주요 업무 내용
The Brand Manager Biscuits & Bakeries reports to the TMM who is overall responsible for the brands and products in this part of the business and manages him-/herself brand (cookies and spread).
1. Business Analysis:
Makes basic market analysis; what are the most important developments affecting the category and our brands/products, what do we need to do and how can we take advantage of them?
Makes price analysis together with sales; what is the real retail price in relation to recommended retail prices and what is the price difference with other brands and customer owned brands? What is our consumer price elasticity?
Makes promotion analysis on competitor activities; what do they do? What can we learn?
Ensure a brand and product assortment that meets consumer needs and requirements; packaging design, product specifications, pricing, etc. Works closely together with GB&CD (brand owner guidance)
As a strong communicator, work closely together with GB &CD (brand owner guidance) as well as other brand entities. He/she should be a good interpreter by sharing other countries best practices (News letter, brand communication, success story etc.) and then lead the localized development as further step for Korean market.
Lead new brand and/or product introductions
Lead assortment ranking (what to list where) from a consumer/shopper point of view by channel/customer; this will serve as direction towards sales to get the optimal assortment listed by customer
Analyses together with sales the distribution (numeric and weighted) by customer
Guides sales to optimize the distribution by customer Build a plan by customer with sales to improve in-store visibility with clear KPI’s to be executed by sales and ensures follow-up on KPI’s
Set guidelines regarding what brand/products to promote, how many times per year, what maximum discount and what kind of execution by customer to direct sales and help them to execute. Sales will give TM input on customer specific requirements.
Optimize penetration building activities based on promotion and sampling evaluations made by sales (as part of monthly business review and SFC process)
Develop point of sale materials to support in-store promotions, sampling activities and optimized visibility on shelf and for secondary placement.
Lead the merchandiser and promoter’ training and conduct post-evaluation of their efficiency.
Responsible for the communication to the trade; leaflets, brand stories, samples, etc.
Around 4 – 6 years of solid (trade) marketing experience
Strong experience in FMCG (preferably in food/drinks)
Age is not a leading factor, however given the nature of the role and needed experience we expect candidates will be around 27 – 33 years