Brand Activation Manager Essential Health

hace 7 días

Madrid, Madrid, España Kenvue A tiempo completo

Brand Activation Manager Essential Health W

Description

ROLE SUMMARY:


Develop local brand strategy for the Essential Health portfolio & manage brand operations in the country to ensure market-leading excellence in execution towards consumer, shopper and customer in Spain.


MAJOR RESPONSIBILITIES:

1) Develop and implement Local Brand & Trade Activation Plan
a) Develop and deploy a local Activation Plan per brand, based on planned NPI rollouts, regional shopper strategic guidelines or defined hub campaign initiatives in combination with local driven strategies where needed. Local Plan to include Promotion, RSP & SKU Ranking Overview, Merchandising Overview, Perfect store and Catman strategic projects.

b) Train commercial team on guidelines and ensure execution through Channel Activation team and account plans.

c) Coordinate within Mass departments all the process for briefing to procurement and supply of all the promotions, POS materials and products customization. Manage the Synergy and related processes.

d) Provide Mass sales teams with brand & category education and relevant merchandising material.

e) Develop and provide monitoring and evaluation of campaign performance towards consumers and across channels on key activities.

f) Own local Brand Activity Overview and secure synchronization of consumer and shopper/trade facing activities

2) Ensure successful NPI launches in the local market.
a) Provide hub with requested input on NPI business cases

c) Secure optimal WD -execution.

3) Secure optimized shopper marketing activation.
a) Adopt regional activity package (in-store & towards consumer and trade). Responsible for the local implementation and success measures.

b) Initiate and execute local activation where needed, due to local market, regulatory or customer situation.

c) Be responsible for sign-off and approval of all local in-market communication material.

4) Profitability and effectiveness analysis
a) Responsible for monitoring and evaluating actual vs targets and to suggest corrective actions where needed.

b) Analyze the profitability and effectiveness of the category/brand actions executed, continuous looking for learnings that maximize the business.

5) RGM brand initiatives identification, implementation, tracking and report.

7) Monitor the Market / Insights or Be knowledgeable on syndicated data use and interpretation
a) Responsible for in-depth Market Share Tracking on Channel and discuss relevant actions with the KAM/Sales Department and Hub Brand Teams respectively.

b) Provide Hub Marketing with competitive information & lead local challenges.

i) Continuous market screening & reporting to hub and local internal

ii) Align with hub on eventual local actions or need of support.

c) Provide input on primary research (translation of questionnaire approval)

d) Initiate shopper related research and action plan.

e) Provide relevant category insights based on behaviors of shopper and consumer trends. Ensure that the VOC is heard in the brand plans.

8) Be responsible for the local BTL budget (BME) & full brand P&L
a) Input to budget process and target setting, creation of POs, tracking and provide recommendations for investment shifts.

b) Responsible for full brand P&L tracking and promotion of corrective measures to reach targets (NTS, GP, BME, BMC)

9)

Key role in the country governance model:
Act as local representative at Brand and Commercial Squad Meetings
a) Take responsibility for all country activation

b) Present best practice cases and seek opportunity to deploy activation ideas from other markets. o Input on local issues and requirements to brand strategy & brand plans. Lead Commercial Squad Meetings

c) Take responsibility for all country activation (Offline and online channels) and coordination between departments

d) Guarantee full alignment between local activation and hub brand strategies

e) Identify business GAPs and opportunities and promote the appropriate actions

f) Align NTS estimations per brand with sales and input in the planning volume S&OP process accordingly

10) Ensure high quality local adaptation for consumer facing marketing material (physical and digital)
***a) Understand and live brand footprint & world

b)

Copy/ Campaign:
Involvement in adoption & approval of local copy / campaign material and production including translation. Also applicable for local sponsorships.

c)

Digital:

Involvement in adoption & approval of local site and production including translation, also applicable for other digital or social media marketing activities.

d) Secure campaigns are in line with local data privacy regulations

e)

PR:
Execute and evaluate local PR activity for the brand

f) Provide input on request to hub brand reviews, responsible for any local brand related reviews

11) Key counterpart to local regulatory & supply chain team
a) Input to local NPI naming and regulatory strategy

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