Purpose of the job

Responsible for the development and management of one (or more) brands of the portfolio. A Brand Manager carries out a sum of marketing activities that are clearly positioned and differentiated in order to increase brand equity & brand preference; hence its sales volume and profit. The Brand Manager is in charge of the initiation, planning, and implementation, co-ordination of all brand building and innovation programs to ensure sustainable growth for the brand.

Key Responsibilities

 Consumer Insight & Market Research

• Uses research and other sources of information to regularly monitor consumer behaviour at all relevant consumer touch points and ensures strong & clear consumer rationale on projects/initiatives
• Generates strong Consumer Insights that fuel the development of effective Brand building initiatives
• Coaches the team to identify and effectively employ Consumer Insights that drive category and
• Brand growth
• Challenges marketing initiatives on level of consumer-centricity and potential for behavioral change impact
• Ensures all those working with the Brand are well informed about consumer trends, need states and insights and incorporate them into their strategies and plans

 Brand strategy

• Demonstrates an understanding of all elements of Brand Strategy, how they interrelate and how they contribute to reaching strategic objectives
• Knows the Brand’s positioning and how it affects the Marketing Mix strategy
• Reflects Brand Strategy in all Brand activities
• Contributes to the development of the Brand StrategySets up and runs effective Brand
• monitoring and evaluation systems

Brand Activation planning

• Leads the Brand’s planning process successfully throughout the organization
• Ensures Brand activities effectively address consumer, shopper/on-trade consumer and customer purchase drivers
• Consistently uses the most efficient mix of through-the-line marketing activities, taking into
• consideration their costs and benefits
• Ensures all Brand activities work together to deliver the Brand objectives as outlined in the Brand Strategy
• Efficiently allocates budgets Takes internal and external factors likely to influence execution
• into consideration

 Brand profitability

• Measures and evaluates the effect of specific activities in the top-line
• Flawlessly manages the budget of expenses
• Demonstrates understanding of the drivers of Portfolio or Brand profitability
• Tracks the consumer’s value perception of the Brand

Communication

• Is familiar with and understands the concepts of Brand Essence, Brand Idea, and Communication Objectives
• Writes inspiring and effective Storytelling Briefs integrating audience understanding
• Works with agencies effectively – even if not fully independently – enabling them to work on defined projects on time and within budget
• Evaluates creative work and recognizes strong Brand building ideas/content that travelsIs
• familiar with the different steps of content production
• Develops inspiring Storytelling plans, which engage the consumer across all consumer touch points
• Evaluates different consumer touch points and prioritizes according to their effectiveness.
• Measures effectiveness and ROI of communication
• Proactively adjusts plans in the light of consumer response

Innovation

• Demonstrates awareness of the beer, alcohol and beverage category context and the implications for innovation
• Differentiates between creative ideas and ideas that can improve business results
• Contributes to Brand portfolio strategy and individual Brand’s positioningIs familiar with the
• steps in the Innovation Process and with deliverables per function and contributes to the innovation process

Excellence in execution

• Develop and communicate OTIF clear action plans to engage other functional areas to deliver the planned activities; creates organizational alignment and commitment
• Ensure all brand activities within remit are on time, on budget, on strategy and on target
• Build company awareness of key success factors and brand guidelines
• Undertake periodic market/trade visit to evaluate product and packaging quality, merchandising and promotional effectiveness
• Actively monitors competition

Portfolio management & category understanding

• Shows an understanding of Portfolio performance tracking and evaluation
• Shows an understanding of key drivers of the Category and Segment performance, profitability and growth
• Shows understanding of Portfolio strategy and its implications
• Shows understanding of the implications of individual Brand Roles within the Portfolio on Brand Strategy, budget allocation, Brand Strategy (How to Win), and Brand Execution (What to Do)
• Shows ability to apply BWP! Tools and processes
• Demonstrates awareness of the beer, alcohol and beverage category context and the implications for Portfolio/ Brand Strategy and growth
• Actively monitors key category dynamics
• Identifies category opportunities, threats and developments
• Actively monitors competitive strategies
• Links Brand initiatives to the category’s agenda

RtM & Channel understanding

• Adapts Brand/Portfolio strategy and activation to fully build on channel, customer and RTM strategy
• Ensures Brand Strategy and activation effectively address consumer, shopper and customer purchase drivers

 Perform other activities as assigned by supervisor

Function: Marketing

Reporting to position: Marketing Manager

Job Requirements

Education

• Bachelor's degree in Communications, Public/Business Administration/ Marketing/Management/Business Administration Degree or equivalent
• Good computer proficiency

Experience

• 3-5 years’ experience in Brand and Marketing Management
• Proven experience working with a team

Languages

• Amharic (Knowledge of other local languages is a plus) and fluency in English 

How to Apply

 Interested and qualified applicant can send their CVs to hk@ethiojobs.net

Note: Use "Brand Manager( Addis Ababa)" as the subject line of your email.