Job Description
As a brand manager, you will be responsible for managing our brand image by generating value for consumers. You’ll work across all levels and departments of our organization to find and build a unique value proposition and communicate it to the world. Brand Managers are the people who shape a company’s outward image and generate value for consumers. To do that, you’ll need to uncover consumer insights and deliver innovative marketing campaigns. You should be a subject matter expert to learn what can attract our customers, how we can build value, and how we can improve customer experience. You are responsible for the overall brand health, which is the equity of the brand and the P&L of the brand.
The main tasks of this position are as follows:
- Devise an annual brand plan and budget to evolve assigned brand positioning and target consumer segments.
- Drive key brand initiatives that effectively reach and connect with target consumers.
- Devise communication plan (shoppers, customers, and consumers): accountable for delivering marketing objectives and strategies for the upcoming year across assigned brands with unique value proposals based on category strategies.
- Develop clear and compelling claims that reinforce positioning and strengthen brand proposition vs the competition (direct or indirect).
- Manage, own, and contribute towards a brand/category P&L: ensure meeting required profit margins by executives and in alignment with brand goals.
- Educate internal and external partners on the consumer, marketplace, and roadmap for market success.
- Identify gaps in the marketplace and new category understanding and champion research and analysis to build value-based concepts to fill the gaps.
- Develop deep category knowledge across current and near-neighbor categories and brands.
- Set pricing strategy based on shopper insights and market data for key new product launches and current portfolios.
- Lead and participate in pricing audits to evaluate opportunities to extract maximum value from the market.
