Brand Manager

The Brand Manager is responsible for the management of a portfolio of brands with direct responsibility for developing and achieving volume and value growth targets.

Main Responsibilities 

• Formulates, develops and implements the annual marketing plan for assigned brands.
• Ensures optimum quality, distribution, visibility, price, placement and promotions of assigned brands on the trade through weekly trade visits with the relevant Sales Teams.
• Pursues and monitors monthly sales and gross profit targets in keeping with Departmental objectives, whilst implementing measures to address short falls.
• Monitors, records and evaluates competitive marketing activity, pricing, distribution, promotion, and recommend, where necessary, counter action to the Company and its Principals.
• Conducts regular brand analysis (quantitative and qualitative) to understand brand insights ensuring all required corrective actions are developed and implemented.
• Manages the annual A&P budgets in collaboration with suppliers and the Commercial Manager to ensure that all expenses are accounted for accurately.
• Analyses the profitability, demand and sales potential of existing product lines and recommend:
• Products that should be discontinued.
• Improvements to present products and/or packaging techniques, which are required to expand present markets.
• New products which can be integrated with present lines.
• Reviews product acceptance in the market place to develop suitable promotions to move any slow moving products.
• Works closely with the Commercial Manager to ensure timely and accurate forecasting and ordering of assigned brands in alignment with Purchasing Targets whilst managing pre-set stock covers.
• Supervises the logistics function to ensure:
• Adequate inventory levels to meet existing demand.
• Minimum incidence of excess inventory and loss due to expiries.
• Timely deliveries to customers.
• Proper warehousing to minimize defective product losses.
• Monitors product expiration dates and damages of assigned brands and implements measures such as specials to keep expiries at set minimum targets.
• Liaises with the Sales Team to obtain first-hand information on prices, trends and market conditions while assisting the Sales Team in obtaining their desired sales goals.
• Continuous communication with the Sales and Merchandising Teams to ensure proper execution of marketing plans and to gather relevant marketing information
• Implements incentive plans to motivate the Sales Team.
• Works closely with Promotions Team to monitor and keep track of promotional inventory and material.
• Works closely with Sales, Trade Marketing and Promotional teams to ensure that all in-store promotional activities and sales plans are executed according to plan which includes conducting site visits and assisting with executions as required.
• Monitors and reports on all competitive activity in the trade to assist with the development tactical initiatives to counteract.
• Provides continuous training and guidance and assistance as required on all existing and new brands to the Sales Team.
• Builds and maintains strong working relationships with suppliers and key stakeholders ensuring that all requested reports are submitted in a timely manner and according to specifications.
• Conducts weekly, fortnightly and/or monthly meetings with Principals.
• Performs other duties that may be required to enhance the operations of the Company.

Qualifications and Experience 

Key Competencies