Refressh Brand Marketing and Trade Execution Manager

The Beverage Company

Gauteng, South Africa


Jul 9

Job PurposeThe purpose of this role is to manage Brand Marketing and Trade Execution initiatives for the Refreshhh brand nationally to efficiently and effectively ensure a consistent and brand aligned customer and consumer experience. This includes both formal and informal trading environments for both the top end and bottom ends of the market across different LSM clusters. Key Accountabilities and OutputsManage Marketing ActivitiesBrand custodianship own the brand in its entirety. Live and breathe the Refreshhh brand!Brand planning develop the annual brand plan for Refreshhh including the framework for growthBrand positioning develop a clear, differentiated and ownable positioning territory for Refreshhh that sets it apart from its competitors as well as Jive & Coo- ee local heroesNew product development develop a 12-24 month innovation funnel. Manage the NPD process from ideation and development through to launch and instore execution.Above-the-line advertising campaign development and management from brief through to execution including Digital & Social mediaBelow-the-line tactical campaign development and management from brief through to execution. This includes trade campaigns to support channel and sales initiatives as required.Always-on digital campaign management and relevant content creation across the various media platformsInsight management manage research from brief to execution and analysis thereof. Continually look for key consumer and trader insights that will unlock growth for Refreshhh.Manage advertising, digital, media and research agencies in line with the above expectations and outputsBudget management plan and manage the allocated marketing budget on a monthly and annualised basis and always be on top of the numbers. (CEs through to payment)Tell the story develop relevant presentations and information updates for Exco, sales and the broader organisation as requiredManage Trade Execution Activities Contribute to providing strategic direction on trade investment and execution by pack and channel Ensure the creation of appropriate point of sale material that aligns to pack and channel strategies Contribute to defining guidelines around appropriate in-trade promotional activities specific to Refreshhh Help develop the look of success in trade execution guard rails by pack and channel Contribute towards Business Development Support with and collaborate on the implementation of Business Development initiatives Interpret Sales and Customer Analytics and Provide Sales and Customer Insights Ensure product knowledge of the full portfolio across the organisation Monitor brand marketing activities within the regions, guide and advise as required Ensure a consistent customer experience through the management of brand activation activitiesManage Marketing Buying Ensure that the relevant guidelines and controls are in place to inform Marketing Buying Manage Buying to ensure alignment with requirementsManage Trade Marketing Manage Campaign and Promotion Execution nationally Manage Trade Marketing initiatives nationally Execute on Community Marketing & CSI initiatives across all regionsGeneral Business, Financial and People Management Interpret Sales and Customer Analytics and Provide Sales and Customer Insights Actively participate in operational planning and budgeting processes Drive continuous improvement through streamlining and optimising relevant operational practices, processes and systems Ensure adherence to operational and financial frameworks of practices, processes, standards and controls Control cost and take the necessary action to mitigate any financial risks or non-compliance Ensure that the right people capacity is in place and manage employee performance through effective and goal directed people leadership

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