Job Title: Brand Manager - Guinness
Level: L5
Reports To: Marketing Manager
About the Company:
Kenya Breweries Ltd. (KBL) is East Africa's leading branded alcohol beverage business with an outstanding collection of brands that range from beer, spirits and adult non-alcoholic drinks (ANADs).
With breweries, distilleries, support industries and a distribution network across the region, the group's diversity is an important factor in delivering the highest quality brands to Kenyan consumers and long-term value to investors.
As a consumer-driven business, we take time to study the market and understand consumer needs and wants and how best to satisfy them or anticipate them. That is why we constantly invest in innovating and renovating our brands to stay on par with dynamic consumer trends.
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Our purpose - Celebrating life, every day, everywhere - has an important role in our company, for our people, our diversity, our brands, in how we perform and how we create shared value.
About the Function:
Our Marketing team are creators, helping to build and nurture some of the world's most loved brands. We craft amazing connections with people around the world to celebrate our brands' legacies and reimagine them for the world today, and into the future.
Everything we do is underpinned by a deep understanding of our consumers, behaviors, trends, and technologies. Using our genius and creativity, we unlock our brands' uniqueness, understand their purpose, and put them at the heart of celebrations everywhere. Together, we're celebrating diversity and challenging stereotypes through our advertising and marketing. Wherever your talents lie, from Design to Consumer Planning, you'll be celebrated and supported in our inclusive culture.
About the role:
The Guinness Brand Manager will support the development and execution of marketing strategies to deliver against Guinness' clear 5-year growth plan.
This role has the responsibility of delivering the NSV target for the brand through ownership of 3 key areas;
- Omnichannel connections strategy & implementation; including media & culture
- Innovation agenda; executing key innovation projects and leading the learning plan to shape the future pipeline
- Sampling agenda; consistent quality serves on lips of consumers
Role Responsibilities:
- Develop, implement & monitor annual strategic brand plan including effective management of allocated budget.
- Analyze market research data including secondary research and taking corrective action for enhancement of brand strategies.
- Inspire and motivate agencies to execute brilliantly - working pre-dominantly with promotions and media agencies.
- Own the execution of innovation projects, working cross functionally to deliver successful activation and delivery of Gate Value and Volume targets
- Work with the commercial teams to ensure their commitment and engagement in the plans, to deliver flawless execution.
- Effective management of brand advertising and sales promotion to generate brand growth.
- Plan and implement brand media strategy.
- Recommending, planning & co-coordinating brand PR activities likely to enhance the brand sales and image in the short or long term.
- Monitoring brand availability and sales and being proactive on factors affecting the brand sales and market share performance.
- Monitor competitor activities affecting the brand and take appropriate corrective action
- Regular and continuous monitoring of brand costs and profitability and recommend areas for improvement.
- Prepare monthly brand expenditure and variance report to control budgeted expenditure.
- Market intelligence through regular trade visits and utilizing this to enhance brand activities.
- Interaction with Regional Brand liaisons to give updates on implementation of Brand strategic plans.
Qualifications and Experience Required:
Experience / skills
- A Bachelor of Commerce Marketing or business degree or equivalent
What we expect from you
- 5+ years marketing experience preferably in a FMCG environment.
- Experienced in the development and execution of advertising strategies.
- Strong Data analytics, analytical thinking and insight generation.
- Strong interpersonal and communication skills and able to influence both internal and external teams.
- Digital marketing: planning and execution experience, preferred.
Our purpose is to celebrate life, every day, everywhere. And creating an inclusive culture, where everyone feels valued and that they can belong, is a crucial part of this.
We embrace diversity in the broadest possible sense. This means that you'll be welcomed and celebrated for who you are just by being you. You'll be part of and help build and champion an inclusive culture that celebrates people of different gender, ethnicity, ability, age, sexual orientation, social class, educational backgrounds, experiences, mindsets, and more.
Our ambition is to create the best performing, most trusted and respected consumer products companies in the world. Join us and help transform our business as we take our brands to the next level and build new ones as part of shaping the next generation of celebrations for consumers around the world.
Feel inspired? Then this may be the opportunity for you.
Please note that after submitting your application, you will be required to complete a Pymetrics assessment. This assessment evaluates your compatibility and suitability for Diageo Brand Management. We encourage you to take your time and complete it in a quiet and uninterrupted environment that allows for your full attention.