The Brand Manager is responsible for Brand P&L deliverables, and development and execution of integrated marketing plans including advertising and promotional activity, innovation adaptation, forecasting, budget management, and sales analysis for a specific portfolio.
This position is a fixed term contract and is expected to last 14 months.
Ensure the strategic integrity of Brand is maintained, based on Globally developed Brand strategies modified as required for the Canadian environment.
Consistent with these strategies, develop and execute a detailed annual Brand Business Plan, assume responsibility for achieving all the Brand profitability objectives as detailed in the annual Budget /ETR, and consumption objectives.
Develop consumer marketing plans and advertising campaigns, based on global creative development modified as required for the Canadian consumer, to profitably build consumer equity for the Brand.
In collaboration with the marketing group, the customer business team, R&D, package development, PR and creative agencies and media planning, execute the consumer marketing plans.
Maintain in-depth knowledge of core category to ensure both consumer and customer marketing programs are optimized; perform strategic analysis and consumer segmentation analysis, as appropriate
Using syndicated share data and POS data; generate conclusions about promotion effectiveness, shifts in consumer behavior, long term market trends.
Develop long-term brand strategies including planning for and launching new products, presenting business opportunities derived from analysis, where applicable.
Budget and control all marketing expenditures related to portfolio.
Communicate brand marketing initiatives to the customer business team, logistics, customer service, and the leadership team.
Assist in development and presentation of customer presentations, as necessary, for: new product launches; annual merchandising and promotional plans; consumer sales and share trend data, new strategic initiatives.
Three to five years’ experience in managing a brand portfolio in consumer packaged goods as well as managing a direct report
Extensive experience owning brand P&L accountability and developing marketing plans
Experience with Nielsen reporting and analyzing current business and competitive trends
Ability to influence and work in a cross-functional environment
Relationship builder with strong interpersonal and communication skills
Superior strategic acumen: ability to recognize and act upon Brand and Customer strategies and to evaluate performance based on strategic goals
Thorough knowledge of Marketing and Sales principles as well as a basic understanding of the role that each functional area (Logistics/Customer Service/Finance) plays in achieving objectives.
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