The Brand Building Manager will Help in Building strong brands which will delight target consumers and generate strong business results linked to building Brand equity and changing consumer behavior. Contributes to the development and execution of the brand(s) ATL & digital strategy, with strong and functionally aligned plans.
A DAY IN THE LIFE …
Business Strategy inputs and planning:
Collaborate with cross-functional teams to develop a comprehensive brand strategy aligned with business goals.
Support on annual brand strategic priorities as an input for ICP development by clusters. Does not plan ICP by country: detailing and articulating the key initiatives and deliverables to the clusters with set timelines. Clusters follow-up to ensure the ICP implementation & results tracking
Tracks the metrics that matters on his/her respective brands: in coordination with Cluster Marketing, eBusiness, CIMI
CCVP analysis supports decision-making by providing ongoing data and insights related to brand properties (e.g., websites, social, eCommerce) and industry trends, with full support of CIMI and Cluster teams
Performs PFME key post evaluations (with the support of Data Analytics), regional budget management and tracking
Conduct market research and competitive analysis to inform brand positioning and strategy.
Brand & Communication Strategy & development process:
Supports the creative development process & Equity measurement:
On Centralized brands Comms : Participate to the communication process under the guidance and sign off of the Regional Portfolio Manager & Growth Officer: Campaign briefs, creative development/adaptation in coordination with SBU/GBU
For localized brands Comms: Provide high level toolkit with overarching framework & guidance. The guidance should include the Big idea, engagement strategies, Brand properties and mandatory executional elements (TOV, Casting requirements, appetite shots…) to ensure ONE BRAND external impact and building. Cluster marketing develops/amplifies/localizes assets as output – in partnership of the HO Team based on abovementioned framework.
Works in partnership with the media and communication agencies, informing/coordinating with relevant cluster team to plan for Panarab campaigns (1 integrated brief)
Tracks the Overarching brand Equity measurement and corrective actions
Connects with eBusiness team to reinforce branding and key content development, consumer portrait and overall CEF update for the brand, Creating attractive and rewarding brand experiences frameworks and guidance.
Ensure Key support to ensure equity measurement regularly tracks the relevant digital/eBusiness KPIs (incl. internal and industry benchmarking) to ensure achievement of targets.
Shopper communication support to CDT HO: Brief, message matrix, creation, overall toolkits if relevant for his/her brands/
Key connection with CMI Regional to implement key Research - - Lead the design and development of label artwork that meets regulatory requirements and aligns with brand identity.
Collaborate with design agency and regulatory teams to ensure label compliance and aesthetic appeal.
What will make you successful…
5-7 years of experience in marketing or brand communication
Experience working in cross functional teams incl. Core Brand Building critical experience
Experience/ good understanding of digital media and eCommerce
Project management skills.
Strong relationship management and communication skills.
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