Nomad Foods Europe / Birds Eye

  • Senior Brand Manager

    Job Locations UK-Yorkshire-Leeds
    Posted Date 1 day ago(22/07/2019 14:11)
    Job ID
    2019-2014
    # of Openings
    1
    Category
    Marketing
  • Overview

    PLEASE NOTE: This vacancy is offered on a fixed term basis for 6-12 months (Maternity Cover)

     

    The Senior Brand Manager – Pizza will lead and champion the development and execution of the market unit strategy for the Pizza Must Win Battle and supported by the Head of Marketing, develop targets for share, volume, revenue and gross margin for the short and long-term with ownership of the market unit P&L. The role is accountable for the effective deployment of the Pizza marketing plans in order to deliver the growth strategy for the Category in line with the business ambition. This role is also responsible for the development of the 3-year Pizza in market strategy.

    Responsibilities

    As the Senior Brand Manager, you are responsible for in excess of £70m RSV and a strategically significant part of the Birds Eye UK business, which gives this product group locally dedicated resource.

     

    Your portfolio of products encompasses the Goodfella’s brand, with a specific responsibility for the core ranges of Deep, Thin and Takeaway and innovation. This is a market that has historically been a very promotionally driven category. However, with the commitment of the business for the long term, our first multi-million-pound media campaign, an exciting innovation and renovation pipeline in the planning, and a focus on quality, you will be responsible for defining and executing the UK plan.

     

    This role includes:

    •  Accountability for the delivery of Pizza NS and %GM targets
    • Working alongside the insights team and agencies to deliver impactful TTL comms platform that impacts consumer behaviour, whether ATL, BTL or activation
    • Working collaboratively with insights, R&D and procurement to develop UK appropriate innovation/ renovation
    • Support Line Manager to create a highly respected team making good business decisions based on closeness to Strategy, Customer needs, Consumer evidence and Market KPIs’
    • Support CBU team with specific marketing tasks in order to deliver a balanced commercial performance

    Developing Successful Innovation

    • Supports the commercialisation of major innovation projects through the stage gate process, to ensure delivery of the market business strategy – highlighting risks to delivery
    • Using knowledge of customer strategies, category and shopper insights to support innovation projects through the development of customer sell-in material
    • Translates innovation challenges into a compelling business opportunity for both Goodfella’s and its retail partners in markets
    • Lead a portfolio of innovation/renovation projects within the brand (product development, project management and commercialisation)to ensure category growth targets are met, monitoring and reviewing their effectiveness to inform future plans and ensure sustainable post-launch commercial performance
    • Provide clear guidance, governance and input to relevant local market innovation / renovation projects as required, ensuring alignment with overall category strategies and objectives

    Support CBU team with specific marketing tasks in order to deliver a balanced commercial performance

     

    Building Knowledge to Win

    • Adept at monitoring and evaluating business and consumer KPIs against targets and objectives. Able to evaluate drivers of growth within the market to shape the brand strategy
    • Actively seek broader opinions and data from within and beyond frozen to help inform business strategy including regular contact with consumers to enrich consumer understanding
    • Leads cross functional teams to deploy integrated marketing plans, setting KPIs, monitoring the implementation and responding to ensure the objectives are delivered   
    • Agree key performance measures and establish a process for monitoring & evaluating plans and controlled tests within the marketing mix against targets and objectives
    • Explore wider stimulus, including from other categories and competitors, contributing to the wider Iglo group understanding of consumer needs.
    • Can work with finance and pricing team to consistently track and improve commercial performance including understanding the performance of local promotional / in-store interventions, along with fully understanding and monitoring competitor business and portfolios
    • Can brief and manage qualitative and quantitative research projects to ensure deep understanding of consumer needs prioritising actionable insights for the market that support and inform business strategy

    Developing Successful Innovation

    • Supports the commercialisation of major innovation projects through the stage gate process, to ensure delivery of the market business strategy – highlighting risks to delivery
    • Using knowledge of customer strategies, category and shopper insights to support innovation projects through the development of customer sell-in material
    • Translates innovation challenges into a compelling business opportunity for both Goodfella’s and its retail partners in markets
    • Lead a portfolio of innovation/renovation projects within the brand (product development, project management and commercialisation) to ensure category growth targets are met, monitoring and reviewing their effectiveness to inform future plans and ensure sustainable post-launch commercial performance
    • Provide clear guidance, governance and input to relevant local market innovation / renovation projects as required, ensuring alignment with overall category strategies and objectives 

    Creating In-store Excellence

    • Monitor on-going range business performance – assessing opportunities and make recommendations for range optimisation, ensuring relevant minimisation of “tail”, minimisation of pack and product write-offs
    • Design clear and logical range architecture appropriate for the target consumer, shopper and customer
    • Build key trade relationships working alongside sales to understand factors influencing the brand and shopper journey in-store
    • Inspire and lead cross functional teams in understanding the role of packaging in delivering Brand strategy, objectively assessing packaging giving clear and actionable feedback to the agency and team
    • Work with external partners to develop best in class packaging design that will make a real-world impact on shelf and at home, utilising knowledge and relationships (through sales teams) to input trade views, challenges and opportunities along with the shopper decision making hierarchy and shopper journey

    Developing Great Integrated Communications

    • Has experience writing clear and inspiring briefs for integrated communications planning, including media choices that align with the brand strategy
    • Contribute to the analysis, benchmarking and writing of clear and inspiring briefs for integrated communications planning, particularly ATL development and understanding of how the target consumer uses and interacts with different media channels, providing recommendations on decisions based on category objectives, and reviewing media innovation opportunities
    • Can lead the development of impactful and integrated activation plan which optimises the marketing mix across key touch-points and provide agencies with regular feedback to support the creative process
    • Leads the team in consistent application of the idea both ATL and BTL, constantly referring back to the brief and the single-minded communication idea executed on time
    • Can accurately describe how your target consumer uses and interacts with different media channels within their everyday life and keeps up to date with emerging channels to inform communication development
    • Has a sense of urgency and desire to deliver timely and bold integrated communication plans and establish an effective process to track communication plan effectiveness against agreed metrics and objectives

    Leading Teams to Success

    • Builds strong relationships with other internal teams (markets & categories) to collaboratively discuss and explore challenges and opportunities
    • Manage relationships with other internal teams (markets & categories) to collaboratively discuss and explore challenges and opportunities

     

    Qualifications

    Essentials

    • Prior to this role, they will have had significant consumer marketing experience within a highly commercial fast-moving business.  They are likely to have managed complex projects before and be expert at working effectively with both internal and external stakeholders
    • Bold Delivery - deliver high performance through a strong, competitive, commercial mind-set and” desire to win” and by focusing energy on making things happen – delivering what will really add value to the business
    • Impact & Influence - use clear and deliberate communications so that our message has impact and influence with internal colleagues and external business associates, encouraging them to engage collaboratively
    • Best Development - invest time, resources and energy in self-development and in developing and recognising others to continuously innovate, learn and raise performance
    • Change Agent - actively shape company culture and results using freedom to work flexibly and “find a better way”. Energise others to make change happen

     

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