Category Manager – Emerging (NPD, Mortar & RMX)
HBM Nigeria
Remote
A key contributor to the success of any company's strategic plan is an effective Category Manager who will demonstrate industry knowledge by translating all company activities and Brand Strategic Plans into excellent plans that will position the company very strongly in the marketplace and win at the point of purchase.
The Category Manager is accountable for developing and implementing all Marketing Communications activities, both internally and externally. Directs and coordinates the Marketing Communications Team's efforts to achieve the defined business growth objectives across all brands.
Works closely with the Commercial Team and external Agencies to develop and implement the Marketing Communications Strategies and activities for the Organization.
Brand Building Activities: To create and sustain a robust equity for the assigned sub-Portfolio, which will continue to attract strong consumer loyalty.
- Contribute to sub-Portfolio Brand Strategy definition. Initiate annual Brand marketing review and plans for the Brand with detailed information on Brand marketing objectives by overall Brand strategy.
- Define Brand Communication Strategy per Plan and Brand Position, selecting the most efficient media mix in alignment with the Portfolio Manager.
- To prepare Agency briefs and subsequent evaluation and assessment of subsequent Agency creative proposals.
- Creation and exploitation of a brand sponsorship platform where applicable, to enhance selected brand health indicators.
- Identification of and association with relevant external events/initiatives that will add value to brand equity.
- Monitoring related platforms, especially those in use by competition.
- Lead development of advertising materials/creative proposals in each stage before final approval by the Marketing Director.
- Propose and test any changes in advertising strategy.
- Work collaboratively with the Trade Marketing Team to ensure effective Sales Driver deployment of the Brand in all categories of outlets, driving Equity ultimately
- Monitor competitive strategies, advertising, and positioning platforms to constantly ensure continued alignment with Brand positioning.
- Report periodically, giving information on all activities undertaken by the Brand and competitive brands.
- Ensure that all marketing considerations are taken into account in making volume projections for the Brand.
- Propose and execute promotions plans and schemes, in alignment with the Trade Marketing Team, after approval by the Marketing Director.
- Monitor the effectiveness of all promotional activities, propose relevant modifications, and prepare post-promotion reports with appropriate proposals and recommendations.
- Constantly monitor changes within the market, analyse the likely impact on the Brand, and propose strategies and plans to deliver the volume objectives.
- Monitor competitive activities and initiate and execute appropriate action for pre-empting such activities or counteracting their impact.
- Work in conjunction with the field sales management and Logistics to ensure regular availability of the Brand in all categories of outlets.
- To embark on quarterly visits (at least) to the Sales Areas to obtain first-hand information on activities related to the Brand and developments in the market in general.
- To initiate and manage new projects and new product developments that are designed to deliver the Brand’s objectives.
- Constantly monitor the industry and advise the Business on a competitive pricing structure for the Brand.
- Keep the Brand’s profitability under constant review and draw early attention to any deviations from estimated profits as a result of sales variations or changes in costs.
- Prepare an annual advertising budget for the Brands in the sub-portfolio for the approval of the Marketing Director.
- Monitor advertising budget ensuring adherence in line with approved plans.
- Carry out regular budget-control monitoring exercises to avert over-expenditure.
- Prepare a yearly Media Brief for the Agency giving guidance regarding advertising budget appropriation by media.
- Ensure that all outdoor hoardings and posters for the Brand are in good condition and that hoardings are strategically located.
- Monitor and analyze official and unofficial trade margins of competing brands, make appropriate proposals, and execute accordingly.
- Originate and test any changes in packaging design.
- Liaise with Quality Control (Technical) in quality monitoring of products released into the market to ensure consistency across all factories.
- Monitor the quality of all packaging materials in consultation with the appropriate Controller.
- Recommend and manage market research requirements for the Brand.
- Agree on research proposals in conjunction with the Marketing Director and evaluate the results as they affect the overall marketing policy for the Brand.
- Check all bills from the Agency and suppliers against approved budgets and schedules and verify them for payment.
- Work with the Agency in obtaining approval for new advertising materials and for Brand consumer promotions i.e. NAFDAC, SON, etc.
Critical Experience
- Minimum 3 - 5 years of Brand or Marketing experience.
- Demonstrated skills, knowledge, and experience in the design and execution of Brand Strategy.
- Strong track record in Marketing at management level, with practical experience in brand imagery management.
- Depth of experience in how to drive a Marketing organization's effectiveness and efficiency.
- Previous exposure to strategy development is valuable.
- Strong project management skills and commercial and financial capability are important.
- Strong cross-functional stakeholder management skills; previous experience in working with other functions, particularly Sales, Trade Marketing, Procurement, Supply, Finance, and external partners such as ATL and PR Agencies is valuable.
- Brand Image management experience in FCMG or Telco is a plus
- Uses well-developed interpersonal skills to build credible relationships
- Strong cross-functional stakeholder management skills
- Excellent understanding of Brand Management.
- Strong oral and written communication skills.
- Ability to manage multiple projects at a time.
- Strong creative, strategic, analytical, organizational, sales data, and trends analysis skills.
- Creative thinker with the ability to share brand vision with major stakeholders
- Credible with key internal and external partners
- Good IT skills
- Good interpersonal communication skills