Brand Manager, Caucasus

JOB CONTEXT

Brand Manager Caucasus implements category & brand strategy on a local level within the category and brand guidelines set, under supervision of Senior Brand Manager Caucasus.  The Brand Manager CAU manages Brand across all Categories (e.g. PI/Multiservice/Instant Mixes/Tea/SS/Professional) in the country / scope of countries.

Scope of countries:

1. Georgia
2. Azerbaijan
3. Armenia
4. Moldova (only for JDE Professional)
5. Belarus (only for JDE Professional)

Scope of categories:

1. Pure Instant
2. Mixes: SD, FD, Specialties
3. MuSe: R&G and Beans
4. RTD
5. SS: capsules
6. Tea
7. Professional  

Scope of brands (but not limited with):

1. Jacobs
2. Carte Noire
3. L’OR
4. Maxwell House
5. Pickwick

GOAL AND KEY ACCOUNTABILITIES

The Brand Manager CAU contributes to deliver country AOP P&L.

The Brand Manager implements marketing plan (strategy) for brands, based on the global and Business unit category strategy and in order to achieve short and long-term sales, profit and market share targets.

The role is responsible for portfolio deployment, range management, campaign translation and execution, artwork translation, local brand management and compiling and sharing key market insights conform agreed brand meaning and visual identity.

Responsibilities / Key activities

• Delivers country financial plan (AOP) by achieving the defined market share and brand(s) equity targets.

• Develops, leads, and implements brand (s) annual marketing plan including brand portfolio strategy.

• Develops & executes Brand Annual Activity Grid in accordance with approved annual brand (s) plan.

• Participates in planning of Annual Advertising & Promotion budget together with SBM, CAU.

• Develops NPD launch plan per category/brand, to ensure category and brand growth.

• Leads and implements NPD launch in scope of countries (cooperation with global and local R&D; P&L calculation with finance team; alignment with all stakeholders; selling story preparation for sales team).

• Lead annual media briefing process (prepares and presents briefs for media agency, develops working media budget together with SBM and Media Manager)

• Prepares and presents monthly reports and presentations for regular monthly marketing meeting.

• Prepare and presents presentations for various internal meetings as for local, also regional, and global stakeholders.

• Manages Advertising & Promotional budget and provides inputs to finance team on monthly base.

• Manages external communication activities (including social media): works with advertising agencies to promote brands, prepares briefs for various BTL & ATL projects, adaptation/creation of communication materials, manages social media local pages together with agency (prepares annual brief, align monthly content calendar based on agreed annul plan, comments/confirms content and etc.).

• Translates the category / brand strategy guidelines into local communication campaigns by managing local execution of advertisement and promotion activities.

• Develops and approves packaging designs.  

• Tracks competitors’ activity and presents to all stakeholders in frame of various meetings (monthly, quarterly, and etc.)

• Works with documents (costs, accruals etc.)