Develop local brand strategy and 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.
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.
BA Plan to include Promotion, RSP & SKU Ranking Overview, Merchandising Overview, Perfect store and Catman strategic projects.
Train commercial team on guidelines and ensure execution through account plans.
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.
Coordinate within pharma+mass departments all the process for briefing to procurement and supply of all the promotions, POS materials and products customization. Manage the GLP and related processes.
Provide pharmacy and mass 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 WD -execution.
Applying hub price strategy to local RSP and net/net pricing definition.
Secure optimized shopper marketing activation.
Adopt regional 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.
Be responsible for sign-off and approval of all local in-market communication material.
Profitability and effectiveness analysis
Responsible for monitoring and evaluating actual vs targets and to suggest corrective actions where needed.
Analyze the profitability and effectiveness of the category/brand actions executed, continuous looking for learning that maximize the business.
RGM brand initiatives identification, implementation, tracking and report.
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.
Ensure relevant product & shopper training for sales team with support of regulatory team.
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 part of the brand plans feeding process.
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
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/to 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
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. Also applicable for local sponsorships.
Digital: Involvement in adoption & approval of local site and production incl. translation, also applicable for other digital or social media marketing activities.
Secure campaigns are in line with local data privacy regulations
PR: Execute and evaluate local PR activity for the brand
Provide input on request to hub brand reviews, responsible for any local brand related reviews
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