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
