To lead their categories from innovation concept to launch implementation: 1- Category strategy 2- Category innovation 3- Category event strategy, incl. campaigns and activation through NPD-led events. 4- Responsibility for KPIs of assigned categories
Supports Associate Director Category Management to shape a strategy for assigned categories which takes advantage of market trends, customer and consumer needs and the commercial objectives of the Molton Brown business. Strategy should be based on the following aspects:
Consumer insight – develop an intuitive understanding of target consumer attitudes, behaviours and needs, both now and in the future, to feed into decision making. Use data from a variety of sources from market research, trends analysis, desk research, observation to build a holistic picture of the consumers’ life and in relation to assigned categories. Competitor - develop a comprehensive understanding of assigned categories and the key competitors there.
Customer needs – seek to understand the impact of customer and retailing developments on marketing and how these will affect the execution of product strategies across our varied estate, from SAS, Online, trade partners, outlet, travel retail etc.; e.g. Portfolio/assortment, presentation, communication, implementation etc.
Oversee NPD projects from initial identification of potential market opportunities to product launch. Support Associate Director Category Management to commission Research/insight work to assess/scale & prioritise business opportunities.
Ensure innovation opportunities are based on a sound understanding of our brand positioning, market potential, portfolio and business requirements ; Sales/Margin/Units etc. Use the Kao Kaihatsu process to co-ordinate and track project approval and the launch process across the business. Responsibility includes commercial viability (COG/Price/Margin/Volume forecasting) and the creation of activation menu to support the launch and lifecycle.
Working very closely with Merchandising, ensure current assortment stays one step ahead of competitors as well as being relevant to consumer and customer through our key brand equities.
Be the brand guardian to ensure the business is presenting the brand correctly in all areas; Keep the Associate Director Category Management informed of key drivers of portfolio performance, including financials marketing KPIs and competitor performance, use insights to suggest course correction plans as appropriate to ensure targets are met.
Ideally already within a global Senior Brand Manager role within a health & beauty or luxury brand-driven business. Or a Brand Manager ready to make the transition to Senior Brand Manager.
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