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Immediate Superior: Mncedisi Jekwa
Job Grade: 15
Location: Johannesburg
Function: Commerce
Sub Function: Commerce - Marketing - Brand Management
Type of Contract: Permanent
Reference Number: 127225
Closing Date: 27/12/2024
Purpose of the job:
The Commercial Brand Manager is responsible for crafting and leading the revenue growth and category optimization strategy to deliver sustainable & profitable growth.
Key Responsibilities:
RMG Commercial Capability: Pricing, Mix, and PPA:
- Develop price positioning guidelines for sustainable revenue growth and profitability across the portfolio in partnership with RMG.
- Monitor market trends, competitor pricing, and consumer and customer behaviour to adjust pricing strategy accordingly.
- Lead the use of advanced RMG tools (e.g. conjoint) to evaluate price elasticity, competitor relativity, and volumetric impact.
- Analyse product mix and margin performance to identify areas for improvement ensuring a full value chain and total P&L assessment of pack, product, and category mix.
- Assess competitor landscape pack value curves and pricing gaps for new profit pools to optimize and develop new pack and format launches at magic price points.
Promotional Effectiveness and Performance Analysis:
- Evaluate promotional activities and campaign effectiveness in driving volume, revenue, and profitability return on investment.
- Develop data driven insights to measure the success of growth and innovation projects and make recommendations for optimization.
- Conduct regular performance analysis to measure the effectiveness of revenue management, brand, and trade marketing initiatives.
- Establish and monitor key KPIs vs business plan including volume, revenue, GP, listings, ranging, weighted and numeric distribution, promotion, rate of sale, open orders, stock on hand, expiry and write off risks.
Comms & Campaign Execution:
- Supports the execution of BTL campaigns.
- Oversee Website, social media, and community management channels.
- Develop creative briefs and provides creative guidance to agency partners to ensure alignment to brand objectives and performance KPI’s.
- Provide strategic direction to Regional and National Trade Marketing teams to ensure in-market execution alignment to brand objectives and performance KPI’s.
Innovation:
- Develop 3–5-year plan to optimize and consolidate existing category portfolio, identifying the key focus brands & pack formats that will deliver sustainable & profitable growth.
- Lead category sustainability project that will improve environmental footprint and deliver incremental profitability.
- Lead the ideation and manage the innovation development process and guardrails, concepts, design, implementation, PIPO management, and execution of the identified projects through Stage Gate process, supported by the SC Project Management Teams.
Job Requirements:
1. Education:
- A relevant and recognized Bachelor’s, Masters or Post-Graduate qualification in Commerce, Marketing, Economics, Business Science or related field. Advanced degree preferred.
2. Experience:
- 5+ years of experience in revenue growth strategy and brand marketing in an FMCG environment.
- Excellent understanding of market trends and best practices in marketing and FMCG environment.
- Proven track record of successfully managing growth and innovation projects.
- Proven experience in developing & implementing marketing plans and campaigns that deliver against performance KPIs.
- Results oriented and experience with brand, insights, RMG, and trade marketing.
- Strong business and commercial acumen, with revenue management principles and best practice.
- Excellent communication and leadership skills to work cross functionally.
- Strong analytical and strategic thinking skills.
- Strong project management, budget management, and organizational skills.
- Team management and ability to work in agile, fast paced environment.
- Budget management experience.
The Company’s approved Employment Equity Plan and Targets will be considered as part of the recruitment process. As an Equal Opportunities employer, we actively encourage and welcome people with various disabilities to apply. Heineken Beverages (South Africa) (Pty) Ltd) is committed to an organisational culture that recognises, appreciates and values inclusion and diversity. You must be fully eligible to live and work in South Africa to apply.
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