Brand Activation Manager Selfcare/OTC BNL

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Job Description

Overall Purpose of Role

The purpose of this role is to develop and deliver our brand activation strategy for Selfcare/OTC in The Netherlands and to ensure market-leading excellence in execution towards shopper and customer on a given portfolio of brands.


Shopper Marketing is not just limited to In-Store Marketing activities, it must be part of an overall marketing approach to develop a ‘Path to Purchase’ that the shopper will engage on. Key for Successful In-Store Marketing are Excellent Brand Activation/ In-Store execution & knowledge of the shopper.

This role requires a thorough understanding of the local market, the competitive environment as well as strong shopper Insights.

The combination of this expertise will be translated in a local commercial strategy and brand/shopper activation plan.


In this role you are responsible for driving a given portfolio of brands from brand activation & shopper understanding perspective, development and implementation of shopper conversion strategies in the category and provide the necessary input for customer activities.

Your Key Areas of Responsibility
  • Together with the Brand Activation Lead Selfcare, you will own the NL shared metrics for Selfcare
    • Develop and implement Local Brand & Trade Activation Plan
    • Development, implementation and performance analysis of activation strategies and tactics such as assortment, distribution and promotional effectiveness & profitability
    • Ensure successful NPI launches in the local market
    • Track & optimize In-Market Excellence in Execution
    • Deliver Customer Input on Activation programs
    • Analyze Business Performances & Competitive review+ develop corrective actions
    • S&OP: Forecast
    • BME Tracking: Consumer & Trade BME
    • Managing the national portfolio: eurocode, masterdata mgt, Slob’sClose collaboration with Consumer Marketing on brand plan thanks to strong local market understanding.

Your Core Competencies & Experiences
  • Values Based leadership. Above all, you will value and demonstrate Integrity, Transparency & Trust.
  • Agility & Ownership. You will delight in identifying and taking ownership for opportunities and challenges & be nimble and agile to compliantly achieve success. You will have a very high propensity for collaboration & cross functional ways of working.
  • Connect:
    • Demonstrate expertise in customer and retail strategy across key channels including mass retail and drugstores
    • Excellence in stakeholder management - customer and all internal partners.
    • Build strong value - added partnerships with customers and other external stakeholders to generate perspective and insights.
  • Shape:
    • Translates insights into actions that challenge the status quo and that reinforce our competitive advantage.
    • Determines alternative options
    • Dares to take risks aligned with Credo-based decision-making
  • Lead:
    • Identifies & develops the skills necessary for future success for both themselves and the broader organisation.
    • Builds an environment supportive of diverse and inclusive thinking and perspectives.
    • Holds both themselves and others accountable – challenges when required.
  • Deliver:
    • Builds a culture of accountability by improving on current performance and taking responsibility.
    • Develops, tries and builds upon new operational practices that have been successful elsewhere in the company.
    • Builds & reinforces a sense of urgency on key projects; helps others understand the criticality of these efforts.
    • Analyses the outcome of recent projects; comes up with lessons learned reviews to improve future efforts and outcome.
  • Min 2– 5 years’ experience in marketing, customer /trade marketing roles with proven track record in FMCG.
  • Master’s degree or equivalent
  • Fluency in English – Dutch, French and German ideal. 

What does this role offer the right candidate?
  • Be part of the largest global healthcare company (consumer division) in the world and contribute to stronger health care outcomes for consumers.
  • Opportunity to build leadership and strategy muscle – shape future channel, customer and people strategies
  • Opportunity for future promotion, including international roles and Director roles.
  • Opportunity to engage with and to contribute to global international customers and leadership. 

Job Location
  • Belgium or The Netherlands (Opportunities to work from Beerse and Amersfoort)
  • Frequent travel throughout Benelux will be expected (customers)
  • Flexible working policy in operation. 

Primary Location
Other Locations
Johnson & Johnson N.V./S.A. (7821)
Job Function
Requisition ID