Senior Brand Manager

4 weeks ago

London, UK, United Kingdom Better Placed Ltd - A Sunday Times Top 10 Employer in 2023! Full time

My client is looking for an SBM with a background in alcohol to lead their premium business. They have central London offices and operate hybrid working. They are growing VERY quickly and need someone fast paced, comfortable with change and ambitious.


KEY INTERFACES

  • Brand leadership team
  • Commercial leadership team
  • Commercial sales team
  • NPD (New Product Development) team
  • Operations/bottling team
  • Commercial finance team


REQUIRED SKILLS/COMPETENCIES

  1. Strategic Thinking: Ability to develop and clearly articulate an inspiring brand strategy with explicit links to brand development, marketing programs, and driving profitable growth.
  2. Consumer Insight: Analyze data to create and deliver brand plans, including understanding consumer behavior in various trade channels, distribution analysis, promotional opportunities, and communication activities.
  3. Financial Acumen: Create financial plans using Excel, collaborate with the finance team for accurate reporting, and communicate financial insights to the broader organization.
  4. Leadership: Be an inspirational leader for the brand and team, rallying internal and external stakeholders to the brand's mission, vision, and strategy. Mentor and support brand managers.
  5. Influence: Ability to influence all parts of the business for the brand’s success in both short-term performance and long-term growth strategy.
  6. Negotiation: Engage in negotiations with key customers to secure advantageous commercial terms.
  7. Resilience: Comfortable with ambiguity and able to navigate the unstructured nature of entrepreneurial environments and new-to-market brands.
  8. Tenacity: Persistent in the face of challenges, committed to achieving necessary outcomes.


MAIN RESPONSIBILITIES AND DUTIES

  • Develop an annual brand plan and contribute to the 5-year growth planning for the premium brands organization.
  • Translate the brand plan into a commercial plan, identifying how the brand will achieve its volume and financial targets. Collaborate with the commercial team to identify customers and develop marketing plans to drive growth.
  • Support the commercial team in national account tenders and activation programs, creating customized programs and training to ensure the premium brand is listed and correctly utilized in various channels.
  • Evaluate the performance of the premium brand against the plan, nurturing high growth opportunities and taking corrective action when needed.
  • Ensure brand stewardship by adhering to brand creative and design direction, tone of voice, and messaging.
  • Stay ahead of trends by gathering insights, feedback, and understanding emerging trends to influence communications, NPD, and marketing program development. Present motivating articulations of the brand’s potential and a clear direction for NPD.
  • Lead and manage the timely delivery of all marketing programs with professional management of external agencies, ensuring engaging activities and accountability for delegated budgets.
  • Develop and manage brand marketing budgets, ensuring optimal resource allocation and adherence to targets. Monitor expenses and track ROI for various marketing activities across on-trade and off-trade sectors.

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