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Brand Manager

2 months ago

Peterborough, Peterborough, United Kingdom Kevin Edward Consumer Full time
Job Description

Company Overview

Kevin Edward Consumer is a leading consumer goods company specializing in the creation of high-quality personal care and beauty products for the consumer and trade market.

The company focuses on the design, manufacture, and distribution of products through its three key operating functions: Brands (owned), Private Label Supply, and Contract Manufacturing.

The company's customer base ranges from key multiple drugstore, grocery, and fashion retailers to premium brands and is supplied throughout the UK and growing international markets.

The company has a reputation for exceptional customer service and consistently leads the way forward in product and brand development and manufacturing, resulting in business that not only leads the way but sets standards.

Role Responsibilities

The scope of the role spans a number of key areas, including:

Brand Performance: Strategy and Analytics

Monitoring the performance of brands/products and actively managing ranging in terms of high and low performers, profitability, and opportunities for growth.

Brand Execution: Online and Offline

Leading best-in-class store and online execution and presentation of the brand.

Marketing Management + Execution

Managing the full marketing mix, including trade plans (in conjunction with sales teams), above-the-line activities, and social platforms and strategies.

The brand executes regular in-store events and pop-up opportunities – idea generation, budget control, sales monitoring, and working with the sales team and our team of Brand Ambassadors to deliver best results for the brand and increasing consumer awareness.

Sales and Commercial Leadership

Presentation of brands to key customers (UK and globally), alongside sales teams, including ongoing management of brand and marketing activities direct with key customers.

Ensuring all new and ongoing product and live lines meet company margin criteria and perform.

Management of Agencies

PR and social media agencies; budget, performance, and annual plans.

Performance and KPI management and monitoring to ensure delivery for the brand and wider business.

NPD Programme

Maintaining and developing a pipeline of ideas for brand development to improve in-market competitiveness. Ideas based on insight about the external environment (consumer, customer, or competitor). Ensuring centrally sourced work (NPD or creative) is the right fit for our consumer.

Key driver of NPD internally through the business, this involves coordinating multi-functions and activities, including close liaison with buyers, packaging technologists, R&D, suppliers, and the customer.

Trend and Innovation Monitoring + Consumer Insights

Ensuring a full understanding of new product launches, developments in product innovation, marketing, and social strategies and applying to the business as applicable.

Taking a data-led approach to consumer insights and market dynamics.

Key Responsibilities

Specific tasks to achieve the above include, but are not exclusive:

Generation and execution of brand plans.

Working in conjunction with UK and Export sales teams on brand opportunities; customer and market-driven presentation support.

Directing the Creative and R&D teams on product concept generation/NPD.

  1. Product Costings/Profitability/Margin Contribution
  2. New Product Development involvement (working with product management/NPD team)

Risk analysis assessment.

Critical path management.

Packaging and Artwork Management (copywriting/artwork/repro coordination).

Product Lifecycle Management.

EPOS/Promotional/Event sales analysis.

Launch forecasting.

Merchandising plans.

Sample/mock-up generation for PR, Pre-Production Samples & Customer presentations.

Competitor Shopping Analysis and Reporting.

Candidate Description

Excellent communication skills: written and oral.

Good lateral thinker – shows creativity and innovation.

Has commercial acumen and an understanding of business issues.

Pivotal team player + has a collaborative approach.

Able to influence and guide.

Open and trustworthy style.

Demonstrates strong leadership skills.

Ability to multi-task and work on multi-projects – skilled prioritizer.

Deadline-driven and motivated: self-starter: a 'can-do' attitude.

Successful within a fast-paced environment: responds well to pressure and change.

Professional, adaptable, and flexible.

Ideally previous man management experience or can demonstrate the ability to move into this role and challenge.

Qualifications

  1. Able to demonstrate a high level of intellectual ability, likely through good academics (2:1 or equivalent), although other experience or test results may also demonstrate this. Able to demonstrate a high level of numeracy.
  2. Highly proficient in MS Office systems, including Excel, PowerPoint, and Word.
  3. Full Driving Licence.

Experience

Minimum of 3 years brand management experience. Must be able to demonstrate experience across all elements of branding – strategic planning, performance monitoring, NPD, and the ability to work in a commercial environment influencing management in other functions (sales and product development).

Industry experience of working with FMCG brands – health + beauty industry preferred with brands in more premium price positioning and channels including premium offline and digital online platform retailers.