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Оne of the largest corporations in the Finnish food industry Fazer has opened its doors for a Senior Marketing Manager.
Main purpose:
The Senior Marketing Manager (SMM) develops and implements the marketing strategy for defined brand/s including communication, price positioning, consumer promotion and innovation development, in line with overall Fazer Bakery Russia (FBRU) business objectives.
The SMM will be responsible for marketing activities for 1 strategic brand (Hlebny Dom/ Fazer). The SMM will be managing a team of 2 Brand Management professionals.
Main responsibilities and duties:
Leads a team focused on identifying the Role and Ambition of the Brand(s) in the market and FBRU portfolio to ensure business growth:
• Supports the VP, Marketing in defining the Role the Brand plays in the portfolio;
• Defines the Consumer Map positioning of the Brand;
• Defines Brand Ambition and milestone plan to reach the targeted ambition;
Develops a winning long-term Brand Strategy to achieve Brand Ambition:
• Leads Brand Positioning development;
• Defines the Brand Jobs to Be Done that reflect the desired changes in consumer behavior required to be achieved in the next 3 years;
• Creates long-term marketing mix strategy, leads the development of the Annual Brand Plans;
Develops and oversees the deployment of the Brand Innovation and Renovation agenda:
• Develops compelling concepts based on consumer and shopper insights and in-line with Brand Positioning;
• Translates compelling concepts into superior product mixes;
• Launch Management – develops outstanding in-market launch plans and supervises execution;
Leads the development of world-class Brand Communication for all consumer-relevant touchpoints:
• Leads the development of winning campaign ideas and translates them into winning executional materials;
• Shows full understanding of the communications mix and ensures communication channels cover key consumer touchpoints by developing Annual Media Strategy;
• Ensures all brand communication complies with business policies and legal regulations;
Sets Strategic Key Activation Pillars and oversees the development of Annual Brand Activations Calendar including consumer activations and sponsorship platforms to reach the brand’s equity and business goals;
Possesses deep Consumer, Shopper & Customer Understanding:
• Analyses and interprets in-market and brand health performance information on regular basis to ensure Brand Ambition is achieved;
• Critically observes consumers and shoppers behavior to uncover powerful insights that can be exploited for business gain;
Acts as a team leader that inspires the people in the team, other related functions in FBRU and agencies:
• Develops functional and leadership skills and capabilities of Brand Managers through effective coaching, delegation of activities, regular and constructive feedback and facilitation of best practice;
• Raises awareness and ensures buy-in of long- and short-term Brand Strategy across a broad set of stakeholders in the business;
Leads Agencies and Manages Brand Budgets:
• Partners with Sourcing and Finance for agency management and spending optimization;
• Manages and optimizes ATL/BTL budget and resources to increase ROI of brand marketing spending;
• Creates and maintains agency management process that is based on on-going reviews and formal feedback.
Measures of success/ KPIs:
Brand Revenue (Net Sales), Brand Innovations Rate and Revenue, Brand Health – Brand Awareness, Consumption, Preference and Conversion score, or Brand Equity, and Brand Value Share, FBRU EBITDA.
Qualification, skills and experience required:
University Degree in Marketing or Economics
Fluent English
MS Office applications, Internet, marketing-specific software
8+ years prior experience working within FMCG brand marketing
Excellent communication skills with effective influencing and argumentation abilities
Decision-making and orientation towards end results
Solving problems through analysis and selection of solutions by applying acquired knowledge
Prior people leadership and management experience required
Ability to manage multiple projects simultaneously, personal agility.
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