Recruiter at Walk In Solutions
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Head - Marketing - FMCG (8-12 yrs)
We have one good opportunity for Marketing Head with our MNC FMCG client based in Nigeria.
Educational Qualification: Educational Qualification: Graduate + MBA from Premier Institute 2007/2008/2009 pass outs preferably from FMCG/Consumer Goods / Food industry experience.
Reporting to: Head Marketing West Africa
Job Description :
- Development of the - strategic vision- for each brand, the Brand Architecture, the Brand Lighthouse (incl. it's positioning) and its place in the company's portfolio.
- To lead the development of the Category Strategy including the Marketing Strategy. To develop and Implement Brand Plans (including the Investment Mix).
- Develop deep, actionable consumer understanding &insights on category, brand(s), competition, usage and attitudes and purchase behavior.
Implementation:
- Media Planning &Implementation (as applicable).
- Consumer activations - Planning & Implementation.
- PR Plan.
- Help develop Trade Marketing plans with Sales/ Trade Marketing (Trade Promotion & Activation).
- Manage the development of design and pack changes.
- NPD - Rhythm Chart planning and development of new products in time through the - Stage-Gate- methodology.
- The management of A&P (Advertising & Promotion) spends.
- Regular evaluation of the A&P activity.
- Commissioning, execution, and presentation of findings of market research.
- Management of a team of Brand Managers.
- Selection, Evaluation & Management of Best in Class Ad Agencies, Design Agencies, Media Agencies, Activation Agencies & MR Agencies.
Skills & Competencies :
- Knowledge of basic marketing principles and processes
- Agency Processes: Ad agency, Design Agencies, Media agency, Research agencies, BTL agencies etc. Selection of agencies.
- Briefing the agencies with well thought of creative briefs, media briefs, research briefs and activation briefs as the case may be.
- Ability to objectively develop &judge advertisements, designs, media plans, research proposals, discussion guides, questionnaires and BTL proposals.
- Media Plans: Plan, Innovate, Implement, Control, Evaluate.
- Consumer & Trade Activation: Plan, Innovate, Implement, Control, Evaluate.
- Manage the above-mentioned agencies to get the maximum effectiveness.
- Understand the cost structure for an ad agency, media, research, BTL.
- Ability to develop strong Consumer Understanding through immersions and formal Market Research:
- Understanding consumers existing and future needs.
- Understanding consumers, their attitudes & behavior in general and to the brand and the category.
- Understand purchase behavior.
- Finding and analyzing consumer need gaps.
- Understanding of and ability to implement formal Consumer Research- Qual & Quant.
- Brand Equity and Varianting Study
- Ethnographical methods
- Understanding of how PR works in the market and development & implementation of relevant strategies.
Strategic Thinking:
- Developing a future vision.
- Conversion of business goals to marketing plans.
- Conversion of consumer insights into marketing ideas.
Brand Equity Development & Management:
- Developing Brand Lighthouses based on consumer understanding.
- Ability to rigorously maintain brand identity in all branding activities.
- Ability to conceptualize & develop the Brand Architecture.
- Ability to develop a portfolio strategy for the business.
- Put together the Category Strategy with cross-functional inputs and over a longer horizon.
- Put together Brand Plans that synthesizes big-picture and detail.
- Lead development of action plans.
- Ability to configure well thought of and innovative BTL schemes and activations.
- Day to Day management of advertising & media, research and BTL.
- Understands business situation and sees clearly what is to be done and how to do it.
- Knowledge of the Stage-Gate NPD process - Ability to champion a new product idea through stages and gates.
Analytical skills :
- Identification of opportunities and issues
- Ability to develop the hypothesis for each issue and come up with alternative ideas.
- Analysing sales, media, and research data.
- Use of data to create detailed, fact-based and logical arguments.
- Present Analysis and Conclusions in a clear, structured manner.
- Understand Brand Performance from P&L.
- Ability to understand the brand and market dynamics:
- Understanding and tracking of brand vs.competition (including strategies, gathering intelligence, activities etc.)
- Understanding Trade & Trade structure.
Anagha
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