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Job Description
The Brand Manager will be reporting and working closely with the Marketing Director to generate brand & portfolio strategies that grow share of market and brand equity of JTI brands in Nigeria, improve consumer engagement and drive growth to the business.
Responsibilities
Portfolio & Brand Management
- Responsible to understand the consumers’ needs (affordability, changing trends and new opportunities) and Market dynamics (profitability, competitor) to develop a relevant portfolio.
- Support the Marketing Director in developing Portfolio & Marketing strategies by providing all the necessary input related to brand(s) awareness & equity.
- Manage the development of JTI brand plans covering key strategies & objectives, and translate them into brand product & packaging, consumer engagement programs, and launch to market execution.
- Manage NPD projects, ensure timely implementation, an efficient cross-functional work with internal and external stakeholders, and full alignment with GBS NPD processes.
Brand Custodianship
- Ensure that the integrity of the brands is strictly adhered to the global GFB guidelines and/or and local brands guidelines, and to the Global Marketing Standards.
- Develop and maintain Aspen & Dorchester’s Brand Guidelines & Communication platform (Nigeria market acting as Global Brand Group) to develop consumer engagement with the brands. Support other markets globally where Aspen and Dorchester are present
- Equip the Marketing & Sales teams with a clear understanding of the global/local brand guidelines and latest updates, provide necessary support to align established brand frameworks, collaborate closely with the teams to ensure consistency of brand equity and implementation of brand strategies.
- Manage marketing agencies & packaging supplier(s) to ensure quality output at a cost-effective development. Monitor marketing budget utilization & ensure adherence to JTI procurement process.
Pricing Strategy
- Actively support with the definition of the pricing strategies, identifying price challenges, recommending pricing scenarios, price re-positioning and portfolio volume forecast by having a clear understanding of consumer behavior and dynamics.
Consumer engagement
- Develop of all elements of the marketing mix including new product and packaging, brand communication/messaging and strategies to strengthen brand equity and ensure alignment to brand positioning.
- Develop local creative materials & messaging within the Brand Guidelines & regulatory framework that can be adopted by Consumer & Trade Action team across multiple communication channels.
- Define Consumer program effectiveness evaluation metrics in terms of brand awareness & equity. Assess program activity effectiveness vs. KPI’s, recommend corrective actions to keep improving Consumer engagement.
Performance measurement & Planning
- Analyze JTI brands’ performance to identify short- and long-term issues / opportunities and crystallize targeted consumer insights and competitiveness.
- Monitor market trends, consumers’ wants and competitors’ activities to identify opportunities and key issues in order to develop the most effective portfolio strategy & communication tools within the legislation.
- Contribute to JTI monthly forecasting processes (production committee, IBP) by understanding and providing input on consumers behavior and dynamics.
Qualification
- University degree; degree in Marketing, Communication or Business represents a plus
- Must have 8-10 years of experience in FMCG Brand / Trade Marketing functions.
- Minimum of 4 to 5 years as a Manager and 2 years as a Senior Manager
- Hands-on experience in brand portfolio strategy & product development
- Conversant with the monitoring and analysis of consumer/trade trends & competitive intelligence
- Good understanding of pricing strategy and mix for brand portfolios
Location: Lagos State, Nigeria.
Apply: BRAND MANAGER
