Brand Manager

4 weeks ago

Makati City, National Capital Region, Philippines FrieslandCampina Full time

The Brand Manager – Physical Availability supports development of data-driven Brand Plans and execute to grow brand penetration and profitable volume. The role aligns and integrates Brand Plans with Customer and Channel Plans from Sales teams.

  • Develop annual Brand thematic consumer promotion in line with brand equity & campaigns strategy to drive reach & repeat.
  • Develops an integrated insight-based brand touchpoint plan together with the mental availability brand led to drive reach & repeat, based on the touchpoint channel guidance of the CCD team.
  • Develops effective POSM materials (including secondary displays, shelf communication and online touchpoint, etc.) based on the agreed touchpoint plan.
  • Translate the communication of the Brand 'big idea' to the relevant in-store touchpoints and POSM materials – ensuring that we have the right communication (visuals/messaging) by touchpoint. Develop effective PoS materials that emphasize brand-relevant assets & drive high in-store conversion.
  • Handing over the complete plan and execution to CCD for final printing and roll-out and co-develop the briefing and support CCD with the training of the field sales merchandisers.
  • Detail out in-store activation activities and planning including key KPIs and the financial BC (in line with channel/customer promo and mental availability calendar) and closely align with Channel & Category Development team (in charge of execution)
  • Provide input for Perfect Store guidelines and KPIs (incl. in-store touchpoints, shelf-layout, secondary placements) and work closely with Channel and Category Development team to monitor execution and measure compliance.
  • Design effective trial plans in achieving trial targets for the brands in crossed channels activation planning ensuring effective re-purchase during campaigns.
  • Determine impact of in-store brand activations on forecast & provide input to Sales
  • Evaluate effectiveness of In-store activation programs against key KPI's and Business Case and specifically POSM and Promoter effectiveness with Consumer Insights team & share insights with both Brand and Sales teams

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