Background:
ABIG is a business management consulting company that provides its services to a portfolio of companies in different sectors ranging from food and beverages, health care, petrochemicals, construction, real-estate and merchandize trading. Depending on the needs of its client organizations, the portfolio continually expands into new sectors. We therefore require a dynamic individual who is quick to learn and adopt in a fast paced environment at the same time design unique solutions to existing businesses leveraging synergy. We have ambitious business goals focused on exploiting local market opportunities as well as take advantage of other market opportunities.
Marketing Strategy and Policy -
Marketing Research –
At ABIG, knowledge of our overall operating environment, our customers and our consumers is key in designing unique solutions. The role holder is then expected to –
· Constantly keep abreast of developments within the operating environment, identifies key variables, keeps track of trends, anticipates changes and interprets results in a meaningful way for the benefit of the business
· Regularly update on competitor information with-in the industry, barriers to entry and exit, new entrants, size and scale of competition, new brands and categories
· Identification of “white spaces” with in markets, segments, industries, in any of the categories we play in or any new categories of interest
· Monitor changes, trends and developments of stakeholder interests with in the operating environment, (example – government policy, legal framework, political trends, social trends)
Consumer Planning –
· Collect and analyze data pertaining to the size, demographics, preferences, needs, consumption occasions, shopping venues, shopper timing, buying habits, consumption trends of target consumer groups
· Use of appropriate marketing tools to formulate analytical steps leading to insightful conclusions
· Identify and communicate powerful insights pertaining to the entire marketing mix
· Take innovation opportunities through the appropriate gate process for approval and launch at each stage
Brand management –
· Product life-cycle planning, and specific interventions required
· Identify the target consumer group for each product and brand, identify specific trends with in each and come-up with appropriate brand positioning relevant to the mix
· Formulate a brand strategy, and execution matrix
· Assess the financial merits of each brand versus investment (A&P as well as brand P&L analysis and management)
· Identify appropriate pricing points for each brand and product based on brand strategy as well as competition
· Launch plans and execution for any new products, linking target market, target consumer with the specific brand
· Category management
· Brand communications development
· Preparing meaningful and insightful briefs based on research findings
· Continued monitoring, measurement and management of brand equity
· Effective agency management
· Media monitoring and effectiveness of all campaigns and communication
· Take appropriate action in brand tracking to come up with appropriate course corrections
Media and Communications –
· All communications to be based on insightful research, appropriate brand and category planning for the right target consumer group effectively and efficiently
· Insightful briefs
· Effective agency management
· Keep abreast of all available media, and the relevant media monitoring for measurement
· A&P budget and P&L management
A&P Budget Management –
· Appropriate A&P budget planning supported by brand plans, submits for approval
· Evidence based budget defense as required to convince senior management
· A&P budget management and use for effectiveness and efficiency
· Proactive brand and overall marketing budget management with brilliant execution
· Regular monitoring and taking course corrections as relevant, by periodically comparing with relevant business performance matrix
M&E –
· KPI based on each and every umbrella of activities, linked to performance evaluation
Reporting Structure –
· Reporting to the CMO
Qualification requirements
A minimum of BA Degree in Marketing or other related business filed of studies.
REQUIRED EXPERIENCE
A minimum of 6 years work experience in consumer or customer marketing preferably at FMCG companies out of which two years at managerial positions.
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