Purpose of the job
Market the FMCG brand of the company in such a way that company brand equity is created. In line with marketing strategy develop marketing plans for assigned consumer need segments and categories so that the company brand fulfills those needs in the different categories. Implement and monitor progress according to the marketing strategy and policies in order to maximize sales and profit both on the short and long term.
1. Brand equity creation/ Value creation
Tangibly increase the value proposition of the brand. Said differently create value to the brand and by doing so create brand equity.
Following marketing's strategy and policy execute consistently to assure the brand is recognized by consumers for what it stands for.
At all times assure that the marketing initiatives are executed in a way that the brand meets and fulfills consumer's needs and leads to consumer pull.
2. Consumer need segment planning
Develop and ensure implementation of the consumer need segment planning for
sustainable profitable growth of the segment.
3. Consumer insights
Identify and understand consumer needs for the assigned need segment through research to develop strong value added concepts for the portfolio.
4. Advertising and promotion
Ensure the development of effective advertising and promotional programs based on consumer insights, and evaluate effectiveness of the investments to optimize expenditures.
5. Product innovation/ NPD
Generate and evaluate ideas for renovation and innovation based on consumer insights, market opportunities, competitor analysis and technological opportunities in order to improve existing products and to launch new ones.
Coordinate with Supply Chain and Sales for an accurate and reliable rolling sales forecast, on base of the demand planning for the consumer need segment, to ensure timely product availability.
Analyze and manage key KPI's for the assigned consumer need segment, in order to measure marketing effectiveness and take corrective actions when required.
Set and review consumer pricing and apply effective pricing strategies in cooperation with Sales and Trade Marketing, to ensure optimal profits.