The position will require an in-depth knowledge of the market in terms of route to consumer as well as channel and customer prioritization. The individual will need to recruit, develop and work closely with the promotional teams across both the off and on trade. This is to ensure that promotional activity is executed according to global brand guidelines and focused within the right outlets. Fundamental to the success of this role will be the relationships that are formed with key customers in the market place.
In order to ensure the continued future success of our brands, consistent evaluation and reporting are required.
Brand & Operational Planning
• Feed market knowledge into annual brand plan development
• Translate the brand plans into focused, differentiating and consumer relevant execution strategies
• Ensure clear objectives are set for promotions
• Ensure that the promotions are effectively planned for implementation and are within brand equity guidelines
• The field marketing manager is required to attend at least one promotion a weekend. A total of 4 per month
• Identify and execute against visibility opportunities
• Responsible for recruitment and management of promotions teams
• Ensure sales and promotional teams are trained and have adequate knowledge of our brands. Teams to be trained or be part of a training session at least once a month.
• Conduct brand trainings with the staff of key customers. At least 4 per month
• Have a good understanding of competitor activity and evaluate competitors’ strategies and objectives to gauge the impact on our brands
• Suggest improved localized mechanics for promotional activity
Brand Plan & Operational Plan Execution
• Develop monthly execution plans per region in line with the overall yearly brand plans for BF brands and ensure effective implementation of the same
• Drive competition beating execution on BTL and digital
• Drive fast implementation of all ideas documented in the plans ensuring they are executed brilliantly
• Demonstrate deep personal accountability for wholistic performance
• Identify and align the critical stakeholders required to deliver brilliant execution of the brand plans
• Ensure brand guidelines are adhered to by the team and partners across all the execution levers we undertake
• Have a good understanding of our target consumer sets across our brands
• Understand consumer behavior and remain in tune with consumer trends
• Interact responsibly with consumers
• Build a consumer database over time
• Develop an in depth understanding of the market place including our competition
• Ensure the appropriate brands are activated in the correct channels
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Distributor & Key Customer Management
• Ensure our brands are available in key trade channels
• Engage local distributor sales teams to rectify any distribution issues
• Identify and form a relationship with key customers with whom we should focus our marketing activities
• Identify new potential customers in which to distribute and activate our brands
• Evaluate pricing against global guidelines
• Check and report stock levels of Importer/ Distributor and outlet
• Develop and maintain a good working relationship with the Importer/ Distribution Partner (DP) and their relevant sales teams
• Negotiate promotional plans with key customers
• Collect information on depletion and stock levels on a monthly basis
Manage, Develop & Champion the Brand Supervisors and Promoters
• Conduct regular promoter skills training
• Includes responsibility training
• Coach the team in line with their KPIs; work with them on their development and support them so that they can perform at their best
• Ensure all team members have monthly review sessions for monitoring progress. This is to ensure they each have clear purpose, accountabilities, performance goals and trust
• Proactively identify, drive and lead business improvement with regard to marketing
• Take time to recognize members of the team and celebrate success
• Ensure consistency and excellence in execution according to brand guidelines
• Manage promotional teams with clearly defined KPI
• Conduct weekly status meetings with supervisors and promotional teams
• Develop monthly promotional plans with supervisors and set clear objectives
• Encourage supervisors to champion the BF brands
Financial / POS Management and Control
• Ensure brand expenditure is in line with planned budget
• Ensure brand expenditure invoices are submitted to Incodeal AG every month
• Ensure sufficient POS is ordered on time through Brown Forman
• The FMM is responsible for the warehousing and effective allocation of POS
• Manage promotional stock effectively
Reporting
• Deliver the Marketing Activities report by the 4th of every month. Template is provided covering:
• Macro-economic conditions
• Consumer feedback
• Competitor Activity
• Promotions evaluation against defined targets (ROI) calculation
• Define the approximate cost of each activation.
• Delivery a pricing report per region every month. Template is provided.
• Highlight any distributor issues that may be relevant
Requirements
• 5+ years marketing experience
• Experience in a matrix management system
• Working with 3rd party distributor partners
• University/Bachelor degree required
• Market/Trade/Channel/Customer Understanding
• Marketing qualification
• Brand management experience is a plus
• Proficiency in English: written and story-telling
• Business acumen and understanding of consumers and trade in Tanzania
• Strong project management skills
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