Brand Activation & Trade Marketing Sr Manager, Appliances & Cookware

Job Description

Position Title: Sr Manager Brand Activation & Trade Marketing

Location: Santa Monica, Mexico City, Mexico

Reports to: General Manager A&C Mexico

Brand Activation & Trade Marketing Sr Manager contribute on new product launches and integrated brand activation plans, sometimes with the assistance of direct reports. Lead the planning, organization, development and execution of all POS programs along with the implementation of shelf management programs with display and point of sale materials. Assure product placement in a rewarding buying experience, especially during active promotional periods, with adequate product support materials and engaging initiatives. Collaborate with the Regional Category Manager team to set up pricing and find the best options to position the products in the right price bands.

Specific Responsibilities

Specific responsibilities will include but are not limited to:

Activation

Executes marketing plans based on global/regional strategies for the upcoming year.

Manage the local Consumer & Trade Promotions budgets.

Familiar with test and learn opportunities within communication vehicles to find leverage points for scale and impact.

Trade Marketing / Category

Build growth strategies in different sales channels, expand the breadth/depth of existing and new distribution segments.

Monitor the Trade Marketing Manager to ensure that the team is optimizing the resources (budgets, agencies, schedules) allocation across distribution channels, specific accounts and geographies. This includes the promoters.

Identifies key promotional windows based on target consumer behavior and recommends promotion depth and frequency guidelines.

Collaborate with the Regional Category Managers on the pricing audits to evaluate opportunities to extract maximum value from the market and recommend audit cadence, action steps and communicates pricing strategy across channels.

Mentoring the Associate Category Managers to grow the business and work on specific plans to achieve the category numbers.

Responsible with the Category team to give feedback and recommendation about products and retailers opportunities

Execute promotional events & package at major key accounts, build partnerships with complementary brands.

Drive trade initiatives by developing product programs and trade plans concomitant with key accounts requirements (collaboration with sales team) as to ensure our product portfolio enjoys uninterrupted flow to consumers.

In coordination with Marketing, act as liaison to drive forward strategic initiatives to foster consumer demand and capture consumer/retail opportunities.

Brand Stewardship

Supervise the brand activities in accordance to the brand identity and guidelines process i.e. consumer promotion materials, Point-of-Sale (POS), regional PR materials, social media content

Supervise any communication adaptation for products and brand within their territory.

Insights

Uses POS Data, Shopper insights and pricing research to develop and optimize activation plans.

Tracks brand metrics in region and ensures activation activity is aligned to metrics, takes corrective action when necessary by partnering with Sales and Trade teams to create activation activity.

And also:

• New Product and Package Launch Support
• Integrated Marketing Plan and Execution
• Promotions Planning
• Project and Process Management
• People Development
• Financial Management

Qualifications

• Four-year College/University degree. MBA Preferred
• 8-10+ years of marketing and/or general management work experience.
• Up to 20% travel required.
• Has worked on a business with global or international exposure.

Experience

• Translating marketing objectives into strategies and plans. Proven success in executing a comprehensive marketing plan that is integrated across multiple consumer touch points, including at point-of-purchase.
• Trade experience, specially with promoters agencies and event planning.
• Successfully launched new products from concept stage through commercialization and in-market success.
• Experience with product management
• Solid knowledge of category management, marketing and sales principles.
• Understanding of data analysis and forecasting methods
• An analytical mind with a strategic ability
• Demonstrated success working in a matrix environment (global-regional-local relationship).
• Strong communication skills, written and oral.
• Proven ability to work on and lead a cross-functional team.
• English (Advanced)