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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.
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