ROLE PROFILE
Job Title:
Brand Manager –
Level:
L5
Reports To:
Marketing Manager
Context/Scope:
Serengeti Breweries Ltd (SBL) operates exclusively in Tanzania and is the 2nd largest beer company with a market share of 17%. It is an integrated demand/supply business with 2 operational breweries in Dar and Mwanza, and a third one being built in Moshi, which is situated in the northern part of the country near the Kenyan border. SBL’s flagship brand is Premium Serengeti lager, which accounts for 85% of SBL sales volumes. The other beer brands are Uhuru and Kick. In addition SBL produces and markets Vita-Malt.
SBL’s 2 fully operational breweries in Dar and Mwanza have a combined capacity of 1 m Hls. The 3rd brewery with a capacity of 0.5m Hls is under construction in Moshi and is expected to be ready for operations in H2 of F11.
EABL has recently acquired a major stake in SBL in Tanzania and is currently integrating the business to EABL/Diageo standards. Resourcing is a critical enabler to ensuring a seamless integration and business continuity going forward.
Dimensions
Purpose of Role:
The Brand Manager’s role is to protect, grow and build the brand by managing demand for the brands to achieve budgeted volume, market share and profit objectives. They also are responsible for developing and effectively implementing marketing activities for the brands.
Accountabilities
Develop, implement & monitor annual strategic brand plan including economic management of allocated budget.Monitoring brand availability and sales and being proactive on factors affecting the brand sales and market share performance.Identify and recommend market research programme aimed at enhancing brand positioning.Analyzing market research data including secondary research and taking corrective action for enhancement of brand strategies.Effective management of brand advertising and sales promotion to generate brand growth.Recommending, planning & co-coordinating brand PR activities likely to enhance the brand sales and image in the short or long term.Monitor competitor activities affecting the brand and take appropriate corrective actionMonitor, evaluate and recommend brand-packaging update including pack and range extensions and follow through to implementation in liason with Marketing Manager.Regular send continuous monitoring of brand costs and profitability and recommend areas for improvement.
Qualifications and Experience Required:
Qualifications:
·A Bachelor of Commerce Marketing or business degree or equivalent
Experience:
Minimum of 5 years marketing experience preferably in a FMCG environment.Marketing management experienceExperienced in the development and execution of advertising strategies.
Barriers to Success in Role (Optional):
Inability to build and sustain key relationships at all levels, in particular the interface between Diageo Africa, EABL and SBLLack of cultural awareness / empathy where appropriatePoor communication skills and time managementInability to cope with the challenges of a developing market such as Tanzania (e.g. Systems access, relatively poor infrastructure) Brand Manager
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