Senior Brand Manager - Shloer

SHS Drinks, Manderson House, Gloucester

Closing Date: 22nd Jan 2019

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Job Description:

Shloer is the UK’s number 1 Adult Soft Drink and is major revenue and profit generator for SHS drinks. As part of our vision 2021 agenda, soft drinks is a key area of future growth. As part of this we are looking to increase the rate of growth for Shloer to increase our share and expand the category by meeting more needs in the social drinking space

Key components of the role are:

  • To be the brand owner and voice of the brand internally and externally
  • To manage the delivery of the P&L for Shloer within the GB drinks business – in line with budget and Vision 2021 business targets
  • To manage the brand positioning and develop strategic direction for Shloer - continue to build equity and deliver against Vision 2021 strategic objectives
  • To develop an insight led, long term (5 year) EPD/NPD strategy plan for Shloer and manage all marketing aspects of the delivery
  • To manage all day to day aspects of the marketing mix (product, packaging developments, pricing, distribution priorities) to bring our strategy to life
  • Lead the development and activation of the annual communication plan spanning traditional and digital media, events, social and PR. The role will include a significant advertising budget
  • To manage at least 1 direct report (future opportunity) – guiding their development as well as helping to ensuring their individual objectives are set and met

Key Responsibilities/Duties:

  • Deliver sales and profit targets for your brand and product portfolio (in year, but more specifically driving delivery of vision 2021 business targets)
  • Deliver brand market share and key, defined, equity measures
  • Monitor consumer, category and competitor insights and trends to ensure your brand and product portfolio is competitive, equipped to win and you are at the forefront of new product opportunities
  • Create a winning 5 year strategy for your brand / product portfolio that delivers future profitable growth. An EPD / NPD plan will be a key part of this
  • Ensure we have a strong, differentiated brand positioning which is clear to all internally (and externally) ensuring it’s applied consistently to build brand equity
  • Define and activate the brand strategy across all Marketing P’s (product, pack, price, place, promotion/comms) of your brand and product portfolio.
  • Ensure your brand architecture is clear with variants appropriately prioritised
  • Initiation and delivery of NPD/EPD projects in line with brand strategy - owning and driving the marketing thinking at all stages from project brief through to Gate 4. Work closely with project leader to ensure delivery on time and on brief
  • Develop and implement a consumer communications strategy with creative/media agencies for Shloer, in line with business priorities and brand objectives.
  • Recommend budget allocations and work within budget parameters as agreed for that financial year. Ensure budgets are maximised and all activity evaluated and learnings shared
  • Develop creative collateral (including both traditional and digital campaigns) to bring the brand(s) to life with consumers. Ensure the correct mix developed to satisfy the differing needs of different regions and trade sectors
  • Identify “best fit” sponsorship and event opportunities, leading brand negotiation
  • Ensure all branded activity meets guidelines of trade bodies and associations
  • Manage the trade press brand communications
  • Manage and develop direct report(s)
  • Ensure collaborative partnerships with the agencies employed and ensure that all agencies / third parties are managed and challenged effectively.
  • Be a proactive and valued member of the soft drinks team specifically and the broader brand marketing team
  • Build strong co-dependent relationships with other commercial functions – most specifically Insight, Commercial planning, Sales, Shopper Marketing
  • Work with the International team to maximise consumer communications opportunities within other markets.
  • Drive passion for your brand internally and externally

Experience & Qualifications:

  • Graduate calibre with a proven track record in marketing, ideally gained within a drinks or FMCG environment
  • Passionate about brands and consumer marketing
  • An engaging and collaborative style; Energetic, courageous, motivated and driven to make a difference
  • Commercially astute and adept at building business case scenarios for commercial approval and managing budgets

Experience of:

  • Strategic brand planning
  • Commercial expertise
  • Developing and executing successful brand propositions & communications campaigns
  • Creating and delivering engaging activation plans across channels
  • Generating and interpreting consumer insights
  • Identifying, developing and delivering NPD to market
  • Working collaboratively with cross functional teams
  • Managing a direct report

Interested in applying for this job email your CV now

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