Basic Function

The role of the Brand Manager is to manage the product’s or group of products’ marketing activities that include: market research, launching, pricing, follow up on sales and distribution performance, retail audit analysis, and post-sales brand status, for the purpose of establishing a dominant brand name, and capture significant market share, as per company strategy.

Essential Duties and Responsibilities

• Provide input, and properly prepare marketing/advertising plans for company’s new and existing products to maximize product exposure and capture customer awareness.
• Assist the management in preparing the business plan of a new brand introduction (when needed) ensuring that targets are realistic and in terms of market size/share objective and budget required.
• Identify changing marketing needs and suggest different marketing strategies (i.e.: marketing mix) based upon analysis of product performance and consumer behavior so that product market share and revenues are maximized.
• Manage the brand’s yearly budget, ensuring clear budgeting allocations, optimized expenditures, and monthly reconciliations as per spent activities
• Conduct and analyze market research, retail audits, and competitor intelligence activities to understand customer needs and consumer behaviors and recommend competitive strategies for the introduction of appropriate products that meet customer requirements or for the assessment of existing products.
• Analyze price fishing reports provided by the trade marketing and ensure brand competitive pricing. Suggest price positioning or re-positioning strategies based on market dynamics
• Monitor stocks, participate in sales forecast meetings, propose solutions to secure sales revenues in case of out-of-stock situations
• Evaluate marketing activities both qualitative and quantitative, and produce reports in terms of cost versus profits, return on investment, and long term branding
• Liaise and manage the relationship and network with third parties, (media, ATL/BTL agencies, etc.), ensure cost-effective and well-negotiated quotations, cooperate and ensure effective implementation of projects , in line with company’s marketing strategy.
• Prepare in advance for the implementation of the monthly promotions and activities to clearly communicate the plan with the sales team on time.
• Monitor on a weekly basis the sales performance by brand /channel in order to spot gaps, assess situations and help the sales team achieve targets.
• Be proactive by working on contingency plans in case of sudden change in market trends and/or competition activities
• Assure the management  of all product portfolios to comply with operational standards and regulations (safety and hygiene) so that external compliance is enforced and risk to group is minimised.
• Coordinate constantly with sales people to make sure the brand’s philosophy and objectives, the priority SKUs, the selling points, competitive advantages etc. are well understood, used and applied.
•  Provide the trade marketing/merchandising team with all needed POSM, and ensure it is properly implemented in the market.
• Meet with promoters & merchandisers, on a regular basis to obtain market insights, ensure high standards of performance, secure proper brand status.
• Coach, offer advice and expertise, provide feedback, develop and motivate subordinates and co-workers to ensure team work with a positive attitude.
• Any other related tasks as per management’s request.

Qualifications

• Bachelor in Marketing, Marketing & Advertising, or any related field from a reputable institution.
• Masters, MBA or Relevant Professional Certification in Marketing are a plus.
• Minimum of 3 years of experience in brand management role.
• Experience in FMCG companies.
• Fluency in French, English and Arabic.
• Excellent time management, planning and organizational skills.
• Creativity and ability to think outside the box.