forecast, reconciling and updating throughout the financial year. Identify opportunities to drive efficiencies of marketing investments.

Digital:

• Ensure the continuous development of the Eucerin brand in line with the overall brand strategy across digital platforms and amongst consumers in the CEWA region.
• Lead the digital management of precision marketing, social media channels, influencer strategy, SEO, CRM implementation while delivering KPIs across earned, paid and owned media.
• Liaise with internal teams, external agencies, and local country partners to ensure consistent execution of digital consumer marketing plan across touchpoints and to identify appropriate digital opportunities.