Offline Brand Manager

I am the OFFLINE BRAND MANAGER and the expert of the brands Brick and Mortar retail activation and expression. I ensure the local retail implementation of the Brand plan, from launch plan execution to retailer differentiation and animation plan. I am the voice of the brand in the country, the voice of the country in my brand flower and the face of the brand in front of retailers.

Key Responsibilities

• Lead the orchestration of marketing campaign at retailer level, following the Brand plan & 360 (in close collaboration with other team members )
• Work with KAMs to adapt the Brand Trade Plan to retailer
• Forecasts & follow-up of all POSM elements for the brand
• Present brand and trade initiatives to distributors
• Manage and own local PPP budget for the responsible lines
• Create local planograms based on guidelines & retailers
• Ensure perfect image of the brand offline by sharing guidelines & tools to distributor: planogram, visuals, videos, testers, posm...
• Ensure correct allocation of promo testers by country
• Develop and Implement animations: pop-up, podiums, FSS events in line with guidelines, Trade plan & marketing plan
• Produce local posm elements if needed
• Main leader of FSS in collaboration with KAM & distributor
• Support in sales and trade meetings
• Responsible of the trade plan
  
  

My Core Kpis Are

i)Sell out in B&M

ii)Quality and 360 consistency of local activation content

iii)Trade plan management

iv)Local PPP management

My Deliverables/Outcomes Are

• Trade plan / FSS plan
• Local launch offline execution
• Planograms
• Forecasts of brand posm
  
  

i Have In-depth Knowledge Of

• Brand DNA
• How to build visual and impactful animations
• Consumer and customers habits & language
• Supplier relationship management
  
  

People i Work Closely Within 3.0

• Close alignment on 360 product expression with PBM, OBM, SBM & experts
• Partner with KAM on 3* launches & Trade plan
• Distributors on launch execution, animations, eventing & VM & tared plan
• Local Suppliers
• Finance
• DMI RD