Your Tasks
Main Accountabilities
The Brand Manager oversees understanding the market landscape, categories, and competitors in activation market.
Roles & Responsibilities
Market dynamics of category:
- Prepare reports to monitor / evaluate key brands performance such as market share in the respective category.
- Monitor category development closely such as competitor performance, launches and RSPs*
- Conduct thorough analyses regarding market dynamics to identify white spaces in assortment and to identify opportunities for NIVEA.
- Drive NIVEA category growth through NPDs and through full assortment ensuring the right positioning and focus.
- Develop strategic plan for NIVEA category to drive NIVEA category growth
NPD launch initiatives & perfect execution
- Prepare go to market strategy for all NIVEA launches giving guidance to other departments (S&CM and Sales) by steering the marketing mix.
- Execute and track IMS, GM and market share data analyses for all launches and relaunches
- Follow the ‘go to market’ process by respecting the timeline and ensuring on time delivery of presentations and materials.
- Manage all artworks on time while collaborating with various countries and ensuring high quality.
- Manage and monitor the FDA approval process for new product launches and relaunches
- Ensure a perfect execution on all touchpoints closely working together and aligning with internal departments such as Sales and SCM.
- Leverage the forecast analysis from Demand Planner and discuss/align with Demand Planner.
Communication
- In the lead for KV, TVC and digital adaptations through high quality briefing and efficient process management with agencies.
- In the lead for ATL and KOL campaigns from briefing to execution ensuring consumer journey and precision marketing thinking. All campaigns should meet predetermined media KPIs.
- Ensure all communication is aligned with POSM and other shopfloor activities.
- Monitor the effect of media by keeping a close eye on sales uplift.
- Ensure internal excitement for the category, launches and relaunches by being passionate about the brand and products.
Budget management:
- Responsible for the management and allocation, spending and tracking of the yearly category budget.