Consumer Marketing Manager

Job Description

The Consumer Marketing Manager is a consumer expert and is to ensure that our Consumer Message/communication is aligned and clear in all Consumer Touch Points.

The position is responsible for a 360 degree consumer strategy. CMM maps and fully understands the Consumer journey, together with building and driving the 360° marketing plan across all media channels. CMM ensures A&P mix optimization supporting the Marketing Strategy. Works in collaboration with a number of specialist talents including the Consumer Engagement Manager and Communications Manager.

Key Performance Areas

Drive Market Share/Brand Building

• Builds the 360° marketing plan for the brand, including CRM strategy where applicable, in coordination with Product Marketing, Trade Marketing, Consumer Engagement and Online teams.
• Defines the target consumer profile(s), adapting Global / Regional guidelines to local opportunities.
• Translates local consumer insights into marketing and selling opportunities.
• Defines how the Consumer Journey(s) should look, combining all communication and distribution channels.
• Defines the advertising and distribution mix for the upcoming year.
• Contributes to LRP building (in particular A&P lines, with intent to maximize effective consumer-facing spend, and prioritizing shift to digital).
• Localizes where possible marketing materials to ensure relevance and suitability.
• Adapts plan throughout the year depending on sales performance, lately observed trends, competitors’ campaigns and successes to be replicated fast.
• Defines the launch and promotional calendar across all channels, working closely with Product Marketing.
• It is the responsibility of the CMM, with Brand Manager to ensure that there are clear objectives set for any campaign. The Brand owns the overall marketing and digital strategy (as this is the brand equity) and works closely with the Consumer Engagement and E-commerce teams; preparing briefs with clear objectives and KPIs per campaign, planning budgets, reviewing plans etc.
• Works collaboratively with Consumer Engagement to ensure that digital activities support brand building and drive reputation and drive the digital revolution of the brand through social media platforms and any potential new platforms.
• Liaising with local online teams in regards to the ME brand sites and pure player sites. Working with region / NY on monthly brand and product information updates and refreshes.
• Works closely with Communications team to ensure that Communications activities support brand building and drive reputation.

Strategy Insights and Solutions

• The CMM has responsibility and ownership for collating and reporting the analysis following a 360 campaign.
• Performs A&P ROI analyses and improves marketing effectiveness through test and learn approach, with the support of the Consumer Engagement and Marketing teams
• Formulate and present local marketing objectives specifying the Brands’ long term strategy.
• Responsible for developing regional marketing calendar and programs, develop and guide execution regional/market applied marketing strategies to maximize sales, profitability and market share.
• Responsible for presenting marketing plan to distributors, retail partners and ensure proper implementation.
• Identify, quantify and propose opportunities that drive regional/local relevance. Work in partnership with global/regional marketing and product development to evaluate and propose pursuit.
• Manage category reviews and review market trends, to identify opportunities or threats.
• Evaluate and share findings on market trends (customers, prices, products and competition) with Brand Manager to identify market-specific needs in terms of product, promotions, and creative concepts, especially when they deviate from global guidelines and offerings.
• Manage a competitor analysis on a regular and consistent basis; competitor support in store, launches, advertising.
• Actively participates in cross brand marketing meetings to share ideas and challenges.

Financial

• Reviews P and L on a monthly basis and manage marketing budget of lines assigned to Consumer Marketing Manager along with other team members.
• Drives A&P spend allocation; in charge of A&P budget and optimization

Customers

• Regularly connects with consumers, actively seeks insights and data that could inform choices/decisions, e.g.: focus group and surveys.
• Seeks to understand the core consumer’s motivations.
• Coordinate with Consumer Communication Executive to gather feedback from customers.

CR

• Proactively seeks ways to manage CR in line with global activities and to look for locally relevant causes and activities.
• Roll out of CR activities across various touch points.

• Degree in Marketing or Equivalent
• 8-10 years Marketing experience in a retail / cosmetics / luxury goods or FMCG arena