Brand Manager FMCG Ivory CoastWhat are we looking for

Completed Monday, 11 January 2016

For Brassivoire, part of the Heineken company, in Ivory Coast.

Responsible for brand building and innovation programs through development, planning, execution, evaluation & refinement of individual brand strategies & objectives to ensure sustainable brand health, market share growth & profitability.

1. Brand building
• Contribute to the Development of Brand Strategy, deriving from BWP under the supervision of the Directeur Commercial
• Define yearly brand objectives and translate into Annual Brand Plan
• Define and update Jobs to be Done (Jtbd) for Primus
• Analyse and translate FMB and BHT into actionable point for his brand
• Undertake half yearly review of Brand activities and propose changes if necessary.
• Follow up & evaluation of Primus activities.
• Develop & update brand manual.
• Participate in research on Primus, lead and support CMI in consumer immersions to develop appropriate insights for Brand building; Participate in specific Primus studies with the collaboration of the media & information department.
• Lead the development of the Brand in a Bottle (Biab) for Primus in 2016
• Follow up & evaluation of Primus activities.

2. Advertising
• Develop & execute advertising strategies to communicate efficiently Primus.
• Lead the advertising development process (Briefing, Creative and advertising productions) under supervision of Directeur Commercial.
• Contribute to the formulation of the Primus media strategy of brands in consultation with the media department, including translating new insights on consumer media (traditional & Digital) habits into new media strategy
• Define in consultation with Media team, the appropriate media investments and media plans related to the brand.
• Manage the interface with advertising agencies with regards to developing and executing campaigns as well as ad hoc advertising needs.
• Lead the evaluation of advertising (pre- and post) researches to feed in and feedback on effective advertising.
• Manage the actualization of Primus facebook and other social media in accordance with Rules and Guidelines on Responsible communication.
• Ensure that all our brand communication, sponsorship and promotions promote responsible alcohol use.

3. Sponsorship
• Develop & execute sponsorship strategies to communicate efficiently Primus.
• Coordinate sponsorship investments related to Primus.
• Coordinate sponsorship activities of Primus with the collaboration of the event department.
• Manager interface withSponsorship Partners under the sponsorship of Primus.
• Identify new sponsorship opportunities expected to drive better brand experience.
• Lead the evaluation of sponsorships (formal & informal) researches to feed-in and feedback on effective sponsorships

4. Promotions
• Develop promotional strategies & objectives to communicate efficiently Primus positioning in right channels with the collaboration of the Trade Marketing department.
• Evaluate implementation of promotional activities related to brands with the collaboration of the Trade Marketing department in order to meet Primus objectives.
• Identify new promotional opportunities expected to drive better Primus experience.•

5. Visibility
• Develop efficient & impactful visibility strategies for Primus in right channels with the collaboration of the Trade Marketing department.
• Coordinate with the Trade Marketing department the development and the update of the POS pyramid, defining new POS & Merchandise from insights and market trends and adapted to different channel and outlet types
• Evaluate deployment of visibility items of Primus in right channels & right outlets with the collaboration of the Trade Marketing department.

6. Profitability
• Continuously evaluate brand costs and profitability whilst exploring means to maximise profitability

7. Budget management & cost effectiveness
• Contribute to the definition of the Annual Budget for the brand
• Search and apply effective measures to improve cost effectiveness of all activities related to the brand.
• Monitor budget utilisation and provide early warning and corrective measures.

8. Research, Innovations & consumer insights
• Define the Research needs in relation to the brand plan and in consultation with Research Team
• Drive the implementation of Research results
• Lead the Consumer Insight generation process for the brand.
• Use Consumer Insights to Define and Drive innovations in terms of products, Sku’s, advertising, sponsorship, promotions and visibility.
• Define the Consumer Insights for Primus
• Lead Innovation Projects related to Primus in concert with Research Team and Innovations Manager
• Regularly update self on Market trends & development and use this to enrich management of Primus.

Major Requirements
• Demonstrate clear understanding of Marketing Concepts (marketing mix, brand positioning, brand equity, brand communication).
• Demonstrate understanding and knowledge of Heineken NV Consumer Insights Generation, BWP (Building Winning Portfolio) and BBF (Brand Building Framework), Advertising development and production and Social Media
• Broad functional experience in areas of sales, market development, market research and planning, promotions/advertising
• Proficiency in Excel and PowerPoint
• Project Management
• Reasonable Finance Knowledge for non-financial managers

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