Regional Marketing Manager West Africa at Brown-Forman

Scope:

• The Regional Manager will play a significant role in the development and implementation of country brand strategies in the key markets in the region. Key to the successful development of these strategies is a sound knowledge of the markets as well as the ability to form strong relationships with stake holders in B-F, Incodeal, GCF and the markets.
• The successful execution of the brand plans will rely on the Regional Manager’s ability to manage the Field Market Managers. As part of this management, formal reviews will be conducted with FMM’s to measure performance as well as identify areas of future personal development. The position will also be responsible for the quality of the monthly activity reports and good practice sharing between the relevant markets.

Key markets for this role include the following countries –
- Primary Markets – Cameroon, Ghana and Ivory Coast
- Secondary Markets – Togo, Gabon, Rep of the Congo

Job Description
Brand Plan Development and Implementation

• 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