Brand manager

Poste

Growing the Belgium business via developing and executing the business strategy for one of the food Categories for the Brand, and as a digital expert you will develop the digital strategy and support the execution.

As a Brand Manager you are responsible for 2 parts of our business, digital and a food segment.

The Brand Manager supports in developing and executing the business strategy for a specific product category within the market. The role takes full responsibility for delivering the short-term market strategy and owns the portfolio P&L. The role is responsible for the effective deployment of category level communications and packaging budget in line with plan in order to deliver penetration growth of new and existing products, delivering against a 1 year and 3 year plan for the business.

As a digital expert you will execute our Digital communication, with a significant level of responsibility over SEO, SEA, content & development, website management and media strategy. You are on top of the latest trends and spend time to bring best practices alive. Working closely together with the brand and e-commerce functions you will take digital to the next level.

Key Accountabilities

Building knowledge to win

Work collaboratively with the insight team (category), briefing and manage qualitative and quantitative research projects to ensure deep understanding of consumer needs prioritising actionable insights for the market that support and inform business strategy
Able to evaluate drivers of growth within the market to shape the brand strategy
Working with finance and trade marketing to apply controls to consistently track and improve commercial performance including understanding the performance of local promotional / in-store interventions, along with monitoring competitor business and portfolios.
Input key performance measures for the brand, monitor & evaluate plans and controlled tests within the marketing mix against targets and objectives.

Developing successful innovation

Support the commercialisation of global innovation projects through the innovation gate process, to ensure delivery of the market business strategy.
Understand customer strategies, category and shopper insights to support innovation projects through the development of customer sell-in material
Build relationships beyond immediate team with other categories in order to learn from others' experiences and leverage best practice, and getting involved with cross-market / cross-category projects as required.

Developing great integrated communications

Write effective and clear briefs for integrated communications planning, including media choices that align with the brand strategy, understanding decisions based on scenario planning and commercial objectives.
Involved in development of impactful and integrated activation plan which optimises the marketing mix across key touch-points and provide agencies with regular feedback to support the creative process.
Can accurately describe how your target consumer uses and interacts with different media channels within their everyday life and keeps up to date with emerging channels to inform communication development
Has a sense of urgency and desire to deliver timely and bold integrated communication plans and establish an effective process to track communication plan effectiveness against agreed metrics and objectives

Step-changing our Digital strategy

Local SPOC for Digital Marketing, liaises with BM's on product marketing plans & communication strategy and content, translates ATL plans into Digital execution
Develop local content & localize central content
Develop best in class media plans with our media and PR agencies
Moderation of Social media & liaises with consumer services
Align Digital marketing communication with E-Commerce

Creating in-store excellence

Monitor on-going range business performance - identify opportunities and make recommendations for range optimisation, ensuring relevant minimisation of "tail", minimisation of pack and product write-offs.
Understands the packaging briefing process and is involved in the development of packaging with presence for in market execution.
Understands the target shopper, shopper needs, the decision-making hierarchy along with key triggers and barriers to frozen.
Build key trade relationships working alongside sales and trade marketing teams to understand factors influencing the brand and shopper journey in-store

Leading teams to success

Ownership of own development and put in place stretching goals
Proactively supports development of business strategies and is confident in driving the implementation
Actively build relationships beyond immediate team and proactively seek feedback

Profil

Education

Master degree or equivalent by experience

Languages

Dutch or French needs to be fluent + English

Knowledge / Experience

- 2-3 years of successful track record in Consumer Marketing, in a Digital company/environment or in FMCG with high level of exposure on Digital media/content
- Strategic thinker with strong analytics, creative mindset and hands-on mentality
- Strong affinity for digital media
- Highly energized and passionate personality
- Strong team player with excellent communication skills
- Excellent analysis and interpretation skills
- Strong drive for results
- Creative and strategic mindset
- Able to work under time pressure and able to juggle multiple priorities, with good planning and organizing skills
- Highly energized and passionate personality