The Brand Manager oversees understanding the market landscape, categories, and competitors in activation market.
Roles & Responsibilities
Market dynamics of category:
Prepare reports to monitor / evaluate key brands performance such as market share in the respective category. Monitor category development closely such as competitor performance, launches and RSPs* Conduct thorough analyses regarding market dynamics to identify white spaces in assortment and to identify opportunities for NIVEA. Drive NIVEA category growth through NPDs and through full assortment ensuring the right positioning and focus. Develop strategic plan for NIVEA category to drive NIVEA category growth
NPD launch initiatives & perfect execution
Prepare go to market strategy for all NIVEA launches giving guidance to other departments (S&CM and Sales) by steering the marketing mix. Execute and track IMS, GM and market share data analyses for all launches and relaunches Follow the go to market process by respecting the timeline and ensuring on time delivery of presentations and materials. Manage all artworks on time while collaborating with various countries and ensuring high quality. Manage and monitor the FDA approval process for new product launches and relaunches Ensure a perfect execution on all touchpoints closely working together and aligning with internal departments such as Sales and SCM. Leverage the forecast analysis from Demand Planner and discuss/align with Demand Planner.
Communication
In the lead for KV, TVC and digital adaptations through high quality briefing and efficient process management with agencies. In the lead for ATL and KOL campaigns from briefing to execution ensuring consumer journey and precision marketing thinking. All campaigns should meet predetermined media KPIs. Ensure all communication is aligned with POSM and other shopfloor activities. Monitor the effect of media by keeping a close eye on sales uplift. Ensure internal excitement for the category, launches and relaunches by being passionate about the brand and products.
Budget management:
Responsible for the management and allocation, spending and tracking of the yearly category budget. Your Profile
Knowledge, Skills and Experience
Bachelor's degree, preferably Marketing, Business Administration, Management or any related course. At least 3-5 years product / brand management experience in the FMCG industry Background in Personal Care or Skin Care is an asset Experience in Digital marketing and E-commerce Highly strategic, adept at analyzing market data, spotting trends, and identifying appropriate action plans Strong project management, strategic-thinking skills Analytical, results-driven, can easily adapt to changes, creative, and has good interpersonal skill
