- Drives profitable growth for a defined scope of brands for Ireland, leveraging the NWEN BU Marketing plans and optimizing efficient use of resources (DME management)
- Works very closely with the BU marketing teams to ensure that BU brand plans meet local market needs and requirements
- Leads and ensures an optimal implementation and amplification of the brands programs in the local market with consumers and shoppers in close collaboration with the Bottler
Position Overview:
- Drives profitable growth for a still and energy brands, leveraging the BU Marketing plans and optimizing efficient use of
resources (DME management) # Responsible for local Brand P&L
- Works very closely with the BU marketing teams to ensure that BU brand plans meet local market needs and requirements
- Leads and ensures an optimal implementation and amplification of the brand programs for the relevant brands
- in the local market with consumers and shoppers in close collaboration with the Bottler
- for still and energy brands and some selected projects on sparkling brands
KEY DUTIES/RESPONSIBILITIES:
- Implement and amplify BU Marketing Plans for stills and energy brands (and potentially some plans for sparkling brands) in close collaboration with the Operations and Bottler teams
- Be the local partner for the BU Marketing teams on all IMC charters for still and energy brands: Input knowledge of local needs and environment
- Receive all IMC toolkits from the BU marketing team for implementation - Ensure on-time delivery on the Irish market
- Develop autonomously and recommend the local implementation and amplification plans to be validated by the BU Brand team and the Operations Director
- Import best practices from other territories
- Lead community marketing plans in close collaboration with the other functions in the Market Activation team (Experiential/ sampling, Media, Asset, Digital)
- Leverage partnerships (+ negotiate new partners when necessary) to enlarge impact of the brand highlights while optimizing efficiency
- Lead and execute packaging customization process and ensure on-time delivery on-market
- Champion the brand marketing plans locally with the bottler
- Lead the communication process and routines to engage the bottler and pilot amplification and execution in points of sales
- Develop the appropriate tools and methods and continuously evaluate the stills and energy brands performance and evaluate performance of all programs and include learnings for future repeat in local market
- Extract, analyse and interpret market, shopper, consumer and brand health data resources autonomously
- Manage, support and co-ordinate external agencies pool
- Build operational excellence in the local market
- Act as the brands ambassador internally and externally
Ensure efficient use of resources:
- Manage DME and stick to allocated budget
- Work closely with Business Intelligence team to measure efficiency and ROI of plans. Develop an experience learning curve and recommend key success factors
- Recommend re-allocation of resources based on performance tracking and competitive environment
Work very closely with the BU Marketing team to ensure that brands plans meet local needs and requirements:
- Develop a thorough understanding of the local consumer and competitive environment.
-Track competitor's activities and performances
- Identify opportunities and gaps
-Transfer knowledge of local landscape and key implementation success drivers to BU Marketing team
- Drive timing and process with the BU Marketing Teams and the Bottler to ensure perfect on-time delivery of plan
ORGANIZATION IMPACT/ INFLUENCE:
Internal:
- Local Market
Activation and Commercial Development
- Bottler: Marketing - Trade Marketing
- Sales teams
- Legal - Finance - KIP
- Business Unit Brands and IMC Teams
External:
-Agencies (promotion, design)
- External partners if appropriate
Purpose of interaction: influencing, collaborating, making recommendations
Core Competencies:
Balances Immediate & Long-Term Priorities - Meets critical objectives while considering the impact of those activities on longer-term goals. Translates strategic direction into personal actions/plans.
Delivers Results - takes accountability, ensuring productive, efficient execution
against priorities. Sets ambitious yet realistic goals and removes obstacles to ensure high quality results.
Drives Innovative Business Improvements - develops ideas and gains others commitment. Seizes opportunities that can deliver the greatest value. Promotes an environment of creative thinking and innovation
Imports and Exports Good Ideas - Shares and adopts ideas in and outside the Company. Leverages insights to inform actions or gain support. Embraces change.
Sets a Winning Example - Demonstrates integrity, including placing Company interests ahead of personal agendas. Makes sound decisions and follows-through on them. Demonstrates passion for the Company and its products
Functional Competencies:
Builds Brand Love - Seeks understanding of fundamental human needs and behaviors. Pursue innovation and change with a mindset of continuous improvement. Balances intuition and fact to distill complex thought into compelling ideas. Demonstrates judgment to define a compelling core creative idea. Crafts a vision for what the brand / category / market could be. Persuades and inspires others (consumers, agency, system, suppliers, rights holders, etc) to create belief. Anticipates future trends to engage and delight consumers
Builds Brand Value - Understands the external environment (competitive and market) and identifies new sources of opportunity. Interrogates data to identify core business levers. Balances facts with intuition to distill complex opportunities into compelling business cases. Understands the operational fundamentals of our Bottling System. Leverages
analytical rigor to prioritize and allocate resources effectively. Measures financial and equity impact of investments and institutionalizes learnings. Deploys discipline and process to improve impact and speed to market
Project Management - manages planning, organization, motivation of resources to achieve
specific goals and business objectives in a collaborative way with the bottlers.
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