Diageo Senior Brand Manager – Tusker in Kenya
External Job Title Senior Brand Manager – Tusker AutoReqId 45187BR Function Marketing Type of Job Permanent Country Kenya External Job Description *Application deadline: 27th February, 2015* This role reports to the Marketing Manager, Tusker
Context/Scope: East African Breweries Limited (EABL) is East Africa’s leading branded alcohol beverage business with an outstanding collection of brands that range from beer, spirits and adult non-alcoholic drinks (ANADs) reaffirming our standing as a total adult beverage (TAB) company. With breweries, distilleries, support industries and a distribution network across the region, the group’s diversity is an important factor in delivering the highest quality brands to East African consumers and long-term value to East African investors.
As a consumer driven business EABL takes time to study the market and understand consumer needs and wants as well as how best to satisfy them. That is why we constantly invest in innovating and renovating our brands to stay at par with dynamic consumer trends. This goes hand in hand with our Vision to be the most celebrated business in Eastern Africa.
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 is also the leading premium spirits company in East Africa, and its great brands include Johnnie Walker Scotch Whisky, Smirnoff vodka, Baileys and Gilbeys gin.
Purpose of role: Responsible for the implementation of the brand strategy and full breadth of execution of activities on Tusker Lager
Market Complexity: EABL 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 A&P, Media buying, sponsorships and events to build brand equity and increase operating economic profit.
Market situation is changing rapidly due to the economic situation, declining disposable incomes and opening up of the economic trading blocs 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. Top Accountabilities:
- Execute, with commitment and participation from key stakeholders, the strategic marketing plan so as to achieve volume, mix, market share and profit objectives.
- Work with the commercial teams to ensure their commitment and engagement in the plans, in order to deliver flawless execution.
- Inspire and motivate agencies across marketing disciplines to think & execute brilliantly.
- Be a brilliant line manager and leader for the brand managers in your team.
- Own the brand’s P&L ensuring profitability, recommending areas of improvement and tracking expenditure on a monthly basis.
Qualification & Experience: • A Bachelor of Commerce Marketing or business degree or equivalent. • Relevant professional certifications. • Minimum of 4 years marketing experience preferably in a FMCG environment. • Brand management experience • Strong commercial exposure and understanding. • Strong people performance – able to inspire and mobilize people (to deliver great results Strong project management skills – able to manage multiple projects simultaneously, and execute them all well
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