I am the OFFLINE BRAND MANAGER and the expert of the brands Brick and Mortar retail activation and expression. I ensure the local retail implementation of the Brand plan, from launch plan execution to retailer differentiation and animation plan. I am the voice of the brand in the country, the voice of the country in my brand flower and the face of the brand in front of retailers.KEY RESPONSIBILITIES:
Lead the orchestration of marketing campaign at retailer level, following the Brand plan & 360 (in close collaboration with other team members)
Work with KAMs to adapt the Brand Trade Plan to retailer
Forecasts & follow-up of all POSM elements for the brand
Present brand and trade initiatives to distributors
Manage and own local PPP budget for the responsible lines
Create local planograms based on guidelines & retailers
Ensure perfect image of the brand offline by sharing guidelines & tools to distributor: planogram, visuals, videos, testers, posm...
Ensure correct allocation of promo testers by country
Develop and Implement animations: pop-up, podiums, FSS events in line with guidelines, Trade plan & marketing plan
Produce local posm elements if needed
Main leader of FSS in collaboration with KAM & distributor
Support in sales and trade meetings
Responsible of the trade plan
MY CORE KPIS ARE:i)Sell out in B&Mii)Quality and 360 consistency of local activation contentiii)Trade plan managementiv)Local PPP managementMY DELIVERABLES/OUTCOMES ARE:
Trade plan / FSS plan
Local launch offline execution
Planograms
Forecasts of brand posm
I HAVE IN-DEPTH KNOWLEDGE OF:
Brand DNA
How to build visual and impactful animations
Consumer and customers habits & language
Supplier relationship management
PEOPLE I WORK CLOSELY WITHIN 3.0:
Close alignment on 360 product expression with PBM, OBM, SBM & experts
Partner with KAM on 3* launches & Trade plan
Distributors on launch execution, animations, eventing & VM & tared plan