BRAND BUILDING (Marketing Plan):
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Builds the 360⁃marketing plan for the brand and defines KPIs, also managing product & trade marketing activities, and collaborating with Consumer Engagement and Digital Teams.
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Profiles consumers, adapting global guidelines to local reality.
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Defines the Consumer Journey according to the profiled targets.
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Defines the advertising and distribution mix.
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Adapts the marketing plan accordingto sales performance, trends, competitors and social media metrics.
PRODUCT MANAGEMENT (Product Portfolio Management):
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Manages and maintains the product portfolio aligned with brand strategy (per channel, retailer, door type).
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Manage and maintain discontinued products and returns with the objective of reducing returns.
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Responsible for forecasting of saleable products with the aim of ensuring forecast accuracy.
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Forecasts GWP, testers and samples.
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Manages pricing (new products, price increases, price upload and pricelist creation) according to regional and global policies.
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Analyzes sales performance of key categories.
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Runs COGS (Cost of Goods Sold) analysis in order to continuously optimize product assortment Product Expert.
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Acts as Brand Expert on own product assortment as well as competitors (assortment, pricing) in order to identify opportunities in local markets.
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Responsible for campaigns (Event Management, timing of campaigns and tracking hereof) Supply management.
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Creates Account and Purchase⁃Order ledger and follow⁃up.
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Supply management and responsible for giving information to relevant stakeholders.
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Manages returns and assortments.
MARKETING STRATEGY (Strategy insights & solutions):
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Develops reports and analysis for all campaigns, with attention to A&P ROI, in order to improve marketing effectiveness.
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Defines and presents regional marketing plans, ensuring their effective implementation.
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Shares ideas and challenges in cross brand meetings Campaigns support.
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Builds local product offerings if relevant in collaboration with Trade Marketing.
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Supports Consumer Marketing in building local launch plans.
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Responsible for campaigns (Event Management, timing of campaigns and tracking).
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Contributes to Visual Merchandising decision⁃making (quantities, regional vs local production) and monitoring (budget, quality, delay), in particular regarding launches, in coordination with Corporate Visual Merchandising teams.
BUDGETING:
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Manages Marketing budget, reviewing P&L on a monthly basis.
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Defines A&P budget and optimizes it.
CUSTOMERS & CR Customers:
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Regularly connects with consumers, looking for data and insights (e.g. Focus Groups, Surveys).
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Gathers feedback from customers with the Consumer Communication Executive Customer Relationship.
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Proactively seeks ways to manage CR in line with global activities and to look for locally relevant causes and activities.
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Engages in CR activities across various touch points.
