Job Description: Brand Manager (Page 2 of 3) in pdf

ROLES & RESPONSIBILITIES

Operational Brand Management



Be the brand guardian to ensure the business is presenting the brand correctly in all areas;



Track the key drivers of portfolio performance, including financials marketing KPIs and

competitor performance, use insights to develop course correction plans as appropriate to

ensure targets are met;



Manage all elements of the Marketing Mix to maximise performance in market: product

proposition, packaging, distribution (recommendations to sales team), price & promotions (with

Strategic Insights Manager), product quality and format;.



Lead the development and roll-out of the brand support package in the OOH sector and ensure

the support materials support the brand positioning, acting as an ongoing marketing campaign

for the brand;



Lead the development of all POS that may be required across the categories;



Work with the communication team to ensure the sales team have a toolkit of support items

needed to sell the Cafédirect story and products successfully e.g. presentations, product

information, and sales aids.

Innovation Management



Spearhead NPD projects from initial identification of potential market opportunities to product

launch. Identify need for and work with Strategic Insights Manager to commission ad hoc

research to assess business opportunities;



Ensure innovation opportunities are based on a sound understanding of the commercials, Gold

Standard, supplier capability, the Grower process and consumer need;



Use the Cafédirect innovation process to co-ordinate project approval and the launch process

across the business. Responsibility includes commercial viability, project management, and

developing of marketing mix for launch;



Ensure current range stays one step ahead of its competitors as well as being relevant to

consumer and customer through the key levers: taste, design and concept.

Strategy



Work with the Senior Brand Manager in the ongoing development and implementation of the

coffee, tea and cocoa portfolio plan to meet commercial objectives and consumer needs.



Own and champion a consistent visual brand identity for Cafédirect across the business. Create

a toolkit for people to use to protect the integrity of the branding;



Consumer insight – develop an intuitive understanding of target consumer attitudes, behaviors

and needs both now and in the future to feed into decision making. Use data from a variety of

sources from market research, trends analysis, desk research, observation to build a holistic

picture of the consumers life and in relation to the category;



Customer – develop an understanding of the impact of customer and retailing developments on

marketing and how these will affect the execution of product strategies in outlet. Develop an

understanding of trade customer strategies in order to understand how Cafédirect products can

build their agendas, as well as our own;



Competitor - develop a comprehensive understanding of the coffee, tea and cocoa categories

and the key competitors therein. Keep abreast of competitor actions, ensuring internal visibility

of implications for Cafédirect.

Team



Collaborate with and influence Sales and Supply Chain to co-ordinate their activities to deliver

strategic and operating plan projects and objectives;

Page 2 of 3

Job Description: Brand Manager Page 2

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