Unilever is searching for a Senior Brand Manager (Ekaterra).
Your Role:
As a Brand manager, Ekaterra Russia, Ukraine and Belarus (RUB) you will be directly responsible for marketing in Russia managing the following:
Purposeful & powerful Brand Experience
Multi-Channel marketing: Creating and driving marketing programs/campaigns across retail (instore & out of store), OOH (Horeca) and Ecommerce using both ATL and BTL
Drive purpose for our brands through relevant touch points and grow relevant brands KPIs (SLP, Brand power, etc.)
The Brand manager needs to work with global and local experts in market research, media, and digital to build and execute the annual marketing calendar
Brand equity: ensure right visual identity & on pack claim optimization for our brands.
Strategy & category development
Drive category development:
Ekaterra being a market leader in the tea category, this role is responsible for delivering the right strategy to grow the Tea category via more users, more usage, more value
Work hand in hand with customer marketing to deliver strong category growth stories driving value & profit for the retailers
Drive core black Tea: RUB being an important black tea market it is essential to drive growth through focus on black tea. This includes developing a strong winning strategy, ensuring product superiority and portfolio optimisation
Portfolio management & Innovation
Integrated business planning: The role is in lead position to drive the IBP process and come up with 12Q plans for the country
Core portfolio superiority: This role is responsible for core optimization/renovation via superior recipes & claims
Local innovations: The Brand Manager is responsible for developing local innovations based on consumer insights
Disruptive innovations: The role will also be responsible for disruptive innovations (potentially shared with other countries) helping Ekaterra be the first mover in new products which help expand the tea consumer base
Drive sustainability improvement across our portfolio (recyclability, less/no plastic, etc)
Performance delivery
P&L management: drive accurate volume forecast hand in hand with customer development teams. Manage brand P&L for RUB including topline & bottomline delivery. Develop a fuel for growth funnel including NRM and 5S initiatives (including complexity reduction)
Drive competitive growth in RUB via market share & penetration gains across Lipton & other brands. Follow sell out data, analyse and deliver corrective action plan based on it
Business development: work hand in hand with customer development to develop our business in existing and new channels to enlarge our footprint where relevant
Artwork management: Manage artworks through the ekaterra Artwork management system
Media management: Work with media agencies to create annual and monthly media plans for the tea category with help of global and local marketing resources
Your Key Tasks:
Create the annual marketing calendar, drive innovations and own the Brand in Russia
Interface with Marketing manager/Brand Manager, market unit head and Marketing Director MU to drive local business growth
Stakeholder management within the cross functional business teams to drive the business plan
Work with the market research team to mine local consumer insights and input into both global and local marketing programs
Required Knowledge and Experiences:
Commercial degree in marketing
Experience in a FMCG business at least 2 years at Senior Brand Manager level
Marketing leadership experience
Proven track record of delivering topline and marketing KPIs (driving share and penetration)
Leading a cross functional leadership team
Experience in managing agencies
Experience in managing digital channels and programs: Digital demand creation and fulfilment
Experience within the beverages/ tea category is a prerequisite
Channel marketing experience is a prerequisite
B2B experience- Food Solutions is preferred
Required Skills:
Functional and technical knowledge
Marketing: Brand building marketing
Digital marketing/ demand creation
Effective communication and negotiation skills
Ability to inspire a team
P&L – financial acumen
Language Requirements: English. Local language knowledge is preferred
Embrace a high growth mindset with strong love for consumers, shoppers and customers
Ability to build positive and impactful partnership with agencies
Have strong communication, negotiation and influencing skills with diverse, multi-functional stakeholders
End to end marketing management, ability to understand the big picture but also comfortable with details and managing the operations.
