Associate Brand Manager
NAPCO
Total years of experience :14 years, 11 Months
As an Associate Brand Manager with Activation role, I work under the direction of the Brand Manager and am accountable for:
- Assisting the Brand Manager to translate the Brand Development Plan into detailed and effective annual Marketing Plan in order to achieve the growth targets.
- Coordinating all approved shopper research projects working with the customer relations teams or outside market research agencies in order to uncover new insights in relations to planograms, shopper basket analysis, and category shopping behavior; translating the insights into executable marketing initiatives to achieve the growth objectives.
- Coordinating with Customer Management (Customer Marketing and Sales Management) the roll-up of an accurate volume forecast in alignment with sales and marketing initiatives designed to achieve the target volume.
- Participating in the S&OP meetings along with the Brand Manager and representing the brand in terms of updated volume forecast based on updated promotional activities, newly gained customers and expanded SKU’s at existing customers to ensure efficient and accurate product forecast to meet customer and market needs.
- Developing and maintaining an updated brand SKU price list, price authority book, and retail channel pricing and brackets according to the brand strategy working with the Brand Manager in order to achieve consistent, transparent and optimum pricing drive to set the business objectives.
- Coordinating with Customer Marketing units and Sales management to successfully commercialize product launches and key programs via the development of reliable volume forecast, and channel/customer/regional POS plans, and planograms to achieve target growth objectives.
- Developing and establishing, with Sales and Customer Marketing Units, the national promotional calendar and overviews customized regional and customer promotions to ensure price strategy and contribution margins are met across regions/channels/customers, as well a brand image is preserved.
- Coordinating with National Key Account Sales team on optimal marketing activities to ensure delivery of set growth objectives.
- Following up on ordering and execution of POS Material (stands, boosts…) in all markets in order to ensure effective implementation of the Marketing Plan.
- Utilizing and analyzing Sales Reports / Retail Audit Reports (AC Neilson, Key Accounts…) in order to uncover category insights to drive brand growth; and to monitor, and track competition plans and changes, and propose defensive and offensive actions in the market.
- Conducting timely Market Visits to ensure the implementation of Set Marketing mix elements.
- Participate in setting the Goals and objectives of annual business plan in terms of monthly volume targets, market share targets, promotion calendar and visibility plans.
As a Product Specialist, I had to be responsible for several tasks and responsibilities related to branding, product
quality, customer care and supervision, in more details I was in charge for:
- Conducting surveys on a yearly basis to update information about market volume, market
segmentation, brand share, consumer needs and requested added values.
- Participate in preparation of yearly business plan proposal: market share targets, SWOT analysis,
promotional activities and programs, monthly f/c vs. sales and budget.
- Generate a yearly national promotion calendar, retail yearly star program and Class A 52 week’s
promotion calendar.
- Supporting sales force through continuous market visits in order to increase availability, increase coverage,
shelf prices, brand positioning, brand strategies and shelf planograms.
- Propose concepts for supporting promotional materials and follow up its execution.
- Fish for new brands or innovated brands.
- Monitor all ATL & BTL campaigns concerning my product lines.
As an assistant manager, I had to be responsible for several tasks and responsibilities related to managing and directing projects, and marketing plans, in more details I was in charge for:
- Monitoring projects’ progress (websites).
- Establishing communication with the customers.
- Developing marketing plans.