Brand Manager (BTL)

Job Purpose: We are seeking an experienced Brand Manager to develop and implement marketing activities that enhance brand value, awareness, and market share. The role involves working closely with various teams to create and execute below-the-line (BTL) marketing initiatives that resonate with the target market and drive sales. Responsibilities also include forecasting sales figures and assessing key performance indicators (KPIs) and return on investment (ROI).

Key Responsibilities:

• Project Management: Oversee design, visibility, and packaging projects targeting core beer drinkers (males aged 35-50) and younger drinkers (aged 20-35).

• BTL Campaign Execution: Plan and execute BTL campaigns, including promotions, redemptions, events, activations, and sponsorships.

• Collaboration: Act as a bridge between the internal design team and the BTL brand team to translate brand briefs into design and production. Coordinate with the trade marketing team to commercialize brand visibility and promotional materials.

• Cross-Branding Initiatives: Lead local development for cross-branding and co-branding efforts, either as part of a full-year strategy or specific campaigns.

• Research and Analysis: Conduct research and analyze consumer behavior, market trends, and competitor activities.

• Brand Building: Enhance brand awareness and value at BTL touchpoints, aiming to increase product sales and market share, particularly in stronghold areas.

• Performance Measurement: Measure and report on campaign performance, assessing KPIs and ROI.

• Team Collaboration: Work with various teams, including marketing, consumer and market insights (CMI), media, trade, BTL agencies, and other commercial and support functions.

• Production Oversight: Oversee the production of advertisements and promotional materials, ensuring alignment with brand guidelines and company values.

• Project Management: Experience in managing BTL and point-of-sale materials (POSM) projects.

• Communication Skills: Clear communication skills, including proficiency in English and commercial language.

• Creative Design: Strong creative design mindset and experience.

• Consumer Insight: Understanding of consumer behavior, particularly beer drinkers.

• Ownership and Flexibility: High level of ownership and flexibility while adhering to complex policies.

• Social Skills: Outstanding socializing and connecting skills.

• Team Leadership: Previous experience in managing and leading teams.

• Organizational Skills: Highly organized and able to perform well under pressure.

• Budget Management: Proficient in managing budgets.

• Education: Degree in business, marketing, or a related field.