Brand Manager - The HEINEKEN Company | New Day Jobs (Yangon, Myanmar)

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Brand Manager

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Brand Manager

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Job Type : Full-Time
Education Requirement : Bachelor Degree
Skills : Management  Planning 
Experience : 5 to 7 years
Work Days : Monday To Friday
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Job Detail

A Brand Manager is responsible for the development, implementation and evaluation of brand and promotional plans. Contribute heavily towards annual brand strategy by drafting plans based on proven insights. Work together closely with the Marketing Manager on a strategic level and with the Brand Executive on an operational level. Help to Brand Executive to develop into a superior performing individual, who can succeed brand manager in due time.

Marketing Competencies and Responsibilities

1. Portfolio Management (Level 1 – Self)

  • Shows an understanding of Portfolio performance tracking and evaluation
  • Shows an understanding of key drivers of the Category and Segment performance, profitability and growth
  • Shows understanding of Portfolio strategy and its implications
  • Shows understanding of the implications of individual Brand Roles within the Portfolio on Brand Strategy, budget allocation, Brand Strategy (How to Win), and Brand Execution (What to Do)
  • Shows ability to apply BWP! Tools and processes

2.Category Strategy (Level 1 – Self)

  • Demonstrates awareness of the beer, alcohol and beverage category context and the implications for Portfolio/ Brand Strategy and growth
  • Actively monitors key category dynamics
  • Identifies category opportunities, threats and developments
  • Actively monitors competitive strategies
  • Links Brand initiatives to the category’s agenda

3.Brand Profitability (Level 1 – Self)

  • Measures and evaluates the effect of specific activities in the top-line
  • Flawlessly manages the budget of expenses
  • Demonstrates understanding of the drivers of Portfolio or Brand profitability
  • Analyses the profitability of each SKU by channel and makes profit enhancing proposals/decisions
  • Tracks the Brand’s financials and informs/acts when necessary to adjust
  • Tracks the consumer’s value perception of the Brand

4.Consumer at the Centre (Level 2 – Team)

  • Uses research and other sources of information to regularly monitor consumer behaviour at all relevant consumer touch points and ensures strong & clear consumer rationale on projects/initiatives
  • Generates strong Consumer Insights that fuel the development of effective Brand building initiatives
  • Coaches the team to identify and effectively employ Consumer Insights that drive category and Brand growth
  • Challenges marketing initiatives on level of consumer-centricity and potential for behavioural change impact
  • Ensures all those working with the Brand are well informed about consumer trends, need states and insights and incorporate them into their strategies and plans

5. Brand Strategy (Level 2 – Team)

  • Leads the development of the Brand Strategy
  • Ensures consistency between the Brand architecture and all ongoing Brand activation
  • Meets short-term targets while maintaining long-term Brand positioning and value
  • Consistently tracks Brand performance, proposing improvements to cross functional strategies and plans

6. Brand Planning and Activation (Level 2 - Team)

  • Leads the Brand’s planning process successfully throughout the organisation
  • Ensures Brand activities effectively address consumer, shopper/on-trade consumer and customer purchase drivers
  • Consistently uses the most efficient mix of through-the-line marketing activities, taking into consideration their costs and benefits
  • Ensures all Brand activities work together to deliver the Brand objectives as outlined in the Brand Strategy
  • Efficiently allocates budgets
  • Takes internal and external factors likely to influence execution into consideration

7. Route To Market and Channel Understanding (Level 1 – Self)

  • Recognises the strengths and restrictions of different Route to Market options in reaching consumers
  • Demonstrates an understanding of channel segmentation and the role of different channels in Brand Strategy and activation
  • Demonstrates an understanding of shopper and on-trade consumer drivers
  • Demonstrates an understanding of the value chain

8. Storytelling – content (Level 1 – Self)

  • Is familiar with and understands the concepts of Brand Essence, Brand Idea, and Communication Objectives
  • Writes inspiring and effective Storytelling Briefs integrating audience understanding
  • Works with agencies effectively– even if not fully independently –enabling them to work on defined projects on time and within budget
  • Involves Media Manager at the earliest stage of content development
  • Evaluates creative work and recognises strong Brand building ideas/content that travels
  • Is familiar with the different steps of content production

9. Storytelling – media (Level 2 - Team)

  • Develops inspiring Storytelling plans, together with Media Manager, which engage the consumer across all consumer touchpoints
  • Evaluates different consumer touchpoints and prioritises according to their effectiveness.
  • Measures effectiveness and ROI of communication
  • Proactively adjusts plans in the light of consumer response

10. Innovation (Level 1 – Self)

  • Demonstrates awareness of the beer, alcohol and beverage category context and the implications for innovation
  • Differentiates between creative ideas and ideas that can improve business results
  • Contributes to Brand portfolio strategy and individual Brand’s positioning
  • Is familiar with the different steps in the Innovation Process and with deliverables per function

Job Requirements

  • Graduate in Marketing and min 5 years’ relevant experience in Marketing (preferably FMCGs), with last role on Brand Management level
  • Knowledge and skills in Brand Management
  • Skills in brand positioning and consumer segmentation
  • Product / sku launch experience
  • Ability to analyse and apply market research results into brand strategy and plans
  • Negotiation skills and experience in managing Marketing budgets
  • People management experience
  • Problem Analysis
  • Creativity
  • Interdependence
  • Organisational sensitivity
  • Result oriented
  • Quality driven
  • Planning and organizing skill
  • Teamwork

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