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Senior Brand Manager (25)

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Title: Senior Brand Manager (25)

We Go Places! How about you?
Immediate Superior: Dana Katz
Job Grade: 25
Location: Sandton
Function: Marketing
Sub Function: Brand Mangement
Type of Contract: Permanent

Job title Windhoek Senior Brand Manager - JG 25
Department Marketing
Reporting to position Marketing Manager
1. Purpose of the job
Lead the Windhoek brand strategy, positioning, communication development, integrated commercial plan and
innovation/renovation pipeline in order to contribute to HEINEKEN's MS growth ambitions in the South African
premium beer segment (full brand ownership with end to end responsibility across the MWB's and in close
collaboration across functions including trade marketing, sales, revenue management, legal, finance, supply chain
corporate affairs etc.)
Leadership & development of a direct report including coaching on career development, marketing competencies
and HEINEKEN behaviors to unleash talent and prepare the direct report for identified succession.
Support the MLT and broader marketing team to actively drive HEINEKEN Marketing team culture through role
modeling HEINEKEN behaviors.
2. Key Responsibilities
* Data & Insight driven decision making:
o Consistently drive competitive advantage by being close to and inspired by the consumer.
o Ability to leverage data to extract relevant insight and develop tangible action plans to win with
* Brand Strategy
o Shape the current, medium and long term strategy for the brand to deliver on its growth
ambitions in line with Annual KPI's and 5 year strategic plan.
o Create and embed a clear consumer inspired strategy for sustainable and profitable growth of
the brand, driving penetration and providing clear, consistent and effective direction to
Integrated Commercial / Brand plans
o Translate Category, Consumer and Market Insight into an effective Brand Strategy
o Identify the desired changes in consumer behaviour that are needed for the brand to achieve
o Identify how to drive sustainable profitable growth by leveraging all must win battles
o Develop a strong Brand Positioning with clear competitive advantage and differentiation. Be
able to communicate this competitive advantage effectively internally and externally
* Breakthrough communication development, implementation & touchpoint planning
o Work with CMI and Media to identify volume and aspirational targets and the related media
o Develop clear campaign objectives aligned to business and brand objectives, and monitor and
measure against them, optimising during the campaign where possible
o Select, appoint, inspire and effectively manage agency partners effectively to create winning
strategies and plans (inc. briefing, challenging, rewarding & productive feedback)
o Assess the strength of media proposals to effectively deliver the campaign objectives, engage
consumer in the content and maximise the 'reaction'
o Lead the creation of an iDDM campaign working cross-functionally across all relevant functions
in the business, and proactively manages brand collection and use of data
o Measure the impact on the brand of the Marketing Mix and ensure future plans are 'effective
Page 2 of 4
Job Description
first' and learnings are integrated
o Develop content and activities that deliver Brand Objectives and are aligned to BiaB
o Select and appoint agency partners effectively together with Procurement
o Inspire agencies to create brand and business building communication and activities that
deliver against objectives and resonate with consumers
o Effectively and proactively manage agencies (briefing, challenging, feedback,reward)
o Assess ideas and executions based on their ability to work across selected touchpoints, resonate
with target and deliver
o Work in collaboration with CMI and Media teams to pre-evaluate effectiveness of
communications prior to production
o Manage all client side elements of the production process end to end
* Integrated commercial planning
o Unite Brand and Commercial Strategies into winning annual plans that effectively coordinate all
brand activities to drive penetration, build Brand Power and deliver business results
o Lead the Annual Brand Planning process and mobilize cross functionally to ensure integrated
plan across all Must Win Battles
o Turn strategic insights into plans that win across Consumer, Shopper and Customer
o Translate strategic (business, brand, customer) objectives into effective (rolling) 12 - 18 month
activation plans TTL
o Evaluate plans to ensure ongoing learning and improvement
* Brand Profitability
o Optimise brand profitability in a sustainable way, acting across the value chain, maximizing
activity ROIs and optimizing Commercial Spend Productivity.
o Manage SKU mix to maximise revenue and profitability sustainably
o Support Revenue Mgmt in the development of pricing strategy in line with Brand Positioning
considering price relativity within own portfolio and competitive set
o Measure reaction and ROI on all activities and apply learning to all future activity
o Maximise Commercial Spend Productivity by aligning investment to brand role, minimising nonworking spend and maximising return on all activities
* Innovation/renovations
o Effectively launch value creating brand, product, packaging and systems innovations.
o Lead cross-functional projects through the funnel, ensuring effective decision making at each
gate and securing cross-functional organisational alignment behind priorities and plans
o Develop & quantify the business case
o Identify optimal approach to launch and secure organisational commitment behind plans
o Set clear launch objectives and KPIs and measure performance against them, adjusting course
where necessary
* Store back marketing
o Collaborate with Sales and Trade Marketing, to ensure world class execution of all brand
activities, grounded in shopper insight, across the path to purchase (on time, on budget, on
o Actively discuss cross-functionally, and challenge where relevant, activity across MWBs 7-14,
ensuring they deliver against brand objectives and drive penetration and growth
o Ground activity in shopper insight (eg missions, decision trees, path to purchase)
o Generate company wide commitment and excitement about key initiatives
o Set clear objectives for each activity and intervene where necessary to keep on track
o Ensure reaction and ROI is measured, with learning integrated into future activities
o Ensure the brand is activated in line with brand guidelines and the Responsible Marketing Code
in store/bar
Page 3 of 4
Job Description
* RTM & Channel understanding
o Ensure customer, channel and RTM strategies are reflected in all brand activations and
innovation plans
o Effectively collaborate with Sales and Trade Marketing to deliver one joined up (consumer,
shopper and customer) commercial proposition.
* 3
rd party stakeholder management: NBL
o Build and maintain a strong relationship with key NBL stakeholders through proactive
communication and ongoing collaboration.
o Ongoing communication and consultation on strategy, annual plans, performance and key
brand projects securing buy in and timeous approvals.
* Leadership
o Self-leadership:
* Ability to lead yourself to achieve both personal and professional goals
* Adaptability and learning agility in a fast paced & complex environment
* Ability to self-reflect and to use self-awareness to drive personal and professional
* Ability to prioritize work that will drive impact
* Lead through example as a role model for others in the broader marketing team -
embracing and upholding the Heineken leadership values
* Demonstrate leadership behaviors :
* Connect: We connect and build trust through authenticity, empathy and logic
* Shape: We shape the future by thinking big and setting a clear strategy
* We develop, grow and motivate our people - this is our top priority,
comparable to financial and business objectives
* Deliver: We set and deliver against ambitious targets by raising the bar and
taking ownership for results
* Role Model: We lead by example promoting and role modelling the HEINKEN
behaviors in everything we do, always i.e.
o Put safety first
o Act as an entrepreneur
o Collaborate through trust
o Keep it simple
o Learn to improve
o Team-leadership:
* Support the MLT and broader marketing team to actively drive HEINEKEN Marketing
team culture and to improve climate survey scores
* Escalate pain points and be an active contributor to escalating and solving these i.e.
putting processes in place where they are lacking, proposing efficiencies in current
o Direct report leadership:
* Ongoing coaching on career development, marketing competencies and HEINEKEN
behaviors to unleash talent and prepare the direct report for identified succession.
* Min. 6 documented monthly one on ones
* Input to calibration and succession planning
3. Job Requirements
3.1. Education
Page 4 of 4
Job Description
* Appropriate tertiary marketing qualification preferably marketing related (degree / diploma) or
equivalent experience
* Post-graduate qualification preferable.
3.2. Experience
* Minimum 7 years marketing experience with 3 years in senior marketing position i.e. SBM role
* Proven track record with demonstrated success in strategy development, brand management and
innovation development and launch.
* Beer/Alcohol industry experience advantageous
* Experience working with and successfully managing agencies / strategic and global partner relationships.
* Demonstrated ability to deal with complexity
* People leadership experience preferable
* Demonstrated success in a demanding, complex business environment
3.3. Languages
* Englis

HEINEKEN South Africa's recruitment process does not include unsolicited offers of employment and also does not require advance payments from candidates. HEINEKEN will only contact you if you have applied for a vacancy through the career website, the official Heineken LinkedIn page or if you were contacted by one of our authorised recruitment personnel or local recruiting office.

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