Brand Manager-Wolf Blass
Treasury Wine EstatesChinaUpdate time: May 15,2019
Job Description
Purpose of Role
To optimize long-term returns to assigned brands from the TWE portfolio of products, by supporting marketing manager on developing brand strategy and implementing marketing campaign to deliver competitive brand performance and drive consumer recruitments with an ultimate objective to deliver TWE’s business ambition.
In the context of our business, the incumbent will work closely with the China Consumer Marketing Manager, and internal cross functional team, external agency partners, with the long term objective of building brands’ leadership in the respective categories. This incumbent would support overall brand marketing including ATL & BTL to achieve an excellent result of both building the brand but also growing the sales through formulating and executing effective Trade Marketing plans, which includes:
Brand Planning and Management Responsibility
- Lead/guide agency on core/big idea development based on right consumer insight
- Lead/guide agency All ATL creative development incl. KV, TVC, OOH etc. & ALL BTL creative development incl. consumer events, in store merchandising strategy and display creative development
- Responsible for key brand innovation and NPD projects
- Responsible for the superior planning, communications & execution of all activities (in conjunction with customer activation, trade marketing & sales operations)
- Leverage on consumers Insights and other industry sources for effective decision making & forward planning
- Responsible for effective event management across assigned projects in collaboration with PR & events teams
- Responsible for the delivery of annual brand initiatives throughout the year.
- Assist in the delivery of high calibre regional brand plans rich in category, consumer and shopper insights.
- Responsible for execution of brand activity in full and on time, within budget
A&P Budget Management Responsibility
- Responsible for the effective and efficient management of assigned brand budgets
- Responsible for ROI’s Gates & PIRs on all major activations & NPD’s
- Responsible for A&P management and phasing as required throughout the year.
- Ensure that spend is managed within budgets and that PO’s and invoices are raised as per policy
Inter-Company and External Communication
- Responsible for the development of activity briefs and communication of these to sales/ trade marketing/PR/ Events through the planning calendar
- Responsible for effective project communication with external agencies and updates with global.
- Maintain open & honest communication with the marketing, sales, PR and Events teams to ensure smooth translation of brand strategy into market execution across all key touch points.
Execution of Trade Marketing plan
- Responsible, in conjunction with agencies, customer activation teams & sales teams, to ensure timely creation of POS, trade presenter in line with account requests, key activations and brand guidelines.
- Proactively follow up with sales team to achieve DIFOT of the POS and other BTL elements to maximize sales opportunity.
- Any other Ad-hoc tasks
What are the key decisions made in this role?
This role has the responsibility to shape and lead assigned projects within the responsible brand portfolio now and in the future, with direction from the Marketing Manager. Key decision making in this role includes all aspects of brand management, specifically:
This role has the responsibility to shape and lead assigned projects within the responsible brand portfolio now and in the future, with direction from the Marketing Manager. Key decision making in this role includes all aspects of brand management, specifically:
- strategic brand management of assigned brands in consultation with Marketing Manager
- execution of brand plans and ATL/BTL programmes, brand communication recommendations and day to day contact on assigned projects
- A&P budget management of assigned brands and budgets
- Execution of trade marketing agenda
What are the key decisions made in this role?
This role has the responsibility to shape and lead assigned projects within the responsible brand portfolio now and in the future, with direction from the Marketing Manager. Key decision making in this role includes all aspects of brand management, specifically:
This role has the responsibility to shape and lead assigned projects within the responsible brand portfolio now and in the future, with direction from the Marketing Manager. Key decision making in this role includes all aspects of brand management, specifically:
- strategic brand management of assigned brands in consultation with Marketing Manager
- execution of brand plans and ATL/BTL programmes, brand communication recommendations and day to day contact on assigned projects
- A&P budget management of assigned brands and budgets
- Execution of trade marketing agenda
Qualifications and Experience:
Qualifications/ Memberships:
Qualifications/ Memberships:
- Marketing / commerce degree
Experience, Competencies & Skills:
- Minimum 7 years of relevant experience in FMCG industry, experience in the wine and spirits industry is highly preferred
- Sound financial acumen (Example: Margin calculations, budget management)
- Strong people and communication skill
- Results orientated individual with ability to multi-task & work in a fast-paced environment
- Be resilient and able to work with ambiguity
- Excellent PPT and excel skill
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