JOB DESCRIPTION
Summary:
Reporting to the Brand Director (BD) the key focus of the Brand Manager (BM) role will be to develop and implement the annual brand plans in accordance with budgets & global Maison strategies. Leverage brand DNA to craft and implement marketing plans driving salience & aspiration, presence & disruption and delight & advocacy.
Create, translate and execute 360 integrated brand campaigns where relevant including ATL (Media, PR and Digital) plus BTL Programs (On Trade and Off Trade). Owning local marketing below-the-line activity plans and experiential activations in line with brand and channel strategies while nurturing our brand presence to reach new and existing audiences.
The BM will work in partnership with our commercial, brand activation teams & external sommelier, to develop innovative and creative ways to promote and grow Moët Hennessy Champagne & Wine portfolio in Ireland. To achieve KPIs on budget & within agreed timeframes.
The BM will also be expected to manage several third-party agencies and service providers as well as ensuring that all brand trade marketing plans are developed costed to budget, communicated and executed through the sales force.
One of the key relationships to be managed in this role is that of the shareholder Moët Hennessy. The shareholder will have regular involvement in how their brands are managed in the marketplace and the BM will support the BD in managing this relationship. It will be the responsibility of the BD & BM team to develop solutions that have shareholder buy-in and support for short and long-term growth for MH Champagne & Wine brands in the Irish market.
Key Responsibilities of the BM:
Effective Development & Execution of ATL and BTL Activity Plans:
· Ensure that all Brand Activity Plans are Developed and Executed:
· on time / to schedule
· reflecting agreed strategies, both brand and channel
· Within budget
· With support of stakeholders
· In a responsible and ethical fashion
· Ensure that all Brand Activities executed are:
· Delivered in a timely manner
· Reviewed thoroughly with involvement of key stakeholders
· Generating insights / learnings, which are fed into any future activity
· Implementation Excellence
· Consistent delivery of planned actions to target and on time
· Initiative and innovation
· Quality in all we do
· Outperformance of key competitors
2. Strengthen / Defend the Brand Equity of Moët Hennessy Champagne & Wine brands
. Support the BD in strengthening / defending brand equity via:
· Visibility and excellence at Point of Purchase
· Brand events
· Co-ordination of our external brand ambassador.
3. Alignment of Vision, Goals and Priorities:
· Clearly communicate vision, goals and priorities to all the relevant audiences.
· Where required, win support and approval of the BD, Regional Manager or Shareholder.
4. Brand Performance Management:
Ensure that the performance of the key brands in the marketplace is regularly monitored:
Volume and Value share vs. the brands' competitive set
Overall depletions performance
Effective Stock Forecasting
o Effective liaison with Logistics director on stock levels and impact of planned promotions
o No Stock shortages or overstocking due to ineffective forecasting
o Stock holding by brand consistently within agreed limits
Brand Marketing Costs
o Actual & committed spend is accurately tracked
o Quarterly reconciliation of nominal and A&P ledgers
o Timely recovery of Maison contribution
Excellence with Moët Hennessy:
· The BM should revert to queries from the shareholder in a timely fashion and to a high standard.
· There should be an absence of complaints from the shareholder in relation to the BM's work and
professional manner.
Expected Profile of the Successful Candidate
Experience:
· At 5 years' FMCG experience working in a Trade Marketing or Brand Marketing function.
· A track record in the development and execution of below-the-line activity plans.
· Management of below-the-line agencies, printers and other third-party suppliers.
· A proven commercial awareness regarding revenue generation and cost reduction.
· Demonstrate budget management experience.
· Whilst not vital, experience of both the spirits' market and the Irish consumer is preferential.
Personal Profile:
· Excellent interpersonal skills, with the ability to influence people at all levels internal and external
to the organisation.
· Sense of ownership and responsibility with a proven track record of working on own initiative as
well as part of a multi-disciplinary team.
· Be an excellent communicator.
· Have a relevant third level qualification.
Functional Skills:
· PC business suite of products.
· Oral and written presentation skills.
CV's to