Consumer Brand Manager(Aptamil)

3 weeks ago

مصر, Egypt Danone Full time

About the job
Danone MENA is looking for a highly dynamic **Consumer Brand Manager - Aptamil-MENA **for its Specialized Nutrition Business in the Middle East and North Africa region to be based in **Cairo, Egypt.**

**1- Business Context**:

- Development and implementation of the Bebelac, First Diet and Local Brands marketing strategy and plans to support the CBU's short
- and long-term commercial objectives.
- Understanding the drivers and barriers of the managed portfolio performance by continuously deep diving into market-by-market performance, learnings, and needs.
- Actively driving the excellent execution of the agreed support plan and recommending amendments market by market based on local needs.
- Supporting the business in building all innovative projects and supporting driving them with cross-functional teams
- Key role in ensuring excellence of 360 execution, working closely with internal (trade marketing, account management, supply chain, medical, finance) and external partners.
- Ability to understand key drivers of portfolio performance short and long-term.
- Annual plan, but constantly revisiting to drive business performance.
- Need to enroll and align multiple partners to ensure ability to deliver excellent execution on time and on budget.
- Targeting increasingly digital native consumer

**2- Key Challenges**:

- Active role in ensuring that the brand agenda is understood and executed across functions, channels and teams.
- Support in identifying the regional and local needs and consumer insights by markets, and support in translating that into business objectives and KPIs.
- Support in de-averaging country-specific opportunities and translate them into actionable plans.
- Continuously increasing the effectiveness of AandP investments while further driving ROI efficiencies in different dynamics

**3- Key Accountabilities**

**A- Building Short-long-term Brand Strategy**:

- Support in developing the Regional and Local strategy of the Bebelac, First Diet and Local Brands.
- Delivering necessary consumer, competition and trade understanding, concept development, product introductions and media and communication plans to the cross-functional teams in the markets.
- Support in driving alignment with overall brand strategy and plans of consumer, medical and trade marketing teams to achieve portfolio KPIs.

**Building Integrated Communication Planning for All Markets**:

- Support in building the local campaign strategies across MENA and direct team to deliver 360-degree activations (with digital at heart)
- Define clear objectives, KPI's and manage delivery of all brand marketing plans and activities to achieve the agreed upon KPIs, based on market-by-market local insights and market dynamics.
- Ensure agreed plan execution in most appropriate channels on time and on budget market by market and based on localized insights.
- Manage the digital elements of the marketing mix for Bebelac, First Diet and Local Brands, to increase early reach and engagement, with an immediate special focus on:

- Defining and managing the strategic role of the different digital channels (social, mobile, online, e-commerce) within the overall communication and engagement plans, based on understanding the digital media consumption habits and content lookup landscape of our target moms in MENA.
- Leading the online journey experience on the managed portfolio by developing relevant content and tools that help increase relevancy for early connection with moms.

**Driving Strategic Innovation Pipeline**:

- Deep dive in gathering local insights and analysing market trends and identifying business opportunities, anticipating to consumer needs.
- Ensure timely execution of new launches.

**B- Driving Sustainable Brand Growth**:

- Monitor and report monthly country performance while continuously flagging risks and opportunities market by markets across all KPIs metrics.
- In-depth analysis and reporting of SKU level performance and drivers and barriers and in-depth understanding of consumer, HCP, and trade programs.
- Continually monitor the performance of key communication channels: ATL and BTL media, web, eCRM, online and inserts. Recommend plan modifications to optimize performance against objectives.
- Manage Portfolio A&P expenditure vs forecast on a monthly basis, while monitoring ROI efficiencies continuously
- Continuously monitor competitor activity by market to flag to senior management any risks or opportunities that come with all external activities (Pricing, Positioning, Promotions, Distribution, Messaging, etc.

About you
**o be successful in the role you should ideally have**:
**Education and professional experience**:

- Bachelors in business marketing or Equivalent
- 3-5 years' experience in Marketing, Preferably in Consumer Healthcare, Nutrition or FMCG
- Experience of reaching consumers via digital channels
- Basic understanding of medical marketing is a plus.

**Location**:
Cairo, Egypt.

**Languages r

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