Brand Manager (Marketing & Distribution)

The Brand Manager is responsible for executing the marketing functions of their respective brands and ensuring the development of brand-building activities for the product(s) being managed island-wide.

The Brand Manager is accountable for managing the end-to-end process of strategy, development, and execution of year-round integrated marketing plans for assigned brands, executing with excellence. The Brand Manager will serve as the brand equity custodian, ensuring alignment with our brand guidelines, anticipating customer trends, and keeping the brand aligned with customer/consumer needs.

Main Duties & Responsibilities:

• Manage the development of through-the-line campaigns for the Jamaican market, from briefing to concept development, final production, execution, and evaluation.

• Assist in developing productive and effective relationships with our creative agency team and/or partners.

• Use market research and consumer insights to develop communication strategies that achieve and enhance marketing/commercial objectives.

• Provide essential brand direction to internal and external teams to support brand activation and cohesive communication.

• Supervise assigned agencies, promoters, and ambassadors to deliver best-in-class ideas and plans.

• Present updates on key metrics and milestones to senior leadership on a monthly basis or as otherwise required. Measure and report the results of campaigns/projects.

• Own creative development in collaboration with creative leaders; provide creative direction and feedback to agency teams to ensure alignment with campaign and brand strategy.

• Create and own goals and performance metrics for campaigns; monitor regularly to understand the effectiveness of strategy and creative, making recommendations for continuous improvement.

• Manage the allocated marketing budget to optimize marketing spend, ensuring adherence to budgetary guidelines.

• Ensure a maximum level of media visibility across all above-the-line channels through efficient media planning, buying, and placement in line with communication objectives.

• Utilize digital media, traditional media, and out-of-home (OOH) media to obtain maximum brand exposure.

• Perform weekly in-trade travel with distribution and/or marketing teams to gain insight into brand performance and competitor activity. Share schedules and trade travel reports with the Group Marketing Manager.

• Collaborate with the Distribution division to forecast annual brand sales and align campaigns and activities to ensure brand growth and achievement of brand targets.

• Drive the development of cross-discipline plans by working closely with internal stakeholders, including partnerships, distribution, legal, production, business development, and other relevant teams.

• Manage the consumer journey from awareness to advocacy for assigned brand(s).

• Monitor market trends and provide market intelligence on an ongoing basis.

• Participate in trade fairs, conferences, and symposiums as needed.
• Assist the Group Marketing Manager in developing and implementing appropriate strategies to grow by selecting, segmenting, and targeting markets, promoting products and services to those markets.
• Formulate annual brand plans and quarterly execution plans for managed brands.
• Provide market intelligence on an ongoing basis through channel and price audits.
• Conduct comparative competitor studies and recommend changes to ensure that products remain competitive.
• Undertake marketing audits to monitor sales performance.
• Ensure product visibility in designated locations and communicate product information to relevant personnel.
• Perform any other reasonable duties as assigned from time to time