This role reports to the Brand Manager – Baileys, Whisky Portfolio and Reserve Brands
Context/Scope
EABL produces & distributes a large portfolio of alcoholic and non-alcoholic beverages; it also includes a malting plant and a glass factory within its matrix of companies and operates throughout the EA region. Our business model includes publicly quoted companies, joint ventures and 3 rd party distributors.
KBL’s businesses produce and sell a range of local beer and spirit brands including Tusker, Senator Keg and Guinness (beer) and Kane Extra Gold; Richot and V&A (spirits). KBL’s association with Diageo makes it also the leading premium spirits company in East Africa, and its great brands include Johnnie Walker Scotch Whisky, Smirnoff vodka, Baileys and Gilbeys gin and recently a range of luxury spirits and single whiskies e.g., Ciroc, Tanguerey & Singleton.
KBL has a significant growth agenda over the next four years that includes continuing our expansion into new geographies and embedding our Total Beverage Alcohol (TBA) strategy, investing in our markets to get closer to our customer and consumers.
Market Complexity
KBL operates in a very competitive environment that has seen the entrant of new players in the total alcohol category. This necessitates the need for pro-active business approach.
The company invests heavily in Advertising, Media buying, sponsorships and events to build brand equity and increase operating economic profit.
The market situation is changing rapidly due to the economic situation, declining disposable incomes and opening up of the economic trading blocks allowing in flow of products from other markets. Consumers are becoming more sophisticated. This requires proactive marketing to maximize company market share. Trade is evolving and being more sophisticated especially at retail level.
Purpose of the role
Co-ordinate and execute marketing activities for specific brands with the aim of increasing awareness, enhancing brand image and sales.
Top 3 to 5 Accountabilities
- Provide brand plan input and prepare action plans for both local and international brands. This includes strategic and tactical promotions within set budgets.
- Co-ordinate marketing activities in trade and collaboration with the sales teams.
- Plan and organize events involving the stated brands.
- Conduct post-event follow up of activities carried out.
- Liaise with advertising agencies on advertising campaigns
- Track advertising, merchandising and promotion budgets
Skills and Experience
University degree in B Com – Marketing option or equivalent
Creative flair and brand awareness
Ability to monitor changes in the market
Good numerical skills
Energy and passion for excellence
Ability to work with minimum supervision
Customer service experience
Understanding of Luxury brands and Marketing
Working Knowledge of spirits brands
PR and Media experience will be an added advantage
Strong sense of integrity
Good interpersonal and communication skills
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