Location: Tanzania
Reporting relationships: Brand Supervisors & Promoters for Dar Es Salaam, Arusha & Mwanza
Primary Reporting Line: Regional Marketing Manager; East Africa
Partners with: Local Distributor Partner Bevco, Brown - Forman & Incodeal AG
Scope:
The Field Marketing Manager (FMM) is responsible for the development and growth of Brown-Forman brands in Tanzania. This is achieved through the implementation and evaluation of brand plans and strategies developed in partnership with Brown Forman and Incodeal.
The position will require an in-depth knowledge of the market in terms of route to consumer as well as channel and customer prioritization. The individual will need to recruit, develop and work closely with the promotional teams across both the off and on trade. This is to ensure that promotional activity is executed according to global brand guidelines and focused within the right outlets. Fundamental to the success of this role will be the relationships that are formed with key customers in the market place.
In order to ensure the continued future success of our brands, consistent evaluation and reporting is required.
Main Functions:
Brand & Operational Planning
- Work closely with the Brown-Forman Brand Manager to develop annual brand plans for the market
- Develop the operational components of the brand plans such as activity calendars and channel plans
- Have a good understanding of Brown-Forman brands
- Feed market knowledge into annual brand plan development
- Translate the brand plans into focused, differentiating and consumer relevant execution strategies
- Ensure clear objectives are set for promotions
- Ensure that the promotions are effectively planned for implementation and are within brand equity guidelines
- Have a good understanding of competitor activity and evaluate competitors’ strategies and objectives to gauge the impact on our brands
- Suggest improved localized mechanics for promotional activity
Brand Plan & Operational Plan Execution
- Develop monthly execution plans per region in line with the overall yearly brand plans for BF brands and ensure effective implementation of the same
- Drive competition beating execution on BTL and digital
- Drive fast implementation of all ideas documented in the plans ensuring they are executed brilliantly
- Demonstrate deep personal accountability for holistic performance
- Identify and align the critical stakeholders required to deliver brilliant execution of the brand plans
- Ensure brand guidelines are adhered to by the team and partners across all the execution levers we undertake
- Attend at least one promotion a weekend. A total of 4 per month
- Identify and execute against visibility opportunities
- Responsible for recruitment and management of promotions teams
- Ensure sales and promotional teams are trained and have adequate knowledge of our brands. Teams to be trained or be part of a training session at least once a month.
- Conduct brand trainings with the staff of key customers. At least 4 per month
Market/Trade/Channel/Customer & Consumer Understanding
- Have a good understanding of our target consumer sets across our brands
- Understand consumer behavior and remain in tune with consumer trends
- Interact responsibly with consumers
- Build a consumer database over time
- Develop an in depth understanding of the market place including our competition
- Ensure the appropriate brands are activated in the correct channels
Distributor & Key Customer Management
- Ensure our brands are available in key trade channels
- This includes various SKU’s and brand portfolio
- Engage local distributor sales teams to rectify any distribution issues \
- Identify and form a relationship with key customers with whom we should focus our marketing activities
- Identify new potential customers in which to distribute and activate our brands
- Evaluate pricing against global guidelines
- Develop and maintain a good working relationship with the Importer/Distribution Partner (DP) and their relevant sales teams
- Negotiate promotional plans with key customers
- Collect information on depletion and stock levels on a monthly basis for importer/distributor and key outlets
Manage, Develop & Champion the Brand Supervisors and Promoters
- Conduct regular promoter skills training, (Includes responsibility training)
- Ensure Brown-Forman marketing guidelines are understood and adhered to
- Coach the team in line with their KPIs; work with them on their development and support them so that they can perform at their best
- Ensure all team members have monthly review sessions for monitoring progress. This is to ensure they each have clear purpose, accountabilities, performance goals and trust
- Proactively identify, drive and lead business improvement with regard to marketing
- Take time to recognize members of the team and celebrate success
- Ensure consistency and excellence in execution according to brand guidelines
- Manage promotional teams with clearly defined KPI
- Conduct weekly status meetings with supervisors and promotional teams
- Develop monthly promotional plans with supervisors and set clear objectives
- Encourage supervisors to champion the BF brands
Financial / POS Management and Control
- Ensure brand expenditure is in line with planned budget
- Ensure brand expenditure invoices are submitted to Incodeal AG every month
- Ensure sufficient POS is ordered on time through Brown Forman
- The FMM is responsible for the warehousing and effective allocation of POS
- Manage promotional stock effectively
Reporting
- Deliver the Marketing Activities report by the 4th of every month. Template is provided covering:
- Macro-economic conditions o Consumer feedback o Competitor Activity o Promotions evaluation against defined targets (ROI) calculation
- Define the approximate cost of each activation.
- Delivery a pricing report per region every month. Template is provided.
- Highlight any distributor issues that may be relevant
Preferred Requirements
- Experience in a matrix management system
- Working with 3rd party distributor partners
- University/Bachelor degree required
- Market/Trade/Channel/Customer Understanding
- Marketing qualification
- Brand management experience is a plus
- Proficiency in English: written and story-telling
- Business acumen and understanding of consumers and trade in Tanzania
- Strong project management skills
- Above 5 years working experience
Applications to be sent to: administration@bevco.co.tz Application Deadline: Monday 20th May 2019