Job description
Job Description: Job Purpose: Develop and align with key stakeholders Bars category strategy in Central Eurasia, focusing on growth opportunities to drive penetration. Design and execute Bars activities calendar (portfolio innovation pipeline; media framework for paid, earned, shared, and owned media; local amplification program) that will help deliver business KPIs.
Connect the Bats strategy with key business processes via S&OP.
Responsibilities
Brand Management
- Strategy ownership: Lead development of Bars strategy & deployment in Central Eurasia unit.
- Portfolio management: Lead creation and implementation of portfolio innovation pipeline in line with the S&OP+ cycle according to the stages process.
- Pricing strategy: Oversee and recommend the Bars portfolio pricing strategy in partnership with the strategic revenue team.
- Market analysis : Identify & capture market, competitors, and consumer insights that provide the foundation for marketing strategy.
- Cross-regional exposure: Get and incorporate learnings from other markets. Create networking with other markets in order to share ideas and implement activities where applicable.
- Brand & Engagement capabilities: Ensure translation of Brand Toolkit into marketing activations that tell a consistent, engaging brand story and build distinctive brand assets.
- Category-first mindset: Co-lead Bars category reviews in Central Eurasia together with Category teams.
- Budget control: Control media budget spent according to ROI guidance and key brand priorities.
- Continuous learning: Ensure the excellence of brand activity execution via effective cross-functional cooperation. Evaluate the results of activities, codify and leverage learnings, and prepare post-launch reviews. Media
- Media mix: Co-lead media strategy development and plans for Bars to maximize Reach, increase ROI on media spend, and ensure an effective and efficient media mix.
- Media framework : Develop and implement marketing campaign as per brand calendar based on paid, earned, shared, and owned media framework
- Localization & amplification: Identify, analyze and create local amplification strategy in line with target audience local insight and brand platform Requirements: Education & Professional Qualification
- Degree in Economics/ Marketing
- Russian/English at an advanced level;
- Expert user of MS Office;
- Continuous data experience (i.e., Nielsen, GFK, Ipsos) Knowledge/Experience
- 5 years of experience in FMCG brand marketing
- Analytical skills and demonstrated ability to create a narrative from analysis/insights
- Solid experience in portfolio management Competences:
- Bussiness Acumen
- Decision quality
- Drives Results
- Manages ambiguity
- Communicates effectively
- Strategic Mindset
- Stakeholder management Key Functional Competencies & Technical Skills
- Create compelling strategies and plans.
- Consumer, Category & Shopper Acumen
- Media Planning
- Market research
- Leveraging Insights into Action
- Financial and Analytical Management