Brand Manager - Beers at Kenya Wine Agencies Limited (KWAL)

Kenya Wine Agencies Limited (KWAL) is the leading manufacturer and distributor of wines and spirits in Kenya , Eastern and Central Africa region.

Brand Manager - Beers

Key Responsibilities

Consumer at the Centre

Consistently drive competitive advantage by being close to and inspired by the consumer.
Understands how insight differs from data & information. Turn data and insights into action to win with consumers.
Show a good understanding of BGS and key brand health metrics.
Understands shopper missions and path to purchase.

Brand Strategy

Demonstrates an understanding of all elements of Brand Strategy, how they interrelate and how they contribute to reaching strategic objectives.
Understands how brand strategy impacts the marketing mix and activity choices across the Must Win Battles.
Actively contribute to the development of the Brand Strategy.
Continually tracks brand performance, competition, BGS outputs and other sets up any other required monitoring.
Support and where possible, present Brand Strategy, reviews and plans to both internal and external stakeholders.

Breakthrough communication development, implementation & touchpoint planning

Show a good understanding of media landscape, the role and effectiveness of differing touchpoints for achieving different objectives.
Develop content and activities that deliver Brand Objectives and are aligned to BiaB.
Fully understands and uses MWB 3 principles and EFE.
Work with CMI and Media to identify volume and aspirational targets and the related media targets.
Develop clear campaign objectives aligned to business and brand objectives, monitor and measure against them, optimizing during the campaign where possible.
Assess the strength of creative and media proposals to effectively deliver the campaign objectives, engage consumer in the content and maximize the ‘reaction’.
Support the creation of an iDDM campaign working cross-functionally across all relevant functions in the business, and proactively manages brand collection and use of data.
Measure the impact on the brand of the Marketing Mix and ensure future plans are ‘effective first’ and learnings are integrated.
Inspire agencies to create brand and business building communication and activities that deliver against objectives and resonate with consumers.
Effectively and proactively manage agencies (briefing, challenging, feedback, reward).
Support, and where possible manage all client-side elements of the production process end to end.

Integrated commercial planning

Demonstrates a full understanding Integrated Commercial Planning process.
Demonstrates an understanding of key consumer and commercial levers that impact brand performance.
Demonstrates an understanding of the role of different marketing activities in affecting consumer and shopper behavior.
Turn strategic insights into plans that win across Consumer, Shopper and Customer.
Allocate budget in line with strategy and objectives.
Support in uniting Brand and Commercial Strategies into winning annual plans that effectively coordinate all brand activities to drive penetration, build Brand Power and deliver business results.
Support the Annual Brand Planning process and mobilize cross functionally to ensure integrated plan across all Must Win Battles.
Evaluate plans to ensure ongoing learning and improvement.

Brand Profitability

Measures and evaluates the effect of specific activities on top line, and return on investment.
Demonstrates an understanding of the Brand’s SKU mix and profitability.
Measure reaction and ROI on all activities and apply learning to all future activity.
Maximize Commercial Spend Productivity by aligning investment to brand role, minimizing nonworking spend and maximizing return on all activities.
Flawlessly manages the brand budget / expenses with minimal accruals and delays in closing off PO’s.

Innovation/renovations

Understands ‘Sources of Growth’, ‘Taste Landscape’ and can articulate key macro consumer trends.
Can differentiate between creative ideas and ideas that can improve business results.
Understands how innovation contributes to portfolio and brand strategies and individual brand’s positioning.
Is familiar with the different steps in the Innovation / renovation process and with deliverables per function.
Understands how to write a concept.
Effectively launch a product or packaging innovation / renovation, by leading cross-functional projects, ensuring effective decision making at each gate and securing cross-functional organizational alignment behind priorities and plans.

Store back marketing

Actively visits stores and bars across different channels and in different geographies on a regular basis, while observing safety protocols.
Grounds all work in shopper insight.
Collaborate with Sales and Trade Marketing, to ensure world class execution of all brand activities, grounded in shopper insight, across the path to purchase (on time, on budget, on strategy).
Understand the most effective tactics across the path to purchase by channel to achieve different objectives.
Leads and delivers BTL / TTL activities OTIF, and on budget.
Monitors and evaluates effectiveness and ROI.
Generate companywide commitment and excitement about key initiatives.
Ensure the brand is activated in line with brand guidelines and the Responsible Marketing Code in store/bar.

RTC & Channel understanding

Actively meets Distributors, Wholesalers and Retailers to better understand their purchase drivers and barriers.
Recognizes the strengths and restrictions of different Route to Consumer options in reaching consumers.
Understands and can articulate the category strategy.
Demonstrates an understanding of channel segmentation and the role of different channels in
Brand Strategy and activation.
Demonstrates an understanding of shopper and on-trade consumer drivers.
Demonstrates an understanding of the value chain in different channels and with different RTMs.
Ensure customer, channel and RTM strategies are reflected in all brand activations and innovation plans.

Budget building & tracking

Build a full year budget (ABTL) for the brands and ensure appropriate tracking of spend.
Understand impact of RoFo financialization to timely shift in budget requirements.
Align budgets with regional stakeholders.
Align budgets with BRF while always looking to optimize spend.

Stakeholder management

Manages multiple stakeholders for the Brand Strategy, both regionally as well as globally.
Can influence without authority across senior stakeholders.
Understands global and regional activities, interests, and roles of different stakeholders.

Interested and qualified? Go to Kenya Wine Agencies Limited (KWAL) on careers.theheinekencompany.com to apply