Purpose of the job

Responsible for the development and management of one (or more) brands of the portfolio.

A Junior Brand Manager shares the responsibility for brand(s) with the (Senior) Brand Manager, he or she is the one that carries out a sum of marketing activities that are clearly positioned and differentiated in order to increase brand equity & brand preference; hence its sales volume and profit. The Junior Brand Manager is in charge of the implementation, execution and co-ordination of brand building and innovation programs to ensure sustainable growth for the brand.

Key Responsibilities

Consumer Insight & Market Research

• Demonstrates a real passion for understanding the consumer and shopper
• Demonstrates a good understanding of key consumer research techniques and methodologies
• Demonstrates awareness of how Insights differ from basic observation and understanding
• Actively contributes to the development of strong Consumer Insights
• Engages with Consumer & Market Intelligence to engage on consumer and market understanding
• Identifies and collects the information necessary to analyse business performance, and draws meaningful conclusions

Brand strategy

• Demonstrates an understanding of all elements of Brand Strategy, how they interrelate and how they contribute to reaching strategic objectives
• Knows the Brand’s positioning and how it affects the Marketing Mix strategy
• Reflects Brand Strategy in all Brand activities
• Contributes to the development of the Brand Strategy
• Sets up and runs effective Brand monitoring and evaluation systems

Brand Activation planning

• Demonstrates an understanding of formal and structured Brand planning process
• Demonstrates an understanding of the role of different marketing activities in affecting consumer and shopper behavior
• Supports the development of the Brand Plan
• Is aware of internal and external factors likely to influence execution

 Brand profitability

• Measures and evaluates the effect of specific activities in the top-line
• Flawlessly manages the budget of expenses
• Demonstrates understanding of the drivers of Portfolio or Brand profitability
• Tracks the consumer’s value perception of the Brand

Communication

• Is familiar with and understands the concepts of Brand Essence, Brand Idea, and Communication Objectives
• Writes inspiring and effective Storytelling Briefs integrating audience understanding
• Works with agencies effectively – even if not fully independently – enabling them to work on defined projects on time and within budget
• Evaluates creative work and recognizes strong Brand building ideas/content that travels
• Is familiar with the different steps of content production
• Writes effective media briefs fully reflecting a good understanding of the consumer’s media consumption and touch point exposure
• Manages the media budget and informs manager of deviations
• Considers effectiveness and ROI of communication and media activities
• Monitors consumer’s reaction to activity and reacts promptly

Innovation

• Demonstrates awareness of the beer, alcohol and beverage category context and the implications for innovation
• Differentiates between creative ideas and ideas that can improve business results
• Contributes to Brand portfolio strategy and individual Brand’s positioning
• Is familiar with the different steps in the Innovation Process and with deliverables per function and contributes to the innovation process

Excellence in execution

• Develop and communicate OTIF clear action plans to engage other functional areas to deliver the planned activities; creates organizational alignment and commitment
• Ensure all brand activities within remit are on time, on budget, on strategy and on target
• Build company awareness of key success factors and brand guidelines
• Undertake periodic market/trade visit to evaluate product and packaging quality, merchandising and promotional effectiveness

Actively monitors competition

• Portfolio management & category understanding
• Shows an understanding of Portfolio performance tracking and evaluation
• Shows an understanding of key drivers of the Category and Segment performance, profitability and growth
• Shows understanding of Portfolio strategy and its implications
• Shows understanding of the implications of individual Brand Roles within the Portfolio on Brand Strategy, budget allocation, Brand Strategy (How to Win), and Brand Execution (What to Do)
• Shows ability to apply BWP! Tools and processes
• Demonstrates awareness of the beer, alcohol and beverage category context and the implications for Portfolio/ Brand Strategy and growth
• Actively monitors key category dynamics
• Identifies category opportunities, threats and developments
• Actively monitors competitive strategies
• Links Brand initiatives to the category’s agenda

RtM & Channel understanding

• Recognizes the strengths and restrictions of different Route to Market options in reaching consumers
• Demonstrates an understanding of channel segmentation and the role of different channels in Brand Strategy and activation
• Demonstrates an understanding of shopper and on-trade consumer drivers
• Demonstrates an understanding of the value chain

Perform other activities as assigned by supervisor

Function: Marketing

Reporting to position: Senior Brand Manager

Job Requirements

Education

• BA Degree in Marketing, Management or Business Administration 

Experience

• 1-3 years’ experience in Brand and Marketing Management
• Proven experience working with a team
• Good computer proficiency

Languages

• Local languages and English fluency

How to Apply

 Interested and qualified applicant can send their CVs to hk@ethiojobs.net

Note: Use "Junior Brand Manager (Addis Ababa)" as the subject line of your email.