Regional Marketing Manager at Brown-Forman

• Ensure brand plans for all markets in the region are developed, according to the planning calendar, in conjunction with the FMMs and B-F Brand Manager
• Build appropriate KPIs into the plans for all initiatives to be able to measure ROI
• Ensure brand plans are executed superbly by the FMMs and in alignment with brand guidelines. In markets without an FMM the RMM is responsible for brand plan creation and implementation
• Ensure FMMs achieve high standards in execution at all consumer touch points
• Recommend consumer communication strategies and plans to the Africa Marketing Director and B-F Brand Manager
• Ensure ATL communication plans are executed and monitored
• Work with FMMs to develop country/channel/customer specific marketing initiatives where required
• Recommend POS requirements to B-F Brand Manager
• Evaluate marketing/business opportunities and recommend them to B-F Africa Marketing Director/Brand Manager
• Ensure all initiatives are evaluated
• Look for synergies across the markets in the region. Share and “steal” good practice initiatives
• Ensure training on B-F brands to distributors, the trade and consumers is done to a very high standard

Manage and Coach the Field Market Managers and in market teams

• Manage the FMMs to ensure they have clear objectives, KPIs and they are set up to do their jobs
• Measure progress against KPIs on at least a quarterly basis
• Develop the skills and capabilities of the FMMs and other marketing team members in the markets
• Embed B-F values, culture and D&I across the markets
• Lead recruitment process of in market marketing roles

Get the best from our In-Market Distributors to support our Marketing Plans

• Along with the FMMs be the point of contact for all marketing related topics with the in-market distributors
• Develop good working relationships with Distribution Partners ensuring our objectives and plans are clear and achievable via their teams.
• Identify mutually beneficial opportunities and ways to improve effectiveness and efficiency in all marketing aspects
• Agree brand and promotional plans with distributor
• Attend quarterly business reviews with Incodeal/GCF commercial team to represent marketing topics
• Assist Incodeal/GCF commercial team in managing the distributor when requested/agreed

Market/Trade/Channel/Customer Understanding

• Be the expert on the markets in the region
• Identify key channels and customers in each market and understand how the trade is segmented. Ensure the correct focus is put on the right channels and customers from a marketing perspective
• Work with and support Incodeal and GCF on the measurement of distribution and execution of KPIs in each market
• Ensure focus is on tier one markets and cities
• Where appropriate develop marketing plans for tier 2 city expansion

Consumer Understanding

• Develop ways to increase consumer understanding and insights in the markets
• Use consumer insights to help develop the brand plans
• Establish a database of consumer insights for the region
• Assist the B-F Brand Manager in specific market consumer research projects

Budget Management and Control

• Monitor Spend vs Budget for all markets in the region, (A&P and SG&A)
• Recommend budget is transferred to other markets if appropriate
• Ensure delegation of authority process is being implemented in the region
• Ensure support documents are available for all spend
• Ensure all budget claims are received in a timely manner

Reporting

• Ensure FMMs submit monthly reports on time and to a high standard
• Put together and submit a monthly RM report
• Attend Quarterly Business Review Meetings with Incodel/GCF/B-F and be the spokesperson for marketing in the region
• Coordinate the tracking and reporting of counterfeit and TNT for the region

Experience

• University Degree in Business, Marketing or related area.
• 5-6 years’ experience in the FMCG industry, preferably spirits / luxury products
• Be knowledgeable of the distributor / brand owner relationship
• Proven progressive consumer marketing experience on leading, high profile, international brands
• Experience of the major marketing disciplines: brand strategy development, positioning development, insight generation to unlock growth, short and long-term brand planning, CRM strategy development, media strategy and planning, digital marketing, pricing strategy, shopper marketing, portfolio management and development and TTL campaign integration
• Excellent leadership skills and people management experience
• Problem solving and organizational skills
• Fluent in spoken and written English and French
• Excellent written communication skills
• A team player with excellent interpersonal skills. Persuasive and able to build strong working relationships (local and international)
• High proficiency using MS office applications
• Ability to perform under minimum supervision with well-developed initiative and ability to exercise independent judgment
• Ability and willingness to work beyond normal business hours
• Ability and readiness to travel within the markets, region and internationally
• Ability to operate in ambiguous environments
• Previous experience in Africa/Emerging Markets

Preferred Experience

• Experience in international business environment
• Experience in a matrix management system
• Experience in wines and distilled spirits industry
• Working with 3 rd party distributor partners
• Knowledge of Brown-Forman portfolio of brands