Brand Manager

• Uses research and other sources of information to regularly monitor consumer behavior at all relevant consumer touch points, including the POP

• Generates relevant consumer insights that are applied to the brand as drivers of commercial advantage or brand building differentiation

• Initiates any research aimed at better understanding the consumer (social behavior, shopping behavior, ad analysis, etc.) or in regards to media market developments and trends, together with responsible teams (CMI, Media)

• Makes regular market visits in order to stay in touch with market reality

• Ensures the brand activation proposals do not overlap with the initiatives of other brands in company's portfolio

• Understands portfolio strategy and its implications Monitors the trends from the category

• Ensures all those working with the brand are well informed of consumer insights and incorporate these into their strategies and plans

• Collaborates with trade marketing team in order to monitor brand pricing strategy for own brand and those of the competition • Ensures all agreed brand initiatives from the trade calendar are implemented in time and in full

• Manages the assigned brand within category context

• Aligns to the long term vision and strategy, short term plans and activations for the allocated brand, in order to support the approved brand vision

• Ensures the right implementation of brand identity guidelines and all aspects of brand communication (inside and outside the company)

• Ensures brand activities effectively address consumer, shopper / on-trade consumer and customer purchase drivers, working together to deliver the brand objectives as outlined in the Brand Strategy

• Consistently uses the most efficient mix of Through the Line marketing activities, taking into consideration their cost/benefit

• Monitors brands performance compared to targets set and proposes corrective actions to Group Brand Manager

• Coordinates the implementation of media strategy for the allocated brand, together with Media Manager and Media agency, linking Brand objectives to Communication objectives

• Is the primary contact for the advertising agency, ensuring their permanent update in regards with brand strategy and brand KPI status

• Supervises the production of all advertising materials in line with brand guidelines, acting as main guardian of the production compliance and timelines

• Ensures absolute consistency of messaging at all Consumer Touch Points

• Monitors the budgets set for the allocated brand, while ensuring that expenses are kept within the set limits

• Keeps track of all expenses on brand budget and informs the Group Brand Manager regarding any deviation

• Monitors brand profitability and proposes/ stimulates actions for improvement

• Proposes new product or product adaptation suitable for local market and ensures innovation concepts fit and support the strategic objectives of the brand

• Creates organizational alignment and commitment to effectively roll out the planned activities across Commercial functions (Sales, Trade Marketing)

• Analyses the reports on activities of competitors and their relevant brands (in terms of price, marketing activities, advertising, strategies), in order to secure a better position on the local market of own brands and proposes action based on the outcome

• Measures effectiveness and ROI of communication against predefined objectives

• Recognises the strengths and restrictions of different Route to Market options in reaching consumers

• Demonstrates an understanding of channel segmentation and the role of different channels in Brand Strategy and activation

Heineken