The Associate Brand Manager is responsible for managing strategic and high-budgeted brands, driving innovation launches, brand communication, and overall portfolio performance. This role plays a pivotal part in leading marketing campaigns, consumer insights, and new product development (NPD) to achieve volume and profitability targets.
1. Strategic Brand Management & Business Growth
- Manage key brands that serve as the backbone of the company's portfolio, ensuring strong brand equity and sustained growth.
- Plan, develop, organize, implement, supervise, and evaluate marketing and advertising programs to stimulate consumer demand for assigned products.
- Oversee market research, promotions, and advertising, continuously assessing success against plan and making data-driven recommendations.
- Guarantee strong brand performance across Brand Margins, Awareness, Market Reference, NPD, and Product Innovation.
2. Marketing Strategy & Execution
- Develop and implement annual marketing plans, ensuring alignment with company objectives and budget efficiency.
- Lead integrated marketing campaigns across multiple platforms (TV, digital, social media, PR, and in-store activations).
- Coordinate closely with the sales team to align marketing strategies with commercial execution.
- Create, publish, and oversee all marketing materials ensuring brand consistency and effectiveness.
- Plan and implement promotional campaigns, monitoring and optimizing their performance.
- Maintain effective internal communication, ensuring all relevant company functions are aligned with marketing objectives.
3. New Product Development (NPD) & Portfolio Management
- Lead NPD projects from ideation to execution, ensuring on-time, in-budget, and within-scope launches.
- Implement a robust project management process, ensuring alignment with PMR (Portfolio Management Review) and IBP (Integrated Business Planning) processes.
- Manage NPD volume forecasting, refining forecasts based on assumptions and continuously updating through each stage of development.
- Conduct post-launch analysis using standardized evaluation templates, ensuring learnings are documented for future improvement.
- Foster cross-functional collaboration with R&D, Supply Chain, Sales,
Trade Marketing, and Finance to optimize portfolio strategies.
4. Data-Driven Decision Making & Performance Analysis
- Master the analysis and consolidation of market research data (Kantar, Nielsen) to extract valuable insights for decision-making.
- Plan and participate in consumer research, benchmarking, and competitive analysis to assess brand health and identify opportunities.
- Track portfolio performance and efficiency, measuring ROI, adherence to schedules, and budget variance to ensure continuous optimization.
