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Immediate Superior: Dino D Araujo
Job Grade: 10
Location: Johannesburg
Function: Commerce
Sub Function: Commerce - Marketing - Brand Management
Type of Contract: Permanent
Reference Number: 127230
Closing Date: 27/12/2024
Purpose of the Job:
This role involves planning, executing and optimising BTL strategies, campaigns and playbooks that drive consumer engagement and sales through events and key classes of trade. The BTL Brand Executive will work closely with cross-functional teams and external vendors to ensure seamless execution and brand consistency in all BTL initiatives. The ideal candidate is a detail-oriented marketer with a passion for consumer engagement, a hands-on approach, and a strong understanding of local market dynamics.
Key Responsibilities:
- BTL Strategy Development: Co-Create and implement BTL marketing strategies that align with overall brand objectives and drive consumer engagement.
- Campaign Management: Plan and execute BTL marketing campaigns, including events, promotions, in-store activations, and experiential marketing.
- Brand Activation: Develop and manage brand activation initiatives to enhance brand visibility and consumer interaction. Partner with the digital team to ensure strong amplification of suitable activations.
- Collaboration: Work closely with sales, product development, and creative teams to ensure cohesive and effective BTL campaigns.
- Vendor Management: Coordinate with external vendors and agencies to execute BTL activities and ensure high-quality delivery.
- Performance Analysis: Monitor and analyze the effectiveness of BTL campaigns, providing insights and recommendations for optimization.
- Budget Management: Manage the BTL marketing budget, ensuring efficient allocation of resources to maximize ROI.
- Market Research: Conduct market research to identify consumer trends and preferences, and adjust BTL strategies accordingly.
- Brand Alignment: Collaborate with brand, digital, and product teams to align BTL activities with broader marketing strategies.
- Sales & Distribution Coordination: Work closely with sales and distribution teams to ensure BTL campaigns are well-supported and targeted in key regions.
- Feedback Loop: Collect and share on-ground feedback from BTL activities with internal teams, contributing to product improvements and strategic marketing decisions.
- Brand Experience Management: Ensure that all BTL activities provide a positive and memorable brand experience for consumers, enhancing brand equity and loyalty.
- Community Engagement: Engage with local communities through relevant BTL initiatives that resonate with specific consumer needs and preferences.
- Sampling & Product Demonstrations: Organize product sampling events and demonstrations to provide first-hand brand experiences, driving awareness and trial.
- Influencer & Community Partnerships: Work with local influencers, community groups, and partners to amplify the reach and impact of BTL activities.
Job Requirements:
1. Education:
- A relevant and recognized Bachelor’s qualification in Commercial/Marketing.
2. Experience:
- 3+ years of experience in BTL marketing or brand management, preferably in the alcohol or beverage industry.
Skills:
- Strong project management skills with experience managing multiple campaigns and stakeholders simultaneously.
- Excellent organizational skills with attention to detail and a proactive approach.
- Proficiency in Microsoft Office Suite (Excel, PowerPoint) and basic knowledge of marketing analytics tools.
- Strong interpersonal and communication skills for vendor management and cross-functional collaboration.
- Budget management experience with an understanding of cost-effectiveness and ROI in marketing activities.
- Creative mindset with the ability to develop innovative marketing solutions.
- Experience with event planning and management.
- Knowledge of consumer behavior and market segmentation.
- Proficiency in digital marketing tools and analytics platforms.
Competencies:
- Consumer-Centric Mindset: Keen understanding of consumer behavior and a strong focus on enhancing consumer engagement through BTL initiatives.
- Creativity & Innovation: Able to bring creative ideas to life and apply innovative approaches to BTL marketing.
- Results-Oriented: Demonstrates a strong drive for achieving results and measuring success through KPIs.
- Adaptability: Thrives in dynamic environments, managing last-minute changes and challenges effectively.
- Team Player: Works well with cross-functional teams and external partners, fostering a spirit of collaboration and mutual support.
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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