Product Brand Strategist

3 weeks ago

Peterborough, Peterborough, United Kingdom Kevin Edward Consumer Full time

Company Overview

Kevin Edward Consumer is a distinguished organization comprising a select portfolio of brands dedicated to the development of premium personal care and beauty products tailored for both consumer and trade markets.

The company excels in the design, production, and distribution of products across three primary operational areas: Owned Brands, Private Label Solutions, and Contract Manufacturing.

With a diverse customer base that includes major drugstore chains, grocery retailers, and high-end fashion brands, Kevin Edward Consumer is expanding its reach throughout the UK and into international markets.

The organization is renowned for its outstanding customer service and consistently pioneers advancements in product and brand development, setting industry benchmarks.

Role Responsibilities

The role encompasses several critical areas, including:

Brand Performance: Strategy and Analytics

Monitoring brand and product performance while actively managing product ranges to identify high and low performers, assess profitability, and explore growth opportunities.

Brand Execution: Online and Offline

Leading exemplary in-store and online brand execution and presentation.

Marketing Management and Execution

Overseeing the complete marketing mix, including trade plans in collaboration with sales teams, above-the-line marketing activities, and social media strategies.

The brand regularly organizes in-store events and pop-up opportunities, focusing on idea generation, budget management, sales tracking, and collaboration with the sales team and Brand Ambassadors to maximize brand performance and enhance consumer awareness.

Sales and Commercial Leadership

Presenting brands to key customers both domestically and internationally, alongside the sales team, while managing ongoing brand and marketing initiatives with these key accounts.

Ensuring that all new and existing products meet the company's margin criteria and perform effectively.

Agency Management

Overseeing PR and social media agencies, including budget management, performance evaluation, and annual planning.

Monitoring performance and KPIs to ensure brand and business objectives are met.

New Product Development (NPD) Program

Maintaining and advancing a pipeline of innovative ideas for brand development to enhance market competitiveness, based on insights into the external environment, including consumer, customer, and competitor trends.

Driving NPD initiatives internally, coordinating cross-functional activities, and liaising closely with buyers, packaging technologists, R&D teams, suppliers, and customers.

Trend and Innovation Monitoring + Consumer Insights

Ensuring comprehensive awareness of new product launches, product innovation developments, marketing, and social strategies, applying relevant insights to the business.

Utilizing a data-driven approach to consumer insights and market dynamics.

Key Tasks Include:

  • Generating and executing brand plans.
  • Collaborating with UK and Export sales teams on brand opportunities and providing customer-driven presentation support.
  • Directing creative and R&D teams in product concept generation and NPD.
  • Conducting product costings, profitability assessments, and margin contributions.
  • Engaging in risk analysis and critical path management.
  • Managing packaging and artwork processes, including copywriting and repro coordination.
  • Overseeing product lifecycle management.
  • Analyzing EPOS, promotional, and event sales data.
  • Forecasting product launches.
  • Developing merchandising plans.
  • Generating samples and mock-ups for PR, pre-production, and customer presentations.
  • Conducting competitor shopping analysis and reporting.

Candidate Description

The ideal candidate will possess:

  • Exceptional communication skills, both written and verbal.
  • Creative and innovative lateral thinking abilities.
  • Strong commercial acumen and a solid understanding of business challenges.
  • A collaborative team player approach.
  • The ability to influence and guide others.
  • An open and trustworthy demeanor.
  • Demonstrated leadership capabilities.
  • The ability to manage multiple projects effectively and prioritize tasks.
  • A deadline-driven, motivated, self-starter attitude with a positive outlook.
  • Experience thriving in fast-paced environments, responding well to pressure and change.
  • Professional adaptability and flexibility.
  • Previous management experience or the potential to advance into such a role.

Qualifications

  • A proven high level of intellectual capability, likely evidenced by strong academic performance (2:1 or equivalent), though other experiences or assessments may also demonstrate this.
  • High proficiency in MS Office applications, particularly Excel, PowerPoint, and Word.
  • A valid driving license.

Experience

A minimum of three years of brand management experience is required, with a demonstrated ability across all facets of branding, including strategic planning, performance monitoring, and NPD, within a commercial context that influences management across various functions such as sales and product development.

Industry experience in the FMCG sector, particularly within the health and beauty industry, is preferred, especially with brands positioned in premium pricing and channels, including both offline and digital retail platforms.

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