External Job Title Brand Manager – Johnnie Walker Trademark AutoReqId 44539BR Function Marketing Type of Job Permanent Country Kenya External Job Description Application deadline: 8th January 2015
This role reports to the Head of Premium Spirits & RTDs
Context/Scope KBL 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 3rdparty distributors.
KBL’s businesses produce and sell a range of local beer and spirit brands includingTusker, 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 includeJohnnie Walker Scotch Whisky, Smirnoff vodka, Baileys and Gilbeys gin.
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.
In all that we do, we seek to bring out the best of our Diageo values and release the ‘spirit of joy & community’ which is alive across the African continent.
Market Complexity EABL operates in a very competitive environment that has seen the entrance of new players in the total alcohol category which necessitates the need for a pro-active business approach. The company invests heavily in A&P, media buying, sponsorships and events to build brand equity and increase operating economic profit.
The market situation is changing rapidly due to the economic issue, declining disposable incomes and opening up of the economic trading blocks allowing in flow of products from other markets. Consumers are becoming more sophisticated and trade is evolving and becoming increasingly complex especially at retail level. This requires proactive marketing to maximise company market share. Purpose of the Role Protect, grow and build the brand by managing demand for the brands to achieve budgeted volume, market share and profit objectives. To develop and effectively implement marketing activities for the brands.
Top 3 to 5 Accountabilities * Develop, implement & monitor annual strategic brand plan including economic management of allocated budget. * Monitoring brand availability and sales and being proactive on factors affecting the brand sales and market share performance. * Identify and recommend market research programme aimed at enhancing brand positioning. * Analyzing market research data including secondary research and taking corrective action for enhancement of brand strategies. * Effective management of brand advertising and sales promotion to generate brand growth. * Recommending, planning & co-coordinating brand PR activities likely to enhance the brand sales and image in the short or long term. * Monitor competitor activities affecting the brand and take appropriate corrective action * Monitor, evaluate and recommend brand-packaging update including pack and range extensions and follow through to implementation in liaison with Marketing Manager. * Regular and continuous monitoring of brand costs and profitability and recommend areas for improvement. * Prepare monthly brand expenditure and variance report to control budgeted expenditure. * Plan and implement brand media strategy. * Market intelligence through regular trade visits and utilizing this to enhance brand activities. * Design, procurement and economic distribution of brand promotional materials to plan. * Interaction with Regional Brand (where applicable) liaisons to give updates on implementation of Brand strategic plans. Qualifications and Experience * A Bachelor of Commerce Marketing or business degree or equivalent * Minimum of 5 years marketing experience preferably in a FMCG environment. * Marketing management experience * Experienced in the development and execution of advertising strategies.
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