Location: Manchester or London
Type: Permanent
Industry: FMCG
Job Ref: TGN5098
Global FMCG are recruiting for an experienced Channel Marketing Manager with a focus on business results delivery in year and building for the next year within a specified region. There will be a strong focus on base business management, optimizing in year plans to deliver financial metrics and supporting new products launching in year.
Partner closely with global brand marketing team and adapt global strategies and campaigns to fit regional specificities
Work across the business units with all key functions – Sales, Manufacturing, Sourcing, Distribution, Customer Service, IT, Finance, HR, Legal – as well as centralized support teams to drive profitable sales for the Everyday Writing portfolio
Conduct analysis regularly to understand why business lines are delivering or under delivering and providing recommendations to improve growth
Understand the consumer target and consumer journey. Deliver effective and persuasive communication at key moments of truth to drive purchase intent and appeal
Leverage eComm and DTC data to improve omnichannel performance
Manage the business with an eye towards speed and focus on increasing profitability
The role:
- Adapt Global brand strategy to regional marketing and business plans
- Adapt and cascade regional brand, distribution, merchandising strategies
- Adapt and deploy regional brand playbook and selling decks to the markets within the specified region
- Define regional portfolio for base business and innovation
- Supports the brand building leadership team to deliver the regions P&L goals
- Helps deliver revenue and profit targets by delivering key initiatives on time and in full
- Manage regional allocated A&P budget
- Support PR, brand communication plans and activation of local advertising campaigns adapted from global creative assets
- Leverages analytics on share of shelf to inform innovation pipeline and build future portfolio that drives trade up, grows margin and increases share of shelf; improve in market assortment
- Identifies top selling eCommerce items and partners with digital marketing team to create plans that invest in retailer media and affiliate marketing to grow market share
- Calculates the ROI of events, advertising and projects; leverages data and an ROI mindset to select projects
- Analyses promotional events and promotional plan; partners with local sales and marketing to recommend enhancements to the promotional plan
- Study key competitors to identify the competition’s price and promotional strategy
- Support local sales and marketing teams to unlock new distribution (selling decks, sell sheets, samples, etc.)
- Conduct in-market store checks quarterly
- Leads monthly SKU Health Check process to ensure deletions occur and manages new SKU creation to stay within target
- Participates in media mix modelling process; applies insights to improve business performance
- Understands consumer target and ensures everything serves the consumer target
Requirements:
- 3+ years of brand management experience – recommended rephrase 3+ years of experience in brand activation management, trade / channel management, brand management with strong retail and online experience
- Experience diagnosing business performance using tools like ACNielsen, IRI, NPD or other systems measuring POS and shipment data
- Prior experience in CPG (Consumer Products) or a Durables organization
- Exposure to consumer insights and leveraging analytics of primary and secondary research, emerging trends, POS results and competitor/category actions to drive leadership brand sales.
- Excellent communication skills – both written and verbal
- Convey complex issues with strong communication and presentation skills.
- Demonstrated ability to deliver results