Johnson & Johnson Careers


Madrid, Spain
Product Management

Job Description

Requisition ID: 1805647936W

Job description

Brand Activation Manager 
Directly reports to:

Head of Brand Activation Mass

Position is based in office
Aim of job:

Manage brand operations in the country to ensure market-leading excellence in execution towards consumer, shopper and customer in respective country on a given portfolio of brands.


Main accountabilities:

1. Develop and implement Local Brand & Trade Activation Plan

    • Develop and deploy a local Activation Plan per brand, based on planned NPI roll-outs, regional shopper strategic guidelines or defined hub campaign initiatives in combination with local top spin where needed.
    • Ensure execution of the plan per channel and customer based on local knowledge (trade windows, lead times, KAM agreements, sales force GTM strategies, POS local requirements&constraints) and in timely alignment and coordination with consumer facing activation.
    • Provide sales teams with brand&category education and relevant detailing material.
    • Develop and provide monitoring and evaluation of campaign performance towards consumers and across channels as well as customers on key activities.
    • Own local Brand Activity Overview and secure synchronization of consumer and shopper/trade facing activities
  • Ensure successful NPI launches in the local market.
    • Provide hub with requested input on NPI business cases
    • Apply NPI 360 activation pack and enable channel specific presentation & implementation.
    • Secure optimal DDPP-execution.
    • If appropriate initiate trade communication through relevant trade press.
    • Applying hub price strategy to local RSP and net/net pricing definition.
  • Secure optimized shopper marketing activation.
    • Adopt hub activity package (in-store & towards consumer and trade). Responsible for the local implementation and success measures.
    • Initiate and execute local activation where needed, due to local market, regulatory or customer situation.
  • Develop and own channel specific DDPP Master Plan per category and brand based on overall brand strategy, in order to secure an optimal DDPP-execution.
    • Develop local DDPP Master Plan to include Promotional Menue, RSP & SKU Ranking Overview, Merchandising Overview. Train commercial team on guidelines and ensure execution through account plans.
    • Responsible for monitoring and evaluating actual vs targets and to suggest corrective actions where needed.
  • Profitability and effectiveness analysis
    • Analyze the profitability and effectiveness of the category/brand actions executed, continuous looking for learnings that maximize the business.
    • RGM brand initiatives identification, implementation, tracking and report.

2.Be a counterpart to the local channel teams and major customers.

    • Responsible for deployment of the brand at channel and / or customer level through NPI presentations, training material and customer tailored promotional support (NPI, as well as other shopper activation initiatives).
    • Provide the channel teams with all the product and marketing information and material needed.
    • Align on customer targets and give input on tracking measures, in line with the Activation Plan and the DDPP Master Plan.
    • Ensure relevant product & shopper training for sales team with support of regulatory team.

3.Monitor the Market / Insights

    • Be knowledgeable on syndicated data use and interpretation
    • Responsible for in-depth Market Share Tracking on Channel and customer and discuss relevant actions with the KAM and Hub Brand Teams respectively.
    • Provide Hub Marketing with competitive information & lead local challenges.
      • Continuous market screening & reporting to hub and local internal
      • Align with hub on eventual local actions or need of support.
    • Provide input on primary research (translation of questionnaire approval)
    • Initiate shopper related research and action plan.
    • Provide relevant category insights based on behaviors of shopper and consumer trends.
    • Ensure that the VOC is heard in the brand plans.

4. Be responsible for the local BTL budget (BME) & full brand P&L

    • Input to budget process and target setting, creation of POs, tracking and provide recommendations for investment shifts.
    • Responsible for full brand P&L tracking and promotion of corrective measures to reach targets (NTS, GP, BME, BMC)

5. Key role in the country governance model:

Act as local representative at Hub Brand Alignment Meetings (GFOET)

  • Take responsibility for all country activation
  • Present best practice cases and seek opportunity to deploy activation ideas from other markets.
  • Input on local issues and requirements to brand strategy & brand plans.

Lead Country Activation Team (CAT) Meetings

  • Take responsibility for all country activation and coordination between departments
  • Guarantee full alignment between local activation and hub brand strategies
  • Identify business GAPs and opportunities and promote the appropriate actions
  • Align NTS estimations per brand with sales and input in the planning volume S&OP process accordingly

6. Ensure high quality local adaptation for consumer facing marketing material

    • Understand and live brand footprint & world
    • Copy/ Campaign: Involvement in adoption & approval of local copy / campaign material and production incl. translation.
    • Digital: Involvement in adoption & approval of local websites, also applicable for other digital or social media marketing activities.
    • Provide input on request to hub brand reviews, responsible for any local brand related reviews

7. Customer development & Digital customer initiatives

  • Responsible for Business Development Tools and Customer Engagement
  • Digital Customer (digital plan and execution in customer digital environment; plan and execute for the future eCommerce)
  • Category Management Ad Hoc Projects
  • Business model inputs for new players strategy development.

8. Key counterpart to local regulatory & supply chain team

  • Input to local NPI naming and regulatory strategy
  • Local portfolio management (agreed SKU-rationalization, phase-in and out)
  • Manage local slob
    • Initiate displays-solutions when needed in line with GP targets
    • Review local artwork and sign off
    • Input planning volume forecast for NPI into S&OP
    • Monitoring of MAPE & BIAS on brand level and issuing corrective actions to key accounts.

Main interfaces/collaboration:

Local customer channel teams, Hub Marketing (brand and digital) team, Commercial Director, Local Finance, Supply Chain, Procurement,  Customer Service, Professional Programs, Local Medical and Regulatory, HCC,  local agencies

Permanent member of overlay(s)/teams:
 Commercial Teams, CAT, GFOET

Main performance measures:

  • MS, Distribution, Sell out
  • Local BTL Budget management
  • Local Market Share Performance
  • Timely NPI roll-out, reaching KPI’s
  • Excellence in Execution of launches and consumer & shopper activation
  • Innovative, commercially strong initiatives & their application to the business
  • HCC, data privacy, compliance to local marketing laws and regulations
  • GLP behavior and ability to work effectively in cross-functional teams
  • RGM

  • Fluent in English
  • Analysis and Decision Making - Strong analytical background
  • 3to5 years of experience in a consumer moving goods environment in sales, sales analytics,category management, shopper marketing/insights, or related field preferred.
  • Experience in OTC preferred
  • MBA or marketing master

Primary Location
Spain-Community of Madrid-Madrid
Johnson & Johnson, S.A. (8500)
Job Function
Product Management
Requisition ID