Brand Marketing Manager

Marketing Strategy and Brand Development

Oversee all aspects of the Mohamed Naser Al–Hajery & Sons FMCG Brand Management. Develop strategies and execute plans that position the Brands as trusted and leading brands delivering exceptional value, great quality, and convenience every day.
Conduct brand assessments and implement necessary changes to optimize product mix and performance.
Collaborate with brand partners to create annual brand plans, incorporating strategies, goals, and financial performance targets.

Budget Management

Maintain the approved budget to ensure all FMCG brand management activities are within the assigned budget by setting the required targets and responsibilities.
Monitor and ensure achievement of margin targets after advertising and promotion and adherence to budget requirements.

Merchandising and Planograms

Manage the maintenance of brand identities, ensuring consistency across all marketing activities.
Develop regular merchandising plans for weekly or bi-weekly intervals and follow up on their accurate execution.
Collaborate with Hypermarket, COOPs, and other sales channels to develop and maintain planograms and merchandising planners for brands.
Incorporate centrally planned product mix into planograms to optimize product placement and maximize sales opportunities.
Provide quick response to feedback and adjustments to programs, as needed, to best serve customers and store operators.
Oversee the execution of the department merchandising plans aligned with overall brand strategies.
Participate in training merchandisers on the proper merchandising standards to enhance in-store presentation.

Marketing Promotions

Manage promotional strategies for brands in collaboration with Hypermarkets, COOPs, and other stakeholders.
Develop and implement strategic marketing plans, including advertising and in-store promotions.
Negotiate promotional allowances, schedule events, and evaluate promotion performance.
Execute promotions to minimize sales returns and manage overstocked or near-expiry items.
Ensure compliance with relevant regulatory rules and standards in promotional activities.
Conduct regular market visits to ensure execution of marketing plans and monitor competitor activities.

Product Management and Supply Chain

Evaluate and select appropriate SKUs based on cost, service level, quality, and lead times.
Align with supply chain and sales partnering with internal and external stakeholders to ensure consistent availability and pricing.
Manage inventory productivity, levels, and profitability for FMCG brands.
Manage inventory through effective forecasting to avoid out of stock / over stock situations, and minimize sales returns and near-expiry items
Manage pricing strategies in shared markets to ensure competitive retail pricing.
Gather sales data and market trends to identify opportunities and optimize sales performance.
Contribute to the positioning of FMCG products in the market, differentiating them from competitors and targeting specific consumer segments.
Analyse the effectiveness of marketing campaigns and initiatives, using data and key performance indicators (KPIs) to measure success and identify areas for improvement.

Stakeholder Management

Collaborate with various internal departments, such as supply chain, finance, accounting etc… to ensure alignment and successful implementation of brand strategies.
Align with principles/suppliers of brands and ensure that they are fully informed about the FMCG brands’ and ensure accurate and timely reporting to suppliers on sales and marketing activities.
Maintain an excellent relationship with all suppliers and stakeholders.
Initiate, track and follow up on claims / supplier contribution in a timely manner.

Skills

See also