Brand Manager – IPS at Guinness

KBL produces & distributes a large portfolio of alcoholic and non-alcoholic beverages and operates throughout the East Africa region. Our business model includes publicly quoted companies, joint ventures and 3rd party distributors.

We sell a wide range of local beer and spirit brands including Tusker, Pilsner (beer) and Richot, Kenya Cane and Kane Extra Gold (spirits). KBL’s association with Diageo make it also the leading premium spirits company in East Africa, and its great brands include Johnnie Walker, Smirnoff Vodka & RTDs and Baileys.

KBL has a significant growth agenda over the next four years that includes continuing our expansion into new geographies and embedding our Total Beverage Alcohol (TBA) strategy. Investing in our markets to get closer to our customer and consumers.

With over 600 employees across supply and demand, the EABL businesses account for over 20% of Diageo Africa’s workforce. In all that we do, we seek to bring out the best of our Diageo values and release the ‘spirit of joy & community’ which is alive across the African continent.

Scope:

The job holder works closely with the Head of Spirits to develop and implement annual Marketing Business Plans; with sales team to ensure that field activities are in line with brand strategies; with Consumer Planning & Research for provision of up to date brand performance and consumer insights; Global Brand Teams for brand strategy search & spin; Advertising Agencies for effective brand communication; Media agencies/Media houses for brand communication planning and media spend optimization; Group procurement for prompt availability of quality materials and at budgeted cost; Finance for cost/budget controls and brands profitability; Production department for monitoring product quality and availability and PR agencies to drive accurate and positive brands narrative.

Purpose of Role:

Protect, grow and build brands by managing demand for the brands to achieve budgeted volume, market share and profit objective by developing and effectively implementing marketing activities.

Dimensions

Own the delivery of the annual brand P&L targets, drive both top line and bottom line growth. Manage Total Advertising and Promotion resources (both TL and BTL) as allocated to the brands in the IPS and RTD portfolio, drive effective and efficient use of ATL spend and support and monitor the Shopper Marketing team to ensure BTL spend efficiency.

Financial:

The alcohol market is changing rapidly due to the prevailing economic situation, population growth, declining disposable incomes and opening up of the economic trading blocks that permit the flow of products from partner markets. Consumers are becoming more sophisticated.  Trade is evolving and being more sophisticated especially at retail level. KBL operates in a very competitive environment that has seen the entrance of new players in the total alcohol category which necessitates a pro-active marketing approach to ensure sustainable business growth. To build brand equity and increase operating economic profit. the company invests heavily in A&P, Media buying, sponsorship and events

Leadership Responsibilities:

• Be authentic: consistency in own behaviour, treat others fairly, show courage in the face of opposition, adapt to changing business needs and work with integrity:


• Consistently deliver great performance:  be action oriented, set priorities, drive for results and create collaborative relationships


• Connect to the Diageo purpose: reinforce the Diageo values, generate excitement and passion about our brands and take personal responsibility for brand quality


• Find solutions: creativity & decision quality, problem solving & process management and demonstrates commercial acumen


• Grow yourself:  builds self-awareness and listens, learns from both experiences of success and failure, constantly works for self-improvement and proactively seeks feedback from others

Accountabilities

• Develop, implement & monitor Marketing Business Plans.


• Monitor commercial brand scores and take proactive action on factors affecting the brand performance.


• Identify and recommend market research programme aimed at enhancing brand positioning.


• Analyzing market research data and taking corrective action to enhance the brand strategy


• Effectively manage all brand resources to generate growth.


• Develop and implement the brand communication strategy to build the brand equity scores and sustain consistent growth


• Monitor competitor activities and take appropriate corrective action


• Develop and implement brand renovation and extension strategy in line with changing consumer needs.


• Monitor brand profitability and take corrective action to deliver brand performance as per set targets.


• Monitor and report on brand expenditure and stay within set budgets.


• Plan and implement brand media strategy.


• Market intelligence through regular trade visits and utilizing this to enhance brand activities.


• Design, procure and distribute brand promotional materials


• Interaction with Regional Brand (where applicable) to give updates on brand performance and to build brand plans.

Qualifications and Experience Required:

• A Bachelor of Commerce in Marketing or business degree or equivalent


• Minimum of 5 years marketing experience preferably in the FMCG environment.


• Experience in the development and execution of marketing strategies.

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