Job Description : Market Context :
Market Context :
PEBAC is a business unit formed by 5 countries (Peru, Ecuador, Bolivia, Argentina & Chile) with similar market contexts, trends and opportunities.
Our ambition is to change the way consumers celebrate in those countries. For delivering this ambition the focus is : reinforce our consumer recruitment strategy, consolidate our portfolio to face local spirits and beer competition, simplify our operating model so it can cope with usual environmental volatility, route to consumer partners willing to integrate and create superior holistic value and flexible organization with an integrated winning and productive mind-set while transforming the way we work with Distributors, to generate efficient, profitable and reliable growth through mastering and being best in class in Distributors’ partnership.
PEBAC main pillars are : Focus, Agility & Scale to Transform Growth. Focus on CGT (Casual Get Together) and SO (Special Occasions) Occasions, defining what matters for consumers, customers and shoppers and maximize execution rather than development;
Agility to discipline and processes to speed decisions through, true sell-out to outperform competition on shelves and fast learning to maximize investments and growth;
Scale : great platforms executed brilliantly, join up with partners to expand footprint and ROI and to build a recruiting machine, every day everywhere.
Beer is the biggest TBA player in PEBAC with 565M 9Lc having a 66% penetration into the casual get together occasion while Spirits is 30M 9Lc (18% Whisky penetration, 70% aperitif, 50% Pisco & 50% Rum).
Baileys was defined as key brand considering its potential for growth across PEBAC, being the third contributor in terms of profit for the region.
Gordon s & PIMM S represent a great opportunity , especially Argentina, that could enable us to recruit from Local Spirits.
Legui also represents an important opportunity given the local production footprint, brand legacy and exports potential.
Key deliverables :
Defines 5 year Strategic Plan for these brands identifying sources of medium term growth and resources needed.
Drives the Annual MBP Planning Process for these brands to establish strong brand / category and business objectives and plans behind each brand.
Proposes Activity Calendar and A&P Split by Brand , in consensus with commercial area and PEBAC Marketing Head.
Accountable for Brand P&L, leading cross functional teams.
Leader of the Commercial Roadmap for these brands.
Responsible and accountable for all ATL implementation , including Media plans, Digital Marketing, Public Relations and Out-trade experiential events, briefing specialist resources and leading the cross functional team to deliver the GAME.
Proposes and monitors Price Strategy for each brand, in consensus with the commercial area and following Global Guidelines.
Adapts or Creates Advertising for International brands according to Growth Driver Development Matrix . Inputs voice of the Market for Global Creation.
Provides Briefs to Customer Marketing team to adapt or create BTL toolkits for PEBAC.
Leads the Business Performance Management Process including P&L tracking, Market share monitoring, Brand equity tracking and Category performance with a focus on Sell out.
Proposes corrective actions or M4Ms, as needed.
Administers the overall A&P budget of the category .
Ensures M&E is used to drive A&P effectiveness.
No direct reports to this position, yet people management is critical : this position needs to influence Commercial, CMO, marketing, finance .
Great relationship builder with different stakeholders internally and externally
Demonstrate strategic thought leadership and ability to manage businesses for long-term viability.
Think in the future, anticipate trends and opportunities, while generate ideas and move them into action
Every brand manager as a General Manager of a Brand
Ability to orchestrate remote work teams (internal and external stakeholders)
Brilliant execution is a way of life. Role models the leadership standards for brilliant execution.
Pulls together the cross functional team of specialists, customer marketing, sales and agencies to deliver the GAME and beat AOP.
Qualifications & experience required :
Graduate of Business Administration, Marketing
2 to 4 years’ experience in consumer marketing (CPG companies desirable)
Fluent in English (oral & written)
Good Computer skills
Experience on integral communication plans development
Consumer / shopper behaviour driven
Excellent report writing and presentation skills.
Price management at point of purchase
Commercial awareness of consumer trends / profitability.
Excellent analytical skills.
Available to travel
Strategic / category vision
Worker Type : Regular
Primary Location : Buenos Aires
Additional Locations :
Job Posting Start Date :
2019-11-14-08 : 00